When I read this book I rate the book based on my 5 established objectives
1. Breakthrough knowledge and thoughts (Weight: 20%)
2. Clarity of objectives and suitability of book title (Weight: 10%)
3. Simplicity of applying the principles to daily routines (Weight: 20%)
4. Good language and ease of reading (Weight: 20%)
5. Useful tips, phrases, models, real life illustrations of discussed principles (Weight: 30%)
It must have been hard on Alan Fairington, a director of advertising agency, to collate various trends reports and observations into this book.
He set good pace for the reader with the second chapter "Twentieth Century Ages" where he held the reader spellbound by his illustrations and discussion on potential changes in our modes of transport, photography, entertainment, and social media.
Alan proceeded to discuss the change in purchase patterns from conspicuous consumerism to post-consumerism era. 4 major trends that might have contributed to this change were discussed in 4 chapters, namely:-
1. Save the planet
2. When is enough, enough?
3. Changing Demographics, the Silver Revolution
4. The power of collaboration, community, and consensus
Alan seemed to loose his pace after these chapters because the subsequent chapters read like he was cramping too many observations to convince the readers that modern civilisation has moved towards selfish altruism.
There were numerous points that I disagreed with Alan though. For example I do not fully agreed that electric car will result in saving our environment and eliminate the need for car servicing because I worry about the disposal of these car batteries which might contain poisonous substance like mercury, and just because we change our car from being a gas guzzle to use of electric cells, that alone do not change other fundamental components of a car that should be serviced frequently to ensure the passengers safety. As another example, he concluded that the Japanese are more conservative in their spending pattern because the Japanese stock market has been stagnated, the housing prices have declined and there is no incentive to save in the low interest rate environment. Since Alan realised we live in a global world, the Japanese could invest in overseas burgeoning stock market and property to enhance their income. There were many more disagreements but I leave it to the readers to evaluate for themselves when they read the book.