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2011: Trendspotting for the Next Decade Hardcover – April 8, 2008
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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.
Top Customer Reviews
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?
Part 1 - Trendspotting for the Novice: The Next Few Years are All Wondrous; Mediocrity; Gumby - The Mascot of 2011; The New Way to Say Shove It!
Part 2 - The Caboodle - Advanced Trendspotting: Dive into Trends... And Believe In Them; Fad, Faddy, and Fattening Trends; The Bolts from Blue; The Decade Is Starting Anew (and Maybe The World Is Too!); Stay Informed by Depersonalizing
Part 3 - Business Of Selling, As Opposed to Shilling: Treat Me Right, or You Won't Get My Money; The Biggest Picture - Customer Is a Hyper-Aware King; Can An Athlete Really Be Trusted To Make Money For Us?; Lying - That Your Final Answer?; We Fib; Why Smart Sellers Can Spell Fnord And Why It Really Matters; Yes - Sadly - Sprint Was Correct; Frito-Lay's Cholesterol Story; How To Major In Napping; Welcome to BAS - I'm Talking To You; Greet This - How A City Civility Campaign Ruined Friendliness; "46" - The Middle Ages; The New Low In Business Etiquette - Stealing Without Aplomb; Victoria's Secret's Mentality - How Cities Got Overtaken By Lingerie; Fred Trump & That Other Guy; Machiavellian Skin; The 1-Word Chapter - What's The Mission Of Every Company?; Sex, and Snakes & Couch Jumping - How To Be Sure You're Not Selling To People Who Don't Buy During This Era of Attention-To-Noise Surplus Ratio, Otherwise Known As "What's This? A Laermer Blog Post?Read more ›
Fnords you say? Yes, read the book and find out why they are important or just click on one of the fnord tags on this page to find more of them. This is the first legit business book I've seen that dared explore such a revolutionary subject.
But that isn't all, Richard slays sacred cows with intentional abandon and opens your mind to what may be, what can be and what is.
But most importantly, he gives you the tools, skills and techniques to not only see but profitably predict the future for yourself and your business.
The other reason to read this book has nothing at all to do with Trendspotting, it is the reason you should read every one of Richard's books, he has a command of naming ideas, books, things, and experiences that is a skill every business owner should model. He knows how to get attention and create the words that will cause people to spread ideas quickly because they can't forget what he called the idea.
Definately a great read for business owners, salespeople, marketers, and trend watchers.
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.
As my cover shot shows, 2011 is a good summer read. You should check it out...and not just because it's free.
Most Recent Customer Reviews
Could barely get through the first 50 pages...boring, boring, boring...oh yeah, nonsensical too! The author thinks he's witty and entertaining...wrong! Read morePublished on July 27, 2012 by Casey918
I suppose I may have set my own expectations of this book way too high.
After reading it, and after a few chapters left me feeling "Huh? Read more
Yo, check it. Laermer's style is the dopest, phattest, wiggity-wiggiest.
And that is a direct quote from my grandmother! Read more
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. Read morePublished on December 16, 2008 by Mark Ramsey
I had to read this book for my graduate program in management and its the first one that didn't bore me to tears. Read morePublished on December 16, 2008 by Juliet Romeo Hotel
This book is pure fluff. What a complete waste of my time! I read halfway through the book, and I intend to finish. I hate to spend the money and not read the whole thing. Read morePublished on December 12, 2008 by Jon Leist
This entertaining book touches on multiple areas that will affect your life during the next decade. However, it is not set up to be a serious treatise on future trends, but a... Read morePublished on November 13, 2008 by Rolf Dobelli
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". Read morePublished on June 6, 2008 by Midwest Book Review
This is a very funny, readable and useful book. Laermer never takes himself too seriously, yet what he is talking about is important. Read morePublished on May 22, 2008 by Reg Nordman