Marketing can be defined as the art, or a bit more humbly the knack, of giving people what they will want. While that sounds simple enough, there are two familiar gatekeeper types blocking the way to marketing heaven. Firstly, predicting anything is hard. Really hard. Secondly, as we all know (but pretend we don’t when the research goes our way) there is a pretty enormous chasm between what people say they will want and will do, and what actual behaviour turns out to be. Systemic unpredictability and flaky self-awareness conspire against the success of what you can call “crystal ball” planning. We think the answer to this is Compass Planning.