*** A trend series for corporate CEOs, brand creators, and marketers!
*** Includes consumer psychology insights from marketing experts!
*** A must-read for the trends of today's trendsetters that will keep your business ahead!

Trends are a framework for understanding our lives more deeply!
Apply your sense of change and open the door to new possibilities!

Are you someone who feels change, or someone who prepares for it? We live in a world of change every day.
Some say that the current trend is so fast that they can't keep up, while others say that they noticed the trend and moved, but it seems like it's already too late.
Many people think of trends as mere fads, but trends are not simply a flow of popularity; they are an expression of collective interest that reflects what we consider important.
Individual tastes and choices come together to shape the direction of the times, and small lifestyle habits bring about changes in the social structure.
This book is a record of the signs of tomorrow ahead of 2026. The spread of AI, shifting consumption, generational shifts, lifestyle shifts, and the evolution of brands are all topics of immense significance.
However, it is an issue that we must think about and overcome because it is closely related to our lives.
We are all going through a change, and we are already in the middle of a trend.
However, some people recognize the trend, while others miss it.
This small difference makes a huge difference in your ability to prepare for the future.
Ultimately, reading trends is the power to choose yourself.
Let's learn how to lead in uncertain times with changing trends.

We live in change every day.
Some say that the current trend is so fast that they can't keep up, while others say that they noticed the trend and moved, but it seems like it's already too late.
Change has always happened.
But the changes now are bigger, faster, and quieter.
Change is never far away.
The coffee brand we choose in the morning, the video recommended on YouTube, the IT device we bought after seeing a review on Instagram, the meme we exchanged with friends—they're all trends.
Many people think of trends as mere fads, but that's only half true.
Trends are not simply a flow of popularity, but an expression of collective interest that reflects what we consider important.
Individual tastes and choices come together to shape the direction of the times, and small lifestyle habits bring about changes in the social structure.
That's why I always say that you have to be aware of trends, and I want to emphasize that importance again as we prepare for 2026.
--- p.5

In particular, it is necessary to pay attention to the trendy options that companies are introducing to read this trend and reduce risk.
A representative example is the subscription model.
This is a point already emphasized in 『Consumption Trends 2025』.
Lowering the initial barrier to entry by offering subscription fees that feel cheaper than the purchase price or offering significant discounts.
Subscriptions reduce the risk of initial customer onboarding and reduce the likelihood of customer churn by providing ongoing benefits.
Most appliance subscriptions include maintenance products, appealing to those who find product maintenance challenging.
Of course, the process of getting people to choose to subscribe is not simple.
However, once you subscribe, you are unlikely to cancel unless you are severely disappointed with the product or service.

--- p.16

You, who are reading this book, are probably living in a gorisque society.
Some choices were unsettling, some news was exaggerated, and some changes were too rapid.
There are three things to remember in the midst of chaos:
The first is to have a broad perspective.
Interpretation is more important than prediction, and direction is more important than speed.
Of course, we cannot completely stop looking into the future.
But too far away is uncertain.
It would be better to look at various aspects and make a meaningful interpretation.
The same goes for companies, brands, and institutions that follow trends.
We need to focus on talking to diverse audiences and interpreting the information we learn from those conversations.
It's more about reading what the contemporary public is thinking than what the public will think in the distant future.
It's a good way to prepare for 2026, which stands at an inflection point.

--- p.20

The interesting thing is that we will be leading the '7' in 2026.
What exactly does this mean? For ease of understanding, in the following explanation, I'll use the everyday word "cool" instead of "chil."
Being cool means being free from the many standards that the digital world demands.
It's because of digital fatigue.
Digital technology has made our lives flexible and fast.
Among them, social media has fundamentally changed the way people relate to each other, consume information, and express themselves.
These changes were symbolically expressed by the phrases, "an era in which everyone becomes a content producer," "a society of followers and likes," and "an era in which information is freely shared."
But as this age of constant connection continued, humans began to face the fatigue that connection brought.
We were forced to be online all the time.

