TO PROTECT US SPACE ASSETS FROM
THE THREATS FROM OTHER
COUNTRIES, INCLUDING RUSSIA.
CHINA AND THOSE ARE SOME OF
YOUR POLITICAL HEADLINES HERE
AND CHEDDAR BUSINESS AND HE
WROTE THAT ARE MOVING TO TALK A
LOT ABOUT DIFFERENT TRENDS AND
IN
THE MARKETS. WELL EVERY YEAR
WITH HEAT GARBA ACTUALLY
PUBLISHES A BOOK ON 10 NEW MEGA
TRENDS SHAPING OUR WORLD AND
THIS YEAR. HE IS RELEASING HIS
10TH IN HIS FINAL BOOK IN THE
SERIES. NON OBVIOUS
MEGA TRENDS. HEAT GARBA IS WITH
US NOW.
HERE ON THE
IT'S AMAZING TO SEE THIS IN THE
CONCLUSION I TO THE SERIES TO
EXPLAIN IT. HOW THE IDEA CAME
ABOUT I THINK THAT.
>> IT'S SORT OF AN ARGUMENT FOR
WHAT WE SEE A LOT THAT WE DON'T
WANT WHICH IS OBVIOUS STUFF SO
I HEARD A LOT OF OBVIOUS TRENDS
AND I
WANTED TO TRY TO WRITE ABOUT
SOMETHING THAT PEOPLE DON'T
USUALLY TALK ABOUT SO NOT
OBVIOUS IS ABOUT HOW TO SEE
WHAT OTHER PEOPLE
DON'T SEE AND HOW TO LEARN FOR
YOURSELF HOW TO PUT THE
PATTERNS TOGETHER TO MAKE
YOURSELF MORE SUCCESSFUL JUST
HAVE A BETTER. HANDLE ON WHAT'S
GOING TO HAPPEN IN
2020.
>> OK, SO SOME MAJOR TRENDS
THAT YOU POINT OUT IN THE BOOK
AND JEN DURING
INSTANT KNOWLEDGE REVIVAL
PURPOSEFUL PROFIT. I MEAN THESE
ARE BIG TOPICS AS
WE WANT 19 AND THEY WILL HAVE A
BIG INFLUENCE GOING FOR IT
DOESN'T STOP THEIR PERSONAL
PROFIT
PROTECTIVE TAKHAR YOU ARE
SEEING SOME OF THEM ON THE
SCREEN RIGHT NOW HOW DID YOU
LAND ON
THESE TRENDS.
>> YOU KNOW IT'S BEEN A PRODUCT
OF REALLY 10 YEARS OF RESEARCH
AND GATHERING SO BIG PART OF
THE PROCESS
FOR ME IS COLLECTING IDEAS THE
SAME WAY MOST OF US COLLECT
FREQUENT FLYER MILES SO WHAT
I'M TRYING TO DO IS CAPTURE ALL
THESE THINGS AND CASH THEM IN
AT A MOMENT WHEN IT MATTERS
AND SO FOR ME, I'M CASHING THEM
IN ON THIS BOOK TO REALLY TALK
ABOUT ONE OF THESE BIG TRENDS
BUT
NOT JUST FROM AN ACADEMIC POINT
OF VIEW BUT HOW DO YOU LIKE
WHAT YOU DO WITH THEM THAT'S A
BIG PART OF THE BOOK AS WELL
FOR PERSONAL PROFIT ACTUALLY
SORT OF.
>> THE NEWS REALLY THIS YEAR
WITH THE BUSINESS ROUNDTABLE
JAMIE DIAMOND SALEM YES
COMPANIES NEED TO
DO BETTER. FOCUS LESS ON JUST
THE RIGHT
THINGS RIGHT.
>> AND NOT JUST A YOU KNOW NOT
JUST IN TERMS OF TALK IN TERMS
OF ACTION TO ME YOU LOOK AT
WHAT DICK'S SPORTING GOODS IS
DONE YOU LOOK AT PATAGONIA
EVERY BLACK FRIDAY RIGHT THEIR
CHOICES. I MEAN THESE ARE
REALLY SIGNATURE MOVES THAT
COMPANIES ARE MAKING TO SAY
LOOK WE'RE NOT GOING TO SIT ON
THE SIDELINES ANYMORE WE'RE
GOING TO TAKE A STAND.
>> AND SO AND SO FOR YOU
THROUGH HOW SOME OF THESE MEGA
TRENDS IMPACT BROADER BUSINESS
AS WELL FOR YOURSELF HAVE
YOU ON.
