Product Lifecycle Management: Driving the Next Generation of Lean Thinking Book

The Next Big Thing is extremely thorough, with two sections (addressing both trends and the profession of trend marketing) and five parts (discussing the value of trends, beginning with trends, understanding trends, trend identification, trend interpretation, and implementation of trend-based knowledge).

The Next Big Thing leaves one with a very clear understanding of what it takes to be a legitimate, effective, and accurate trend forecaster. More importantly, the book establishes a formal set of methods and terms to which professionals can refer. This is extremely important, for without basic standards, there are few ways to distinguish legitimate trend spotters and trend agencies from those which are less effective. With luck, The Next Big Thing will help the trend spotting industry rid itself of pretenders and hence its negative reputation.