--- p.29

‘Sludge content’ is gaining popularity among Generation Z overseas.
These videos combine insanely fast editing with eerie sounds.
Some news content capitalizes on this situation, such as meaningless news parodies of TV formats or interview formats that break logic.
This type of content is designed around rhythm and chaos rather than planning intent.
The various phenomena and contents mentioned so far are particularly popular among users in their teens and twenties.
It is loved and called content that does not need to be understood.
Why on earth do we react to this kind of content? We consume thousands of pieces of information every day.
Serious and complex topics abound: work, news, inflation, the climate crisis, war.
In this situation, meaningless memes pass by like a momentary aberration rather than information.
The brain pauses and rests in this excursion.
There is absolutely no need to interpret, and you don't have to use your brain that is heated by the complex reality.
It is a kind of cognitive break, a temporary escape from reality.

--- p.34

There is a central commercial district that everyone recognizes.
People gather and various shops welcome them.
These are places that attract people and are called ‘hot places’.
But at some point, hot places started to look similar.
This is because it follows the logic of capital rather than a special identity.
There were no new experiences, and the central business district was the same wherever I went.
Similar companies have taken root, as if they were copied and pasted.
People felt bored.
Naturally, we began to look for alternatives and found new vitality in spaces outside the central business district.
There were no restrictions on movement.
Anywhere my feet could reach was fine.
That's how the word 'rokonomy' came into being.
Lokonomy is a compound word of the English word 'local' meaning region and the English word 'economy' meaning economy.
It can be interpreted as a local economy.
However, it is not a regional economy in the grand sense of the word, as sought through social trends or long-term policies.
Instead, it focuses on the movements in which people consume.
Lokonomy is a trend term that refers to the discovery of local commercial districts and all actions taken to consume in these commercial districts.
From a business or brand perspective, it refers to finding local ideas for new steps.

--- p.47

Ultimately, the reason companies collaborate with local communities is to be chosen by the market.
But at the same time, the intention for the brand's future survival strategy also plays a part.
Locality is no longer an exclusive value.
There is a channel that can connect to the world and a situation where local content can be produced.
Companies can no longer move consumers' hearts with only mass-produced, identical products.
Rather, it is small stories, specific places, and the unique identity of a region that brings the brand to life.

--- p.53

The first is sustainability.
I always emphasize sustainability.
Even when talking about marketing in general, I advise you to consider sustainability.
Why is that? Because without persistence, we can't create a communication structure.
Marketing for businesses, organizations, and brands is not a project that can be completed in a short period of time.
The branding process must be driven by consistent communication.
So, if it is not sustainable, you cannot achieve your goals.
The same goes for local ecosystems.
The event is just a one-time event.
When an event is held, people will gather, but when the event is over, they will flow out like the tide.
Is it realistically possible to create an event every time? It's difficult.
In other words, event-driven systems lack sustainable capabilities.
As an alternative, it is important to create a framework that allows local producers, small business owners, and entrepreneurs to survive and operate sustainably.
Rather than simply leveraging local resources for content, we must be able to design a structure that allows those resources to survive.

--- p.63

One of the most fundamental changes we should be watching for in 2026 is the convergence of technology and locality.
In the past, 'region' was not a central place.
Due to the constraints of physical distance, information imbalance, and distribution limitations, the region was pushed to the periphery.
But now, with the Lokonomy trend dominating, technology is shaking up the region.
Because new media transforms regions into content, and that content connects with diverse people.
Local communities are no longer isolated entities. Social media, commerce platforms, digital media, and live streaming serve as mediators that reimagine the meaning of local resources and give them new value.
In the past, geographical boundaries meant market limitations, but now digital technology is erasing those boundaries.
As mentioned earlier, local content is attractive in its own right.

