If… (A Compass For the Unknown Territory Ahead)


“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”

Charles Darwin

Two things prompt this…

A weariness with all the prophets of certainty. I do so envy their ability to look ten years into the future and predict precisely what kind of world we’ll be living in.

And Iain Tait’s recent caution against assuming we’re in a ‘post-digital’ era. It continues to truly haunt me. It gave me the wonderful, jolting realization that we ain’t seen nothing yet.

We’re now in uncharted waters. And they’re going to get a lot stranger. As Henry Wallace once opined, “the only certainty in this life is change.” So how on earth are we going to stay adaptable to the torrent of change?

My two cents’ worth…

If you love solving problems
If you are a student of the fundamentals of human nature
If you work to be an architect of behavioral change
If you are fluent in both fast and slow culture
If you have a knowledge of how brands grow
If you are genuinely interested in clients’ business issues
If you are lover of storytelling in all its disparate forms
If you have a fascination for how we are becoming technological creatures
If you like to look under the hood to see how technology actually works
If you don’t give in to rhetoric
If you don’t succumb to fashion
If you realize you don’t know it all
If you admit that none of us actually knows where we are headed
If you remember there are no rules
If you remember there are new rules
If you maintain a good-natured disdain for our business
If you’re focused on making stuff today that works
If you play well with others
Then the chances are you will stay adaptive
Have a future
And have fun

Or something.


  1. katiedreke

    delovely post mr. weigel – I very much enjoy how you’ve readjusted the lens, and placed a focus on the attributes which best enable us to work with pleasure and joy within ever changing ecosystems.
    the unknown is a beautiful place.
    I can’t wait to never get there.

  2. madame zerina

    great post. all very true. however, there are things that can be predicted. or should i say: that can be seen on the horizon. i have done so. they had nothing to do with profane post digital trendy stuff. it gives me comfort to know i can trust my judgement and views. except from this comment, im not making a dance about it. there are enough who do. good luck to them.