How To Successfully Identify A Future Trend

I’m currently working on my 2011 brand and communication prediction. While I’m working on that I drew up one of the best models I know when it comes to predicting future trends. Enjoy!

How To Identify Trends

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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded and Co-Founded Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.

  • Tomas Bergstedt

    Keep it simple

  • Johan Ronnestam

    Exactly :)

  • Mats Lindquist

    Det där var ju -tills nu- en väl bevarad affärshemlighet Johan. Hur skall vi nu kunna försörja oss i framtiden?

  • Johan Ronnestam

    Du känner ju mig. Jag älskar disruption och ibland får man helt enkelt acceptera att det kommer någon och raserar hela ens bild av hur en bransch ska fungera i framtiden ;)

  • Magnus Lindkvist

    Briljant, Johan.
    Hopppas du kommer trivas på Brahegatan. I know I did.

  • Johan Ronnestam

    Tjena Magnus,

    Ser fram emot att bjuda dig på lunch på det nya året. Brahegatan blir strålande :)

    Gott Nytt År!

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  • J.D. Meier

    I found the secret to figuring out trends is knowing the cycles of things and the circles of things. The real key of course, is knowing where to look. Sometimes it’s people. Sometimes it’s institutions. Then the way to make the most of trends is to play out multiple views (“The Art of the Long View”, style) and to have enough agility that you can respond versus react. Anticipation and agility are two sides of the survival coin.

    I shared my approach, my sources, and meta-patterns for making the most of trends in my post Trends for 2011.

  • Johan Ronnestam

    Thanks for your comment. Feel free to post a link to your post :)

  • Petter

    This is interesting. ive been thinking of this since christmas. How can I predict the trends of 2011??

    How can we look far into the future and have the right prediction??


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