The future has always been uncertain, but it feels like that uncertainty has increased dramatically over the last few years. The growing dichotomy of an evolving, tech-enabled future and a volatile market further stressed by failing institutions has left many marketers unsure of how to proceed. Shiva Mirhosseini, member of the Board of Directors for AAA and the chairwoman of the ANA Marketing Futures Committee, discussed this schism, and the mindset marketers need to adapt to answer the challenge at hand. She also described the beginnings of a new marketing playbook, one that could stand the test of time.