I’ve been a hockey fan since the 1960s. But someone has to say it: Stop paying attention to Wayne Gretzky’s advice about skating to where the puck will be. It’s been beaten to death countless times by consultants and motivational speakers.

For a long time, it worked well to follow the Great One’s advice. Good distribution companies played where the puck was – they executed well in established markets. Great distribution companies could see where the puck was going – they dedicated resources to find and monetize emerging growth opportunities.

Growth is harder to come by today; market …