With the increasing speed of innovation, shortened product life cycles, and the globalisation of markets, companies of all sizes must proactively monitor the competitive landscape to gain an edge over their rivals. Within the past 25 years, technology has advanced at breakneck speed to introduce innovations such as smartphones, drones, digital books, gene-editing through CRISPR (clustered regularly interspaced short palindromic repeats), targeted cancer immunotherapeutic biologic drugs, self-driving cars, and the internet of things. This disruptive innovative and technical growth is not expected to slow in the coming decades.