Goal:

To learn to think strategically when you're the mar- ket leader.

What to do:

Even market leaders face challenges, and must look over their shoulders at what might be threatening them.

In this exercise, consider the market risks and chal- lenges that Google currently faces. Then build a strategy for staying ahead of the pack.

1. Either alone or in a group, choose one area in which Google currently operates, such as search, social networking, online video, email, or online applications. (There are many more.)

2. Identify the key competitors Google currently faces in the area that you've chosen.

3. Make a list of the competitive challenges Google now faces. Make a list of what challenges might emerge in that area.

4. Make a list of the potential opportunities Google has in that area to improve its competitive posi- tio