Past Is Prologue

“Past is prologue” is a shortened version of William Shakespeare’s line from The Tempest: “What’s past is prologue.” The phrase reminds us that the past is not irrelevant—it sets the stage for the present and the future. History shapes what comes next, often providing clues about the choices and actions ahead. While Shakespeare originally used the phrase to justify a murder as destiny, today it is more commonly understood as a call to learn from history and apply its lessons to future decisions.

The same logic applies in business. Competitive intelligence, the practice of studying the market and your rivals,often begins by looking backward. If you want to anticipate what a competitor might do next, examine what they’ve done before. Patterns emerge. As a psychotherapist friend of mine says, “The best predictor of future behavior is past behavior.” People, and companies, rarely change easily. They tend to repeat familiar strategies, whether successful or not.

So, when you prepare for the next bid or anticipate a competitor’s move, look to their history. Chances are, they’ll follow the same playbook again.

John Bradley Jackson © Copyright 2025