An Example of Why Strategic Plans Must Be Agile…

As companies develop their strategic plans, I submit that agility must be one of the pillars of that plan. Companies must employ horizon scanning, using both a microscope and telescope to ensure they are looking at not only what is happening and immediate (what is close) but also what can happen (i.e., future-proofing) and what is farther away.

The following is a great example, if not a bit “funny.”

“Japan’s aging population is shifting even its diaper business. Japanese diaper company Oji Holdings recently announced that it’ll stop producing for babies domestically and will make adult versions instead—though it will continue making products for babies’ tushes in Malaysia and Indonesia. The decision reflects what’s been happening in the Japanese market for a while now: In 2011, the nation’s biggest diaper brand, Unicharm, said adult versions had outsold baby ones. And it’s grown more acute since then. Last year, Japan recorded its fewest annual births since the 19th century, and the proportion of its population over age 80 grew to more than 10%, per the BBC. Japan’s growing adult diaper market is estimated at ~$2 billion.”