The data-driven transformation of the economy will create many new opportunities. Industries tend to share assumptions about this future. Following the same assumption leads to a competition with the rest of the industry for the same spaces, resources… Research shows that companies outperform the market when they are able to identify alternative assumptions that are not shared by the industry. When establishing business within these alternative assumptions, the company can benefit from market spaces without significant competition. At least until others join the space, giving it an advantage to strengthen its position.