Renaissance Entrepreneur

It Takes A Prophet To make A Profit

(Simon & Schuster)

It Takes A Prophet To make A Profit In this book, marketing expert C. Britt Beemer and veteran business writer Robert L. Shook explore 15 major shifts in U.S. society that could influence businesses' future prospects. Beemer contributes the survey-based research on which the trends are based, while Shook weaves it into an easy-to-digest dose of prophecy.

Some of the trends include the loss of discretionary time, the popularity of telecommuting, the increasing demand for brand-name products and, of course, the proliferation of the Internet. The pair also describes why the trends are important and provides ways for companies to respond. For instance, in a chapter on Americans' reluctance to pay full price, they note 85 percent of consumers today shop for goods on sale, up from 62.5 percent one decade ago. Then they suggest that businesses offer advice and develop relationships with customers to overcome the sale-shopping trend.

It Takes A Prophet To make A Profit is available at

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This article was originally published in the February 2001 print edition of Entrepreneur with the headline: Renaissance Entrepreneur.

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