Reality Check: Stop Overhyping the Future

Summary: One of the biggest plagues in our industry is the process we use when pitching to clients, or engaging in “thought leadership.” We exaggerate our findings for the future. It’s true; AdLand is full of wannabe Nostradamuses who want to tell their clients that this strategy will boost sales by five percent, and want to tell colleagues that our agency’s way will be the next revolution in advertising.