There's a germ of insight here that could use some development and nuancing. > The future is uncertain. You cannot predict it. But you can create it. For millions of years, prediction has been the engine by which humans have created the future. We don't always call it that, but prediction is the engine. Let's start from the most basic facts of life. We know from experience (our own and others') what plants will susta…
> It seems that we need to figure out what separates the kind of prediction that is the engine of human life and progress from the kind that is just useless blather.
For sure. The author treats content marketing by management consultancies — blather — as serious efforts to predict outcomes. But these are stories about potential outcomes created to lure customers to the rim of their sales funnel. In other words, their actual prediction is that publishing thousands of "thought leadership" pieces will improve SEO and sales engagement, which is probably true.