Zeros have an odd effect on us humans. Birthdays that end in them get us promising all sorts of things to ourselves and, if we’re incautious, letting on to others. I’ll lose five stone. I’ll learn Cantonese. This will finally be my Patagonia walkabout time.
And when a new year lands on a zero, it finds itself bearing the weight of the hopes and predicted changes of the decade that will forever carry its name: the nineties, the noughties, the tens.
Well, we now have a year ahead with not just one but two big, round zeros, and a come-on symmetry too. It practically begs for a list. And it leaves no argument for how many items should be on it.
So, let’s not muck about, here are the 20 things that I hope will change in our discipline by this time next year. My 2020, no-particular-order, branding and marketing wish-list.