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2011: Trendspotting for the Next Decade Hardcover – March 18, 2008


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Product Details

  • Hardcover: 256 pages
  • Publisher: McGraw-Hill; 1 edition (March 18, 2008)
  • Language: English
  • ISBN-10: 0071497277
  • ISBN-13: 978-0071497275
  • Product Dimensions: 8.6 x 5.8 x 1 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 3.9 out of 5 stars  See all reviews (15 customer reviews)
  • Amazon Best Sellers Rank: #1,748,749 in Books (See Top 100 in Books)

Editorial Reviews

From the Back Cover

They think he's brilliant…

“Laermer is a trendspotter who actually can show us how to separate the important trends in technology from the passing fads.”-The Today show on TrendSpotting

“The author's creativity and sheer enthusiasm shine through and bring the case studies to life.”-Journal of Communication Management on Full Frontal PR

“Best marketing book I've ever read by far.”-Noggin Blog on Punk Marketing

They think he's absurd…

“The book is exactly what it sounds like and twice as disgusting...it rips punk's heart out and beats it to death with a stick.”-Philadelphia Weekly on Punk Marketing

“It’s clear that Laermer is hot to trot. When he moves on to sweeping generalities, it’s hard to keep from chucking [the book] against a wall.”—Los Angeles Times on Get On With It

But he's one important thing-relevant.

“Oh please. They love me, they hate me. Go through the book! There has to be one thing, at the very least, that you appreciate (giggle, chortle, knee slap) and more important, can use. If not, well, call me.”-Richard Laermer on everyone's a critic

Hungry for more? Log on to Laermer.com.

About the Author

Richard Laermer is the nonstop author of six nonfiction guides to business, including the prophetic TrendSpotting and perennial and award-winning Full Frontal PR. He is the CEO of veteran trendspotting public relations firm, RLM PR; a renowned commentator, host of the nationally syndicated Unspun Radio and cohost of TLC's Taking Care of Business series. His Punk Marketing was one of the top-selling business books of 2007.


More About the Author

I am a well-known authority (read big mouth) on media and the author of the brand new book "2011: Trendspotting" plus coauthor of "Punk Marketing" and author of "Full Frontal PR." I'm pretty regularly quoted in papers, magazines, TV and the online society about the strange goings-on in the so-called fourth estate--and future trends. A former magazine and newspaper journalist, I have lots of other books, too. But...

My day job is as veteran CEO of the independent public relations firm RLM PR (RLMpr.com)

I am also the host of the new radio show Unspun and the co-manager of BadPitchBlog (badrelease.com).

RLM PR is the aggressive and particularly creative group that represents some of the top mid-tech (online/wireless/software), entertainment, healthcare, entrepreneurial, publishing, and 'uniquely positioned' businesses. Founded way back in 1990. Seems like a long time ago.

You can sign up for the RLM trendSpotting Report at www.RLMpr.com. It's monthly and you won't want your 15 minutes back.

Other books: trendSpotting, published in 2002 from Plume, has become the single most fun trend reference guide for the new millennium. And I'm proud to say the series Native's Guide to New York series is in fifth edition from WW Norton.

I have a single goal: to ensure marketing in its old style glory will never be the same and show people how to make money by spotting trends and diving into them.

Have a wealth of experience on many-many-sides of the media, as a well versed media junkie and sometime guru. Worked as a reporter beginning in 1980, and columns, reporting, and reviews have been published in The New York Times, the New York Daily News, Reuters, USA Today, People, Saturday Review, US, Interview, The New York Post, and Rolling Stone, Editor & Publisher, Crains, among others.

Books have been reviewed and featured on CNN, The Today Show, CBS Sunday Morning, MSNBC, National Public Radio, New York One News, and Bloomberg radio/TV, as well as dozens of other local TV, radio, and online venues. I am recognized as the bubbly guy on Public Radio's Marketplace program, also known as The PR Professional, doling out stories depicting how the media works for and with PR every day.

Founded RLM when I recognized companies' increasing need for effective media representation. Saw clearly how publicists were not grasping the intricacies of their clients' businesses. With many years' experience as a journalist, I finally saw how crucial it was to deliver results for clients while respecting the demands placed on overburdened reporters. Over the past decade, RLM PR has gotten results for its clients by capitalizing on current and emerging trends.

In 2003, I shocked a few friends and acquaintances on both coasts by moving to CA to open RLM's office there. I'm not there that much anymore and have become particularly bicoastal. I still spend half my time looking at airline seatbacks, however, where I travel on behalf of clients and am featured at speaking engagements worldwide (which I love).

For more see Laermer.com and PunkMarketing.com.

