Remember boredom? Although many people aren’t fans, it’s better than the spine-tingling, edge-of-my-seat thrill ride I get looking at my newsfeeds each morning. Tariffs! AI! Politics! Global warming! New Oreo flavors! No wonder we’re exhausted.

No one knows what comes next, but you must plan for it anyway. That’s where scenario planning comes in. It is about preparing for all the plausible, possible futures that might confront you. Chris Robson explains what scenario planning is, what it isn’t and how to use it.

Constantine von Hoffman
Managing Editor

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What they're saying

• “Many people think scenario planning involves determining how the future will play out.  They believe a bunch of smart people in a room (or on a video call) can come up with a scenario on which they can base their business. On the contrary, scenario planning was developed to counteract this tendency. It is not designed to predict the future. Instead, it avoids committing to a single expected outcome and generates a set or space of possible or plausible futures.” – Chris Robson in How to do scenario planning the right way.

• “True deliverability success depends on the entire email experience. It’s all connected, from the opt-in to your reply-to address to the clarity of your unsubscribe link to your bounce logic. Inbox providers are paying attention. And so are your subscribers.” – Jeanne Jennings in Why your emails still miss the inbox even if you’re ‘in compliance’.

From Search Engine Land