The New Abnormal

Martin Raymond 'The Shifting of the Overton Window and the push for Transformation'

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Feb 6, 2024
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ANECDOTE

Security Guard Asked A Futurist For Personal Predictions

  • Raymond recounts a US airport security guard asking a futurist to predict his wedding.
  • The story highlights the common public confusion between forecasting and fortune telling.
ADVICE

Act Now To Be The Future's Pilot

  • Be a pilot, not a passenger: act now to lead transformation rather than wait.
  • Raymond warns brands that hesitancy will leave them irrelevant when change accelerates after lockdown.
INSIGHT

Purpose Will Be Recast In A Complex Decade

  • The 2020s combine pushes for transformation with demands for resilience.
  • Raymond predicts purpose will be re-evaluated and become more complex, not a simple branding fix.
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