Editorial Review:
"The Dream Society . . . provides dramatic insights into how marketing will operate in the 21st century."Atlanta Business Chronicle A fascinating look into the future of business, as featured in Fast Company The future is uncertainthe world is constantly changing. While anything can happen, some things are far more likely than others. Rolf Jensen, internationally renowned futurist, provides readers with a tangible look at what the future will be like over the next 25 years. By identifying what lies ahead, Jensen gives people the knowledge they need to make informed decisions and strategically align themselves to capitalize on the unknown future, a future Jensen calls "the Dream Society." This dream society is characterized by the commercialization of emotions. In this provocative exploration, Jensen says that it will no longer be enough to produce a useful product. He shows that, for a product to be successful, its primary purpose will be the ability to fulfill an emotional need. Those who understand the workings of this dream society will be the ones who create the new products, new markets, and new businesses that dominate the world of tomorrow.
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Customer Reviews
Average Customer Rating: 
limited new insights  2008-06-29
Based on some of the other reviews, I was looking for a bit more insight on the concept of storytelling. Much of what is covered in this book is information covered in other books on Storytelling. Nevertheless, if you want an introduction to the storytelling as a better way to communicated this book is fine as a first read.
Inspiring!  2007-01-22
First step for a more humanized world is dreaming about it.
"The Dream Society" provides inspiring scenarios for different areas of human life that I would love to live!
A+ 2006-03-06
The text discusses the post-informational society and offers its readers a solid logical base to believe that the dream society is really coming. I have read this book several times. Although it is supposed to be general reading, I firmly believe that the book is VERY helpful for a number of professionals-strategists, marketologists, and entrepreneurs. What is more, it is easy to read. I am doing my MBA now, and I have successfully used concepts many times in my classes.
Conclusion: Class A+.
Makes sense and an easy read  2003-05-04
The book is the result of 15 yrs work at the Copenhagen Institute for Future Studies. I bought it to read on my holiday but finished it two weeks beforehand! It made some really interesting points:* Man has been around for c.100,000yrs: 90,000 as hunter-gatherer, 10,000 as farmer, 200 in industry and maybe 30 in IT. This book provides a glimpse of what comes next! * We will see a move from the rational to the emotional. `The successful companies of the twenty-first century...besides meeting the social and emotional needs of employees...will want to cater to consumers' emotional and social needs' [e.g. Shopping Malls as Theme Parks?]. * Current accounting methods measure `the company's capital at night...when all employees have gone home'. The author discusses Intellectual Capital: salary negotiations as establishing an employee's value as a company asset and the `real cost of layoffs...just as if tossing computers out the window would destroy physical capital, layoffs involve throwing away human capital. If we are talking top-quality computers with modern software this is a bad idea.' * In a concept that may have significant employee training and development implications, the author quotes Tom Peters: `Brand yourself' and believes that `the "branded" employee will triumph over the Brand X employee...increase awareness about your existence and skills...'
Insightful! 2001-10-03
Rolf Jensen has written a thoroughly absorbing book about the nature of change. Although it attempts to predict the future, it is not a trend book. Rather, it is an attempt to figure out how society will be organized. Jensen analyzes trends only in the context of determining whether they have a place in the new global business model called the dream society. Anyone with an interest in understanding the personal and business paths that will exist in the future will find this book valuable. Anyone actively engaged in a global business will find this book invaluable in charting 21st century inflection points. We [...] recommend this book to all executives and managers doing business in the global economy.
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