No more email? Gumby is business’ new role model? The introduction of a fame coach?
These are just a few of the predictions Richard Laermer makes in his new book, 2011: Trendspotting for the Next Decade. He maintains that the 10-year period since 9/11 has been nothing more than a waiting period characterized not by growth and innovation, but by mediocrity. All the “big stuff” that everyone’s been waiting around for will begin to emerge around 2011.
In his book which is fast, fun and furious, Laermer dishes up a full menu of ideas on everything from media, brand management and communications etiquette to business, careers and technology (You know all that social marketing stuff you’ve been reading about? It’s not all that according to the author). 
A quick read, each chapter is only 1-5 pages in length and includes ample sidebars, examples and insights. The book itself may qualify as a trend. You can view a full e-book edition for free (yes, free) by visiting www.freebabyfree.com. And Laermer isn’t one of those trendspotters who believes his ideas are the end all, be all. Throughout the book, he regularly encourages readers to contact him to share their views about how the future will play out.
A number of intriguing trends can be culled from the book. Here are a few highlights:
●Got Gumby?
Those who adopt the flexibility of that loveable ‘70s icon, Gumby, will win out in the near future. The essence of “Gumbitude” is confidence, ambition, results and a focus on solutions, not problems.
●Innovative Ways to “Take This Job”
Thanks to tech advancements and recognizing their value, workers will realize they don’t have to actually be at work to get work done. But in the near future, organizations will create office environments that will entice workers to spend more time at the office. Easy-to-wear cordless headset devices, TVs to tune into, DVDs to stimulate creativity, cubicles that can be re-organized on a whim, non-conference room gathering places will all be part of a new work environment.
●The Tick-Tock Timing of Brand Building
When building a brand, marketers will need to pay attention to timing. A brand’s lifespan will have a limited shelf life, so they need to be aggressively creative and think about next steps.
●The Death and Dying of Email
That’s right. In the next few years, be prepared to turn off your email accounts. Instead, get ready for the introduction of new devices offering pre-approved messages so checking email constantly isn’t as crucial. New portable gadgets will assign particular people to the “right” to send you a note. Innovations in inbox technology will allow companies to alert you to news or the latest deals that will arrive on your desktop ready for viewing at your leisure.
●Introducing the “Fame Coach”
Think fame is only for the Paris Hiltons of this world? Think again. In the near future, everyone will need to learn how to be more famous, or risk losing attention. To be fully famous post-2010, you’ll need to create, maintain and manage a public image you can direct and control. Since you will be your reputation in the near future, hiring a fame coach won’t seem out of the ordinary. (In his book, Laermer offers readers the change sign up for one at Laermer.com/coachme.)
●Tutoring Twenty-Somethings
More than ever, the near future will call for today’s baby boomers to mentor the Generation Broke™. That means explaining to them how you do your job, how it all comes together and how to connect the business dots.
●Bite-Size Entertainment
Look for the attention span of new adults of the 2010s to narrow even further. In response to young people who will require their information in small bites, new entertainment gimmicks such as the “chapterizing” of books and audio/video will emerge. Big money can be had by businesses that pay attention to this trend.
●Personality Plus
In the near future, workers no longer will need to maintain two personalities: one for the office and one for outside of work. Instead, the new decade will harness the need for work/life personality balance. As workers look for careers to match their personalities, a shift away from classic positions and traditional leadership roles will take place. The right position at the right company will allow workers to work within their personality type.