Marketplace drift prompted by the continuation of the fourth industrial revolutions continues to exert pressure on the marketplace.

Those pressures wax and wane depending on the features of a particular moment. The introduction of new technologies, advances in economic models, demographic changes, and political power structures impose themselves on us. Individuals and organizations either adapt to these changes and survive or don't and suffer the consequences.

The forms and shapes of opportunities shift in response to marketplace drift. Consumer and client preferences change in direct correlation to the value of their offers, products, and services. Continual innovation drives much of this pressure opening and closing opportunities to profit.

An additional feature of radically changing times is the prevalence of winner take all competitions.

These competitions produce lethal threats that if ignored exert serious consequences. Winner take all competitions aren't fair nor are they equally distributed. This fog of the marketplace makes it difficult to survive and thrive but not impossible.

New offers that deliver compelling value is a fundamental solution to this predicament.

But, the knowledge to design, make and produce compelling offers is scarce. It's not included within popular business books - that knowledge is, obviously, available to the masses and is therefore common. Anyone can use it.

The value of new offers that produce uncommon marginal utilities will eventually be competed away. This is the core reason why continual innovation through the design of new, compelling offers that deliver uncommon value is the fundamental solution to living a good life in a radically changing global marketplace.