Customer Reviews

Anatomy of a Trend

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This concise book is superior to Malcolm Gladwell's best-seller, The Tipping Point. Gladwell's popular book was based on an appealingly superficial premise: that a trend spreads like a disease, multiplying geometrically until it reaches a population "tipping point," whereafter it increases to epidemic proportions. While that handy metaphor describes how a trend spreads, it doesn't really explain why, nor does it explain why one phenomenon becomes an enduring trend while another becomes just a mere short-lived fad. Unlike Gladwell, who is a journalist, Vejlgaard is a trained social scientist. Like an epidemiologist, he examines modern trends under a microscope, discovering the source of their unique power. He detects, moreover, a traceable and predictable pattern that all true trends tend to follow. An especially valuable book for professionals in advertising, marketing, and product development, and for all the rest of us who want to better understand the material forces that shape our lives.

Stephen Bertman, author, Hyperculture: The Human Cost of Speed

Having read Gladwell's Tipping Point I turned to Anatomy of a Trend for a more academically rigourous approach to the study of trend diffusion. I'm sad to say that this book most certainly didn't meet expectations. Written in much the same pop-sociology/psychology tone as Gladwell, Vejlgaard supports his central argument with rudimentary psychology theories such as Maslow's Hierarchy of Needs and the Big 5 Personality Index. There is the occasional interesting idea but nothing the you can take away or apply in the real world. Most of the book is supported by lengthy examples which also happen to appear in The Tipping Point like the Hush Puppies or Harley Davidson. If you occasion upon this book in a library then you might get it out, but as for forking over money for it - think carefully and definitely don't but this book in a double deal with The Tipping Point. They are practically the same. Nevertheless, it's a fairly easy read if you have a spare couple of hours and are really interested in this stuff.

This book is an eye opener. It explains what a trend is and how it evolves and how it affects us all. The best part is about the trendsetters and where to find them. For years I have been looking for a book that explains what a trend is and now that I found it I feel that all my questions have been answered. I can recommend the book to all with an interest in trends and trendspotting.

I was always frustrated with Malcolm Gladwell's book about tipping points because it does not really explain how a tipping point takes place. I find Henrik Vejlgaard's book much more credible, and there are lots of insight that marketing professionals can use. It quite simply delivers the story of the REAL tipping point. It may also be the first book that offers a method that can be used to predict future needs. Good job!

This book is not only important for anyone interested in trends it is also a good mix of entertaining anecdotes and analysis. I can recommend it to all who want to know more about trends and trendsetters.

I had to get this book for school, and I found it very enlightening and readable. Very good information that makes sense. This really helps understanding trends and how they are created. It gives great examples to help explain the point.