"Competing for the Future" is a strategic framework developed by Gary Hamel and C.K. Prahalad that emphasizes the importance of innovation and long-term planning in business. The authors argue that companies must focus on creating new markets and opportunities rather than just competing in existing ones. This approach encourages organizations to envision their future and invest in capabilities that will help them thrive. The framework highlights the need for businesses to identify and leverage their core competencies, which are unique strengths that provide a competitive advantage. By fostering a culture of creativity and adaptability, companies can better position themselves to respond to changing market dynamics and consumer needs, ensuring sustained growth and success.