The predicted motion of anything is either when things go "back” to normal. Using the past as an indicator of comfort. This is the mind doing what it does best, referencing historical data, in order to make calculated decisions for the future. Risk aversion. And it can also get you stuck and stagnant.

The "NEXT” normal. Looking to the future for a reference to build actions upon.

The "NEW” normal. A natural sense of comfort taken from having a framework to operate within.But, was there ever a "normal” ? Or was it your routined way of existing and operating?

The same thinking for any solution architects, marketing teams and people who are looking at sets of data to make “informed” or “accurate” decisions, is to not be of the belief that the machine is right. The machine, is making predictions on inputs. For the most part, these inputs are still running on outdated belief systems.

Humanity is more consciously aware of how they are communicated to and undermining intelligence in an era where information is historically more accessible than ever before, is a volatile playground whilst injustice and inequality is brimming to the collective surface.

We need to look deeper than the surface , connecting is not just segmenting and acquiring with ‘targeted relevancy’ because spoiler alert: we’re about to jargon-out. Innovation is birthed from chaos.