What increasingly affects all of us, whether professional planners or individuals preparing for a better future, is not the tangibles of life - bottom-line numbers, for instance - but the intangibles: our hopes and fears, our beliefs and dreams. Only stories - scenarios - and our ability to visualize different kinds of futures adequately capture these intangibles. In The Art of the Long View, now for the first time in paperback and with the addition of an all-new User's Guide, Peter Schwartz outlines the "scenaric" approach, giving you the tools for developing a strategic vision within your business. Schwartz describes the new techniques, originally developed within Royal/Dutch Shell, based on many of his firsthand scenario exercises with the world's leading institutions and companies, including the White House, EPA, BellSouth, PG&E, and the International Stock Exchange.

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How much do we know about why we buy? Lindstrom presents the astonishing findings from his groundbreaking, three-year, $7 million neuromarketing study, a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. 邦訳題は『買い物する脳 - 驚くべきニューロマーケティングの世界』(早川書房)。タイトルの"BUYOLOGY"は、著者がCEOを務める企業の名前でもある。2000人という調査対象の研究成果から、宣伝やマーケティングの効果を脳科学の観点から論ずる。果たして以前から言われている宣伝のセオリーは本当に正しいのか？どんな宣伝で人の脳はどのような反応をするのか？モノやサービスを本当に宣伝で売りたいビジネス・パーソンにとっての、画期的ビジネス書。

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