In their last episode of 2024, Ana and Rei talk about predictions. Rather than predicting the future, companies should set themselves out for the future's inherent unpredictability. In this context, we unpack why "boring" brands are set to succeed, why smart glasses are going to be big, and why the retail middle may be coming back, thanks to Substack and AI. We wish everyone a happy new year!

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Follow Ana here:

• Newsletter "The Sociology of Business"
• New book "Hitmakers: How Brands Influence Culture"

Follow Rei here:

• Rei's LinkedIn
• Newsletter "The Intersection"
• Rei's global innovation firm I&CO