--- p.72

Generation X perceives retro as nostalgia rather than a new experience.
I consumed it with the joy I felt when I encountered something familiar again.
There is a saying that familiarity is scarier.
In fact, Generation X used the comfort of familiarity as a reason for consumption, and retro items were able to gain even more traction.
If the MZ and Alpha generations spread retro to new media, it can be said that Generation X laid the commercial foundation for them to move forward.
The characteristic of Generation X that can be seen through retro is that they do not unconditionally reject the existing order, but rather accept and utilize it with flexible thinking.
This method is in line with social survival strategies.
They work within the organization, sticking to their principles, sometimes trying to escape, and exploring new relationships and identities.
Sometimes we say, 'It's MZ-like.'
It carries a negative rather than a positive nuance. MZ generations generally choose to resist the established order. If MZ's survival strategy is resistance, Generation X's strategy is adaptation to the situation. This highlights the differences between MZ and Generation X.

--- p.82

Generation X's self-expression is also connected to community.
It is not just an expression of one's own emotions, but an act of finding a point of connection with others.
For example, when a piece about the struggles of middle age provides comfort and empathy to others, Generation X's expression goes beyond expressing individuality and creates solidarity.
Self-expression becomes a means of restoring a sense of belonging to the same generation through empathy.
This trend continues in the digital environment as well.
In the midst of information overload, choose authentic narratives over indiscriminate expressions.
This is why formats like 'quiet vlog' and 'emotional diary' are popular on YouTube channels.
Within it, Generation X continues to expand self-expression through refined language and sensibilities.
Ultimately, Generation X's self-expression is not just an activity to show off oneself, but a driving force in life.
It is a wonderful thing that proves existence and also restores existence.

--- p.99

When asked, "Who spends the most these days?" many brands still immediately name those in their 20s and 30s: the MZ generation.
But the people who actually open their wallets, and the ones who remember brands the longest and spend repeatedly, are Generation X.
Quiet but strong.
Choose and revisit brands and products based on your own consumption philosophy and standards.
The center of commerce is slowly shifting.
It targets a generation that opens its wallets meaningfully.
So here I'm going to talk about Generation X and consumption, which I briefly mentioned earlier.
According to Statistics Korea data, Generation X consumers account for over 26% of the total domestic online shopping transactions.
It is actually a higher level than that of those in their 20s and 30s.
In particular, Generation X's share of consumption is rapidly increasing in living, health food, and hobby-related product groups.
They don't just buy; they build emotional connections with brands, respond actively, and take a variety of actions.

--- p.100

The desire to define oneself doesn't just lead to new careers.
Generation X is the creator of a new social identity.
The term "second life" no longer refers to a post-retirement hobby.
It also does not mean simply continuing one's social life through appropriate re-employment training.
Today's Generation X is actively creating new occupations, restructuring existing role structures, and finding ways to contribute to society centered on the meaning of life.
This is also why new jobs for Generation Xers are emerging, such as community activists in public institutions, local content planners, senior creators, and middle-aged and older transition education instructors. The social practices of middle-aged people are also expanding into community-based roles.
Book clubs, philosophy seminars, and local workation communities run by people in their 50s and 60s are not just hobbies.
It is a practice of learning to connect with others and create new ways of communicating by combining with local culture.

--- p.108

This is how consumption trends will change in 2026.
It's about substance rather than emotion, clarity rather than impression.
What people want is not pretty, emotional words, but an explanation that accurately solves their current problem.
Now, instead of asking 'what's good', people find the answer to 'why should I buy it' on their own.
It is proof that we live in an age of purpose.
At one time, one of the keywords in marketing was emotion.
There were emotional keywords that people are familiar with, such as memories and emotions, as well as emotions created by companies and brands.
The latter is a representative emotion that beckons us to come into our ecosystem.
Brands constantly appealed to emotions, and consumers bought what they felt moved by.
But now the market sentiment has clearly changed.
Consumers now want problem solutions rather than emotions.
What sells is the product or service that solves your problem.
So, I define the trend for 2026 as the era of purpose, or 'ultra-pragmatism.'
There are several factors behind this change.
The first is the COVID-19 pandemic.
The pandemic has made people think about survival rather than emotions.
The trend toward rational judgment has forced an end to the era of emotion.
An environment has been created where information for survival, that is, the most necessary information, is shared.

