Made In Future

made in future prashant kumar

By Tony Savarimuthu

Mike Tyson, when asked by a reporter whether he was worried about Evander Holyfield’s fight plan, answered: “Everyone has a plan until they get punched in the mouth.” Evander could not have foreseen his ear being bitten off by Iron Mike.

I loved this quote which Prashant uses aptly to describe the need for course correction in a marketing environment where user experiences act like feedback loops on steroids.

This book is not about the future. It is about the NOW .

Prashant does not pretend to be marketing’s answer to Nostradamus. He is a pragmatist rooted firmly in the marketing reality which is unraveling far quicker than expected.

He presents a compelling and absorbing case to live, plan and operate with a healthy cynicism of the pervasive and persuasive nature of the digital math you are confronted with from the omnipresent global giant platforms.

Made in Future expertly navigates you through the newfangled marketing algorithms with clear and concise diagrams and illustrations. These diagrams and illustrations cut through the business verbiage, and are immensely enlightening.

Both marketing students and seasoned practitioners will find them a precious gift – wrapped wonderfully with cogent explanations.

The writer skilfully navigates the marketing slaloms and speed bumps with due recognition of the S curve one will face with the disruptive nature of business cycles.

He draws on his considerable knowledge and experience to paint a kaleidoscope of realities and challenges for brands with highly relatable examples you either know of, experienced first hand or wished you had known more about.

Navigating the future is one of the greatest challenges our species faces.

We live in exciting times where the future is so uncertain, so malleable that brand owners and organisations are caught off-guard, breathless with just keeping up. Where operating at a meso-level constantly overtakes anything that is transformative because of the unpredictable nature of product life cycles. It’s no wonder that the career life-span of Marketing Directors is shortening year on year.

We human beings have yielded to our own complacencies and become self indulgent with our insatiable yearning for the next best thing.

Made in Future drops you in the midst of the action of digital transformation, enriched data and evolutionary technology searching for creative liberalism. A world where virtual avatars commune, connect, communicate and conduct commerce.

Prashant is a contemporary marketing yogi with a penchant for descriptive vocabulary. This lends a literary feel to the unforgiving, unrelenting, hard-edged discipline of marketing

The book will lead you to think, live, create in the present before you you can find fulfilment in the future. Whether you are a CEO, an MBA student, a brand-owner, an entrepreneur, a start-up founder, or, a marketing director caught in the rabbit hole of endless promotions and indistinctive creativity – Made in Future will be a welcome tonic to improve or revitalise your business.

I haven’t come across a business or marketing book recently which I enjoyed reading or learning from as much as Made in Future.

May you live all the days of your life.

Get your copy now!

MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene