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In an era in which looking toward the future has become the most important duty of those driving a business, this book sets forth a new discipline: seeing into the near future. Near Future Thinking® is based on an understanding of how consumer trends emerge, develop and gain momentum, at times taking companies by surprise. Drawing on her own expertise and the experience of her consulting firm Leonardo1452, an authority in identifying trends, Gaby Arriaga explains this phenomenon using the analogy of waves in the ocean. In addition, this book illustrates four brand archetypes that companies can use to assess their experience level and chart the course they must take to maneuver the forces of consumer trends. With Near Future Thinking®, readers gain a robust tool to keep abreast of the changes coming down the pipeline with wave-like intensity.
