the problem with trends

wow. this will be worth ten minutes of your life.

i'm not even going to try and summarize or offer too many thoughts, as i want this to sink in to readers. PSFK outlines the trouble with the trends biz and does so in a way that is relevant to everyone: from agency creatives and strategists to CMO's to the armchair trendspotting nerd.

check out the post here. Piers' list here provides a nice gut check for those of us who research, mine and follow trends in the attempt to make brands better.