NEAR FUTURE THINKING©
THE DIFFERENCE BETWEEN LEADING CONSUMER TRENDS
AND FOLLOWING THEM, YOU FIND IT IN OUR BOOK
WITH MORE THAN 10 YEARS OF KNOWLEDGE
At a time when predicting the future has become the most important task for business leaders, this book lays out a new discipline—one that may even spur companies to create new departments dedicated to looking to the near future. Near Future Thinking® is a book originally written in Spanish by Mexican author Gaby Arriaga, founder of Leonardo1452, a consulting firm that specializes in identifying consumer trends in Mexico and Latin America.
It explains how market-shifting consumer trends are developed, managed and amplified, and how they sometimes take companies by surprise. Arriaga’s extensive experience enables her to clearly explain the phenomenon and its associated factors and players using an ocean-waves analogy. It cites examples from Mexican and global companies that give the American market a fresh perspective on business and innovation in Mexico and Latin America. The book also presents a guide to four brand archetypes that companies can use to position themselves in the market and learn to work with consumer trends, rather than be swept away by them.
Near Future Thinking® gives readers a powerful tool that enables them to be prepared for changes that will soon wash over their business, like waves crashing on the shore.
Gaby is the founder of Leonardo1452, a consulting company specialized in consumer trends and creator of the Near Future Thinking© tool. He has studied at the Tecnológico de Monterrey, CEDIM and ITAM in Mexico City, Escuela de Alta Dirección in Barcelona, Spain and the University of Austin in Texas, United States.
In 2009 she founded Leonardo1452, the only company of its kind in Mexico that has worked for companies like Google – YouTube, Diageo, Mondeléz, Kellogg’s, Nestlé, Discovery Channel, PepsiCo, among others. Through his TrendAcademy®, he trains companies in Latin America and Spain on how to apply Near Future Thinking © in their businesses.
As an international speaker, he has appeared in multiple countries in Latin America, the United Kingdom, and Spain, in the same settings where they have been leaders in the business world as Martin Lindstrom. Gaby has been a jury for awards such as EFFIE and the World Independent Advertising Awards in Los Angeles, California.
She has been co-president of Account Planning Group (APG) Mexico, a guest columnist on the business news website Expansión – CNN and participated weekly in the television program Nuestro Día de Cadena Tres where she spoke about the most important trends in Mexico.
All the content of the book is extracted from several projects, analyzes, and investigations in which we have collaborated with large transnational companies where the basis of everything is our methodology, unique in the market.
The people who have attended our TrendAcademy are witnesses that it is a unique content that changes the vision that companies have towards the market and how they approach consumer trends, therefore, we believe that the book will generate the same impact.