1. To get investment ideas and save money. A group of "angel investors" reports finding new ideas by studying trends and reading World Future Society publications: "You have saved us money!"
2. To get early warnings. Scanning the environment for emerging opportunities and crises is like looking both ways for traffic before crossing a busy road. It just makes good sense.
3. To get confidence. A solid foundation of awareness about trends can give you the confidence to take wise risks.
4. To get an edge on the competition. Seeing what's coming before others do can give you lead time to establish a foothold in a new market.
5. To get at the heart of a trend. Analyzing the details within a trend can help separate truly significant developments from rapidly appearing and disappearing fads.
6. To get goals in balance. Thinking about the future is an antidote to a "profit now, worry later" mentality that could lead to trouble in the long term.
7. To get informed on forces affecting your field. Health-care planners, for instance, need to know what's going on in biotech and medicine, values and public policy, labor supply and population aging.
8. To get informed on forces in many fields. Educators, for instance, may follow trends in the economy and the workforce to know how best to guide their students.
9. To get a glimpse of emerging futures. A trend is a glance at potential futures; we can then take actions to turn those trends into opportunities.
10. To get yourself and others ready for the future. Many futurists serve as consultants or counselors; they must keep abreast of trends not only for their own sake but also to help their clients.
From "Top 10 Reasons to Watch Trends," THE FUTURIST, March-April 2002.
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