Читать книгу Non-Obvious 2017 Edition - Рохит Бхаргава - Страница 17

Perhaps no other myth about trends is as fueled by reality as this one. The fact is, we encounter hopelessly broad trend predictions in the media all the time. The problem comes in treating those as indications that trends should be broad and all encompassing. Good trends tend to be more of the opposite. They define something that is concrete and distinct. Something that doesn’t apply to everyone, but rather offers a point of view that you can easily grasp and describe in a unique way.

Now that I have shared five of the most common myths about trend predictions, we need to spend a brief moment considering why so many trend predictions involve self-indulgent guesswork or lazy thinking. What exactly makes them so useless?

In order to illustrate, let me tell you a little story.