Abstract
A few weeks ago we were the fortunate recipients of Clicking by Faith Popcorn, proclaimedby Fortune Magazine to be “the Nostradamus of Marketing”. The subtitle of the book is“16 Trends to future fit your life, your work, and your business”. Nostradamus, here andnow telling us about our future?As part of our strategy consulting work, we also read through a variety of magazines,journals and e-zines covering a wide range of disciplines, such as business, economics,politics and technology. Perhaps being more attuned to the trends we picked upbecause of Clicking, it dawned on us that almost all of the articles illustrated in someform or another a real shift in social patterns. This awareness raised a concern thatperhaps what Clicking was doing was simply illustrating the surface of a much moresubstantial “social revolution”. Could it be that these trends are nothing more thanthe symptoms of a much more profound change?
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