The Dream Society - Hardcover

Jensen, Rolf

Hardcover

ISBN 10: 0070329672 ISBN 13: 9780070329676

Publisher: McGraw-Hill, 1999

Synopsis

Argues that as wealth increases consumers will demand more meaning from their products, and describes six areas that can serve as models for the future of business

About this title

From the Back Cover:

"Businesses need to imagine their futures the way good novelists imagine their stories."­­Rolf Jensen, Director, The Copenhagen Institute for Future Studies

What's the future of business after the Information Age? It won't be the latest technology or newest product, but the story behind the product that will provide the competitive edge. The company with the best story wins; consumers will pay for the story that sparks the imagination, that reflects how we see ourselves and how we want others to see us. What are the most important raw materials of the twenty-first century? Stories that will translate information for consumers into accessible, emotional terms. As cookie-cutter products inundate the market, companies of the future will have to differentiate themselves from the competition by creating stories about who they are, what they stand for­­stories that appeal to the heart of the consumer.

Some of the world's most successful organizations­­Disney, Nike, Rolex­­have long recognized society's appetite for a good story. They have demonstrated the ability to satisfy that need by entertaining the consumer as well as providing information, and will reap the financial rewards well into the next century. These cutting-edge companies are ushering in the Dream Society, the era of storytellers. In The Dream Society, the intriguing new work by distinguished futurist Rolf Jensen, storytellers­­those who create the culture and image of a company­­will be the most generously rewarded leaders of tomorrow's organizations. We as a society need stories of success­­of the will to achieve regardless of the cost­­and we are willing to pay for them.

The Dream Society profiles the six major markets that target our basic emotional needs. Those needs­­for adventure, for togetherness, to care and be cared for, to define ourselves, to feel safe and secure, to demonstrate our convictions­­form the foundation of the Dream Society. The Dream Society provides examples of successful companies that already understand those markets, and meet and profit from them. It emphasizes the necessity for all organizations to harness these markets so they can thrive in the future. Most important, it details how your company can be poised to take advantage of this coming market megatrend. As the Information Age has rendered much of yesterday's work obsolete through technology, the Dream Society offers us the limitless world of human potential and dreams. Clearly, the Dream Society as the future is already upon us­­don't let your company be left behind.

About the Author:

Rolf Jensen is director of The Copenhagen Institute for Future Studies, one of the world's leading future-oriented think tanks. Strategic advisor to over 100 leading international companies and government agencies, Jensen is also council advisor to The Futures Council of The Conference Board, Europe. He has written about future issues and business strategy for numerous periodicals, including The Futurist.

About this edition

• Publisher: McGraw-Hill
• Publication date: 1999
• ISBN 10: 0070329672
• ISBN 13: 9780070329676
• Binding: Hardcover
• Number of pages: 242