Do you know how to spot profitable business opportunities and avoid fleeting fads?Nathania Christy, a 2023 GreenBook Future list honoree, joins this week's podcast to discuss her career and work with trends. As an expert in trend insights and analysis, Nathania shares her perspective on how to differentiate between fleeting fads and profitable business opportunities. She emphasizes the importance of cultural context in understanding trends and unpacks the underlying forces that shape them.Check out Trend-Driven Innovation: Beat Accelerating Customer ExpectationsYou can reach out to Nathania on LinkedIn. Many thanks to Nathania for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, James Carlisle.Mentioned in this episode:Join us at an IIEX Event!Visit greenbook.org/events to learn more about events in Asia, the Americas, and Europe. Use code PODCAST for 20% off general admission at all upcoming events.