Future Present

The future of popular culture is seen in very specific places (demographics and the attitudes, interests and opinions that accompany them) and in ways that can be clearly described (technology and the behavior around its adoption). Wide acceptance of this knowledge is distorted by false claims of novelty, and hindered by the need of individuals and businesses to see their situation as unique. Future Present: Your Guide to Seeing Tomorrow Today and Profiting from Cultural Change threads well-established constructs from established academic traditions in a novel way. My book describes how the business reader's future can be revealed from their present environment. It provides the academic research, business cases, and historical lessons (from companies including Converse, Dunkin' Donuts, Starbucks, Levi Strauss, Timberland, Tommy Hilfiger, Mark Ecko, and Pfizer) required to generate the reader's own forecast—to be their own cultural guru—and profit from their new insight.