- Paperback: 480 pages
- Publisher: HarperBusiness; Revised, Subsequent edition (January 6, 1998)
- Language: English
- ISBN-10: 9780887308574
- ISBN-13: 978-0887308574
- ASIN: 0887308570
- Product Dimensions: 5.3 x 1.1 x 8 inches
- Shipping Weight: 12.8 ounces (View shipping rates and policies)
- Average Customer Review: 11 customer reviews
- Amazon Best Sellers Rank: #442,083 in Books (See Top 100 in Books)
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Clicking: 17 Trends That Drive Your Business--And Your Life Paperback – January 6, 1998
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About the Author
Faith Popcorn, bestselling author of The Popcorn Report and chairman of BrainReserve, Inc., the New York-based marketing consulting firm she founded in 1974, is recognized as America's foremost trend expert. Identifying such sweeping societal concepts as "Cocooning," "Cashing Out," "FemaleThink," and "Pleasure Revenge," she has developed a unique method of understanding consumer needs to prepare her clients for the future marketplace. As key strategist for BrainReserve, Popcorn uses her insight on cultural and business trends to develop new products, reposition established brands, and define areas of new business opportunity.
Documented as having a 95% accuracy rate, Popcorn correctly predicted the demand for fresh foods, four-wheel drives, and the failure of New Coke. She was the first to target the stay-at-home syndrome and to anticipate the explosive growth in home delivery, home businesses, and home shopping. Her hour-long seminar, which focuses on how today's trends are affecting consumer lifestyles and purchase behavior, has been presented to thousands of audiences across the globe.
Popcorn is a graduate of New York University and New York's High School for the Performing Arts. She lives and works in Manhattan and Wainscott, New York.
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Faith is a futurist marketer, trying to predict what will happen next, and what consumers will want. There is some wiggle room, I believe, between the forces of what consumers want and what companies and culture demand that the consumer has to buy. Faith leans more towards trends should drive companies, rather than companies driving trends. Overall a useful book, but at this point some of the material is out of date, (note the 97 publishing date), but I am sure Faith is somewhere 'popping' some more ideas at her company, the 'brain reserve.' One pick with this book is the concept of 'female think' & 'mancipation.' While there is some validity to what Faith is saying, why does the chapter on 'female think' get two chapters and all other trends (17) get just one? Fair and Balanced? Faith, you are successful, quit trying to prove it to the boys club, who cares what they think of you, you are doing a great job. Just some observations. Grade of 'B'
Although no mention was mad
Bottom Line - Spend your time and money elsewhere.