Futures / Tracey Follows / Founder / Futuremade Ltd

"To predict the future you need to go twice as far back as you want to go forward" - this quote is from Tracey Follows the Founder of Futuremade on this week's Shiny New Object podcast. This interview is a whistle-stop tour of Tracey's approach to 'futuring' and how brands should "execute on foresight not insight." Because by the time you've acted on an insight - it's probably too late to be useful. She teaches her clients that the most dangerous things aren't the things they don't know - but misunderstanding the things they do know. And that we should teach our children how to carry out their life's mission by "putting Futures on the national curriculum in the same way History is." You may disagree with Tracey but she declares "It's not important what you think of me, it's what I think of you".