Grant McCracken directs his weighty thinking to Trend Watching and defines 10 rules for trend watching.

Trend watching is a pressing business. And we now have an increasingly crowded marketplace of suppliers.In these early days, there are many models and extravagantly different standards. Here are some of the rules with which we can separate the sheep from the goats.

We like the point about No Cool Hunters. It reminds me of what I said to the Parsons students:

“I believe it’s important to monitor all types of trends because they can start from anywhere and trends influence us in ways we do not expect.”

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