This is the starting point to acquire operational indications for the ideation and development of new products or services and new concepts. We identify the future trends on an annual basis through a network of trend-setters. In this exponentially competitive world featuring a very high number of variables, it is of fundamental importance to possess the right tools to innovate and therefore know what is around and what there will be. This work consists in maniacally observing reality and in being able to distinguish between important and negligible signs, connecting through magical mixtures what apparently are uncorrelated ingredients. This is how we make sense of the future by reducing complexity. This is the only way we can innovate in a conscious manner while also reducing costs.