The Dream Society

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In The Dream Society, the new work by futurist Rolf Jensen, storytellers - those who create the culture and image of a company - will be the most generously rewarded leaders of tomorrow's organizations. We as a society need stories of success - of the will to achieve regardless of the cost - and we are willing to pay for them.. "The Dream Society profiles the six major markets that target our basic emotional needs. Those needs - for adventure, for togetherness, to care and be cared for, to define ourselves, to ...
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Overview

In The Dream Society, the new work by futurist Rolf Jensen, storytellers - those who create the culture and image of a company - will be the most generously rewarded leaders of tomorrow's organizations. We as a society need stories of success - of the will to achieve regardless of the cost - and we are willing to pay for them.. "The Dream Society profiles the six major markets that target our basic emotional needs. Those needs - for adventure, for togetherness, to care and be cared for, to define ourselves, to feel safe and secure, to demonstrate our convictions - form the foundation of the Dream Society. The Dream Society provides examples of successful companies that already understand those markets and meet and profit from them. Most important, it details how your company can be poised to take advantage of this coming market megatrend.
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Editorial Reviews

Library Journal
Jensen, director of the Copenhagen Institute for Future Studies, presents a riveting essay on the future demand for goods and services. He predicts that the present information-based society will evolve into a society that values the stories behind products and services. According to Jensen, these stories will fill the need for emotional wealth when material wealth has become commonplace. The demand for product stories will in turn increase the demand for imaginative storytellers who can artfully direct consumer emotions in a wealthy global culture where hard play replaces hard work. As wealth grows, so will the number of choices for consumer goods and emotional experiences. Jensen provides numerous current examples of an encroaching dream society, from paying premium prices for eggs from free-range chickens to the fantasy experience of video games. Well presented and organized, this is highly recommended for academic and corporate libraries.Robert L. Balliot Jr., Middletown P.L., RI
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Product Details

  • ISBN-13: 9780070329676
  • Publisher: McGraw-Hill Professional
  • Publication date: 4/1/1999
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 242
  • Product dimensions: 6.27 (w) x 9.31 (h) x 1.13 (d)

Meet the Author

Rolf Jensen is director of The Copenhagen Institute for Future Studies, one of the world's leading future-oriented think tanks. Strategic advisor to over 100 leading international companies and government agencies, Jensen is also council advisor to The Futures Council of The Conference Board, Europe. He has written about future issues and business strategy for numerous periodicals, including The Futurist.

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Table of Contents

Introduction
Ch. 1 A Few Words About Futurism and How We Will Get to the Dream Society 1
Ch. 2 The Market for Stories and Storytellers 51
Ch. 3 From Hard Work to Hard Fun - From Company to Tribe 115
Ch. 4 The Loving Family, Inc. - And the New Leisure Time 149
Ch. 5 Universal Stories for Global Business 189
Notes 223
Index 231
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