I wanted to write a book that would help people look ahead to the future, to do more than just get predictions about where we might be headed and to ultimately shake off the common wisdom that prevails…and fails us.

A trend is truly what is about to hit. It is the thing to look for. And, it is what makes life exciting. When you have one example, it is a noticeable situation. When you have two examples, it is a fact. And when you have three examples — that is a trend.

Those trends enjoyed by a couple of us today will be experienced by many tomorrow and virtually all next week. And a good trendspotter knows how to separate wheat from the chaff, how to distinguish the passing fancy of today or fading passion from the hot new item du jour of tomorrow. In business, knowing the latest trend is a prerequisite for success or even survival.

In 306 pages, I tapped into my sense as a media junkie and cultural trend finder to get to those non-fads that matter to business, media, entertainment, society, customer culture, sex, spare time and more. I spare nothing or nobody to make a humorous point. Point: to show readers how to create and influence what is undoubtedly coming.

Below is an example…find the rest in the book, or on Laermer.com, which is where I am enacting a trend a day for the next few years. Or so.

2011: TrendSpotting for the Next Decade, needed to be more than just a plethora of essays from me, combined with quotes and data from others with the same ostensible goal. So the only way to make this unstatic is to tell you to close this book and do what any self-respecting trend guy or gal should do: go boldly online.

At destination Laermer.com you will obtain more on what has been brought up in those 306 pages. It will be updated minimum three times a week and max once per day. On it will be essays, trend advice, ways to spot, a few harsh realities, my scorecard on what is right and wrong, blog posts all the livelong day and guests that know when to leave.

Laermer.com will teach life elements to keep us up to date, such as how to write cursive letters, or how to curse someone out politely! And coming soon: Why it is so difficult for an actress to go by her first name only–when so many of those monikers are dull these days!

I will see you there. And now, that promised excerpt…

9.5 STEPS TO BECOMING THE ULTIMATE TRENDSPOTTER

1. Market Research
Analyze your place in the market (and that of your competitors) and i.d. clear paths to achieving every single business objective you got in mind.

2. Monitor the Media
But really do it! Get clues from the social fabric below the stories and think about what the reporter or blogger is really saying. Find the subtle suggestion of a trend before it is full blown. Then, monitor the blogs that are all abuzz in your industry and see what issues are being raised frequently.

3. Influencer Check-Ups
Talk to people who fit the demographic you wish to reach, and ask them what they think of what you are doing.

4. Audits Are a Must!
In other words, take the influencer network you have just collected and ask the people in it lots of questions.

5. Ask the Right Questions
Ask your influencers to sit down with you for a half hour, while you outline your immediate, mid-range and long-term plans. See if there is something they respond to that is actionable – in a useful way. Key word: way.

6. Share the Sights
Write a trend-oriented newsletter for your best customers and ask those customers if you are onto something.

7. Influence the Trends
Make sure everyone in your organization is participating in spotting the trends. Ask them to keep a diary that talks about the activities they see that are purely new. Have weekly team meetings to share this information. Then, go out and tell people. Do not be shy!

8. Messaging
Coalesce the information and insights you have gathered and examine them in the context of your external messaging and positioning. See what is missing its bulls eye.

9. Talk to Experts
Here is how:
–Pay attention to what is around you — and particularly people you trust
–Ask the right questions. Do not just mutter them — think then speak…!
–Have faith in your sources and write down what they say
–Find visionaries who teach you new ideas, and try to tell them one thing they were not aware of. Kiss up a little!

9.5. Pore through 2011: TrendSpotting for the Next Decade — damn you know it.

Richard Laermer is CEO of RLM, acclaimed author, and the most accessible PR icon we know. Write to him at editor@rlmpr.com and he will write back. Fast.