Non-Obvious 2018 Edition: How To Predict Trends and Win The Future

Expertise isn’t going anywhere: we’re just finding new ways to measure and signal it.

[1] New Normal: how can we celebrate and cater to non-traditional lifestyles and identities? [2] Heritage Heresy: what should our brand never do? What would it look like if we did just that? [3] Cross-Demographic Fertilization: what entirely new demographic groups can we take inspiration from and cater to? [4] Hyper-Demographic Targeting: what new

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The challenge to being ahead of the trend—which I have been for most of my life—is to find a way to start a dialogue with the consumer. Perhaps you want to provide a solution to a problem they don't yet know exists. So you need to ask: how does this problem touch their lives and what they care about? Solving that problem can be difficult, time-cons

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