In marketing, many businesses try to create detailed plans and predict the exact outcomes of every campaign. However, according to the Law of Unpredictability — one of the 22 Immutable Laws of Marketing by Al Ries and Jack Trout — the market is constantly changing, and no one can accurately foresee what will happen in the future.
The Law of Unpredictability states: “You can’t predict the future unless you’re the one creating it.” This means that no matter how thorough your research is, unexpected factors — from competitors, social trends, new technologies, to shifts in consumer behavior — can completely reshape the market landscape.
For example, the rise of social media transformed how brands connect with customers. The COVID-19 pandemic forced many marketing strategies to pivot overnight. These changes were impossible to predict in advance, yet they had a profound impact on the entire industry.
The Law of Unpredictability doesn’t dismiss the value of strategy — it emphasizes the need for flexibility. Instead of trying to control everything, be prepared to adapt quickly. Successful brands are those that listen to the market, respond swiftly, and aren’t afraid to change course.
In marketing, uncertainty is inevitable. The Law of Unpredictability reminds us that rather than chasing absolute certainty, we should build adaptability — because that’s the true long-term competitive advantage.
