In an era in which looking to the future has become the most important task of those who hold the reins of a business, this book proposes a new discipline, which will even give rise to an area within companies: looking to the future. Near Future Thinking® is based on understanding how consumer trends that change markets and sometimes take companies by surprise are generated, developed and amplified. Thanks to the experience of Gaby Arriaga and her consultant Leonardo1452, specialized in identifying trends, in this work she explains this phenomenon very clearly through an analogy with the waves in the sea and the factors and actors that interact with it. In addition, it presents a list of brand archetypes as a guide for companies to know the four levels and positions in which they can place themselves to maneuver the forces of consumer trends and avoid being swept away by them. With Near Future Thinking®, the reader will have a powerful tool to be constantly prepared for all the changes that are approaching with great power, like a wave, to your business

Mode of access: World Wide Web