Within the Megatrends are the Minitrends ...

An interview with Carrie Vanston of Technology Futrues at World Future Conference July 21, 2013.While we were interviewing Dr. Tinari (see yesterday’s post), we were spotted by another speaker who was interested in speaking with us. As noted previously, the World Future Conference had various pre- and post- conference add-on programming, and this gal, Carrie Vanston, had been one of the presenters in a “Preconference Master Course” on “Succeeding in a New Normal World” (which, needless to say, neither Ed nor I had attended, so we didn’t have much context on her subject when shooting the interview).

Ms. Vanston is with Technology Futures, Inc., a group which “provides top quality custom studies and technology forecasts on key trends to a wide variety of commercial, government, and academic organizations”, that has recently produced a book which she co-authored: MINITRENDS : How Innovators & Entrepreneurs Discover & Profit From Business & Technology Trends.

What are these “minitrends”? Well, their web site says:

By understanding minitrends — emerging trends that will soon become important, but not yet widely recognized — you will discover effective ways … that lead to business opportunities that make a positive difference in the world.

Achieving and sustaining success in the current environment of unprecedented marketplace innovation means being constantly alert to new and exciting minitrends that provide business and technological opportunities. Minitrends offer great opportunities to those alert enough to recognize them, perceptive enough to appreciate them, and clever enough to take advantage of them.

I realize that this is still pretty vague (not having read the book nor heard the presentation, I’m at a bit of disadvantage), but an example they offer is that within the “megatrend” of an aging population, there is the “minitrend” of people staying in the workforce longer. Here’s what Ms. Vanston had to say when we had the camera rolling:

It seems that crux of this are methods to be able to identify these “minitrends”, defined as “emerging trends that will become significant in 2-5 years but are not yet generally recognized”. They also note that whereas most “megatrends” impact on governmental and major institutional levels, many of the “minitrends” can be found on a much more grass-roots basis … enabling those who come to grips with them early in their cycle to set up projects and systems that will allow for creating significant opportunities.

I suppose I might request a review copy of the book … sounds like something that could prove interesting.

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