The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business
A fascinating look into the future of business, as featured in Fast Company
The future is uncertainthe world is constantly changing. While anything can happen, some things are far more likely than others. Rolf Jensen, internationally renowned futurist, provides readers with a tangible look at what the future will be like over the next 25 years.
By identifying what lies ahead, Jensen gives people the knowledge they need to make informed decisions and strategically align themselves to capitalize on the unknown future, a future Jensen calls "the Dream Society." This dream society is characterized by the commercialization of emotions.
In this provocative exploration, Jensen says that it will no longer be enough to produce a useful product. He shows that, for a product to be successful, its primary purpose will be the ability to fulfill an emotional need.
Those who understand the workings of this dream society will be the ones who create the new products, new markets, and new businesses that dominate the world of tomorrow.
shame, 164 Cybernations, 11, 213–214 Czech Republic, 202, 205 Daly, Robert A., 184 Daniel, Jack, 98 Darwin, Charles, 167–168 Dave & Buster’s, 67 Democracy, 186–187 Deniers, 21–22 Denmark, 3, 25, 67, 205 Descartes, René, 117 Deserts, 179 Developing countries: as candidates for Dream Society, 202–204 family and work in, 129 in global markets, 189, 190, 202–204 health care in, 85 industrialization of, 14 middle class in, 45–46, 95 storytelling in, 41 Deverticalization, 144
and the story told by House & Garden and all the other magazines dedicated to interior decorating. Peace of mind and permanence is illustrated through pictures. Text is reduced to a bare minimum. Are we seeing a return to the Europe of the Middle Ages, where pictures were the lingua franca—the common denominator we could all understand? These dream magazines are food for thought: How do we perceive our abode—the home? The home is the most emotional place we know. This is where we stage our
Become proficient in the different jargons spoken in specific departments; modern experts find it difficult to communicate with and understand experts from fields other than their own—you be the employee who can connect! Adapt to change. In a volatile business environment greeting every change with a smile may sometimes be difficult—do it anyway, or you risk incurring the enmity of the future. And the future makes for a dangerous enemy. Today, it is supposed that memory deteriorates and the
and more interactive. Maybe they will resemble the Globe Theatre, newly rebuilt since Shakespeare’s day. Back then, there was joy and merriment in the audience—none of present-day bourgeois gravity during the performances. It was OK to shout your comments to the actors and they would reply in kind. Today, it is likely that more people will choose to perform themselves, thus making the production an all-participant event, with no spectators. In the large cities, the name of the game is economies
legislation—and they do so because they are courting an environment-conscious consumer. We do not know for sure whether we will be facing an environmental disaster—or several. Scientific research cannot provide us with a clear and unambiguous answer to, say, the question of global warming. There is no excluding the possibility that after a century of technology and optimism, we are now moving into a century where nature will rule, full of threats and pessimism. The jury is still out and it could