Download Big Shifts Ahead: Demographic Clarity For Business, by John Burns Chris Porter
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Big Shifts Ahead: Demographic Clarity For Business, by John Burns Chris Porter
Download Big Shifts Ahead: Demographic Clarity For Business, by John Burns Chris Porter
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Review
"I applaud John Burns and Chris Porter's bold challenge to the conventional wisdom on demographics. This book address the influences that have accelerated changes in generations. Their analysis provides valuable insights for any marketer working to unlock value for their customers. A relief to finally find some good data which breaks down the vast millennial cohort into more distinct behavioral motivators. For those who read carefully, there's excellent nuggets on how to strategically position business for growth." --Deborah Wahl, Chief Marketing Officer of McDonald's USA"John Burns and Chris Porter make a phenomenal case for how demographics trends influence long-term societal behavior. Airbnb has learned that,when it comes to housing and travel, we're moving from detacheddwellings to sharing societies that create both better efficiency andpersonal connections." --Chip Conley, Bestselling Author and Head of Global Hospitality and Strategy of Airbnb"Big Shifts Ahead is aptly titled. It provides a valuable service incategorizing our population more in line with how we think aboutourselves. A valuable and interesting read for both business plannersand anyone interested in thinking about who Americans are." --Doug Duncan, Chief Economist at Fannie Mae"Nobody knows housing like John Burns, and now he offers the demographics which underlie his long term forecasts. This data has implication for everybusiness, as he clearly demonstrates. This is one of the best books youcan read on demographics and consumer spending." --JohnMauldin, Multi- New York Times bestselling author and writer of one ofthe world's largest online newsletters, Thoughts from the Frontline."From the impact of immigration, to women in the workforce, to the comingboom in household formation, John Burns and Chris Porter masterfully use graphs and demographic data to illustrate many of the past and futuretrends." --Bill McBride, Blogger at CalculatedRiskBlog.com, named #4 best financial blog by Time.com"Really great way to break down the generations. You may have a game changer on your hands! How cool would that be!" --Bruce Norris, President of The Norris Group and host of the award-winning series, "I Survived Real Estate" "The single most important work on forecasting consumer behavior in a generation." --Bill McLoughlin, Chief Content Officer at Furniture Today"John Burns and Chris Porter's Big Shifts Ahead is a very readablepresentation of how demographic trends influence the demand for manykinds of goods and services. It should be a must read for individualsmaking long term Real Estate investment decisions." --Mark Kroll, Managing Director at Sares-Regis Group"Fantastic read and such great data as we move forward in these late innings ofour 'recovery'. I have scribbled notes all over the book as it is sureto be beyond valuable to me and EA Homes in the near and long terms. And yes, 'surban' is right on! We have already experienced the success'surban' can deliver." --Caroline Simmel, Senior Vice President of Marketing at Edward Andrews Homes "It has become a great reference for me in talking on a macro level with investors." --Eric Wood, Chairman at Nest Homes"It's a great book. It gives you a detailed journey through thedemographics in our market and what/where the demand will come from.There were a number of great takeaways for me. It gave me the sensethat we may have a longer run than I would have forecast. "--Adrian Foley, President and COO at Brookfield Residential
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About the Author
John Burns has helped executives form demographic-based strategies for more than 27 years. He wrote this book to create clarity for himself and his clients. John is a highly regarded consultant and speaker, and is the CEO of John Burns Real Estate Consulting. He earned his BA in Economics from Stanford University and his MBA from UCLA.Chris Porter is Vice President and Chief Demographer at John Burns Real Estate Consulting, where he has helped many executives anticipate demographic shifts over the last decade. He earned his BA in Economics from Princeton University and his MS in journalism from Northwestern University.Â
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Product details
Hardcover: 268 pages
Publisher: Advantage Media Group (October 11, 2016)
Language: English
ISBN-10: 1599327228
ISBN-13: 978-1599327228
Product Dimensions:
6.2 x 0.9 x 9 inches
Shipping Weight: 1.5 pounds (View shipping rates and policies)
Average Customer Review:
4.6 out of 5 stars
55 customer reviews
Amazon Best Sellers Rank:
#93,422 in Books (See Top 100 in Books)
