2011: Trendspotting for the Next Decade
by Richard Laermer
This may take a bit of a stretch, but try to remember what your life looked like ten years ago. When you think about it, the last decade has produced a multitude of changes we never would have imagined.
Ten years ago the cost of a gallon of gas was $1.15, the average cost of a new car was $17,200, a U.S. postage stamp was 32 cents, a movie ticket was $4.50, a loaf of bread was $1.26, and a dozen eggs was 88 cents.
Prior to 1998 there was no FaceBook, no MySpace, no YouTube, no PayPal, no iPod, no Xbox, no Wii and no Google.
In 1998, the Twin Towers were still standing in New York City, airport security was a breeze and there was no $9 trillion deficit.
If you consider the enormous changes that have taken place in the past ten years, can you even begin to imagine what may occur in the next decade?
If you had that ability, you’d be what is known as a trendspotter. In this book by Richard Laermer, the author reveals the most functional forecasting secrets of professional trendspotters. The book is divided into nine categories, with more than 72 “short-short” chapters with dozens of outrageous sidebars. Each of the chapters is only two to five pages long, and each starts out with a particular trend. This structure certainly contributes to a fast, comprehensive read that other authors should consider.
Laermer, CEO of veteran trendspotting public relations firm RLM PR, foresees a fabulous future regardless of what today’s headlines may indicate. However, he asserts that planning for that future must begin immediately, and he proceeds to share his knowledge of how to:
- Read the signs.
- Influence the trends.
- Embrace new and reject stodgy.
- Anticipate change.
- Ask experts the right questions.
- Seek out visionaries and snub fakers.
- Separate the trends from fads.
- Use technology for everything.
- Cash in on being ahead of the competition!
This book is packed with eye-popping predictions (and realities) on how you’ll live, work, play, buy, sell, talk, text, laugh, and more. Learn how to participate in change instead of trailing it.
Learn why GUMBY will be the mascot of 2011 and get familiar with the terminology that will one day be commonplace in our society, Terms such as TechnoStalgia, Caboodle, Disruptitude, Practactics, SpontaNoEity, Chapterization, Paper Battery, Footnotoooriety, Discordianism, and Prosumerism.
If you’re looking for surprising observations, shocking statistics, sublime insights, and wholesome food for thought, you’ll find it all within these pages. But most importantly, the author will give you the tools, skills and techniques to not only see but profitably predict the future for yourself and your business.
(This book review was originally published in 2008 as one of the Top 10 Books – Edition 18.)