In response to You Tube’s announcement to launch a premium service called You Tube Red, Rose Donohoe of The New Daily and I chatted about the why, where and will we of this new service: YouTube will soon ask users to hand over their credit card details to pay for a new premium se.

When signals like You Tube Red 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 You Tube Red 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.