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A unique guidebook for any global company or entrepreneur hoping to understand how to stay one step ahead of the competition. This book should be in the rucksack of any executive or entrepreneur hoping to move quickly and stay ahead of the pack. --Wayne Garvie, Managing Director of Content & Production, BBC Worldwide
A Comprehensive look at trends and a source of inspiration for anyone interested in making greater use of trends in their business --Gavin Emsden, Food & Beverage Insights Director, Nestle UK
Provides an insightful framework and pragmatic 'how to' approach to identifying, undersatanding and leveraging trends. A 'must-read' reference. --Marcel Engh, Vice President, Brand Entertainment, Sony Music Europe
A Comprehensive look at trends and a source of inspiration for anyone interested in making greater use of trends in their business --Gavin Emsden, Food & Beverage Insights Director, Nestle UK
Provides an insightful framework and pragmatic 'how to' approach to identifying, undersatanding and leveraging trends. A 'must-read' reference. --Marcel Engh, Vice President, Brand Entertainment, Sony Music Europe
Book Description
The Next Big Thing: The Complete Guide to Spotting and Forecasting Consumer Trends for Profit explains how to uncover new trends - enabling you to gain control, boost profits and gain competitive advantage.
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Most Helpful Customer Reviews
2 of 3 people found the following review helpful
Format:Hardcover
It's hard to find books that actually show you how to integrate trends and trend forecasting into your business - but this one does just that. It steers you though the process; offers hints and tips; gives examples of current and growing trends and includes insightful advice from senior execs in the field. A practical, must-have guide for anyone serious about business.
0 of 1 people found the following review helpful
Format:Hardcover
A really useful book for any business person wondering how to use trends within their business. It shows you how to spot, analyse and use trends, and focuses on real life situations and practical applications. Now if only I had the time to put it all into practice! In times of recession every business needs to know as much as they possibly can about what's happening out there and try to adapt accordingly.
0 of 1 people found the following review helpful
Format:Hardcover
Whilst there is a wealth of trend books for marketers, there was a real lack of help on the practicalities of trend-spotting, until now. Higham covers everything from the definition of a trend (often misinterpreted by many an advertiser or agency executive), to how to identify them and most importantly, how to apply them. The book is peppered with tons of examples from big brands, quotes and pointers from top brands and their agencies. What I like about this essential guide is that it is well organised and easy to read, which would give it appeal to students and senior marketing executives alike.
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Most Recent Customer Reviews
Love William's stuff
OK - I have to come clean. I know William and have often used his work in my professional life. I have always found his insights EXTREMELY useful in spotting trends, to understand... Read more
Published on 31 Mar 2010 by Sheila Byfield
The next big thing is worth missing
William Higham book set up my expectations for detail and what is next. The book is easy to read, well structured and provides an overview of the topic. Read more
Published on 10 Jan 2010 by Ian Yeoman
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