Have you noticed that not too many people seem to have much patience anymore? Everyone has to be in the know before they know. It’s as if when it comes to anticipation, there’s no joy in it, only anxiety. This seems to apply across the board these days. That sense that we’ve got to know before we know stems, perhaps, from a lack of self-confidence. Of not believing that whatever shows up can be handled and will be handled and that things will turn out all right—because we’ll make sure they’ll turn out all right!

Look at a newspaper. Any will do. NYT, WSJ, Washington Post. Read the headlines, dig a bit deeper. There’s very little actual hardcore news there. A lot of speculation—pages upon pages—of what that sparse bit of news actually means. In other words, some writer’s opinion. Might be a valid opinion. May not be. But is it news?

Same holds true for TV channels, cable and radio, and of course, any of the myriad of online media.

The point here is that by focusing one’s attention solely on what might be, what could be, what’s going to be—folks lose perspective of what is.

And way too much of that speculation is driven by a negative impulse: Fear. Fear of the unknown.

Good news! There is an antidote to all that worrisome speculation: Observation.

By truly observing for oneself and forming one’s own viewpoint, can one proactively plan for the future—and truly create a strategy that is based not upon reacting to speculation on what might occur—but rather, is based on causing something to occur in a positive way.

Rather than being anxious about the future. One can choose to anticipate it joyfully.

Great branding, great storytelling, is all about creating positive outcomes.