2011: Trendspotting for the Next Decade

by Laermer, Richard

• ISBN13: 9780071497275
• ISBN10: 0071497277
• Edition: 1st
• Format: Hardcover
• Copyright: 2008-04-08
• Publisher: McGraw-Hill Education

Summary

TOMORROW'S FORECAST: EXTREMELY SUCCESSFUL A virtual crystal ball of the business world, media and marketing guru Richard Laermer has captivated advertisers, marketers, entrepreneurs, and publicity devotegrave;es with his uncanny ability to spot the Next Big Object. Now he's gone further than ever to peek into the future and give us the 411 on the year 2011 and beyond. Laermer taps into his fine-tuned sense as a media junkie and finds the trends that matter to business, media, entertainment, society, consumer culture, sex, spare time, and more. Oh, and he spares nothing or no one to make a humorous point. Laermer will not only identify the trends that are happening, but show you how to create and influence what is coming. This is trendspotting at its best: a high-speed guided tour of the most lucrative opportunities available. This is the future of success . . . in 2011. WHO IS RICHARD LAERMER. . . and how does he know so much about the future? He's Public Radio's notorious "Guerilla Consumer" on Marketplace . . . Host of TLC's Taking Care of Business . . . Author of trendSpottingand coauthor of the brand new PUNK Marketing. . . Featured on the "Today" show, CBS, ABC, Fox, CNN, CNBC, and in the New York Times, Us magazine, Chief Executive, LA Times, Washington Post, Daily News, and hundreds of other newspapers, magazines, TV networks and online venues worldwide . . . Founder and CEO of veteran trendspotting agency RLM PR . . .

Author Biography

Richard Laermer is a one-man, multi-media phenomenon. Acclaimed author of six major books, including the award-winning trendSpotting (Perigee, 2002), Full Frontal PR (Bloomberg Press, 2004), and Native's Guide to New York series, Laermer is founder of RLM PR and host of TLC's Taking Care of Business TV show. Laermer cofounded the cult Bad Pitch Blog (badpitch.blogspot.com) and is best known for his Public Radio segments “Guerilla Consumer” and “The PR Professional” on Marketplace.

Table of Contents

Intro: Induction into 2011	p. xi
Trendspotting For the Novice	p. 1
The Next Few Years Are All Wondrous	p. 2
Mediocrity	p. 6
Gumby: The Mascot of 2011	p. 14
The New Way to Say Shove It!	p. 17
The Caboodle: Advanced Trendspotting	p. 21
Dive into Trends ... and Believe in Them	p. 22
Fad, Faddy, and Fattening Trends	p. 29
Bolts from the Blue	p. 32
The Decade Is Starting Anew-and Maybe the World Is Too: Paraphrasing Sondheim, What Else	p. 37
Golly, Beav, Is There a Right Way?	p. 40
Stay Informed by Depersonalizing	p. 42
The Business of Selling, as Opposed to Shilling	p. 45
Treat Me Right or You Won't Get My Money	p. 46
The Biggest Picture: The Customer Is a Hyperaware King	p. 50
Can an Athlete Really Be Trusted to Make Money for Us?	p. 53
Lying: Is That Your Final Answer?	p. 57
We Fib	p. 60
Why Smart Sellers Can Spell Fnord: And Why It Really Matters	p. 62
Yes-Sadly-Sprint Was Correct	p. 68
Frito-Lay's Cholesterol Story	p. 71
How to Major in Napping	p. 74
Welcome to BAS: I'm Talking to You	p. 80
Greet This: How a City Civility Campaign Ruined Friendliness	p. 83
"46": The Middle Ages	p. 85
The New Low in Business Etiquette: Stealing without Aplomb	p. 88
Victoria's Secret's Mentality: How Cities Got Overtaken by Lingerie	p. 91
Fred Trump and That Other Guy	p. 95
Machiavellian Skin	p. 99
The One-Word Chapter: What's the Mission of Every Company?	p. 101
Sex and Snakes and Couch Jumping: How to Be Sure You're Not Selling to People Who Don't Buy during This Era of Attention-to-Noise Surplus Ratio. Otherwise Known as, "What's This? A Laermer Blog Post?"	p. 102
CC, No No!	p. 107
What Happens on TV Stays on TV: Building a Brand from Personal Experience	p. 110
Techno-Centric	p. 117
What's DAT, Exactly? Another Fabulous Analogy about Unnecessary Technology	p. 118
Bacn and the Art of Communicating Later	p. 121
Ah, My Identity: Take It at Your Own Risk	p. 124
Give Me Some Couch Love, Babe, Yeah, Give It to Me, Oh, Oh	p. 128
Battery Management Corp.: One Further Step in Our Quest For Power	p. 131
Computer Is Gone-Is Life?	p. 134
Heads in Air: The New Toy Won't Replace Our First Love	p. 140
And Finally, EID (E-mail Is Death): Long Live New Mass Communication	p. 144
Sport Mail	p. 148
Hi-Tech: The New New and Improved	p. 152
Blog Anonymously and Lose Your Self-er, Your Cell	p. 155
The End of the Beta: You Just Got to Stop This Affair	p. 161
Entertain Your Diversions	p. 165
"Seriously, Just Being Nominated Is Enough": Ah, Bullshit, Award-Show Overload	p. 166
The Game of Famous: A Case Study That Is Far from Hollywood	p. 169
And They All Lived Hollywood Ever After	p. 174
Serial Lifer	p. 177
Jennifer Lopez's Antics: The J Down Lo	p. 180
Make Media Your Friend (Then Make Bank)	p. 185
Watch and Learn	p. 186
The Black Eye of Memory: Media and Big Stories	p. 189
The Media Next Decade	p. 196
The Language of Life	p. 199
One Potato, Two Potatoes Later	p. 200
Where Are the Phrases to Catch Us? Revival of "Fun Speak"	p. 202
Taking Responsibility for Your Words Is Not Just Good Psychology	p. 208
Living with Ed	p. 216
Society with a Small "s"	p. 221
New Rule: You're Not Freaking Cool Just Because You Say You Are	p. 222
How to Keep Nascent Trends from Dying on the Vine: How to Cope with Change, Too	p. 229
Looking vs. Searching	p. 233
Say You're Gay and Induce a Yawn (or, "Gay for Play" Has Had Its Day)	p. 236
Faith, Politics, and the Death of a President	p. 240
609.72, Minnesota Statutes 2006: The Oddest of Current Laws	p. 242
Demeaning the Presidency Has Brought Us Down	p. 245
Planned Layovers in America: An Article That Did Good	p. 248
Savvy Muscular Old People	p. 252
Teens Shall Remain Narcissistic (This Surprises You?)	p. 255
Thoughts about Generation Broke: This Chapter Needs No Sub	p. 257
Gap of Mentoring (Generation Broke, Part Two)	p. 263
Work Personality-Life Personality Balance: Is Any Town Big Enough?	p. 265
The Truth about "Kidlessness": And the Future of Pals with a Little One between Them	p. 268
Ah, to Be Nice, Perchance to Dream	p. 273
Epilogue and Other Chapters I Couldn't Fit Anywhere Else, so Stuck Them Here	p. 277
Terms I Made Up + Newfangled Future Speak	p. 278
Self Something or Other	p. 282
Good Morning, Today Is January 21, 2011	p. 284
Top Seven Mistakes Small Businesses Make: A Guide to Saying WTF	p. 291
The Outro: An Epilogue Comprising Last Words, First Words, Wordiness	p. 294
Notes to Part Three	p. 296
Index	p. 297
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