--- p.117~118

Even in the fashion and beauty fields where trends are highly valued, practicality remains a powerful variable.
Practical information based on ingredients and reviews has a greater impact than flashy packaging.
It's about choosing a product with good reviews rather than a pretty product you found on Instagram.
In this way, practicality presents a new standard that even quantifies senses.
We already see a lot of cases where famous beauty brands launch second brands in Daiso or large marts.
At the heart of this strategy is functionality.
It's about highlighting important features and providing them at a low price to those who only need them.
Of course, having a variety of functions isn't a bad thing.
But in the ultra-utilitarian trend, the form that allows you to choose only what you want feels more meaningful.
Each cost-effective beauty product emphasizes one key feature.
It's not just about lowering prices; there's a practical strategy behind it.
In this era of extreme pragmatism, communities that can exchange information will become more powerful.
A platform where we can exchange living information will have a profound impact on everyone.
Additionally, various review contents are expected to continue to expand.

--- p.122

At the heart of change is the intimate relationship between identity and consumption.
People express themselves through consumption.
Furthermore, consumption is a way to realize who you want to be.
So recommendation algorithms started to work not just as taste-based filters, but as identity-based curation.
For example, Netflix tries to understand what kind of person its users are by analyzing not just their favorite genres, but also their viewing patterns, immersion, and selection tendencies.
These results don't stop at content recommendations.
It affects everything from brand campaign targeting to offline experience design and content development.
The same goes for e-commerce platforms.
Popular apps today view shopping as more about identity building than purchasing.
Popular cross-border commerce apps like MyTheresa and Farfetch don't just sell products.
We sell a kind of customer narrative that reads the customer's tastes, constructs the customer's life, and then recommends products.

--- p.127

Personalized marketing ultimately offers consumers two directions.
The first is to ask the question, who are you?
The second is to say that you have the possibility of becoming this person.
People want to define themselves through brands.
Either direction is fine.
The better the definition, the more consumption there is.
The first direction responds well to Generation X or the middle-aged and older generations.
The second direction is prominent among the MZ and Alpha generations.
In particular, the MZ and Alpha generations consume content and choose products based on identity rather than taste.
Unlike Generation X, who have to define themselves, Generation MZ and Generation Alpha already know themselves well.
It is about going into consumption with the confidence that you are a person with a clear color.
That's why content about 'how to live my own way' is popular.
Marketing also takes advantage of this by using assertive sentences.

--- p.132

The third condition for empathy is to acknowledge differences.
Although it seems obvious, many brands and companies miss this point.
The trends of 2026 tell us to respect lifestyle and beliefs.
Rather than forcing the same thing on everyone, we should acknowledge and embrace diversity.
The public has different expectations of brands and companies.
However, there are many cases where expectations are quantified and approached in a uniform manner.
To move beyond this situation, we must consider the diverse circumstances of the public and prioritize open values.
The smell of dakgalbi came out.
It's interesting marketing.
But is it really just for fun? It's a result of acknowledging diversity.
There are many ways to communicate with customers.
And each person's way of empathizing is different.
In this situation, if you consistently push forward with the existing method, you will only be able to deal with people who sympathize with that method.
Using a fun approach can help you create diversity and leave a positive impression on customers who share different perspectives.
That is, the idea is to acknowledge differences and gain greater empathy.

