Is “terrible” too strong a word?
I thought this was a current book, created now in 2010 with ‘Megatrends’ projections for the next decade. I read the original Megatrends, thought it was really good, so was anxious to read the 2010 version.
Wrong was I.
Megatrends 2010 was published in 2005. Meaning it was written in 2004.
That’s OK. Perhaps better as one should now be able to see clearer some of the effects and truthfulness of the new Megatrends.
Unfortunately, all that has been proven is that this book is a bunch of liberal, Ivy-league, idealistic clap with little mooring to reality.
The premise of the book is that the Age of Information is dead. Gone. No longer exists.
Now, we have the age of “Conscious Capitalism” by which companies seek to maximize the common good for all people on the planet – and not profits.
Imagine if you will, a college student writing an essay. And then (trying to appear smart) going through and changing every other word so it is at least three syllables. The more syllables the better. The more amorphous and ‘enlightened sounding’ the better. No sentence is less then three lines long. Each paragraph includes references to transformation, consciousness, spirituality, etc. (Not just one of these terms – all of them.)
In other words: unreadable.
After slogging through much of this mess, it becomes quickly apparent (before page 1) that this is a morass of utopian ideas – such as the need to save capitalism (which is dying) by corporations becoming more socially conscious of their empirical and not theoretical need to transform the spirituality of consumers for the ethical advancement of humankind. [Hee, hee – just had to throw in the type of writing this book uses for the fun of it 🙂 ]
Needless to say, I was a little surprised – having remembered that I enjoyed Megatrends so many years ago. Turns out, the author of Megatrends 2010, Patricial Aburdene, is the ex-wife of the author of Megatrends (John Naisbitt). Or, as she put it, a co-collaborator.
That’s fine. But this book is not about future trends. It is not about trends proven true that few years. OK, I’ll give the book a bone. Everyone is calling themselves “green” – but not due to increased spirituality and increased participation in yoga. (For some reason, the author refers to yoga a lot. Apparently, everyone is doing it.)
Hey, this blog is green. I’ll call it that to get you to read it. Or to sell a product. That doesn’t mean “conscious capitalism” exists.
FYI: The Age of Information is not dead. Capitalism is not dying. Rather, just the opposite is true. I will not be buying any more books from Ms. Aburdene.