The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business

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McGraw Hill Professional, 1999 - Business & Economics - 242 pages

"The Dream Society . . . provides dramatic insights into how marketing will operate in the 21st century."­­Atlanta Business Chronicle

A fascinating look into the future of business, as featured in Fast Company

The future is uncertain­­the world is constantly changing. While anything can happen, some things are far more likely than others. Rolf Jensen, internationally renowned futurist, provides readers with a tangible look at what the future will be like over the next 25 years.

By identifying what lies ahead, Jensen gives people the knowledge they need to make informed decisions and strategically align themselves to capitalize on the unknown future, a future Jensen calls "the Dream Society." This dream society is characterized by the commercialization of emotions.

In this provocative exploration, Jensen says that it will no longer be enough to produce a useful product. He shows that, for a product to be successful, its primary purpose will be the ability to fulfill an emotional need.

Those who understand the workings of this dream society will be the ones who create the new products, new markets, and new businesses that dominate the world of tomorrow.

From inside the book


A Few Words About Futurism and How We Will Get to the Dream Society
A Sprint Through the History of Humanity
What Is Time?

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About the author (1999)

Rolf Jensen is director of The Copenhagen Institute for Future Studies, one of the world's leading future-oriented think tanks. Strategic advisor to over 100 leading international companies and government agencies, Jensen is also council advisor to The Futures Council of The Conference Board, Europe. He has written about future issues and business strategy for numerous periodicals, including The Futurist.

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