I rarely recommend business books because their prose is unwieldy and they can be boringly specific. Next Now, by Marian Salzman, the chief marketing officer at J. Walter Thomson, and Ira Matathia is definitely an exception.
The book covers a broad range of trends, though I concentrated on their new workplace predictions:
• definitely more of the same working anytime anywhere
• office hubs where individuals from many different organizations get services and work
(I really like working in spaces with people who do nothing like what I do, especially artists. On-demand camaraderie when you need it, quiet when you don’t.)
• office design will be more human/eco-friendly (I believe the cos who don’t get this, will find themselves out of business in the next 10-15 years.)
• “balance” finally gets substance behind the rhetoric
• real, true downtime, where we’re not connected
• learning how to create and innovate better.
The companies and individuals that are embracing these trends already have staying power, IMHO.
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