Do you want to know which way the wind is blowing?

“You don’t need a weatherman …” according to Bob Dylan.

I am a fan of marketing guru Seth Godin’s blog. Seth has been writing his blog DAILY for years. He’s famous for saying, “go make a ruckus” and has written numerous books on marketing such as The Practice, This is Marketing, and Your Turn.

Today, he talked about “The Weather Problem”. Being in the insurance business, I pay attention to weather reports. How will derecho windstorms affect the Midwest? Will this be another record-breaking hurricane season?

I was struck with Seth Godin’s comment, “Meteorologists spend a lot of time talking about how the weather is right now … that’s not the same as actually predicting what the weather will be tomorrow. Spending time on what’s probably true is way less risky than deciding what’s important and using it to predict the future. Our best work involves sorting the important from the rest … bringing a point of view and experience to complicated problems. Problems that are interesting because there isn’t a proven, correct answer.”

Recently, I’ve taken to obsessively looking at hourly weather reports to determine when to go out for a walk each day. This morning’s report was dismal. I grabbed a cup of coffee and looked out the window. It was pouring. I decided to think about the future and see if I can predict the future.

Check back periodically to discover what I learned. Only time will tell.