THIS IS A BOOK ABOUT THE FUTURE. Your future. Our future. The future of companies, the marketplace, and society.
According to futurists Rolf Jensen and Mika Aaltonen, we are currently "between dreams." We've managed to achieve many of our material goals, only to face ever-growing global competition in an ever-slowing economy. Here's the good news: With the rise of social media and online resources, consumers are growing more powerful. Individuals are exploring more options. And smart businesses are discovering more ways to appeal to this powerful new community.
Jensen and Aaltonen's razor-sharp predictions offer a much-needed headsup, and a major head-start-for your future success. You'll explore revolutionary ways in which the individual's role will shift from consumer to creator, much like it did during the European Renaissance. You'll find out why learning will become the world's largest industry and how services will become the twenty-first century's biggest growth market. You'll see a powerful shift in the concept of ownership, the role of employees within a company, and the role of companies in society. Most important, you'll be able to turn these fascinating predictions into real-world opportunities for decades to come.
The Dream Society
How Market Leaders from Disney to Nike Successfully Target Human Emotions and 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 dreams and what organizations must do to keep from being left behind.