--- p.140

Instead of saying, "I like this brand," say, "I feel good when I use this brand."
The trends of 2026 are expanding beyond function to include sensation.
Both design and performance are important.
But on the other hand, the emotional response from the user experience emerges as the key.
This is an era where the so-called sensory UX is receiving attention.
Sight, hearing, touch, smell, the flow of space, rhythm, and even the time of waiting become part of the brand sense.
When we buy a cup of coffee, we are not just buying coffee.
We consume everything from the temperature of the cafe, the angle of the light, the tone of the staff's speech, to the tempo of the music.
These sensations accumulate unconsciously, forming a framework of memory and ultimately determining our feelings about the brand.
What a brand really wants to leave behind is a sense rather than an identity.

--- p.145

A brand must no longer be seen as a brand.
By 2026, consumers will be uncomfortable with even the slightest trace of a brand.
Rather, they prefer content-related accounts operated by brands and try to communicate on channels that do not have a brand trace.
A natural relationship is needed.
Brands should focus on making people feel something rather than just saying something.
This presents a new challenge: designing communication structures.
This is so-called marketing communication.
We also need to pay as much attention to emotion-based personalization as to data-based personalization.
Algorithm-based personalization is already the default on all platforms.
But consumers in 2026 aren't simply looking for products that fit them; they're looking for brands that fit their current mood and situation.
I value the feeling that the machine understands and matches my emotional rhythm, rather than analyzing my behavior and making recommendations.
This means that AI must evolve beyond simply predicting data to becoming an emotional interface.

--- p.151

Jim Beam operates an account called 'Jim Beam Beam'.
It's a sub-character.
He introduces himself as a side character who runs a business while his employees drink.
The company's identity as a mainstream company is revealed by the explanation that only adults 19 years of age or older can use and share it.
This account also has a lot of stories about Jim Beam products, as well as stories about their own models.
However, by using a sub-character, he induces comments with a sympathetic story.
It is an identity that would have been difficult to create if only Jim Beam had been promoted.
He expanded his popularity by using sub-characters.
Sub-characters can be used by influencers, businesses, and brands.
But that doesn't mean that you can become a supporting character just by 'acting'.
If you are going to try a sub-character, it should not end with a simple imitation, but should be followed by a process of establishing itself as a character or content.
To achieve this result, we need to utilize five formulas.

--- p.164

The character has many similarities to the previously mentioned sub-character.
However, if you look at the planning intent and immersion structure, you can see the difference.
A sub-character is another personality derived from the main character, that is, the original self.
On the other hand, a character is an independent self that has been thoroughly planned from the beginning.
For example, like this:
Celebrities and companies try out side characters.
Most people know their real names.
That's why you can have more fun by comparing it to your main character.
The question of whether this celebrity (company) can do something like this is met with surprise and amusement.
On the other hand, a character is an independent self planned from the beginning.
There is no main character with any connection, and it is based on a staged world view.
Therefore, the setting value and directing ability are more important than the sub-character.
Additionally, while alts sometimes utilize various items connected to the main character, the characters are more often than not not connected at all.
If you recognize this difference and direct and execute it well, the character itself becomes an influencer.

--- p.170

Let's say there's an influencer who posts a picture of coffee on Instagram at the same time every day.
I became an influencer by writing an empathetic essay with a photo of coffee.
Essays play a big role, but it's the feeling of roommates eating meals together at set times that brings people together.
Accompany emotionally.
The point is that you see this person every day.
Repetition creates familiarity, and familiarity creates trust.
Looseness is not a disadvantage.
Rather, it is the current trend in relationship building.
A light connection lasts longer than a strong bond.
The fan cafe is closing down, but Instagram DMs and comments on content are still bustling.
Gen Z and Gen Alpha lead the way in laxity.
They empathize and disengage quickly.
But it leaves room for a return.
They prefer relationships where they can leave, and they like a structure where they can return when they need to without being tied down by the relationship itself.
If I had to put it into words, it would be like this.
--- p.177

