How digital natives are building optionality for the future

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      <subfield code="a">Relying on historical sources of competitive advantagelike scale of operations, based on physical assetsis no longer enough. Rather, businesses must be able to develop a portfolio of options that propels success in any future state of the world. Embracing optionality seems counterintuitive because options seem to provide a poor return on investment: The search for ideas is expensiveparticularly with increased costs of capital. The yield is also low, as few options are turned into real products. And if they are, bringing those products to market takes a long time. However, we believe this is an outdated notion. The economics of optionality can be vastly improved and many digital native companies are showing which tactics are key to doing so. We believe that these approaches can be implemented at most firms</subfield>
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