Читать книгу Non-Obvious 2017 Edition - Рохит Бхаргава - Страница 22

Perhaps the most common place where many trend predictions fall short is in the discussion of how to apply them. It is not enough to think about trends in the context of describing them. The best trend forecasts go further than just describing something that is happening. They also share insights on what it means and what you can or should do differently as a result of the trend. In other words, trends should be actionable.

EXAMPLE: In a piece of accidentally ironic content, a collaboration of top PR agencies published a sponsored editorial in Advertising Age magazine last year aimed at sharing predictions for the upcoming year to underscore the value of PR for big clients. Unfortunately, most of the top ten predictions featured plentiful buzzword babble, like “Big data is important, but big insights are critical” and was dramatically short on any real insights on how to apply the thinking or what to do about it. Not the PR industry’s best work.