Buy Used
+ £2.80 UK delivery
Used: Good | Details
Sold by Greener_Books
Condition: Used: Good
Comment: **SHIPPED FROM UK** We believe you will be completely satisfied with our quick and reliable service. All orders are dispatched as swiftly as possible! Buy with confidence!
Have one to sell?
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See this image

The Dream Society: The Coming Shift from Information to Imagination Hardcover – 1 May 1999

4.2 out of 5 stars 6 customer reviews

See all 11 formats and editions Hide other formats and editions
Amazon Price
New from Used from
Kindle Edition
£17.95 £0.01
click to open popover

Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.

  • Apple
  • Android
  • Windows Phone

To get the free app, enter your mobile phone number.

60 Kindle Books for £1
Browse our selection of Kindle Books discounted to £1 each. Learn more

Product details

  • Hardcover: 256 pages
  • Publisher: McGraw-Hill Inc.,US; First Edition edition (1 May 1999)
  • Language: English
  • ISBN-10: 0070329672
  • ISBN-13: 978-0070329676
  • Product Dimensions: 16.5 x 2.5 x 24.1 cm
  • Average Customer Review: 4.2 out of 5 stars 6 customer reviews
  • Amazon Bestsellers Rank: 344,317 in Books (See Top 100 in Books)
  • Would you like to tell us about a lower price?
    If you are a seller for this product, would you like to suggest updates through seller support?

Product description

Amazon Review

Once upon a time planning for the future was a "staff" function. Over at Global HQ there would be a group of inky-fingered boffs beavering away at a series of "what if?" problems. What if there is a revolution in country X? What if our product turns out to be fatal to our customers? What if our new wonder-technology turns out to be an evolutionary cul-de-sac?

The future was something you could possibly see coming, but the present was where all the action was. Now that's all changed. The future comes at us so fast these days and from so many different directions that it is no longer sufficient for a company just to rely on a look-out with a telescope perched atop the corporate planning function. The whole crew needs to be armed with binoculars, constantly scanning the horizon for brave new worlds of opportunity and hidden threats that can sink an enterprise--no matter how large--in a matter of years or even months.

In short, the future is now a line issue. This and the Millennium explain the extraordinary rise of the futurist industry and the plethora of books dealing with the future.

The Dream Society is the latest and one of the wisest of these tomes. Its thesis is that human society has evolved from the hunter-gatherer era through agricultural and then industrial societies to most recently the information society; but shortly we are to enter the dream society. Its distinguishing characteristic is that in a world of material affluence in which much of current work is rendered obsolete by technology companies will compete through their myths. The product will be secondary and instead the company with the best story will win.

Written by Rolf Jensen, Director of the highly respected academic think-tank The Copenhagen Institute, the book tracks the implications of this observation on corporate and consumer behaviour in the industrialised countries. Companies will become tribes and work will become "hard fun". He writes: "The market for dreams would soon eclipse the market for information-based reality. The market for feelings would eclipse the market for tangible products".

It would be easy to dismiss this as a load of touchy-feely Scandinavian fantasy were it not for its academic rigour and honesty. "The Dream Society is a theory about the future; therefore it cannot be verified", admits Jensen. This book is not a prediction of what will be but a fascinating, thought-provoking discussion of what may be. --Alex Benady

From the Back Cover

How Market Leaders from Disney to Nike Successfully Target Human Emotions­­and How Other Companies Can Join Them

The Dream Society reveals the future of business after the Information Age, a future in which the story behind the product will provide the competitive edge. It provides insights into the six major markets that target our basic emotional needs, and discusses how organizations from Disney and Nike to Rolex are supplying information to help consumers satisfy those needs. Thought-provoking and timely, it details the ways in which today's dream society trades on the exciting world of human potential and dreams­­and what organizations must do to keep from being left behind.

Praise for The Dream Society:

"A riveting essay on the demands for goods and services ... Well presented and organized, this is highly recommended for academic and corporate libraries."
­­Library Journal

"The Dream Society is a fresh new way to look at the future and at how businesses need to transform themselves in order to prosper in the 21st century."
­­Arnold Brown, Noted futurist, Weiner, Edrich, Brown, Inc.

"Stories have always been the key motivation in making a purchase, fixing a deal, and raising one's level of effectiveness in the world. In the future, leaders will have to become storytellers first and managers second. Rolf Jensen is pointing the way to the future."
­­Harriet Rubin, Author, The Princessa: Machiavelli for Women

--This text refers to the Paperback edition.

See all Product description

Customer reviews

Share your thoughts with other customers
See all 6 customer reviews

Top customer reviews

on 19 April 2017
Format: Hardcover|Verified Purchase
0Comment|Was this review helpful to you? Report abuse
on 22 July 2000
Format: Hardcover
0Comment| 6 people found this helpful. Was this review helpful to you? Report abuse
on 15 April 2000
Format: Hardcover
0Comment| 4 people found this helpful. Was this review helpful to you? Report abuse
on 9 June 1999
Format: Hardcover
0Comment| 2 people found this helpful. Was this review helpful to you? Report abuse
on 11 December 2013
Format: Paperback|Verified Purchase
0Comment|Was this review helpful to you? Report abuse

Would you like to see more reviews about this item?

Where's My Stuff?

Delivery and Returns

Need Help?