b'Instead, shift to a different focus by looking first at the global5. Understand the Difference Between a Fad and a Trendmarketplace to get a big picture of whats happening and whatWhen identifying new markets and consumer trends, identifying trends to look out for. Then, move down to your region of opera- the difference between a trend and a fad is important to main-tion for analysis. Finally, end on yourself. tain what will work best for your business in the long run.Youre going to find things that happen around the world willMy goal is to ask you to think through the consequences, definitely impact your local market, Connelly says. Its knownshe says. Is your strategy resilient enough? Is your product as a butterfly effectall you need to do is look at Ukraine androbust enough for the inevitable disruption that will come your COVID to see the supply chain disruptions. way? You dont want to move by trends, because they mean dif-ferent things to different people.3. Be Provocative Trends can be affected by The whole point of being a futurist is challenging the statusdifferent affects from areas quo, Connelly says.around the globewhat Being provocative allows you to think about unlikely thingsmight be a trend in the U.S. that might happen at your jobbut not without purpose. Whilemight not be a trend in South these wild card events might not happen, they have a highAmerica.probability of changing the human condition. Examples includeIn the end, though, its the advent of the internet, decoding the sequence of the humanimportant to remember one genome, COVID, and the global financial crisis.thing.You want to think like a futurist and ask What would thatTheres no way to predict mean? How would that change day to day life? How would thatthe future. Its a fools errand, impact the marketplace and change our values? she asks. Connelly says. Theres no way it can be donebut you can 4. Be Plausible prepare for uncertainty. When Though Connelly wants you and your business to think provoca- you let go, tit opens up anSheryl Connelly. tively, its important to remain logical and plausible when planning.amazing spectrum of endless You have to take people on this journey with youyou havepossibilities.to share the logic with stairsteps, she says. Its a process thatsWhat you do with these possibilities is up to you as a com-slow and frustrating. pany and industry.SW32/ SEEDWORLD.COMSEPTEMBER 2022'