Welcome THE FUTURE CUSTOMER ISSUE No plan of operations survives first contact with the enemy. It was Prussian military commander Helmuth Karl Bernhard Graf von Moltke, in the 19th century, who first issued this famous maxim. It has since been adopted by leaders in many fields, not only combat, and it will ring true for many marketers, too. Of course, marketers might wish to replace the term enemy with customers, prospects or consumers. Its an interesting swap, however, because it reveals a rather negative outlook where there neednt be one. A military force might know little about the true capabilities of its opponent before they meet, as each side does their utmost to keep their intentions secret. Marketing is different. Some known unknowns will persist, but consumers are generally ready and willing to state their intentions after all, they are asking marketers and brands for help in fulfilling their needs. Marketing neednt be a guessing game, and plans of operation shouldnt be developed on generalised assumptions. This becomes even more pertinent when it comes to considering the future. Marketing should always be looking ahead, considering how customer behaviour is changing, what is driving that change, and how business can respond to meet those fast-developing needs.Indeed, the idea of the future customer is not about the world of tomorrow, its about listening and taking action on the customers behalf today. Martin Bewick April 2018 Contributors See more at our Content Hub Follow us onTwitter Email us your suggestions for Catalyst Phil Lattimore Whooli Chen Catherine Turner Steve Hemsley is a business and technology journalist and editor. He writes about marketing, technology and consumer issues, and edits business magazines for a variety of clients. Titles he has written for include The Guardian, the Mail on Sunday, Techradar. com and a broad range of consumer technology publications. works with delicate palettes and sensitive painterly layers to transport whimsical illustration to another realm. She received an MA in Illustration from the University of the Arts London, and is currently based in Taiwan. The editorial world is speckled with her work, including several covers for Little White Li. is a freelance journalist and editor, based in the UK. She specialises in media, marketing, advertising, and digital industries, and has contributed to titles including Campaign, The Drum, and Marketing Week, where she was also previously features editor. is an experienced marketing and business journalist. He contributes regularly to Marketing Week and has written for Campaign, Media Week and the Financial Times on media, marketing and advertising. He has also written for HR magazine Personnel Today and The Times on HR and career topics. cim.co.uk/exchange