Who Owns Tomorrow?: 7 Secrets for the Future of Business

Janet Arnett is the former campus manager of adult education at Ontario’s Georgian College. She is the author of Antiques and Collectibles: Starting Small, The Grange at Knock, and 673 Ways to Save Money.

“You aren’t going to see tomorrow if you aren’t looking.” Worzel
helps us look.

This is Worzel’s fifth book and the one that is almost certain to
cement his reputation as Canada’s leading futurist. His insightful
analysis of trends, his ability to synthesize, and his powerful writing
style put this book in the must-read category for anyone working in the
private, public, or non-profit sector.

While Worzel identifies seven key ways in which the future will be
different from today, he makes it clear that “the future is more like
a fog of probabilities than a clear road into a known country.” So he
gives us scenario planning as a strong tool for maximizing our influence
on tomorrow. How we approach the future depends on which trends we
decide will have the most impact on our individual undertakings.
Whatever the choices, Worzel makes it clear that we cannot continue to
do what we’ve been doing, because, whatever tomorrow may become, the
one certainly is that it will be different from today.

Geopolitics, the mushrooming of information, globalization, changing
core values, the destruction of privacy, and other factors will reshape
our lives. “Assassin marketing” and “jigsaw products” will
become the tools used to create business success.

Everyone in business will benefit from his insight that “quality
resides in the mind of the customer and nowhere else.” Even more, that
at present and in the future we need to accept that “the marketplace
talks,” and success will come only from hearing what it is saying.

Who Owns Tomorrow? is definitely a winner.