Samhwa Paint Industry operated a sensory experience class.
It was an emotion-based color program, a one-day experiential education program that combined color lectures and hands-on experiences.
The concept changed little by little.
A representative example was an experience related to perfume.
It is a method of creating a perfume and choosing a color that matches the scent.
Samhwa Paints offered a sensory experience in experiential education where participants could expand their perception of color into scent.
By connecting the color images that participants thought of with scents, we were able to make everyday sensations feel more emotional and beautiful.
Paint is not a popular item.
So a more popular cognitive process would have been needed.
Taking advantage of the growing interest in tactile sensations, this project was a very trendy alternative to the obvious advertising.
Here, touch is not simply a sensation felt with the hands.
It is an emotional movement to feel the texture of the world again, which was difficult to feel in the digital world.
Representative examples include the surface of wood, the roughness of ceramics, the texture of fabric, and the feel of handwritten paper.
All these sensations are something that digital interfaces cannot provide.
What has been mentioned so far is the first reason why the return of the sense of touch has occurred.
Can the pursuit of emotional processes really explain everything? No.
The issue of uncertainty must also be considered.
Earlier, I discussed the megatrends of 2026 and discussed economic and social uncertainty.

--- p.188~189

In 2026, consumers want new elements.
Find an emotionally safe space, immersive time, and a relationship where feelings take precedence over speed.
Slow space, slow content, slow brand.
This slowness creates a new process for discovering brands and companies. We live in an era where AI algorithms predict everything and deliver products tailored to your tastes.
But people are rather tired of predictable consumption.
Repetitive content, similar recommendations, and consumption experiences that limit us to a single path ultimately lead us to lose the sense of self-directed consumption.
So we make a change to choose what will last the longest instead of what will be the fastest.
I choose a tea house in an alley that takes a long time to get to for a cup of tea.
Or choose a handmade brand that may have a delay in shipping of a day or two.
In both cases, there is a narrative that is more powerful than speed.
If you choose quickly, you won't have time to explain why you're spending.
Only by making slow choices can a story be created.

--- p.201

Muji stores are designed to make it difficult to shop quickly within their retail spaces.
The objects are arranged clearly, but the movement path is not friendly.
In addition, the gap between products is wide.
But this design expands shopping into a combination of two senses: observation and choice.
Increase the time spent in the store, but turn slowness into a positive stay by not causing stress.
Various cases related to mixed race are also part of slowness.
As time spent alone is reinterpreted as a meaningful way of life, taking your time alone has become something of a trend.
The culture of the mixed race is not simply a state of isolation, but the freedom to determine one's own speed and density.
You don't have to coordinate your schedule with anyone.
You can also design your own routine without worrying about what others think.
So, eating alone is considered to be more than just a meal; it is a time to end the day according to one's own rhythm and sensibility.
Unlike in the past, when you had to eat while talking to someone, today's solo dining is a time to immerse yourself in your own tastes, often accompanied by YouTube or OTT.
Solo camping is also a representative solo activity for digital detox, and has become established as a way to practice slowness by surrendering oneself to the rhythm of nature.

--- p.205

Longform doesn't just mean long.
Longform is a vessel for context, a time for emotions to accumulate, and a narrative foundation for building relationships.
This is why newsletters, blogs, long-form YouTube videos, branded documentaries, and long-form series content are being re-evaluated.
In particular, the MZ generation and the newly emerging Alpha generation feel fatigued by length, but at the same time react emotionally to depth.
In other words, this is not a generation that only enjoys short forms.
These phenomena can also be explained psychologically.
The brain remembers story structure better than information.
Simple facts or messages are forgotten, but stories that move along an emotional arc remain.
Long-form content is ideal for designing this emotional curve.
Short-form offers instant fun.
However, there are clear limitations to designing emotional curves.
Only long stories leave lasting impressions.

