What Business Will Look Like in the Year 2030We checked in with Mauro Guillén, a leading sociologist and economist, to find out.

What will our world look like 10 years from now? It's impossible to know for sure, but Mauro Guillén has at leastsomeof the answers. He's an expert on global market trends, a professor at theWharton School, and the best-selling author of the recent book2030:How Today's Biggest Trends Will Collide and Reshape the Future of Everything.His prediction, in short: The business world of 2030 will look very different from today — but that can be a good thing for entrepreneurs. It just takes some practice in observation, a reassessment of who the customer is, and a change in the way we find connections.

Companies have long been focused on serving the millennial audience. You've argued that that's a mistake. Why?