Abundance Trend - What is Mission Critical?

24 Oct 2025 · 1 min

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In this excerpt from her book Two Trends to Understand the World Today, Charlotte Kemp warns that the shift from scarcity‑based, binary choices to an era of abundance and fluidity creates a flood of options that can cause organisations to lose focus. She argues that when a company can theoretically serve anyone, anywhere, it must deliberately identify what is truly mission‑critical and set aside non‑essential activities. To stay future‑ready, Kemp stresses the need for continual reassessment of assets, skill sets, talents, business models, value chains, values, markets, and product/service portfolios. The core message is that clarity about mission‑critical priorities is essential to avoid being paralyzed by endless possibilities and to prevent outdated business models from persisting.

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The risk of the plethora of choices in the abundance and fluid side of these trends is that it can cause an organisation to lose focus. When you can do anything for anyone anywhere in the world or beyond, then remembering your core business is essential. The shift from scarcity and binary choices to abundance and fluid introduces new approaches to business and makes old business models and approaches obsolete. We need to know if we are protecting the past or preparing for the future. So we need to be crystal clear on what is mission critical and what we can afford to put aside. Assets, skill sets, talents, business models, value chains, values, markets, and products and services all need to be reevaluated constantly to stay on the right course for the future. I'm Charlotte Kemp, and this is an extract from our recent book, Two Trends to Understand the World Today.