Let's face it: the future is coming, and with it comes change. There's nothing we can do to stop it. Yet some branding and marketing gurus believe you can protect yourself from the inevitable with something called future-proofing.
"Future-proofing" is a fancy way of saying "making good long-term decisions". The problem with the phrase is that it encourages complacency. If you actually believe your brand is future-proof, then you're in for a nasty surprise when the future catches you off guard.
I don't believe any brand is future-proof, and that's actually a good thing. How boring would that be? Sure, we do our best to create something that will stand the test of time, but when the Change Monster comes around we need to respond, not bury our heads in the sand. This is especially true in digital and web design; the future will always win.
So instead of trying to future-proof everything, let's accept that the tides of change will wash over our work and reshape it in ways we can't foresee. Let's embrace the future and how it pushes us to improve, rather than close ourselves off in fear.
Let's do the best we can today, then do better tomorrow.