What would you do today if you knew what would happen in 17 years’ time?

I think I have a relatively contentious point to make: Executives don’t really want to know what the future will be like. Fortune published a piece by Erin Griffith titled, Selling Stuff Is No Longer the Point of Retail Stores. The gist of it being that stores must offer ‘brand experiences’. Everybody knows that needs to be addressed. Hardly anyone is succeeding. Early April 2000, I wrote a piece (for my employer) that among other things said exactly what the Fortune article said in June 2

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