The young may be allowed to make poor predictions but the old hand cannot get away with it, says James Murphy.
Imagine the scene. You are pitching for a retainer with a major City institution. Bright and thrusting, the finest talent from your trends agency is on display. Your presentation is a knockout. The promise of quality and creativity is compellingly made. But then, abruptly, the client CEO puts the question that crushes the soul: "Your firm has been in business for a long time. So, looking back, can you list for us which of your forecasts turned out to...