‘Finally, the playbook we’ve all been craving! Trends, insights, culture shifts – the root of all great ideas. Because let’s be real: brilliant ideas don’t grow on trees; they are shaped by what’s happening right now. This book connects the dots between creativity and culture in way that just makes sense. It goes beyond defining trends, it gets under the skin of them. How to use them, and how to land them with confidence to deliver what people actually want. Because that’s the goal, right? To lead, not follow. Feeley’s nailed it. Sharp, insightful, energising and motivating. I’m grabbing copies for my team – it’s a must-read for every creative and marketeer who is serious about staying relevant, resonant and ahead of the curve.’

— Emma Baines, Global Head of Creative, Tony’s Chocolonely

‘If you run a business, you need this book. It makes one thing crystal clear, your future depends on your ability to understand your future customer. If you don’t yet have a trend leader in your company, this book will show you why that role is not a luxury but a necessity. If you do, give them this book – your future customer will thank you.’

— Karen Haller, Behavioural Colour and Design Psychology, and author of The Little Book of Colour

‘Joanna’s insights on trend leadership have been a turning point in my personal and professional journey. Trends are a vast, ever-changing world and, at times, can be intimidating. The tips in this book provided me with the tools to lead and inspire my colleagues to connect with consumers in a more meaningful way, while also giving me a better understanding of the world we live in and helping me find my purpose. On my journey as a trend leader, I’ve learned valuable lessons that have boosted my confidence in decision making, strengthened my assertiveness and shaped my professional career as a leader.’

— Diego Sancho, Character Design Manager, The LEGO Group

‘An inspiring and practical guide for anyone looking to lead future-focused conversations with confidence. Drawing on her incredible experience spanning over twenty-five years, Jo Feeley demystifies trend forecasting through six clear principles, real-world case studies and actionable tools. Her expertise shines through in every chapter, empowering professionals – regardless of background – to become confident trend leaders who drive meaningful change. Whether you’re new to trends or ready to elevate your influence, this is a must-read for anyone looking to futureproof their decisions, spark innovation and build a stronger, more responsive organisation.’

— Sarah-Jane Porter, Design and Licensing Director, Moonpig