Book Brief: The Trendmaster's Guide

By CIOinsight
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.

This article was originally published on 06-05-2005