Now that marketers have discovered the value that design brings to their brands, the pressure is on for creative people to continually deliver the newest looks and ideas. It´s a whole new world for creatives, and big business is inviting you in. But the design world is becoming less predictable. Now that everything has been designed, what´s next?
Matt Mattus is a professional trend-hunter. He knows that whether you are a designer, a marketer or a CEO, you need to stay in front of the cutting edge for your clients. In Beyond Trend, you´ll learn how to spot and cultivate the creative traits - in yourself and others - that allow true innovation to occur.
As Mattus leads you through a whirlwind of trend assessments - contemporary and historical movements in art, fashion, architecture, film and even technology - you´ll learn how to effectively absorb the world around you and figure out what´s next.
After all, it´s up to you to move beyond trend.
From the Introduction:
"Design and invention are two characteristics that help define our species. The ability to discover - either through curiosity or experimentation - has enabled mankind to overcome fear through experience, and to create a world rich with structure and art. We build tools, we migrate and we make improvements. We have harnessed creativity. We have taken the basic requirements for life - shelter, food, and clothing - and, as humans, we´ve applied creative design ... and then more design ... and more ... until today there is nothing that hasn´t been "designed." We have put our stamp on just about everything, from how we live to what we eat and what we feel. This may be a dream state for those of us who are aesthetically inclined. Others of us must ask, is all of this necessary? Good? Right? Important? Or even useful?" - Matt Mattus
