Non-Obvious

Tracking the Elusive Trend

Holding traditional corporate viewpoints tends to blind marketers to trends. Their perception of what trend spotting involves implies that the trend already exists and awaits their notice. Rather than researching a wide range of examples as parts of a possible whole, many of those who see themselves as trend spotters lazily promote fast-fading fads as real, up-and-coming social forces.

Those with industrial expertise may suffer tunnel vision and miss input that comes from unfamiliar sources. Corporate peer pressure can transform conscious bias or wishful thinking into a self-serving forecast. Even scientists who have credible data may lack the insight to interpret it from the human angle. The press compounds the problem by offering trend predictions that are too unrealistically broad to play out over the long run. The work of discovering real trends is different. It requires curiosity, observation, thoughtful analysis and practical application. Successful trend predictors observe the ever-changing present, noting details for later reflection. They seek connections among industries and ideas.

Helpful Habits of Trend Curators

...