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Next Now: Trends for the Future [Paperback]

Marian Salzman , Ira Matathia
2.0 out of 5 stars  See all reviews (1 customer review)
Price: 19.99 & FREE Delivery in the UK. Details
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Book Description

27 Dec 2007
From the world-renowned trendspotting duo who has predicted everything from metrosexuality to the growth of global brands comes a new, surprising look at the future of everything from work and business to sex. This enlightening book is based on intensive research and interviews as well as the authors' real-world and global business experience.

Product details

  • Paperback: 320 pages
  • Publisher: Palgrave Macmillan; Reprint edition (27 Dec 2007)
  • Language: English
  • ISBN-10: 0230600018
  • ISBN-13: 978-0230600010
  • Product Dimensions: 23 x 16 x 2 cm
  • Average Customer Review: 2.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 1,705,950 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Review

Praise for the hardback:

'Salzman and Matathia offer a dizzying snapshot of what our world might look like in the next five to ten years.'- Publishers Weekly

'In Next. Now, Salzman and Matathia have written the 21st-century playbook for marketers. Every page holds the promise of tomorrow's next big business idea, as well as the suggested practice for activating key insights today.' - Laurie Coots, Chief Marketing Officer, TBWA\Worldwide


Praise for The Future of Men:

'The trend-spotting authors who popularized the term 'metrosexual' have decided that the two-year-old phenomenon is, well, so two years ago. The new ideal is the 'übersexual' reading Esquire or Sports Illustrated, shopping less but more discriminatingly, and favoring men over women as their closest friends.' - The New York Times

'Written with great élan and hyperbolic vigor, the book features a liberal dose of media and pop-cultural references....Targeted at readers looking to connect with the elusive male consumer, the book should stimulate more than its share of water cooler conversations and trend-forecasting magazine articles.' - Publishers Weekly

'Anyone looking to transform their business will find not only an entertaining read here, but loads of practical advice.' - Faith Popcorn, author of EVEolution and the upcoming In Culture

About the Author

MARIAN SALZMAN is one of the world's leading trendspotters. She is Executive Vice-president of advertising giant JWT.

IRA MATATHIA has spent 25 years managing and creating change in some of the world's top marketing communication enterprises. He is a partner in NoFormula, a New York and London-based strategic brand consultancy.

Marian and Ira have co-authored the books Next: Trends for the Near Future, Buzz: Harness the Power of Influence and Create Demand and The Future of Men.

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10 of 11 people found the following review helpful
2.0 out of 5 stars OK - but nothing new. 17 Feb 2008
By Lovborg
Format:Paperback
Marian Salzman is very good at self publicity - but not great at trend-spotting (unlike, say Faith Popcorn or John Grant). She didn't (in fact) spot "metrosexuality" (which was coined by a British journalist), but she did claim to have done - and this book is true to that form: nothing new, but wrapped up in lots of groovy catch-phrases. And if you have a low threshold for words made out of two words crammed together (eg: Chindia, which almost made me laugh out loud), then that's another reason to give this book a very wide berth.
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Amazon.com: 2.7 out of 5 stars  3 reviews
6 of 6 people found the following review helpful
1.0 out of 5 stars Old news which will leave you empty handed 30 Mar 2007
By Kent M. Blumberg - Published on Amazon.com
Format:Hardcover
Marian Salzman (EVP and Director of Strategic Content for J. WalterThompson) and Ira Matathia (joint managing partner of Intelligence Partners LLC) set out to predict what our lives might be like in the years 2007 to 2010. Unfortunately, I think they have done a better job of telling us what has already happened than they have of telling us what may be.

The authors break their trend-spotting into three sections. The first covers geopolitical trends, the second looks at cultural trends and the third reviews more personal trends.

Some of the trends they identify include:

* The importance of personal branding.

* Potential reunions of the offspring of sperm donors.

* The impact of energy cost on lifestyles.

* The need for IT-free spaces - havens from connectivity.

* The potentially huge number of cars in China.

* The rise of Chindia (China and India).

* The growing need to fend for ourselves, and the accompanying rise in anxiety levels.

* The importance of networking to all of us.

The publisher claims this book is "based on intensive research and interviews" and is "essential reading for managers, marketers, and just about everyone else." Unfortunately, neither seems to be true.

