How to Think Like a Futurist | Terrie Ard of Moore

How can business leaders anticipate change instead of reacting to it? Terrie Ard, president and partner of Moore in Tallahassee, Florida, joins Abbie Fink to talk about the agency’s 2025 M.Cast™ Trends Report and why leaders need to think like futurists. 🌐 Season 6, Episode 1 • Originally published as an audio podcast on January 16, 2025. 💻 Show notes and transcript: https://prgnpodcast.com/episode/think... Abbie recalls a futurist who, 20 years ago, described customized television and 140-character messages to an audience that thought he was crazy. Terrie explains how Moore built its report from social media conversations and other data, with artificial intelligence as the mega-trend running through all seven trends. The finding that surprised her most was the shift from customer service to customer care. The most successful leaders, she argues, find where technology and human connection meet. And “a vision without a plan is just a vision,” so she suggests laying the trends over an organization’s business, communications and marketing plans. She closes with convergence, the merging of industries and technologies, as in the telemedicine and wearable devices that are changing how health care is delivered. 👉 Read the latest M.Cast™ Trends Report: https://mcasttrends.com/ KEY TAKEAWAYS • Leaders who adopt a futurist mindset can anticipate change and prepare for it rather than react. • AI is a mega-trend that runs through all seven trends in the report and nearly every industry. • The most successful organizations are shifting from serving customers to caring for them. • Successful leaders balance technology-driven solutions with human connection. • Overlay trends on your business, communications and marketing plans, because a vision without a plan is just a vision. --------------------------------------- ABOUT THE GUEST Terrie Ard is partner, president and COO of Moore, a full-service marketing communications agency in Tallahassee, Florida, with a 31-year track record, and producer of the M.Cast™ Trends Report. She leads the firm’s strategic direction, partnerships, and client and business development. A specialist in corporate positioning, branding and crisis communications, she has helped the agency reach a 98% client retention rate and a place among the top 50 agencies in the U.S. Florida Trend has named her one of the state’s 500 most influential leaders. • Learn more: https://prgn.com/agency/moore-agency/ • Connect with Terrie:   / terrieard   --------------------------------------- ABOUT THE HOSTS Abbie Fink is president of HMA Public Relations, the oldest continuously operating PR firm in Arizona and a founding member of PRGN. • Learn more: https://prgn.com/agency/hma-public-re... • Connect with Abbie:   / abbiesfink   Dr. Adrian McIntyre is an anthropologist and communications advisor specializing in the marketing and selling of expertise. He is a founding partner at Speed of Story, where he helps entrepreneurial experts and boutique firms clarify their positioning, package their intellectual property, market their premium services, and get paid for their thinking, not their time. • Learn more: https://adrianmcintyre.com/ • Connect with Adrian:   / adrianmcintyre   --------------------------------------- CHAPTERS 00:00 Podcast Intro 00:59 Meet Terrie Ard of Moore 01:16 Why Leaders Need to Think Like Futurists 03:37 How the M.Cast™ Trends Report Is Built From Data 06:21 From Customer Service to Customer Care 07:50 Putting Trends to Work in Your Business Plan 10:54 Where Technology Meets Human Connection 13:31 Convergence: Industries and Technologies Coming Together 16:34 Podcast Outro --------------------------------------- 🌐 PRGN Presents features conversations with members of the Public Relations Global Network. No matter where you do business, there is a PRGN member agency in your region with the deep industry expertise, international experience, and local market knowledge you need to connect with your target audience and achieve your goals. Find a PR firm near you: https://prgn.com/pr-agencies/