Planning: Flock & Flow

In his new book, Grant McCracken deploys "complex adaptive theory" to track the movement of trends and new groupings of consumers. It applies complexity theory to the turbulence of contemporary cultures and markets.

He says, "Complexity has a theory. Commotion has a pattern. Dynamism has a system. We can continue to live by damage control, or we can change the way we play the game." To survive our own world of collision and speed, marketers need to see the world as "flocks and flows."

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