The news came from Paris earlier this year. Scientists have discovered the existence of a group of six distant planets that may have Earth-like qualities. The discovery is touted as a major accomplishment in itself. If the planets are comparable to Earth, the news becomes even more amazing. The impact these observations have on humanity’s possible potential futures could be tremendous. It will take time, of course, before those potentials can be realized, but it is from the seeds sown by such discoveries that civilization-changing dreams are reaped.
More pragmatically, and more relevant to our purposes, space exploration provides us with a great illustration of modeling in action. Scientists, astronomers, and space explorers alike face an absolute unknown. No one knows, with any degree of certainty, what occupies the inky black depths of space. We have some ideas about what might be there, based on observations made within the relatively cozy confines of our own solar system. But what actually exists out there, and precisely where those objects might be located, is a question without answers.
Modeling as a Tool of Discovery
Space may be infinite. No one knows for sure. What we do know is that space is enormous. The distances involved boggle the mind, hundreds of millions of light years in every direction. Which way, then, should astronomers point their telescopes? Absent any guidance, one quadrant of night sky might be as promising as any other.
Yet experience has shown that proposition to be manifestly untrue. Humanity has been observing the night sky since the dawn of time, yet with the discovery of the most recent planets, we’ve only found 54 with potentially Earth-like qualities. Given the size of the universe, that’s a remarkably small supply.
Modeling is one of the the tools scientists use to determine the location of promising planets, emerging stars, comets, and asteroids. Using data drawn from observation of known and familiar objects, and how they behave, it becomes possible to create a statistical model that predicts where similar objects might be located in space.
The result? Discoveries happen faster because scientists know where to look for what they’re seeking.
Modeling To Discover Ultimate Profitability
Dominant organizations, in every industry, occupy positions of ultimate profitability. They do this by providing their customers with what their customers want, even before their customers know they want it. Whenever Apple unveils their latest iGadget, they already have legions of excited customers eager to buy.
How do they do that? Those points of ultimate profitability are clearly out there. Apple, Harley Davidson, and Ikea have all found them. They pointed their telescopes into the night sky of customer behavior and found their habitable planets, those consumer communities where their brands can live and thrive.
The tools and techniques that connect astronomers and astronauts with the final frontier can be used to connect our organizations with tomorrow’s Brand Lovers.
The result? Organizations that use modeling to identify who their most profitable customers are, what they want to buy, how they want to buy it, and more enjoy increased, even dominant, market share, greater customer loyalty, and enhanced profitability. Knowing which way to point your telescope is the single most critical step in ensuring business success.