I like my non-fiction books to be based on hard evidence as much as possible. And that usually means primary sources - research, peer-reviewed scientific works, interviews and observations. Based on the Notes, however, this book is based mainly on the popular press. I surveyed the Notes for five chapters and found that 85 percent were references to the popular press.

That's a problem for a couple of reasons. First of all, like many business leaders, I keep abreast of the popular press. In addition I subscribe to a number of blogs. I was already aware of most of these trends, and you will be, too. By reporting on trends already extensively publicized, the authors have deprived us of any real surprise.

The second problem with using secondary sources like the popular press is the inevitable distortion that comes in translating research results from science to press. It would have been much better to start with primary sources and translate them once - for the book. By summarizing summaries the authors have introduced a needless second step of distortion.

If I am going to spend my valuable time with a non-fiction book, I expect to come away with action ideas and insights in return. This book, however, left me empty handed. It's rare that I am unable to take away at least a few helpful insights when I read a business book, but that's the case with Next Now.

My recommendation: rather than buy this book, buy John Naisbitt's "Mindset!: Reset Your Thinking and See the Future" and learn how to sort out what's next yourself.
6 of 6 people found the following review helpful
3.0 out of 5 stars Great Book To Bring People Up To Date In One Volume 11 Aug 2007
By Mel Odom - Published on Amazon.com
Format:Hardcover
When I saw the title of Marian Salzman and Ira Matathia's book on trends, NEXT NOW, I was totally lured in. The world is moving at such a frantic pace these days that if you're not careful, you'll only be able to keep up with your small part of it. As a father, I like to consider what's coming down the pipe. I need to be able to advise my kids regarding education, possible job futures, impending medical breakthroughs, health risks, and general states-of-affairs regarding political and economic trends.

I spend a lot of time considering the future and what may or may not happen. And it's not just about my family. I'm also working writer. The fiction novels I do these days tend to have a lot of research in them. You can't just write a spy novel with an evil, nefarious villain behind all the bad things that happen to the hero without going into why he's that way. Readers want to know how that villain is motivated. They want to know what political, religious, or economic sanctions triggered that villain's point of view.

So I tend to read a lot of online material, periodical magazines, book reviews, books, and watch a lot of television regarding emerging technologies. As it turns out, I'm either more educated in these fields that I thought I was, or the authors of this book didn't quite go far enough with their explorations of what's coming next.

Most of material they cover, I was already familiar with to a degree. Moreover, I was disappointed because they usually only superficially skim the surface of material they introduce in the book. In fact, some of the things they write about I've already been covering in my fiction for a couple of years. Such as the emerging economic growth of China and the direct challenge to the United States for oil as a consumer. A lot of people blame the oil companies for making vast amounts of profits, and surely they are, but the only reason they're able to do that is because the market has expanded and the quantity of the product has not. In fact, being more environmentally aware as well as politically conscious of emerging Third World countries has hindered oil production as well.

That increased market has been in the news if you know where to look for it for years. Unfortunately most people, corporate executives are guilty as well, tend not to look at these things. They're all about the here and now, and don't focus on the next at all.

Those people will probably be intimidated, shocked, and in awe of what Salzman and Matathia write about in their book. As a primer for the uneducated, NEXT NOW is a great little book that should jumpstart questions and interest. However, those who are fairly fluent in these emerging technologies and trends are going to be disappointed because they don't get anything really new.

In fact, the book has more focus on the recent past that it does on the next few years it claims it will cover. It's valuable to a degree in interpreting what is happened and offers some insight into what may be right around the corner.

The writing is workmanlike, though it gets a little clunky of times. Also, there's a habit of switching topics too quickly. Some of the material begs to be discussed more in-depth and doesn't receive the attention it deserves.

Furthermore, I would have liked to have more source material available beyond the book. I want to know where the authors got their information, what books or magazines they referenced, who they talked to in order to get the knowledge, so that I might have been able to follow up on some of the information myself.

I'm self-educated in these areas. You almost have to be. By the time a professor puts together a curriculum that will serve to teach you these things, it will be too late to act upon them. I like thinkers. They encourage me to think for myself and to wonder what if.

NEXT NOW is a great book for the uninitiated, but not so much for the professional working in a field that requires glimpses of the coming years.
0 of 1 people found the following review helpful
4.0 out of 5 stars Excellent 22 Sep 2009
By Dr. William - Published on Amazon.com
Verified Purchase
Much of what is discussed I have seen coming to be. I cannot wait for the next edition.
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