Aim at a moving target and you’ll miss. It’s better to anticipate, aim just ahead of it. Ask hockey legend Wayne Gretzky. He changed hockey because he would “skate to where the puck is going, not where it has been.”
So it goes with advertising. Aiming at the market now puts you behind the game. Gretzky leveraged experience of the game. We have something better: historic cycles that predict what’s coming.
Deja Vu now in print
In their new book, Pendulum: How Past Generations Shape Our Present and Predict Our Future
“We become an entirely different people every 40 years,” says Williams. “We think of these as the ‘me generation’ and the ‘we generation.'”
