So, why make predictions? Eisenhower said, “Plans are worthless, but planning is indispensable.” The same is true for predictions — they matter for the strategy and data behind them. Predictions are useless, but scenario planning is invaluable.
I’ve been told by CEOs and elected officials that our predictions made them contemplate actions they hadn’t previously considered. Put another way, predictions aren’t guessing, but catalysts for thinking and action.Scott Galloway @profgalloway