Mon, Feb 25, 2019 — I studied with interest recently the announcement that Airbus was winding down manufacture of its ballyhooed A380 superjumbo jet after barely two decades. A $10 billion bet – down the tubes. I reviewed the genesis of the A380 story: Noting that airports were growing more congested and new airport construction was not nearly keeping up with the pace of travel, Airbus bet the enterprise on what would become the largest passenger plane on the planet. The rationale was simple -- use a giant plane, and more people go through the airport, solving the congestion problem. They went ahead, bet their $10 billion, and recently, after only 12 years in the market, conceded defeat. They withdrew the A380 from the market, and will be taking a huge write-down. Thousands of people who produce the A380 are losing their jobs. The Airbus story is one that we can all relate to: How do we gaze into the future and figure out what the future of our marketplace will look like? Where is our market headed? Since none of us were born clairvoyant, that requires getting periodic insights from the marketplace: What has changed? What’s different? How do I need to adjust my growth plans?