Framework library
Three Horizons
How to use it
Separate improvements to today’s core, scaling of emerging businesses and exploration of future options. Give each a suitable budget, milestone and review cadence.
Worked example
Fund improvements to the publisher’s existing business while testing paid streaming and a longer-term distribution idea separately.
Common pitfall
Horizons describe maturity and uncertainty. A fixed calendar can force premature scaling.
- Frame the questionWhich part of the growth forecast depends on behaviour the business has yet to observe?
- Apply the frameworkUse Three Horizons on the worked example above.
- Produce an answerBuild a reach, conversion and capacity estimate. State which factor you would verify first.