In Predicting The Turn, Dave Knox discusses the new high-stakes game of business between disruptive startups and Blue Chip companies, teaching readers how to foresee the future of their industry. As a brand marketer, venture investor, and startup advisor, Knox provides a one-of-a-kind worldview into the changing relationship between startups and Fortune 500 companies. His insight-filled book Predicting The Turn teaches the world's largest companies how to foresee the future of their industries. The lessons taught include: Your competitors of today are not your competitors of tomorrow: One of the biggest mistakes that big companies make is underestimating their Total Available Market and where their future competitors will emerge from. Innovation-driven acquisition can be the new R&D: Every industry is being transformed by technology, Acquisitions can infuse Digital DNA into a company's core business both in terms of business models, as well as human talent. Incumbents have an opportunity to disrupt the disruptors : By taking inspiration from a startup or innovative competitor, big companies can use their scale, brand, and financial resources to launch a new effort