This document summarizes my top trends to watch. I use a system called Open Files developed by the Boston Consulting Group. The Faint Signals have real business models, the Watch List are things to keep an eye on and the Hallucinations are glints of the eye right now.

2. In the Beginning, There Was Mass

3. But Now, Mass is Dying

4. Because Mass Looks Like This…

5. But Micro Looks Like This…

6. Micro Rising: Technographic Picture Forrester Research

7. Micro Rising: Trust Picture 2003 2008 “ Person like you” 36% 58% CEO 14% 36% Academic 43% 56% Regular employee 26% 39% Decline of authority figures

8. Open Files

13. Faint Signals: The Cut & Paste Web

14. Faint Signals: The Cut & Paste Web

17. Faint Signals: Attention Crash

18. Faint Signals: Digital Curation

20. Faint Signals: Digital Curation

21. Faint Signals: Super Crunching

23. Faint Signals: Super Crunching

24. Faint Signals: Collaboration

25. Conversational Line Controlled Open Communication Participation Line Collaboration Open Communication Open Collaboration Controlled Collaboration Controlled Communication

26. Conversational Line Controlled Open Communication Participation Line Collaboration Advertising Public Relations Viral Video Ideagoras Corp Blogs Community Engagement Co-created Ads

28. Faint Signals: Collaboration

29. Watch List

30. Watch List: Living Room 2.0

32. Watch List: Geek Marketers

34. Hallucinations

37. Hallucinations: Data Leaking