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The Dream Society Summary

4 min read ⌚ 

The Dream Society SummaryHow the Coming Shift from Information to Imagination Will Transform Your Business

If you’re still adapting to the information age, you better stop doing that right now. Because, the Information Society is a last year’s business.

Rolf Jensen introduces the next phase of human development: “The Dream Society.”

About Rolf Jensen

Rolf JensenRolf Jensen is a noted futurist and lecturer, the Director of “The Copenhagen Institute for Future Studies.” He has advised over 100 leading government agencies and leading companies on matters such as global economy and experience economy.

In addition to “The Dream Society,” he has also co-authored (with Mika Aaltonen) “The Renaissance Society.”

“The Dream Society Summary”

“The anthropologists,” wrote fantasy author Terry Pratchett in his 2002 book “The Science of Discworld II: The Globe”, “got it wrong when they named our species Homo sapiens (‘wise man’). In any case it’s an arrogant and bigheaded thing to say, wisdom being one of our least evident features. In reality, we are Pan narrans, the storytelling chimpanzee.”

Rolf Jensen concurs: storytelling is undoubtedly both our past and our innermost nature. But, in “The Dream Society” he also adds: it’s our future as well.

Our present world is ruled by numbers and facts. No wonder they call it the Information Age. However, that world is already over in Western affluent societies. Its successor: the Dream Society.

Based on humans’ inherent need to tell and hear stories, the Dream Society will be a society based exclusively on storytelling and emotions. And you can already see how it has started surpassing the Information society.

A good example is the Danish egg business. Almost 50% of the eggs sold in Denmark are from free-range hens; namely, hens living not in captivity, but in the sun, under the bright blue sky. These, however, are much more expensive (20%) than other eggs. And taste exactly the same.

So, why do people buy them?

Because they have a better story.

And that’s exactly what every large company has started selling since recently. In the opinion of Rolf Jensen, in the Dream Society, these stories will be sold in six different profiles, and at six different markets.

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