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2011: Trendspotting for the Next Decade

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A better time for your business starts in the next decade.

Are you ready?

In this fast and furious time machine of a book, Richard Laermer shows you how to use-and in some cases abuse-the trends of the next decade (or two) that really matter. As an author with a functional crystal ball, a veteran marketing innovator, and media master, Laermer foresees a fabulous future-if you start planning for it today.


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2011: Trendspotting for the Next Decade: Trendspotting for the Next Decade

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A better time for your business starts in the next decade.

Are you ready?

In this fast and furious time machine of a book, Richard Laermer shows you how to use-and in some cases abuse-the trends of the next decade (or two) that really matter. As an author with a functional crystal ball, a veteran marketing innovator, and media master, Laermer foresees a fabulous future-if you start planning for it today.

Sometimes you see a business evolve and think, “I wish I'd thought of that.” With his trademark razor-sharp style, Laermer reveals the most functional forecasting secrets of professional trendspotters. Divided into nine categories, with more than 72 “short-short” chapters and dozens of outrageous sidebars, this captivating book shows you the ways to:

  • Read the signs
  • Influence the trends
  • Embrace new and reject stodgy
  • Anticipate change
  • Ask experts the right questions
  • Seek out visionaries and snub fakers
  • Separate the trends from fads
  • Use technology-for everything
  • Cash in on being ahead of the competition!

2011: Trendspotting for the Next Decade is packed with eye-popping predictions (and realities) on how you'll live, work, play, buy, sell, talk, text, laugh, and more. You'll discover how miniscule attention spans will increase a need for to work while you're to wash off mediocrity...and why today's communication devices will become obsolete. With 2011you'll learn how to participate in change instead of trailing it.

Laermer calls trends as he sees 'em-from what's dead to what's sensational to what's novel and what's next. If you're looking for surprising observations, shocking statistics, sublime insights, and wholesome food for thought--read this book.

Because this is your 2011.

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Product Details

  • ISBN-13: 9780071497275
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 4/10/2008
  • Edition number: 1
  • Pages: 256
  • Product dimensions: 5.60 (w) x 8.50 (h) x 1.13 (d)

Meet 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.

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Table of Contents

Intro: Induction into 2011     xi
Trendspotting For the Novice     1
The Next Few Years Are All Wondrous     2
Mediocrity     6
Gumby: The Mascot of 2011     14
The New Way to Say Shove It!     17
The Caboodle: Advanced Trendspotting     21
Dive into Trends ... and Believe in Them     22
Fad, Faddy, and Fattening Trends     29
Bolts from the Blue     32
The Decade Is Starting Anew-and Maybe the World Is Too: Paraphrasing Sondheim, What Else     37
Golly, Beav, Is There a Right Way?     40
Stay Informed by Depersonalizing     42
The Business of Selling, as Opposed to Shilling     45
Treat Me Right or You Won't Get My Money     46
The Biggest Picture: The Customer Is a Hyperaware King     50
Can an Athlete Really Be Trusted to Make Money for Us?     53
Lying: Is That Your Final Answer?     57
We Fib     60
Why Smart Sellers Can Spell Fnord: And Why It Really Matters     62
Yes-Sadly-Sprint Was Correct     68
Frito-Lay's Cholesterol Story     71
How to Major in Napping     74
Welcome to BAS: I'm Talking to You     80
Greet This: Howa City Civility Campaign Ruined Friendliness     83
"46": The Middle Ages     85
The New Low in Business Etiquette: Stealing without Aplomb     88
Victoria's Secret's Mentality: How Cities Got Overtaken by Lingerie     91
Fred Trump and That Other Guy     95
Machiavellian Skin     99
The One-Word Chapter: What's the Mission of Every Company?     101
Sex and Snakes and 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?"     102
CC, No No!     107
What Happens on TV Stays on TV: Building a Brand from Personal Experience     110
Techno-Centric     117
What's DAT, Exactly? Another Fabulous Analogy about Unnecessary Technology     118
Bacn and the Art of Communicating Later     121
Ah, My Identity: Take It at Your Own Risk     124
Give Me Some Couch Love, Babe, Yeah, Give It to Me, Oh, Oh     128
Battery Management Corp.: One Further Step in Our Quest For Power     131
Computer Is Gone-Is Life?     134
Heads in Air: The New Toy Won't Replace Our First Love     140
And Finally, EID (E-mail Is Death): Long Live New Mass Communication     144
Sport Mail     148
Hi-Tech: The New New and Improved     152
Blog Anonymously and Lose Your Self-er, Your Cell     155
The End of the Beta: You Just Got to Stop This Affair     161
Entertain Your Diversions     165
"Seriously, Just Being Nominated Is Enough": Ah, Bullshit, Award-Show Overload     166
The Game of Famous: A Case Study That Is Far from Hollywood     169
And They All Lived Hollywood Ever After     174
Serial Lifer     177
Jennifer Lopez's Antics: The J Down Lo     180
Make Media Your Friend (Then Make Bank)     185
Watch and Learn     186
The Black Eye of Memory: Media and Big Stories     189
The Media Next Decade     196
The Language of Life     199
One Potato, Two Potatoes Later     200
Where Are the Phrases to Catch Us? Revival of "Fun Speak"     202
Taking Responsibility for Your Words Is Not Just Good Psychology     208
Living with Ed     216
Society with a Small "s"     221
New Rule: You're Not Freaking Cool Just Because You Say You Are     222
How to Keep Nascent Trends from Dying on the Vine: How to Cope with Change, Too     229
Looking vs. Searching      233
Say You're Gay and Induce a Yawn (or, "Gay for Play" Has Had Its Day)     236
Faith, Politics, and the Death of a President     240
609.72, Minnesota Statutes 2006: The Oddest of Current Laws     242
Demeaning the Presidency Has Brought Us Down     245
Planned Layovers in America: An Article That Did Good     248
Savvy Muscular Old People     252
Teens Shall Remain Narcissistic (This Surprises You?)     255
Thoughts about Generation Broke: This Chapter Needs No Sub     257
Gap of Mentoring (Generation Broke, Part Two)     263
Work Personality-Life Personality Balance: Is Any Town Big Enough?     265
The Truth about "Kidlessness": And the Future of Pals with a Little One between Them     268
Ah, to Be Nice, Perchance to Dream     273
Epilogue and Other Chapters I Couldn't Fit Anywhere Else, so Stuck Them Here     277
Terms I Made Up + Newfangled Future Speak     278
Self Something or Other     282
Good Morning, Today Is January 21, 2011     284
Top Seven Mistakes Small Businesses Make: A Guide to Saying WTF     291
The Outro: An Epilogue Comprising Last Words, First Words, Wordiness     294
Notes to Part Three     296
Index     297

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Sort by: Showing 1 Customer Reviews
  • Posted November 19, 2008

    more from this reviewer

    Forecasting for the next decade and beyond

    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 rambling ride through them. Just an alert to those who are sensitive to strong language, the expletives are not deleted here. Nonetheless, Richard Laermer writes with charm and bouncy style in this fun, somewhat informative read. getAbstract recommends it as more of a witty, light-hearted guide to the future than as a substantive business road map. While you will need to take this advice with a grain of salt, you will find some tasty morsels along the way.

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