Drucker on Marketing: Lessons from the World's Most Influential Business Thinker

Chapter 10The Best Way to Predict the Future Is to Create It

World leaders, politicians, corporate heads, and, yes, marketers would love to be able to predict the future accurately. For a marketer, to be able to know the technology of the future; to understand future business, economic, and political climates and when they will be present; to forecast accurate demands for future but unknown wants and needs in the marketplace—all of this is a marketer’s dream, and hundreds of millions of dollars are spent every year in attempting to fulfill this dream. Science fiction frequently attempts to fill the gap between these dreams and reality. There are numerous tales of travel to the future and then return to the present enabling time travelers to make ...