In the past, water as a resource worried only a few industries. This has rapidly changed due to the scarcity of water around the world, especially in the emerging markets. Companies now need a clear view on the role water plays in their value creation and what they can do about it.
All companies are hunting for the “next big thing” – a major growth opportunity and platform to safeguard future revenues and profits. But simply analyzing megatrends is like a ritual rain dance: much hoopla with a most uncertain outcome.