Also to your point, it makes no sense to say, "You cannot predict it. But you can create it." The reason a person or entity creates something is that they've pr

Also to your point, it makes no sense to say, "You cannot predict it. But you can create it." The reason a person or entity creates something is that they've predicted a desired outcome for that creation. > 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.