Jonathan Macdonald comes up with a new way of looking at the bottom lines of companies: Revenue Centres, Cost Centres and Future Centres. And in a time of change, he argues the Future Centres may be the most critical of all.
Fairly obviously, I like this idea.
It's one with some personal resonance for reasons that become clear if you connect my career dots.
But much more importantly, we have to recognise that ALL companies are going through a period of huge change - rather, those that are going to survive will recognise this.
As the industrial era ends and the networked world begins to hug us all, the Future Centres are your guides.