"The Dream Society...provides dramatic insights into how marketing will operate in the 21st century."
Atlanta Business Chronicle
Publisher Web Site, March, 2004
Summary
A fascinating look into the future of business, as featured in Fast Company
The future is uncertainthe world is constantly changing. While anything can happen, some things are
far more likely than others. Rolf Jensen, internationally renowned futurist, provides readers with a tangible look
at what the future will be like over the next 25 years.
By identifying what lies ahead, Jensen gives people the knowledge they need to make informed decisions and strategically
align themselves to capitalize on the unknown future, a future Jensen calls "the Dream Society." This
dream society is characterized by the commercialization of emotions.
In this provocative exploration, Jensen says that it will no longer be enough to produce a useful product. He shows
that, for a product to be successful, its primary purpose will be the ability to fulfill an emotional need.
Those who understand the workings of this dream society will be the ones who create the new products, new markets,
and new businesses that dominate the world of tomorrow.
