Some people believe that tomorrow is likely to be better. Better opportunities, better technology, a brave new day to make a new kind of difference.
Others think that yesterday was a lot better than today. Tomorrow represents diminished resources, fewer opportunities, one step closer to the end.
We call tech geeks, "early adopters," and it's worth highlighting that they are not, "early adapters." Adaptation implies that people aren't eagerly going forward, they're merely tolerating what gets thrown at them.
As a marketer, then, there's a real choice here–to market your wares (new to this market) to people who are eager for change, or to get very good at marketing to people who would prefer not to change.
As a human, the question is even more profound: What relationship with the future will you choose?
The thing is, the future happens. Every single day, like it or not. Sure, tomorrow is risky, frightening and in some way represents one step closer to the end. But it also brings with it the possibility of better and the chance to do something that matters.