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Futurist Richard Laermer has established himself as a respected expert on consumer marketing trends with the popular business books Full-Frontal PR and Punk Marketing (the latter cowritten with Mark Simmons). His new book 2011: Trendspotting for the Next Decade forecasts a world where the businesses and people that can adapt quickly to changes in the landscape are the ones that will thrive. Growing businesses can capitalize on this trend, Laermer contends, by avoiding these mistakes.