From Industry Critics:Top 25 Business Books by 800-CEO-READ

"This title has been chosen for our recommended reading series called "Jack Covert Selects". Each month our president reviews some of the best new business books recently released. The following review is from December 2000."

"Britt Beemer, founder and CEO of America's Research Group out of Charleston, South Carolina, and the author of Predatory Marketing, has written an engaging book about the world of business today. Readers of previous "Jack Covert Selects" know that I love "factoids," and this book, loaded with fun information about how our world works, how it is changing, and in turn, how fast buying trends are changing, fits the bill. In keeping with his career as a researcher, Beemer has loaded It Takes a Prophet with charts and stats to support his assertions, instead of taking the common "this is the way I see it, end of story" approach of some trendspotters. Perhaps most worthwhile, his information illustrates how you can profit from these buying trends."

"Of the 15 trends mentioned in the subtitle, I was familiar (as you will be, I suspect) with a number of them, such as the current obsession with the internet, and how Americans have less free/discretionary time. He also includes trends that make sense when I hear them, including how consumers are, now more than ever, reluctant to pay full price, and how we are developing new ways of caring for our aging parents. Two of the original trends he introduces are: people are dissatisfied with being invisible as customers (which I can relate to both as a consumer and an internet business owner), and today's consumers want, and trust, brand name products. In addition, he talks about employee loyalty (and the text is loaded with great and simple ideas to keep your people), and tackles the widening of the gap between the haves and have-nots."

"I am sending copies of this book to a couple of my friends that are in business, because I am sure they will 'profit' from the book. I am confident that you will also, as this book has serious value."