It is a critical part of the marketing process to anticipate your customer’s needs and to be thinking ahead of your market. This doesn’t mean to speculate in futurology, it means that you can stay one step ahead of the competition. In recent times, the value of this can be illustrated by the case study of the 2017 General Election.

Corbyn must have identified the significance of winning the youth vote as far back as 2015, then began to develop an online presence and following accordingly so that when the ‘snap’ election was called, it was a simple process for him to communicate with the youth following with which he had already engaged. It was easy for him to inflict damage on his political opponents because he’d thought ahead and used clear, consistent messaging which anticipated the mood of the country.