>> THE SCENE WHERE SOME OF THE
MAJOR TRENDS THAT ARE DISCUSSED
IN PREVIOUS GENERATIONS OF THIS
SERIES HAVE STARTED TO TAKE
FRUITION AND EVEN BEYOND THIS
BOOK ARE THE ONES THAT YOU
WISH.
>> THAT YOU COULD HAVE INCLUDED
HERE THAT WE'RE ACTUALLY
LEFT OUT.
>> YEAH, YOU KNOW EVERY YEAR
WITH THAT'S PART OF THE
CHALLENGES LIKE WHAT WE PUT IN
WHAT WE LEAVE OUT AND I THINK
THE FASCINATING THING ABOUT
THIS YEAR BEING THAT IT'S THE
10 YEAR ANNIVERSARY IS I'VE
SEEN A LOT OF EVOLUTION IN
THESE TRENDS SO WHEREAS BACK IN
2013 I WAS WRITING
ABOUT UH FEMALE EMPOWERMENT YOU
LOOK AT LIKE MOVIES LIKE HUNGER
GAMES THAT WERE COMING OUT
WHERE WOMEN WERE WAITING IN
CASTLES TO BE RESCUED ANYMORE
RIGHT AND THEY WERE HEROES.
AND NOW LET'S TAKE IT EVEN
FURTHER TO THIS POINT OF AN JEN
DURING WHICH IS THE NEW TREND
AROUND HOW GENDER IS SHIFTING
AND NOW WE'RE GETTING MORE LIKE
I GET MORE E-MAILS FROM PEOPLE
WHERE THEIR SIGNATURE FILE IT
SAYS MY PREFERRED
PRONOUNS ARE THEY ARE SAYS HERE
VERSUS SHE RIGHT SO ALL OF
THESE THINGS ARE REALLY
SHIFTING OVER TIMES, I'M
FASCINATED BY THE EVOLUTION
OF IT AND WE REALLY TRIED TO
TRACK THAT IN TERMS OF THIS
BOOK.
>> YOU INTERVIEWED TO WRITE
THESE BOOKS.
>> YOU KNOW, I'M REALLY LUCKY
BECAUSE I SPEAK IT SO MANY
DIFFERENT EVENTS THAT I GET TO
MEET THESE FASCINATING PEOPLE
FROM
THE STAGE AND SO SOMETIMES WILL
BE LIKE A BESTSELLING AUTHORS
OF THOSE WILL BE A CEO OF LOOK
AT YOU KNOW
HUGE CORPORATION. AND WHEN I'M
TALKING TO THEM SAYING LOOK
WHAT ARE YOU PAYING ATTENTION
TO WHAT ARE YOU SEEING THE
RESEARCH AND WHAT'S
KEEPING YOU I'M REALLY WORRIED
ABOUT THE FUTURE BECAUSE A LOT
OF TRENDS AND AND INNOVATION IS
DISRUPTION AND EVERYBODY WANTS
DISRUPTION NOBODY WANTS TO BE
DISRUPTED. YES AND SO WE'VE GOT
TO PREPARE FOR THAT'S VERY TRUE
AND SO WHAT ABOUT A I.
>> WHERE DID YOU LAND
ULTIMATELY ON
ARTIFICIAL INTELLIGENCE.
>> YOU I IS IS REALLY
THROUGHOUT MANY OF THESE
TRENDS, BUT I THINK THAT WHAT I
REALLY FOUND WAS THAT THE UP
AND DOWN SIDE OF TRANCE IF YOU
LOOK AT A TREND LIKE PROTECTIVE
TECHNOLOGY
FOR EXAMPLE, THE UPSIDE IS
WE'VE GOT ALL THESE DRONES THAT
CAN POLICE. ENVIRONMENTS TO
MAKE SURE
POACHERS DON'T GET ANIMALS.
THE DOWNSIDE IS WE HAVE VENDING
MACHINES NOW THEY CAN FACIALLY
TRACK YOUR FEATURES CONNECTED
WITH YOUR HEALTH CARE DATA AND
DECIDE WHETHER YOU DESERVE THE
CANDY BAR OR NOT. SO WE CAN GO
TOO FAR WITH TECHNOLOGY.
WE COULD GO IN A POSITIVE
DIRECTION AND THAT'S REALLY ONE
OF THE BIGGEST THINGS I FOUND
WHEN WRITING THIS BOOK WHICH IS
TRENDS IN THEMSELVES ARE GOOD
ABOUT. YOU CAN USE THEM IN
POSITIVE WAYS A NEGATIVE WAY.
