Amy Webb

“We’ve made a devil’s pact, swapping convenience and efficiency for an ever-increasing tyranny of information and choice.”
― Amy Webb, The Signals Are Talking: Why Today's Fringe Is Tomorrow's Mainstream

“Futurists are skilled at listening to and interpreting the signals talking. It’s a learnable skill, and a process anyone can master. Futurists look for early patterns—pre-trends, if you will—as the scattered points on the fringe converge and begin moving toward the mainstream. They know most patterns will come to nothing, and so they watch and wait and test the patterns to find those few that will evolve into genuine trends. Each trend is a looking glass into the future, a way to see over time’s horizon. The advantage of forecasting the future in this way is obvious. Organizations that can see trends early enough to take action have first-mover influence. But they can also help to inform and shape the broader context, conversing and collaborating with those in other fields to plan ahead.”
― Amy Webb, The Signals Are Talking: Why Today's Fringe Is Tomorrow's Mainstream