Books: Three of a kind - Your Fearless Date With The Future

by
Last Updated: 31 Aug 2010

Next Now: Trends for the future
Marian Salzman and Ira Matathia
Palgrave Macmillan £15.99

Making sense of our globalised world can be mind-boggling, but renowned trendspotter Salzman unravels sophisticated cultural trends in a well-structured book. Comprehensive and clearly written, Next Now makes credible predictions, such as the rise of tea as a health food. A summary reminds you just how accurate the authors were in their previous predictions - Best of its kind

Microtrends: The small forces behind today's big changes
Mark J Penn with E Kinney Zalesne
Allen Lane £20.00

Extreme commuters, late-breaking gays, militant illegals and aspiring snipers - they're all here. Penn clearly knows his stuff - he has advised the likes of Microsoft, BP, Tony Blair and Bill Clinton, and is CEO of Burson Marsteller to boot. Accessible, absorbing and recommended - Best of its kind

Coolhunting: Chasing down the next big thing
Peter Gloor and Scott Cooper
Amacom £12.07 ($24.95)

No-one under 40 says 'cool' these days, so the title doesn't augur well. Lots of talk of COINs (Collaborative Innovation Networks) and the life of bees masks some real nuggets about the behaviour of groups and how they generate trends. Use the subheadings to navigate your way through the terminology and a series of oddly pointless diagrams. Not for the faint-hearted - Of minor interest.

Find this article useful?

Get more great articles like this in your inbox every lunchtime