Professional trend recognition is based on structured methodology. Horx explains in detail how different trend categories - from megatrends to short-term consumer trends - can be identified and evaluated, providing practical tools to distinguish between superficial fads and profound societal developments.

The development of future competence is a continuous process that must be systematically trained. The author shows how companies and leaders can sharpen their perception of future developments and derive concrete action strategies, including market change analysis and development of sustainable business models.

The connection between trend research and innovation is central to successful change management. Horx demonstrates how companies can increase their innovation capability and develop sustainable competitive advantages through a deep understanding of future trends.