I tend to make a lot pf redictions. Here a few from others, that I believe: Glover Ferguson Chief scientist, Accenture Best from the past: Services would trump products in commanding value. Mr. Ferguson says in 1996 he began pushing the idea that goods would become commodities, with the focus shifting to services. Among other things, that's the logic behind all of the big computer makers' drives to pump up their technology services activities, where the likes of IBM actually make most of their profits. Today's favorite: "Insight" is the next key to competitive advantage. Mr. Ferguson says services will become commodities, too. Insight is essentially a breakthrough analysis of a situation you keep secret and use to beat rivals. So, a bank might see a baby crib purchase on a customer's credit-card bill and know from previous analysis the majority of people buying cribs are having their first babies. There's a predictable progression of needs and purchases, including a bigger home, life insurance and so on. The bank can exploit that knowledge to cater to the customer. But it needs to keep the insight to itself.