OUR SURROUNDING ENVIRONMENT IS BECOMING increasingly fast-changing and difficult to comprehend, not least in sales and marketing where we are being completely flooded with data, analyses and research reports. Every day we read about new phenomena, groundbreaking technology and changes in purchasing behavior. Navigating in this explosion of news is not easy, especially when we must meet our short-term goals while at the same time developing long-term sustainability strategies.

The purpose of this book is to help you to broaden your perspective. We describe 50 super trends – particularly important and central changes in the field of markets and sales. We present hard facts, interpret signals from the surrounding environment, and translate them into inspiring insights. These super trends illuminate – like a lighthouse – the way forward. With this book, you will be better prepared to future proof your marketing and sales, and make the right decisions at the right time.