{"id":13706,"date":"2021-07-05T10:58:14","date_gmt":"2021-07-05T09:58:14","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=collaborative&#038;p=13706"},"modified":"2021-10-05T21:57:51","modified_gmt":"2021-10-05T20:57:51","slug":"crystal-ball-or-compass","status":"publish","type":"collaborative","link":"https:\/\/www.vccp.com\/uk\/collaborative\/2021\/jul\/crystal-ball-or-compass","title":{"rendered":"Crystal Ball Or Compass?"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-bold-1MWWTV wp-block-lazyblock-text-full-width-bold\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n\n    <h4>The challenge of planning in unpredictable times <\/h4>\n\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-Z1poKeD wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p>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\u2019t 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 \u201ccrystal ball\u201d planning. We think the answer to this is Compass Planning.<\/p>\n<p><a href=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2021\/07\/Crystal-Ball-or-Compass-July-2021.pdf\">Click here to download your copy.\u00a0<\/a><\/p>\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":44,"template":"","class_list":["post-13706","collaborative","type-collaborative","status-publish","hentry"],"acf":{"author":false,"hero_video":"","hero_image":{"ID":13709,"id":13709,"title":"Screen Shot 2021-07-05 at 10.33.16","filename":"Screen-Shot-2021-07-05-at-10.33.16.png","filesize":3984259,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-05-at-10.33.16.png","link":"https:\/\/www.vccp.com\/uk\/collaborative\/2021\/jul\/crystal-ball-or-compass\/attachment\/screen-shot-2021-07-05-at-10-33-16","alt":"","author":"44","description":"","caption":"","name":"screen-shot-2021-07-05-at-10-33-16","status":"inherit","uploaded_to":13706,"date":"2021-07-05 09:33:33","modified":"2021-07-05 09:33:33","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":2498,"height":932,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-05-at-10.33.16-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-05-at-10.33.16-300x112.png","medium-width":300,"medium-height":112,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-05-at-10.33.16-768x287.png","medium_large-width":640,"medium_large-height":239,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-05-at-10.33.16-1024x382.png","large-width":640,"large-height":239,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-05-at-10.33.16-1536x573.png","1536x1536-width":1536,"1536x1536-height":573,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-05-at-10.33.16-2048x764.png","2048x2048-width":2048,"2048x2048-height":764,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-05-at-10.33.16-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-05-at-10.33.16-1920x932.png","Wide-width":1920,"Wide-height":932,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-05-at-10.33.16-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-05-at-10.33.16-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-05-at-10.33.16-768x932.png","Mobile-width":768,"Mobile-height":932,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-05-at-10.33.16-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-05-at-10.33.16-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-05-at-10.33.16-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-05-at-10.33.16-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"","meta-description":"","social-media-image":false,"related_content_title":"You may also like","relateditems":false,"hide_related_items":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/collaborative\/13706","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/collaborative"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/collaborative"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/44"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=13706"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}