To identify truly significant trends, look for three signals: 1) a deep and broad 'possibility space' with many potential intersections; 2) a high rate of discovery and accelerating momentum; and 3) the creation of new language because existing words are insufficient to describe what's happening.

Instead of incremental planning, run "megatrend workshops" to identify major societal or technological shifts 15-20 years out. By working backward from that inevitable future, you can define what your company needs to do in 5 years, and therefore what you must invest in today.

Pantone's annual color selection is more than an aesthetic prediction; it's a powerful business driver. By declaring a trend, Pantone influences designers and retailers, leading to a surge in products of that color. This creates a self-fulfilling prophecy where the prediction itself generates double-digit sales growth for the chosen hue.

"Culture" is often used too broadly. Brands should focus on "Little C" culture by tapping into existing pillars like music or sports. "Big C" culture—macro societal shifts—is a rare feat achievable only by platform-level brands like TikTok.

Lego maintains relevance by replacing over 400 products each year. Their structured creative process blends internal ideas with external cultural trends, leveraging partnerships with major IPs like Star Wars for early insights. This ensures their product roadmap aligns with what will capture kids' future attention.

Understanding current trends is crucial for any brand. This isn't passive knowledge; it requires dedicated daily research, using tools like ChatGPT to systematically analyze what's happening across various cultures. This active intelligence gathering is a core business function.

Instead of predicting specific companies, identify irreversible macro-trends, or "directional arrows of progress." Examples include the move towards higher energy density (carbohydrates to uranium) or more compact data storage (spinning drives to flash). Investing along these inevitable paths is a powerful strategy.

The same baggy jeans Barack Obama wore in 2009, which were widely mocked, now look cool and on-trend. This contrast highlights the pendulum swing in fashion, where what is considered out-of-touch can become the pinnacle of style within a decade, demonstrating that trends are purely contextual.

Maintaining a brand's core positioning over decades requires evolving tactics. As cultural meanings shift, what once communicated "cool" or "sporty" can become outdated. Brands must adapt their execution to stay consistent with their original promise.