Think of the WIM exercise as a way of getting to the what, so what, and now what of every trend. You just keep going, level by level, uncovering what “it” means, getting deeper and deeper in the process.
You’re endeavoring to find deeper meaning and to counter likely arguments from the uninspired, the cynical, the naysayers, and the status quo.
The goal of the WIM process is to identify meaning in each trend, who they impact and why, and what it will ultimately mean. Each layer will serve as a foundation on which to scenario plan what to do about it.

Business impact: Does this trend represent an existential threat or opportunity to our business?
Risk: Is there a serious risk of investing in this trend at the expense of other priorities?
Opportunity cost: What are the potential costs of not investing in this trend; i.e., will it cost us market share, share of wallet, mind share, profitability, immediately or down the line, if you miss this opportunity?
Urgency: What is the sense of urgency in our need to respond now?
Market alignment: Is this trend in alignment with our product roadmap?

Business impact: Score = 3.5. Business impact is notable. As more customers become mobile first, the overall impact on the business will be even greater.
Risk: Score = 1. There is almost zero risk in investing in mobile-first experiences. Customers are already mobile-first with the apps that consume their personal and professional attention. ROI is mostly certain when digital friction is removed, and the customer’s experience (CX) becomes intuitive and enjoyable.
Opportunity cost: Score = 3.5. Startups and competitors that invest in mobile-first experiences are attracting customers who desire a better experience. As they experiment, they are likely to proactively search for alternatives to you.
Urgency: Score = 4. Every day, customers are increasingly realizing the difference between mobile-first experiences and those digital experiences where design, interaction, and transactions are largely rooted in the 1990s. It’s a matter of time until they wake up to better alternatives.
Market alignment: Score = 4. More devices and apps are being designed for mobile-first experiences. Multiple trends are pointing to mobile/hybrid experiences in physical spaces. The market is moving in this direction at an accelerated pace.

Trend: AI-driven interfaces dynamically adjust layouts, content, and recommendations based on real-time user behavior and preferences, reducing friction and enhancing engagement.

Trend: AI Agents that shop across multiple sites