As an economist I am always on the lookout for more logical forecasts. As a businessman I need well-structured information that is carefully presented, backed by best-in-class data. Big Shifts Ahead delivers on both fronts.What drew me to this book was John Burns' ability to scrub and funnel massive amounts of high-quality data into timely information, using innovative categorization and lucid visualization. Big Shifts Ahead uses the same approach to derive expert forecasts and extract meaningful, concise conclusions from a huge pool of data.In Big Shifts Ahead, Burns and Porter use commonsense frameworks to make their points. They classify their demographic data into generations by decade born, which is a novel approach to mainstream demographic analysis. It seems crazy this hasn't been done more widely before. They identify the major influences on how these folks will spend their money in future, and then use trend analysis by life-stage (decade born) to predict the economic impact, both by cohort and in aggregate. The results are powerful and the conclusions are clear.The structure of the book is especially well suited to the businessman's needs. Conclusions are presented first in executive summary form. These are followed by discussion chapters, and then useful materials in the appendix. This structure makes the book readable and usable by a wide range of time-constrained business people, while also providing deep and detailed backup information for data-junkies (especially if you get into the nuts-and-bolts of the underlying data-references). As a bonus, Burns and Porter provide a free download of 115 pages of charts from the book for use in professional presentations.I recommend this book as a succinct, smart, and well-constructed demographic analysis.
I have been running an economic and real estate consulting firm for over 30 years. So, we are always looking at demographics and related information. John’s book is the best I’ve seen related to age demographics and their impact on housing. Usually, we have to search many sources to get the type of information he has complied in one place. In addition, his approach of looking at different age cohorts by 10 year increments instead of the usual 20 or so year groupings is cleaver. It gives one a much better perspective on things since someone born, say in 1982, will have a different perspective because of different life experiences than someone born in 2000. I highly recommend the book.
This book should be required reading for anyone whose business depends on understanding consumer behavior.Rather than using the same amorphous and - ultimately - unproductive generational definitions we've all become accustomed to, Burns and Porter approach the subject of demographics through the context of shared experience. It's a straightforward but potent idea: what was happening in the country and world when you were born and raised creates some degree of shared behavior and perspective, which informs consumer lifestyle choices.This context makes all the difference as it has the capacity to help root out useless or even damaging generalizations about how people make lifestyle decisions.Using a broad swath of carefully footnoted consumer data, plus the historical experiences and perspectives of real people born within each decade going back to the 30s, the authors craft a framework through which to view the future behaviors of these waves of consumers. When I applied this framework to several theses (business plans, product ideas, etc), the outcome was new perspectives on who might be the best buyers, and why. A couple of things in the book stood out for me:- Looking at four major variables (tech advancement, government policies, growth, societal norms) driving these consumers' shifting behaviors helps the reader understand how younger (larger) generations will behave going forward. Focusing on the changing patterns of marriage and birth is of particular interest.- The effects of foreign-born consumers in the US have been - until now - poorly understood and often discounted. Yet these consumers make up at least 15% of mature generations and tend to be better savers, so ignoring them is provably foolish.- Rather than just being a bunch of data and charts, the authors bring the data to life and make it actionable information, pointing out specific areas of opportunity in all the trends.All in all, having read many marketing strategy and demographic trends books, I recommend this book without reservation for readers seeking to understand and capitalize on the changing behaviors of consumers of different age ranges.
I've been working in the housing sector for over 20 years and found myself saying "A-ha!" several times while reading Big Shifts Ahead. The authors redefined the usual sloppy generations into decades, and looked at how each group has been impacted by factors as diverse as birth control, technology and the Great Recession. Cameos of several company employees really illustrate what motivates women, immigrants, aging boomers, and millennials in their household and consumer decisions. The conclusions and forecasts aren't just for homebuilders and developers, but potentially for anyone with a product or service to sell. I'm keeping the graphic of the decades and lifestages on my desktop to refer to daily!
Very insightful book that will change how businesses think about and target their consumers in the years to come. No other book on demographics breaks down the data and makes it more useful than Big Shifts Ahead. Easy to read, easy to digest information with colorful charts that bring the data to life. The book connects data to real people examples to make it that much easier to understand. This book will change how you think about demographics! Excellent read.
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