"I don't know many executives who can deliver a ' to the point' answer about where the future is going," she says. "Even less who are capable of explaining the main ten, five, or even three key drivers shaping not only their industry but the entire business arena. And how many CEOs can comfortably create a 'kick-ass strategy' based on their understanding of today's society? Therefore investing in trend intelligence and ultimately taking time out to actively think about the future makes sound business sense."
http://www.trendwatching.com/about/inmedia/articles/2010_forecasting_the_future.html
Can I be trend apprentice?
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