Your business can do many vital things well. High customer satisfaction ratings. High quality at a competitive price point. Great customer experience. But if you become irrelevant to the tastes, interests, and requirements of customers, all that “right stuff” won’t matter. Therefore you must understand where markets are headed, not just what’s relevant today. Let’s think about some current trends and imagine their impact by flashing forward 30 years when the last year of the baby boomer cohort (those born in 1964) turns 96. Will gas-powered cars be relevant? Family farms (sadly)? Long-haul truck drivers? Landline phones? Printed newspapers? Going to a doctor’s office for a simple exam? Single-use plastics outside medical markets? Leaders managing brands do the work of future forecasting because they want to evolve their offering to remain relevant. When leaders fail to do so, their brand (and often company)…