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2011: Trendspotting for the Next Decade Hardcover – April 8, 2008
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The Amazon Book Review
Author interviews, book reviews, editors picks, and more. Read it now
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
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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?
After reading it, and after a few chapters left me feeling "Huh?", I suppose this book would be a solid read for someone looking to be entertained by the principles of trendspotting.
I just got the feeling that this book never really got to the point.
Seriously, buy this book.
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?"; What Happens On TV (Stays On TV) - Building A Brand From Personal Experience
Part 4 - Techno Centric: What's DAT Exactly? Another Fabulous Analogy About Unnecessary Technology; Bacn & The Art of Communicating Later; Ah My Identity - Take It At Your Own Risk; Give Me Some Couch Love, Babe, Yeah, Give It To Me; Battery Management Corp - One Further Step In Our Quest For Power; Computer Is Gone - Is Life?; Heads In Air - The New toy Won't Replace Our First Love; And Finally, EID, Email Is Death (Long Live New Mass Communication); Sport Mail; Hi-Tech - The New New & Improved; Blog Anonymously & Lose Your Self - errr, Your Cell; The End Of The Beta - You Just Got To Stop This Affair
Part 5 - Entertain Your Diversions: Just Being Nominated Is Enough - Ah, Award Show Overload; The Game of Famous - A Case Study That Is Far From Hollywood; And They All Lived Hollywood Ever After; Serial Lifer; Jennifer Lopez's Antics - The J Down Lo
Part 6 - Make Media Your Friend (Then Make Bank): Watch and Learn; The Black Eye of Memory - Media and Big Stories; The Media Next Decade
Part 7 - The Language of Life: One Potato, Two Potatoes Later; Where Are Phrases To Catch Us? Revival of "Fun Speak"; Taking Responsibility For Your Words Is Not Just Good Psychology; Living with Ed
Part 8 - Society with a Small s: New Rule - You're Not Freaking Cool Just Because You Say So; How To Keep Nascent Trends From Dying On The Vine; Say You're Gay and Induce A Yawn (or "Gay for Play" Has Its Day); Faith, Politics, and the Death of a President; 609.72 Minnesota Statues 2006 - The Oddest of Current Laws; Demeaning The Presidency Has Brought Us Down; Planned Layovers In America - An Article That Did Good; Savvy Muscular Old People; Teens Shall Remain Narcissistic (This Surprises You?); Generation Zero - NCD35 (Part One); Gap of Mentoring (Part Two, Generation Zero); Truth About "Kidlessness" and the Future of Pals With A Kid Between Them; Ah, To Be Nice, Perchance To Dream
Part 9 - Epilogue And Other Chapters I Couldn't Fit Anywhere Else So Stuck Them Here: Terms I Made Up + Newfangled Future Speak; Self Something Or Other; Good Morning, Today Is January 21, 2011; To p7 Mistakes Small Businesses Make - A Guide To Saying "WTF"; The Epilogue - Last Words, First Words, Wordiness...
As you might be able to tell, Laermer has his own style... :) Each of the chapters are only two to five pages long, and each starts out with a particular trend. For instance, the chapter The Media Next Decade has the trend of "The press will stop being meaningful because, well, we know more than they." When you look at the current wave of blogging, personal reporting, etc., you see that it's not far off where bloggers and journalists become in many cases one and the same (and some would rightfully argue that it's already here). Another "f'instance" is Serial Lifer, in which he sees even more serialization or "chapter-ization" of books, TV, and every other form of entertainment out there. We don't sit still long enough to take things in one sitting, so we're tending to move towards smaller bits of info fed to us over time.
Rather than give you an academic argument for what exactly will happen by what date, Laermer tends to go more towards feelings and observations, giving trends that he sees happening, while also giving you room to interpret his views with your own slant or spin. Even if you don't necessarily agree with his trend or observation, you will have to admit you had a good time reading about it. And you *will* be forced to think things through to their logical conclusion based on current events and prevalent trends. That's why I think this is different than most "futurist" books. He's got his own ideas as to where things will go, but he's also willing to listen to other views and ideas as to how things will play out.
It'll be fun to go back in 2011 and see exactly where things ended up at, and to see what transpired and what didn't...
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.
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