Rob Walker in his New York Times Magazine column looks at the great service provided by Reinier Evers and his Trendwatching outfit he runs from Amsterdam. Rob says that it seems like the latest trend is spotting trend:

TrendWatching’s story is a good way to understand the trend boom. Evers, who is 36 and based in Amsterdam, worked at an advertising agency and took part in the dot-com trend as an entrepreneur. Looking around for the next big thing to get in on, he saw an opportunity to build a company that collects information about potential next big things “and then somehow sells it,” he says…

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