Please write me. I'd like to know what is up. I'll get back quickly. [BlackBerry junkie.]

richard@laermer.com

Customer Reviews

3.9 out of 5 stars
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Most Helpful Customer Reviews

6 of 6 people found the following review helpful By R. T. Canal on December 16, 2008
Format: Hardcover
After reading Punk Marketing and finding it not only enjoyable, but quite accurate and useful, I was hopeful that '2011 Trendspotting' would be at least equal to Punk Marketing.......well, it's BETTER. The author seems to have an uncanny insight into people's buying motivations, trends, and media choices. Besides what one can "learn" to watch for, there's some very humerous passages about the current and past mind-set & fads of society.
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4 of 5 people found the following review helpful By James H. Lee on February 6, 2010
Format: Hardcover Verified Purchase
Have you every wondered what books would be like if they were written on Blackberry phones? Perhaps a bit glib, shallow, and self-obsessed? Appearantly, much of this book was written on a Blackberry, as the author reveals during the first chapter.

There is nothing of substance in this book that relates to trendspotting methods or the future in an meaningful sense. The focus here really is on marketing and the customer experience. Research here is going to the local Apple store or Starbucks and then writing a blog post.

The result is a really, truly short-term perspective that has an "of the moment" feel. You get the feeling that "2011" is an expiration date and not a title. And yes, *every single chapter* references Laermer's web site.

I can't give a full review of this book, because I couldn't finish it. Those a bit more serious about future trends should consider "Future Files" by Richard Watson or "World Changing" by Alex Steffen.

Sure the book is entertaining. But why not just read a blog?
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1 of 1 people found the following review helpful By Casey918 on July 27, 2012
Format: Hardcover Verified Purchase
Could barely get through the first 50 pages...boring, boring, boring...oh yeah, nonsensical too! The author thinks he's witty and entertaining...wrong! Wouldn't waste my time reading any further than the first 50 pages...
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1 of 1 people found the following review helpful By Kevin Dugan on December 18, 2008
Format: Hardcover
Richard Laermer's 12th book* is, to quote Nettie Hartsock, "a decadent read."

Serialization of Content
One of the trends Laermer details in this 300-page, fast read is serialization. Technology like iTunes and TiVo are making content more fluid to keep up with our time-starved attention spans.

Even his book reads more like a blog with 77 chapters and plenty of sidebars. You can dive in and out based in your interests.

One of the reasons I most enjoyed 2011 is that I did not agree with everything Laermer suggests in his book.

That said he does provide insight into how society, religion, media, technology and even language/communication skills are all changing. More than just trends, Laermer gets the reader to think about what it all means. 2011 looks towards a bigger, more important picture. You may see it differently, but this book helps you expand your focus.

Bottom Line?
As my cover shot shows, 2011 is a good summer read. You should check it out...and not just because it's free.
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1 of 1 people found the following review helpful By M. McGill on December 16, 2008
Format: Hardcover
Yo, check it. Laermer's style is the dopest, phattest, wiggity-wiggiest.
And that is a direct quote from my grandmother!
In all seriousness, there are few people today who can pull together thoughts
like the ones you will find in 2011. Thought-provoking and stimulating and definitely a worthwhile read if you are at all interested in staying ahead of the curve and drilling down to truly original, "real" ways of doing business. Highly recommended.
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1 of 1 people found the following review helpful By Mark Ramsey on December 16, 2008
Format: Hardcover
Okay, I was going to do a video review but my hair's a mess, so here's the bottom line: This book is really good. Just enough tongue in cheek to make the hard-boiled trend prognostication go down.

Laermer is a well known marketing and branding provocateur and PR guru who, from what I can tell, is an absolute sponge for what's next.

One of the points that Richard makes so brilliantly is that the future of trend predicting is knowing how to predict them yourself - for your own benefit. For this reason he offers up not only things to look for but ways to look for things to look for, if that makes sense.

That makes this a toolkit worth reading. And stray comments about Jennifer Lopez don't hurt either.
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1 of 1 people found the following review helpful By Juliet Romeo Hotel on December 16, 2008
Format: Hardcover
I had to read this book for my graduate program in management and its the first one that didn't bore me to tears. Richard Laermer has written an entertaining and fast-paced critique of western culture yet the reader is still required to think. Remember the goal is to learn how to spot trends. Keep that in your head while he throws topic after topic at you destroying conventional wisdom in the process.
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1 of 1 people found the following review helpful By Midwest Book Review on June 6, 2008
Format: Hardcover
What's the difference between a trend and a fad? It's Richard Laermer's job to know in "2011: Trendspotting for the Next Decade". Looking at the commercial industry of thinking of things before uttering the line "I Wish I Thought of That", he gives advice on how to look at the world like a marketer and spot trends before they come up so one can be on the bandwagon before everyone else. A seminal and scholarly look at the ways of marketing, "2011: Trendspotting for the Next Decade" is a top pick for community library business collections.
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