Because things are the way they are, things will not stay the way they are.
— Bertolt Brecht
Things alter for the worse spontaneously, if they be not altered for the better designedly.
— Francis Bacon
 

Some issues are universal: What will the future look like? How much can we know about the future? What are the implications of inter-connectedness?
How will technology alter societies? Where will clean, dependable energy come from?

Some challenges impact mainly at industry level: How will new and emerging technologies alter supply chains, production and distribution or competitive intensity? How will consumer tastes change? What about regulation?

Issues that impact at firm level relate to how you organise your firm to respond to the environments in which you operate. They also relate to how you learn about your environment and process information internally.

As competition increasingly become knowledge-based, your people make the difference as to whether your succeed or fail. How you motivate, inform, deploy and control your people will drive your performance.