“Critics are like eunuchs in a brothel; they know how it’s done, they’ve seen it done every day, but they’re unable to do it themselves” – Brendan Behan

Behan, the great Irish literary figure, had little regard for literary critics: those who commented but could not create.

So, week one into 2016, forgive me for feeling a little Behan-like as I read yet another forecast or comment on what the housing market is going to do in the forthcoming year.

XXXX forecasters (let’s face it, we’re in Happy Valley looking at one of 50 shades of wahey)!

As marketeers, let’s focus this year on those who can positively improve forecasts: consumers.

How much are you exceeding their expectations, shaping and innovating their experiences with what you build, the consumer journey you offer and how all this is communicated?

How are you creating your differential?

Because ultimately, even in these benign times, how you create your differential will ensure the ongoing, long-term success of your business.

It’s time to lead and create, not sit back supinely and summarise.