Predictions2018AyearofreckoningEconomiesaregrowing.Stockmarketsareclimbing.Employmentishealthy.Theseareallpositivesignsofthemarketplaceasawhole.Butthefateofindividualcompanieshasneverbeenmoreuncertain,andthewindowofopportunityisclosingformanycompaniesunpreparedorunabletoadapttonewmarketrealities.Manyfactorsarecombiningtodefinethefateofcompanies:Unmetcustomerexpectationsareresultinginchurn;thelackofdigitaltransformationgainsistranslatingtolossofmarketshare;industrylinesthatprotectedsomearecrumbling;andlongstanding,durablebusinessmodelsarefailing.Forsome,itfeelslikeaburningplatformmandatingboldaction;forothers,itwillbethequietbutrealdeteriorationoftheirbusiness.Forrester’s2018predictionsdescribethemarketdynamicsthatfavorthosetakingaggressiveactionandcreateexistentialriskforthosestillholdingontowhathasw