I meet a great many smart people, former CEOs, finance and investors but when the conversation pivots to effective marketing, they rarely get that the future is largely about imagination and creativity. They insist on benchmarking businesses against their peers today, picking holes in what they don’t do well rather than what Rory Sutherland term’s “reverse benchmarking”. Working out which increasing market needs in future you can superbly address that your competitors cannot and amplifying that value to your ideal buyers of your products and services.

For example, if your distinctiveness as a domiciliary care business is creating the best “high touch” service at your ideal customers point of greatest vulnerability, don’t get caught up in trying to counteract digital competitors, powerfully market your value (“meaning”) in those “moments of truth” to the family members.