> posted by   on March 8th 2018



Please allow this Trend Book 2019/20 to be your inspiration to open a window and change your perspective.

Converging socio-demographic, technological, economic and environmental forces are transforming our world so that within approximately fifty years, the world will look and feel a very different place. According to Peter Drucker, “Every few hundred years in Western history there occurs a sharp transformation. Within a few short decades, society rearranges itself; its worldview (paradigm), its basic values, its social and political structures, its arts, its key institutions. Fifty years later there is a new world.” Such a dynamic change of age is not served by incremental innovation but by deeper structural change and radical innovation. At this moment, we are living through a fundamental transformation in the way we work. Robotisation, digitalisation and AI are replacing human tasks and jobs, and changing the skills that organisations are looking for in their people. These momentous changes raise huge organisational challenges – at a time when business leaders are already wrestling with unpredictable risks, business model disruption, political uncertainness and societal changes. This isn’t a time to sit back and wait for events to unfold. The global shifts are reshaping the world we live in. What are the implications for organisations, industries and wider society, right now and in the future? How can we shape and respond to them? Lately, big leading companies started to believe in wonders of Design Thinking.


2 x image: process of making Trend Book 2019/20

Design Thinking is a creative problem-solving approach with specific tools, methods and mindsets in which designers are adept. This is exactly what is misleading business because the framing of “where to go next” that guides the direction and strategic objectives of organisation are missing. Without knowing where to go, the process becomes a wrong effort resulting in unsolved problems. . That’s why the process of Design Thinking starts with changing behaviour within the company by understanding the future context. Future context is an Upfront Innovation Mindset that offers decision makers and executives new fields for their new business opportunities. After management’s commitment to the direction in which the company wants to evolve , we can start with the creative process known as Design Thinking…. without Upfront Innovation Mindset it is just a waste of time to play with colourful post-its.



image: process of making Trend Book 2019/20

Upfront Innovation Mindset is somehow an enlightenment or even a transformational moment. Here are the battle and the tensions between out-of- the – comfort zone vision and existing reality. This is the process that is crucial to improving future business. Unfortunately, you never change things by fighting the existing reality. To change something, you need to build a new model that makes the existing model obsolete. If we have to build a new model, it means we have to change the perspectives of how we see our possible new business in the speculative future contexts. The Upfront Innovation Mindset enables abstract thinking by feeding the mind with cross-fertilised inspiration. In my modest opinion, innovation is an opportunity to create ideas, it is an environment of trust and involvement of all employees, it is an acceptance of risks and mistakes, and above all it is a shared commitment to pursue the strategic goals of the company.

During the past 20 years of my work experience, I have gone a long way, from making colourful mood boards for designers, telling stories about upcoming design language (what used to be called trendwatching), feeding middle management with unusual examples, changing their portfolios offer, turning them intolevel-headed advisory partners to executives and R&D directors.

I am very proud of my clients, proud to see them grow and build profitable businesses by taking chances and opportunities. They have made a huge transformation from “makers of things ” to design & innovation driven companies. They are not managers anymore; they are true leaders of change. This is what drives my professional satisfaction.


image: pages in making Trend Book 2019/20

I am still learning to avoid (product, brand, marketing) managers who formulate their briefings in a way that sounds like: “Give us the methods and tools, and we will do the creative process internally with our in-house department experts”. At that moment, I recall Winston Churchill’s quote “We must beware of needless innovation, especially when guided by logic”. The same words apply to Design Thinking. Knowing the process and having nicely designed tools will not solve problems and will not save businesses from continuing to suffer.

Beware! I consider myself to be a creative person. Creative people are complex. According to prof. Mihaly Csikszentmihalyi “Creative people show tendencies of thought and action that in most people are segregated. They contain contradictory extremes; instead of being an individual, each of them is a multitude.”

TREND BOOK 2019/20: “NEW NORMAL” was presented on 27th of March in The Netherlands


image: cover Trend Book 2019/20 | content: 5 trends on 320 pages


image: pages from Trend Book 2019/20 | content: 5 trends on 320 pages

Publisher: Nederlandse Interieur Instituut (NII)– Dutch Interior Institute | www.interieurinstituut.nl

co-publisher: Greenhat Innovation | www.greenhat.pl

partner: Blue Media S.A. | www.bluemedia.eu

concept + graphic design: Brandburg. Maciej Kawecki | www.brandburg.pl

project team:
Katarzyna Andrzejczyk-Briks
Jadwiga Krym
Joanna Sosnowska-Cecuła
Paulina Nowak



*Title inspired by: Samsung Electronics Press Conference at Tempodrom Arena Berlin during the IFA 2017 ‘Your New Normal’: products and innovative technology that are helping make the impossible tomorrow’s ‘new normal’.


Related Posts


One thought on “TREND BOOK 2019/20: NEW NORMAL

  1. Hello Zuzanna,

    we enjoyed the trendday with you and NII,
    was great to get so much vibrant insights and information!
    totally inspiring.

    how/where can we order your book?


Leave a comment