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Book Brief: The Trendmaster’s Guide

Jun 5, 2005

The Trendmaster’s Guide: Get a Jump on What Your Customer Wants Next

By Robyn Waters

Portfolio, June 2005

144 pages, $12.95

When it comes to the ability to spot trends, you know more than you think you do, argues Waters, a consultant and a former vice president for trend design at Target. Pay attention to things that seem out of the ordinary; juxtapose the various random observations you make, and try to connect the dots. (To gather more ideas, get out of your rut; go exploring; read something new.) When you come up with a new idea, trust your gut. And in creating that new product, design, simplicity and authenticity are vital.

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