What's the point of all the trend reports? What's the point of trends? And how do you use trends anyway?
Matt Klein is Director of Strategy at sparks & honey but he's also into cultural theory and cyber psychology.
Recently, he rounded up nineteen trends from over thirty trend reports and I gave him nineteen minutes to discuss them while reminiscing about the incredible Japanese obstacle course television show Takeshi's Castle.   
We discuss the truth wars, reworking work, mindfulness, soft activism, the tranquil web, and why–like many brand essences–trend names sound like perfume ads from Paris.
You can find Matt here http://kleinkleinklein.com/
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Find the book "Strategy Is Your Words" and 100 strategy classes at Sweathead here: http://www.sweathead.com