Author: Patrick Dixon
Publisher: ISBN 978-178125 497 4 – 344 Pages
What’s it about? : Yes, the title says it all and is neatly summed up by the author in his opening page, “My job is to live in the future and to see tomorrow as history.” He doesn’t disappoint.
Who’s it for? : Everyone in business who’d like to steal a march on tomorrow and get ready for it. It’s bold, outspoken and can probably guarantee you a few sleepless nights. But don’t be put off by the mass of facts and predictions. I may seem a bit like overkill, but the author has the reader’s best interests in mind. His enthusiasm for having tomorrow today shines through.
Why read it? : Guaranteed to make you think and quite possibly assess your role in the world and, most importantly what it will mean to your job and your organization. You may not love the overall message but you can’t fault the author for his unabashed frankness.
What’s the style? : Fast-paced, almost furious, facts and figures delivered at speed. Our tip is to read it with a magic marker in one hand (pink for optimism anyone?) so you can underline the most relevant.
And the best advice? : Chapter 6 (page 274) titled “Ethical” showcases a lot of the author’s personal prejudices and pet themes but is certainly heartfelt. After much doom and gloom in previous pages, it’s nice to discover that we are probably not as bad as we often think we are.
… and if only time to read one chapter ?: We would most certainly recommend jump in at the beginning to the Introduction. This will set you up for the rest of the book (unless you’re just too depressed to continue). A long list of long-term trends (page 7) just makes you stop and think and is a simple but effective way of Mr Dixon laying out his store and his story.
How MCE rate it? : Have to give it a solid five out of five. There’s loads of information (almost too much to take in, but you certainly get what you pay for), and you are possibly going to have to accept information overload as a consequence. In fact, there’s so much to process it almost becomes a negative because facts are demanding you to process them so quickly.
How to buy it? : Here on Amazon.