What will happen is less than what should happen, but more than what could happen

It is the clash between aspirations and resistance that will determine how the rest of this century plays out

Steve Genco
13 min readJan 16, 2024

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a man with a sledge hammer stands in front of a brick wall. He has knocked a small hole in the wall and sunlight is shining through.
Image from Shutterstock. Standard license purchased.

As an amateur futurologist, I find it useful to think of the future in terms of what is likely to happen, rather than what should happen.

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Steve Genco

Steve is author of Intuitive Marketing (2019) & Neuromarketing for Dummies (2013). He holds a PhD in Political Science from Stanford University.