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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