>> YES AND THE FROM THE
CONVERSATION THAT YOU HAVE DO
YOU FIND THAT MOST PEOPLE ARE
THINKING ABOUT THE BETTER GOOD.
>> THIS IS JUST THE INDIVIDUAL
SHORT
IT'S A TOUGH ONE WE SEE A LOT
OF PEOPLE FOCUSED ON THE SHORT
TERM AND YOU KNOW, I MEAN I
THINK I WROTE ABOUT A TREND
I CALLED MANIPULATE IT OUTRAGE
WHICH I THINK WE SEE ALL THE
TIME RIGHT SOMEBODY WHO IS
TRYING
TO OUTRAGEOUS IN ORDER TO
BENEFIT FROM OUR AND AS WE SEE
THAT WITH POLITICIANS AND IT'S
A BIG PART
OF POLITICS. WE SEE THAT IN A
BUSINESS TERMS OF SPECTACLE TO
LIKE THE BIGGER SPECTACLE, YOU
CREATE THE MORE ATTENTION
YOU'RE GOING TO HAVE TO LIKE
THE MUSEUM OF ICE CREAM OR
ALEXA I ASKED THE RAM
LIKE MUSEUM TYPES OF
EXPERIENCES, RIGHT, I MEAN THEY
KIND OF PLAY TO THAT AND SO THE
MORE SPECTACLE WE HAVE THE MORE
WE'RE FORCED TO DEAL WITH
IT AND I THINK WHAT'S HAPPENED
TO PEOPLE AS WE'VE BECOME
SKEPTICAL A LOT OF THESE THINGS
AND SO OUR ATTENTION IS
MUCH HARDER TO GRAB AND SO ONE
OF THE QUESTIONS I TALK ABOUT
THE BOOK IS WHAT DOES IT TAKE
TO GET OUR ATTENTION NOW WHEN
WE'RE SO MUCH MORE SKEPTICAL
THAN WE WERE BEFORE. YEAH FOR
BUSINESS WAS TO.
>> PUT OUT AN AD THAT WAS
ANTITHETICAL TO SOME OF THE
THINGS THAT ARE WRITING ABOUT
RIGHT NOW AND ACTUALLY GOES
AGAINST SOME OF THE
MEGA TRENDS THAT WE'RE WATCHING
HOW DEEPLY COULD THAT IMPACT
THEM AND I ASKED BECAUSE WE'RE
WATCHING HOW AN AD GOING INTO
THE HOLIDAY SEASON.
IT'S HURTING A COMPANY LIKE
PHOTON AS WE'VE MOVED HEAVILY
AWAY FROM THIS IDEA OF PEOPLE
NEED TO STAY IN SHAPE. IT
SHOULD BE YOU KNOW AN OPTION
SHOULD YOU WANT TO HAVE IT AND
SHRIMP
SHOULD BE BUT YOU SHOULDN'T
NEED TO FEEL LIKE YOU NEED TO
GET A GIFT FROM SOMEBODY FOR
THE HOLIDAY.
>> YEAH, YOU KNOW THAT THAT HAD
HAD SO MANY LIKE PROBLEMS WITH
ANY OF THE OTHER THING
IS HUGE SHOW WOMAN IS ON A
YEARLONG TRANSFORMATIONAL LOOK
THE SAME THAT SHE DID BEFORE I
MEAN THERE'S A LOT OF
CHALLENGES WITH SOMETHING LIKE
THAT, BUT I THINK THE REAL
THING THAT A LOT OF THESE
COMPANIES ARE DEALING
WITH IS WE'RE FORCED NOW TO
TAKE A STAND WORDS BEFORE LIKE
IF YOU TALK TO ANY PR PERSON OF
A BIG COMPANY
10 YEARS AGO THEY WOULD HAVE
SAID NEVER TALK ABOUT ANYTHING
IT'S BETTER TO JUST YOU KNOW BE
SILENT AND DO A COUPLE OF LIKE
SOCIAL GOOD THINGS ON THE SIDE
THAT'S ENOUGH. BUT NOW LIKE
PEOPLE ARE EXPECTING THAT RIGHT
THEY HAVE APPS ON THEIR PHONE
WHERE THEY CAN SCAN THE BARCODE
TO SAY WAS THIS PRODUCT
ETHICALLY PRODUCED
OR NOT AND THEREFORE I'M GOING
TO BE STANDING THERE IN FRONT
OF THE SHELF DECIDING WH