Future Minds

futuremindsRichard Watson’s latest book, Future Minds (how the digital age is changing our minds, why this matters and what we can do about it?) is a great thought-provoking piece of contemporary cultural analysis. From his investigation of what and how ‘screen-agers’ see and interact with the world through to the 10 ways to ‘breed’ an idea – Richard has managed to clearly and concisely identify a few of the key forces which are re-shaping the way we think and live as consumers. The way in which the digital world is forcing a re-think about creativity is a hot topic at the moment, and Richard weighs in with some astute observations – namely, don’t give up on analogue creativity if you want original and differentiated solutions to problems. However, it is the power of fusing the two together which truly yields results. His views on Open Source innovation are ‘spot on’ and his link between breakthrough thinking and ‘spaces and places’ is excellent.  I found the non-scientific approach to ‘where does the best thinking get done?’ enlightening and amusing…for me, on the beach watching waves would be my preferred place and stimulus.

Have a read…it is a must have book for futurologists and branding pundits.

ISBN-13: 978-1857885491

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