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The Trendmaster's Guide: Get a Jump on What Your Customer Wants Next Hardcover – June 2, 2005


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Product Details

  • Hardcover: 144 pages
  • Publisher: Portfolio Hardcover (June 2, 2005)
  • Language: English
  • ISBN-10: 1591840910
  • ISBN-13: 978-1591840916
  • Product Dimensions: 5.2 x 0.7 x 7.3 inches
  • Shipping Weight: 8 ounces
  • Average Customer Review: 3.4 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Best Sellers Rank: #2,204,395 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

Robyn Waters is the former vice president of Trend, Design, and Product Development at Target, where she worked with designers such as Philippe Starck and Todd Oldham to reinvent everything from teapots to lamps. She is currently a consultant.

Customer Reviews

3.4 out of 5 stars
5 star
56%
4 star
0%
3 star
0%
2 star
22%
1 star
22%
See all 9 customer reviews
This book is also written with a style which has Snap!
Robert Morris
After reading this book, I think anyone can understand why the author, Ms. Waters, was let go from Target...because fluff just doesn't sell.
Couture LeMas
Instead, what she's succeeded in doing is writing a skimpy and simplistic book that insults the intelligence of her reader.
Andrew Schonbek

Most Helpful Customer Reviews

5 of 6 people found the following review helpful By Andrew Schonbek on April 13, 2009
Format: Hardcover Verified Purchase
A is for Apple.

B is for Bunny.

C is for Cookie.

We're all familiar with these sorts of books from reading to our kids - usually in the age 2-4 category.

This is the format that Robyn Waters, self-styled trendmaster par excellence has chosen for this book.

Given the nature of this work, it's a good choice. In the introduction Waters writes, "My goal is to simplify and demystify the art and science of trend". Instead, what she's succeeded in doing is writing a skimpy and simplistic book that insults the intelligence of her reader.

So - A is for Antennae.

B is for Big Picture.

C is for Connect the Dots.

And so it goes...

The main content is a conglomeration of anecdotes and stories about products the author apparently likes. Some may be mildly interesting, but certainly nothing rises to the level of helping the reader to "Get a jump on what your customer wants next".

Along the way we encounter platitudes, nonsense, and much that's just inane. A couple of examples -

"When you're faced with an important decision, why not try the Trend Taste Test? Think. Feel. Swallow. Yum? Yuck? Yawn? You know what to do next".

"Think of each small trend you observe as a thread that you can weave, twist, braid, knit, or splice together with other common strands into a tapestry of opportunity. Get creative. Create a masterpiece".

OK, I think you get the idea.

Trust me, if you skip this one, you won't be missing a trend.
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11 of 15 people found the following review helpful By Robert Morris HALL OF FAMETOP 100 REVIEWERVINE VOICE on June 2, 2005
Format: Hardcover
Don't be fooled by this book's diminutive size and brief length. The content is rock-solid and thought-provoking. Waters' suggestions and recommendations are eminently practical. This book is also written with a style which has Snap! Crackle! and Pop! Usually an A to Z organizing principle is merely a gimmick. Not so in this instance. Waters offers a series of brief but stimulating discussions of 26 subjects which range from A (Antennae by which to "tune in to the little things, the trivial nuances, and the irrelevant data which everyone else misses") to Z (Zen which embraces opposites, paradoxes, contradictions, etc. while celebrating duality and embraces polarity). Waters urges her reader to learn to practice "the Zen of trend."

As she carefully differentiates, a "trend tracker" is someone who is alert for indications that help his or her business to stay [begin italics] up to the minute [end italics] whereas what she calls a "Trendmaster" uses that information to determine [begin italics] where that minute is going [end italics]. Years ago when asked to explain his effectiveness as a hockey player, Wayne Gretzky replied that others know where the puck is while he knows where it is going to be. Larry Bird once said that when he played basketball, he saw plays develop as if in slow motion and he could "see" exactly what would happen next. There are countless other examples of precisely the same skills on which Waters focuses, all of which almost anyone can possess and then improve.

She may be overstating the case when suggesting that what she recommends is a "new way of looking at the world.
Read more ›
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9 of 13 people found the following review helpful By Dennis B. H. Ang on July 10, 2005
Format: Hardcover Verified Purchase
The book purportedly has 26 ideas (A to Z) but being a consultant, she gave very little away to the reader. One would just have to read and make the quantum leap yourself. Most of the more detailed sharing were from her days at Target. All in all, the book fulfils her dream of writing and publishing a book and that is about it.
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By Bill k on May 9, 2010
Format: Hardcover Verified Purchase
Thoroughly enjoyed the book. It is well written and directly to the point. It is the type of book which should be kept nearby for frequent reference. Easy points serving as good reminders.
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3 of 5 people found the following review helpful By Patrick Hanlon, Thinktopia, Inc. on August 20, 2005
Format: Hardcover
This book is the trend catechism, a must-have for any company or department trying to understand how to make their company, products or services more appealing to consumers. With examples from the Hotel Monaco to dish soap, Waters serves up relevant examples that tell how fledgling trend spotters and entrepreneurs can sharpen their skills. And because it is all based on Waters' experience as VP of Design and Development at Target, the hottest "class for mass" retail store on the planet, you know she knows what she's talking about. You can read Trendmaster's Guide on the train and be enlightened on your way to work, because this book is exactly what's it's supposed to be: short, quick, revelatory. It's well worth the $13.
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