Author(s): Robyn Waters

Business

From the former trendmaster of target, this work shows how the power of contradictory trends can help reframe business strategy. For every trend today, there is (or soon will be) a countertrend at the opposite end of the spectrum. Are cars getting bigger and more 'in your face'? Or cuter and smaller? Both: look at the enormous success of the Hummer and the Mini, two of the hottest vehicles on the road. The same is true for countless other categories. Trends aren't just about what's next anymore; they're about what's important to today's consumers, who no longer march in lockstep. Known as the Trendmaster, Robyn Waters is a popular speaker and hired-gun visionary for her corporate clients. Her first book, The Trendmaster's Guide, was a simple and witty handbook that demystified the art of trend tracking. Now she explores more deeply the many contradictions of the new trend landscape, including: commodities made into luxuries: pricey dishwashing liquid and designer toilet-bowl brushes; and social capitalism: doing good and making money at companies like Fetzer Vineyards and Costco.