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Heraldedas "Nostradamus" of marketing by Fortune magazine,Faith Popcorn is the premier trend guru; her national bestsellerThe Popcorn Report identified the business and personal trends thatdefined a decade, from Cocooning to the phenomenon of Cashing Out. Nobodyhas been more accurate in demonstrating how to profit from tracking thetrends, and in Clicking, Popcorn tells readers how to CLICK intomore recently identified trends to future fit themselves professionallyand personally.The woman who made Cocoon a verb, who predicted the retreat from the corporaterat race to home-based businesses, now shows readers how they can activelyuse trends to click into the future and into new careers and lifestylesthat are more rewarding and fulfilling. From Pleasure Revenge to FemaleThinkto Icon Toppling, Clicking explores the trends that will shape ourfuture.Popcorn and her co-author, Lys Marigold, chart the sixteen major trendsthat Popcorn's company, BrainReserve, has identified to make the right choices-- in business and in life. To illustrate the process, Popcorn and Marigoldtalk about people they've interviewed and give examples of new products,new ideas, and new companies, as well as individuals who have successfullyclicked.Clicking is an invaluable road map that will teach listeners how tocapitalize on the newest trends and click into success. It is about possibilities,taking chances, and taking charge of the future -- now.
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About the Author:
Faith Popcorn, bestselling author of The Popcorn Report and chairman of BrainReserve, Inc., the New York-based marketing consulting firm she founded in 1974, is recognized as America's foremost trend expert. Identifying such sweeping societal concepts as "Cocooning," "Cashing Out," "FemaleThink," and "Pleasure Revenge," she has developed a unique method of understanding consumer needs to prepare her clients for the future marketplace. As key strategist for BrainReserve, Popcorn uses her insight on cultural and business trends to develop new products, reposition established brands, and define areas of new business opportunity.
Review:
Documented as having a 95% accuracy rate, Popcorn correctly predicted the demand for fresh foods, four-wheel drives, and the failure of New Coke. She was the first to target the stay-at-home syndrome and to anticipate the explosive growth in home delivery, home businesses, and home shopping. Her hour-long seminar, which focuses on how today's trends are affecting consumer lifestyles and purchase behavior, has been presented to thousands of audiences across the globe.
Popcorn is a graduate of New York University and New York's High School for the Performing Arts. She lives and works in Manhattan and Wainscott, New York.
The authors of the Popcorn Report show you how to position yourself for the way things will be.
Faith Popcorn, founder of BrainReserve, the New York-based futurist marketing consulting firm, has been tracking trends for more than two decades, looking at patterns of behavior, technological advances, and evolving priorities and tastes to discover what the future might hold. Hailed as "the chief trend bender" by The New York Times and "the Nostradamus of marketing" in Fortune magazine, she showed in her bestselling book, The Popcorn Report, that ideas that heed future trends earn profits in the marketplace today.
In Clicking: 16 Trends to Future Fit Your Life, Your Work, and Your Business , Popcorn and Lys Marigold explain how anyone can CLICK (C=Courage, L=Letting Go, I=Insight, C=Commitment, K=Know-how) into the future by understanding what drives society today and using that knowledge to make better informed choices in their personal and professional lives.
Drawing on BrainReserve's experiences advising companies eager to develop new products, services, and marketing techniques, interviews with experts on thousands of consumers, and their own insights, Popcorn and Marigold identify the 16 hottest trends shaping American lives today and tomorrow - from seeking protection from the harsh realities of the outside world by "Cocooning," to becoming "Vigilante Consumers" by manipulating the marketplace through pressure, protest, and politics, to practicing "FemaleThink" by shifting values from a hierarchical model to a sharing, familial one.
Popcorn and Marigold introduce some of the companies and people who have CLICKed into the trends: Ameritech, whose consumer research area resembles a homey, cozy cocoon; the Barnes & Noble Superstores, with their cafes and reading niches that allow book-buyers and browsers to mix with others who share their interest, a perfect example of the "Clanning" trend; Kinko's, the chain of 24-hour copy shops, and The Body Shop stores, which demonstrate their grasp of "Egonomics" - the demand for customized service - by accommodating the schedules and the personal preferences of their clientele; and the men at the forefront of "Mancipation" (liberation from driven, "strictly business" male images and roles) who are full-time House dads or are adjusting their working days to spend more time with their families while reshaping their relationships with clients and customers away from the "my way or the highway" model of past decades. -- From the Publisher
"About this title" may belong to another edition of this title.
- PublisherHarperAudio
- Publication date1996
- ISBN 10 0694515337
- ISBN 13 9780694515332
- BindingAudio Cassette
- Rating
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