The Importance of Trendspotting

There's value in trend spotting. No doubt. But the challenge with trend spotting is that you're only looking at what people do it, where cultural exploration is looking beneath the surface. Having a very concrete understanding of when we say culture, what do we mean? So we know what to look for. This isn't like water white to blue meth. It already been there. People who are way smarter than me try to translate it in a way that we can leverage it as practitioners and readers.