Our very own Will Burghes penned his thoughts on the futility of extreme predictions. “The job of marketers, when trying to understand how to prepare for the future, is to tune out the extremes and get a good grasp of all the possibilities in between. The key is to understand customers’ needs. If marketers understand that, those insights will inform the strategies to solve for those needs. That mix is what they should prepare for. That is the best preparation for the future,” said Will.