Off Brand

Companies Are Trying to Plan for 2 Different Futures Right Now

And it’s impossible

Rob Walker
Marker
Published in
4 min readMay 21, 2020
Illustration: Guillem Casasus

Companies spend a lot of time and effort on gauging the future. That’s how they make decisions, and explain those decisions to investors. But as the full, cataclysmic implications of the coronavirus pandemic set in, scores of public companies across all sectors of the economy — from…

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Rob Walker
Marker

Author The Art of Noticing. Related newsletter at https://robwalker.substack.com