Predictions about the future are possible and with time are found to be correct. New products and services can be assessed rationally as to their success, through a process that considers their deployment in a range of scenarios, which are then examined, with selected scenarios developed as options to be exploited. The options are reviewed against a background of technical, commercial, market, government, legal, social and cultural trends within the geographic scope, capabilities and resources of a business or organisation. The selected option can then be more widely tested in the marketplace.