Customer Reviews

Trendspotting: Think Forward, Get Ahead, Cash in on the Future

5 star:		(11)
4 star:		(1)
3 star:		(0)
2 star:		(1)
1 star:		(3)

 

 

Richard Laermer's Trendspotting is exactly what the author claims it to be -- Cliff Notes for future business trends "without the guilt." In an easy to read, light style (I read it in a few hours on the plane) Laermer conveys what makes the time we live in so filled with possibility. From SMS messaging and integrative medicine to spirituality and wireless infrastructure, he lets the people who are doing it talk about it; and then throws in some of his own spice for good measure.

I expect this book to tell me "how" to spot the trend. Instead, it keeps on telling me "what" (10 chapters out of 11) experts predicted on or before 2002. Today is 29th Jan 2005 and well it's natural for me to comment that it is quite outdated and irrelevant.

In short, not recommended.

p.s. To justify my rating of the book, below please find the ten ways (taglines) to be a better trendspotter from the last and only relevant chapter for your reference.

1. Faddy Trends
2. Note + Phone + Mail
3. Books for the lover
4. This web I am tangled in (websites)
5. News or lose (newsletter)
6. Grassroots trendspotting from our packed files (talk to experts who would be moved by your enthusiasm)
7. Trade Ya! (trade and non-mainstream magazines)
8. Pay attention to little guys (Alan Greenspan would track something as seemingly insignificant as the production and sale of packing paper)
9. Information, please. (newspapers)
10. Anything rhyme with Google?

I have read a number of trendspotting books over the years, and this one does not deserve a place in this genre.

There are three major shortfallings:

1. Laermer makes the crucial error of letting his liberal/progressive political bias affect his interpretation of culture. I agree with his politics to a great extent, but introducing it into his research affects his perceptions and make his findings shallow. This is most obvious where he discusses "The Family" and "Spirituality" where he is clearly an outsider.

2. Unlike genuine trendspotting books by Rushkoff, Naisbitt, Toffler and Popcorn, this book does not offer any new thesis in decoding culture. Why is there only one chapter on the "how" of trendspotting?

The book should really be titled "My Trendspotting".

3. The back cover claims "original insights" from various industry insiders. Don't be misled, these guys don't get much input in the book, and they are also hampered by their own interests or bias.

I suggest you use the Amazon browse feature and read a few pages before you make your purchasing decision, and compare it with serious trend spotting books by the authors mentioned above.

Where Faith Popcorn spots trends floating around in her own head, Laermer asked the people in the know, The book is littered with futuristic missives from more than 100 people in technology, spirituality, giving a real sense of what's to come and how to decide for yourself.

TrendSpotting is a fun and fast read for anyone looking to spot trends for their business or own personal enjoyment.

This is a must-have book if you're anything like me... overwhelmed by the information onslaught and capable of shutting down rather than trying to figure out what's relevant and what's not. This book broke it down for me, in an easy to digest manner, and it was a bonus to be able to laugh while gaining valuable insights.

Most futurists are full of [stuff] and just give you a bunch of junk that any 4th grader could have thought of. trendSpotting explores the visions of those that have been right before and probably will be right again. It's a must read for those who believe in futurism and a fun read for those don't. I expect a lot of people to start ripping Laermer off, but he's the original.

Always a skeptic, I seldom buy into the predictions people make about the future. This book changed that. The author does not simply make statements about what is going to happen. He uses clear examples to back it all up. The book is filled with outside insight to the predictions from people working in the respective fields. It is absolutely amazing and sometimes scary hearing what people are working on in the world right now. The book gives great tips on staying ahead of change. I may not be able to alter what's happening in the world but at least now I feel prepared for it.

Ok. I was skeptical. But I read it - and found out a lot of really innovative stuff on tech, politics, religion, education, and, well, MY future...I'm a little scared about how my house will work, how we will all communicate, what our entertainment will be like and how much longer this darn planet really has!
I like the fact Laermer exposes truths and is not afraid to say some things we are all thinking..but are too politically correct to actually speak. This book definitely got me past all of the hype and straight to what kind of matters. The world is complicated enuf. Thankfully someone has a sense of humor, writes really well, and has loads of things to tell me that I care about. I am recommending it. Definitely. Oh, and it helped me win a few bets.

In his book, Mr. Laermer takes an in depth look at new technology, global interaction, and general ecomomic business sence and provides and inciteful guide to trends and developments that we can most assuredly look forward to in the coming years. Mr. Laermer has not just stood alone as a self-prognosticator but has interviewed some of the most important thinkers of the day to help him in his analysis and thereby making a must read as we try to map out the future for ourselves and our society. I'm so impressed with the contents of the material that I am already considering adding it to my syllabus of required reading for a course in Internet and Cyberlaw that I teach at Hofstra, in order to give the students a hollistic, accessible and well rounded back drop to the rest of the course material.

Richard Laermer presents a entertaining and informative look at the future in "Trendspotting." Laermer takes a holistic approach to envisioning the future, focusing on entertainment and spirituality as well as technology. This is important, as trends converge and combine in unexpected ways -- which is the central challenge of futurism. "Trendspotting" also strikes a balance between optimism and a wariness of unanticipated consequences, which sets it apart from the Internet-will-change-everything enthusiasm of future guides of just a couple of years ago.

One thing "Trendspotting" is not is in-depth... which is not necessarily a bad thing. The generalist approach makes it a great introductory text for beginning futurists.

The book, however, has two funamental weaknesses. One is Laermer's very clear liberal bias. In of itself, that isn't a problem, but a more politically balanced viewpoint would allow the book to be even more enlightening. The second, more serious problem is not so much the fault of the book or author, but of time. My edition is dated 2002, and it makes absolutely no reference to the most profound events of our time: 9/11 and the subsequent war on terror. Books like this ought to be updated every year or so, as even the most subtle of current events can change the outlook of the future.