" Trend spotting isn’t the same as identifying actual trends. When you focus on spotting stories that stand out, you gravitate toward collecting interesting ideas without understanding the broader context of what they mean. Calling the multitude of ideas spotted the same thing as a trend is like calling eggs, flour, and sugar sitting on a shelf the same thing as a cake. You can see ingredients, but true trends must be curated to have meaning just as a cake must be baked. "

― Rohit Bhargava , Non Obvious Megatrends: How to See What Others Miss and Predict the Future (Non-Obvious Trends Series)