The Future of MTP

We expect to see some key outcomes regarding MTPs in the future:

• In the years ahead, most entrepreneurs will start with an MTP as they build their companies.

• Increasingly, established companies will, with mixed success, begin searching for an MTP that corresponds to their existing business model. These will start as brand promises and increasingly become the modus operandi of the company. In other words, the MTP will not be something companies graft onto their current operations to give them purpose but will be the purpose for which companies are (or were) created, and that will determine all of the company’s future operations.

• Hiring will be based on the quality of the match of prospective candidates’ MTPs with the organizations’ MTP.

• For big companies, we expect a hierarchy of MTPs per product line or division, all in service of the broader goal.