The Paradox of Trend Watching

For us trends have always really been about identifying emerging opportunity spaces. There's still an infinite number of questions you could ask and the value of those people is not their ability to put it in the future, he says. I believe generally the industry massively tries to over complicate things and try and pretend there's some kind of mystique because the truth is no one knows what the future is going to hold but we can learn a lot from studying events such as 9-11 which were open to anyone after 9-11.