The US credit rating was downgraded from AAA to AA+. It’s Sunday now and by Monday evening we might have gone through a financial armageddon. Or nothing major will happen.

Nobody knows.

There’s an entire industry built around the idea that experts know. Just turn on CNBC, CNN, or any of the other political, financial or sport networks: Everyone claims to know something. And when they get lucky that one time (while they were wrong 9 times before), they amplify that hit with a triumphant: “I told you so.”

We want to believe in someone that can turn our unknown future into a certainty

Our head knows it’s impossible. But our heart desires certainty.

That’s why people go to psychos psychics, spend money on fortune tellers and read horoscopes.

I get asked all the time: “What is the future of Social Marketing?”

“Where is the idea of Social Business headed?”

Frankly, I don’t know.

Nobody does.

I have an opinion. Sometimes it’s even educated.

But I don’t know.

Why should it matter what people tell you about the future?

Will I change anything I do today when the Dow declines tomorrow by 2,000 points? Or improves by 500?

Will I change anything today when I step into a time-machine and see that Facebook is out of business in 2014 and Google+ rules the world?

Will I change anything today when I know the world will go through a global depression for the next decade?

It comes back to the basics.

I know the sun will set tonight.

I know the atmosphere keeps all of us safe from radiation.

I know that people love creative work.

I don’t know what exactly they want to see but I’ll try my best to give them as much of my creativity as I can.

I know that people want to form emotional connections.

I have no clue what platform they will choose to do so in the years to come.

I know that producing as much work as possible will give me a better chance to be successful.

I don’t know which piece of work will be the winner.

The basics are different for everyone. My wife has different basics she has to focus on. You have to focus on different details.

But the point is the same for all of us:

Nobody knows the future. Your job is to do your best to create one.