How Can Not Knowing The Future Reduce Stress For Copywriters?

Have you ever wondered why we can’t predict the future (and therefore make the right decisions every time)?

It’s because nothing would matter any more. Villains would not exist because there would be no point (everyone would know what they were up to).

From a scientific perspective, entropy would also cease to exist (plus it’s been known for some time that two separate events can happen in the opposite order depending on where they were observed from).

The fact we cannot predict the future is a fundamental premise (read the ICA Getting Started series if you want to learn more about the concept of premises).

What does this mean in real terms?

First, everything is an experiment. We can use probability to determine the accuracy of our predictions, but we can never know for certain if they will happen (and that includes the Sun rising in the morning).

Second, anyone promising anything unrealistic (from a probabilistic perspective) is lying (even if they don’t realise it themselves).

Third, it relieves the stress we feel when nothing good ever happens to us (only to our seemingly ever annoyingly rich competitors).

So move forward with confidence that no one has a golden ticket nor any other mythical shortcut, and that with the right level of focus and determination you can be whatever it is you want to be simply by BEing it.

PS. Three is the most common number of bullet points used in speeches and other persuasive writing. But the number 3 has many more interesting facets. It’s the smallest odd prime number. It’s the closest whole number approximation to Pi and e, and, when you add a few zeroes, c – the speed of light, which incidentally is made up of 3 primary colours, and thanks to our eyes, allows us to see things in 3d. But above all else, it gave us the pyramids. What’s not to like 🙂


future, stress

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