Pt. I. The art of curating trends. The Norwegian billionaire : why most trend predictions are completely useless -- The curator's mindset : learning the 5 essential personalities of trend curators -- The haystack method : how to curate trends for fun and profit -- pt. II. The 2015 non-obvious trend report. Culture & consumer behavior trends. Everyday stardom ; Selfie confidence ; Mass mindfulness -- Marketing & social media trends. Branded benevolence ; Reverse retail ; The reluctant marketer -- Media & education trends. Glanceable content ; Mood matching ; Experimedia -- Technology & design trends. Unperfection ; Predictive protection ; Engineered addiction -- Economics & enterpreneurship trends. Small data ; Disruptive distribution ; Microconsumption -- pt. III. The trend action guide. Intersection thinking : how to use workshops to apply trend insights to your career, customer or brand story -- How to use a customer journey mapping trend workshop -- How to use a brand storytelling trend workshop -- How to use a business strategy trend workshop -- How to use a corporate culture trend workshop -- The 7 best trend resources you need to bookmark -- Anti-trends : the flip side of trends -- Appendices. The past years' non-obvious trend reports.