Catching up is the new looking ahead

Catching up, whilst on the beach
Catching up, whilst on the beach

Another brilliant piece from our hero’s at Trendwatching with their latest work entitled ‘Catching up is the new looking ahead’. It could be as simple as the fact that they are all about to go on holiday and didn’t quite get time to create a new trend briefing for all of us, but I like to think a little less cycnically about the way they work – particularly after my cynical attack on Swine Flu last week.

What they are essentially saying is that we are in a world that is moving at such a pace, that we are in danger of missing a huge number of potential opportunities that are already under our nose.

In the book Azazel by Isaac Asimov, (a writer better known for his Sci-fi books) he creates a devil that sits on your shoulder and grants your wishes. But they all have a slightly evil intent. In one particular example, a writer complains he would be far more efficient if he didn’t have to sit around waiting for anything. His wish is granted.

He puts his hand out and a cab arrives, he arrives at a restaurant is immediately seated and served – and he hates it. Pretty soon he is in ruins.

He has lost his time to think.

And when you are creating a brand, you have to have time to think.

You have to have time to walk away and see what your are doing is genuinely different, genuinely a good idea and genuinely what people want.

I just love this idea.

I have always thought that the quiet summer months are for drinking and relaxing in the sun, but perhaps if we use them for looking back at what we should have read, should have done and should be doing when we come back, it will make our businesses even more productive and successful.

Anyway, back off for a spin in my car to think about stuff.

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