3. Game-Changing Trends

The future has long lines

The future looks like a screen

It’s all you’ll ever see

All lit up like a stadium

Who will be the first?

The future has long lines

The future looks like a screen

And I cannot believe

The future’s happening to me.

—Nada Surf1

Future-Proofing Your Brands

We cannot forecast the future with certainty, although we all want reliable forecasts of the future. People and organizations want certainty about tomorrow before making decisions today. Yet forecasting is fallible. As futurist Hugues de Jouvenal stated, “The objective is not to forecast the future, for no-one can tell what the future will be. The objective is to take responsibility as an organization for the future.”2 Being prepared for the future ...

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