Today’s announcement by Google that its changing its holding company’s name to Alphabet is an inspired decision and one that all innovators and companies should take a lesson from. I know there are pragmatic reason for it, Larry Page and Sergey Brin seem to want to get out of ful.

When signals like And now for my next trick, I’ll turn Google into the emerge, organisations that engage early have the advantage of choosing their response rather than reacting to events. That gap between those who prepared and those who did not is where competitive positioning is actually made or lost.

The most important question is not whether And now for my next trick, I’ll turn Google into the will matter, but how quickly it will matter in your specific context. Leaders benefit most from mapping the ripple effects early — not just the direct impact but the second and third-order consequences that arrive later and hit harder. That is the practical work of foresight.