Trend Leader

How to spot and back winning ideas to accelerate your career and create a better future.

If you don’t know where to begin introducing trends to an organisation that is not yet adopting them, this book is for you.

Get clear on what trends are and how progressive businesses use them
Understand the skills and behaviours that unite trend leaders
Uncover the six principles of trend leadership to propel your career

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“Joanna’s insights on trend leadership have been a turning point in my personal and professional journey. 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.”
Diego Sancho, Character Design Manager, The LEGO Group

“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 the 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

“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, Tony’s Chocolonely

“An inspiring and practical guide for anyone looking to lead future-focused conversations with confidence. Drawing on her incredible experience spanning over 25 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 & License Director, Moonpig Group

Trend forecasting is an in-demand, essential management skill that is being woven into corporate decision-making.

Those working in retail and brand environments need to have clarity on what’s changing over the coming years; how social and cultural trends and shifting market dynamics will impact the future consumer’s beliefs, values, choices and tastes.

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Are You a Trend Leader?

Consumers don’t make their decisions in a vacuum, they are shaped by what’s happening in the world around them. A trend leader helps a business anticipate and prepare for the change that’s coming by creating a trend forecast that’s tailored to their company and market.

Being able to prompt quality conversations about the future and help organisations adapt to change are going to be among the most desirable leadership skills over the next decade.