--- p.209

Amidst these changes, there are increasing instances of AI being recognized as a co-founder.
For example, like this:
Create a plan with ChatGPT, create images with Midjourney, and edit with Runway.
In this way, a set amount of YouTube/Instagram content is produced each week.
Through this process, you can sell content lectures or templates, and perform various production tasks.
Other forms can also be considered.
Design is automated with Canva, content with ChatGPT, email with Notion AI, and scheduling with Zapier. Working with AI tools, you can perform various agency tasks.
Customers believe they are working with the company.
But in reality, it's a collaboration between a single person and an AI tool. The AI ​​is a co-founder and a colleague who can be called upon at any time.
For those who have ideas but cannot make them happen, AI is an execution tool and an extension machine.
Just think about 'what to make' and AI will help you with 'how'.
ChatGPT is not just a simple text automation tool; it also organizes scattered thought processes.
It serves as a decision-making aid, including marketing planning, customer analysis, and content planning.
One of the biggest risks of starting a business is having to handle everything alone. AI dramatically reduces this risk.

--- p.220

“I’m not famous and I’m not good at speaking, so can I really become a brand?” To sum it up, yes.
As we think about the trends of 2026, we should think like this.
Because a brand is not a finished product, but a work in progress.
Positioning is important for companies, but sharing a clear direction is more important for individuals.
The era of the one-person Renaissance provides an optimal environment for unfolding new brand conditions.
Most of us already have a consistent story.
I think about who I am and what I have been saying and doing up until now.
This is the basis of identity.
It is also possible to build trust.
It is difficult to do this with just one or two days of activity.
But at least if you have been consistently active in the same field and will continue to do so in the future, you can sufficiently secure trust.
It might also be worth offering to the public.
Value here means something that is helpful to the public.
The way to satisfy yourself alone is not something to be considered.
We must prioritize what is helpful rather than what is sold to the public.
Repeating this process can help you build a trusted name.
This is the brand of the one-man Renaissance era.

--- p.222

The one-person Renaissance was made possible by the emergence of this new labor map.
If we lived in an era where belonging was more important, most people would strive to join good communities.
A one-man Renaissance would have been unthinkable.
But as our approach to work changed, new ideas became possible, and the advent of AI became a game changer.
An environment was created that allowed for new ideas.
Roles are performed flexibly.
This is because I started working with a focus on my job rather than my workplace.
In fact, the concept of a 'fractional CMO' is rapidly spreading overseas.
They do not belong to a single company, but carry out brand strategies for multiple companies simultaneously.
He sets the marketing direction, develops strategies, provides guidance, and then steps down, almost like an outside director.
The foundation that made this model possible was, of course, AI and collaborative tools.
You can create an infrastructure that allows you to work with multiple organizations simultaneously, even on your own, using ChatGPT for strategy development, Notion AI for report writing, and Slack and Zapier for schedule management and communication.

--- p.228

Now people are judged by the questions they can ask.
This question is not simply meant to be curious.
Questions about design, questions about direction, and questions that can elicit insight.
This is the prompt.
A prompt is not exactly a question.
It is a command that projects my intentions, perspective, criteria for judgment, and insight.
As time goes by, a unique style and worldview develop.
I would like to describe this situation as 'prompted labor'.
It's not like someone is telling you to do something and you're working passively.
Ask questions the way you want to ask them and get the results you want most.
It is a matter of taking the lead and projecting your own story.
In other words, the prompt is not simply a way to deal with AI, but a comprehensive message that reflects everything about me.
So, the term "prompt labor" is not an exaggeration.

--- p.236

Sometimes we find comfort in familiarity.
But ultimately, we are driven by a desire for new experiences.
The same goes for companies, brands, and the public who live with them in their daily lives.
Although you may be afraid of the many conditions that excessive new changes will bring, in the end, you have to bring out new elements to survive.
Although it may be painful at times, applying your own sense of change opens the door to new possibilities.
Those who understand trends and apply them in their own way will have the power to lead in uncertain times, along with the momentum for change.
I wrote this book in the hope that it would serve as a catalyst for change.
In 2026, I hope this book offers wisdom to all those who wish to see the world with a different perspective.
I sincerely hope that you will apply trends, discover unique strategies, and find the clues you need to design your own worldview and attitude.

--- p.243