The Trendmaster’s Guide features Robyn Waters’ favorite tips and examples for understanding and anticipating trends. Every letter from A to Z offers an insight to help readers navigate the unknown and prepare for whatever their customers want next. It’s a quick read that packs a lot of insight between "A is for antennae" and "Z is for Zen."

Anyone can use the tools in The Trendmaster’s Guide to become more aware of the world around them. Even if you weren’t born with a trendspotting bone in your body, you don’t have to be a follower forever. No one these days can afford to just be catching on when others are already moving on.

Waters stresses that recognizing and reacting to trends is a learned skill, and it can be acquired without spending time in the streets of Milan or the high schools of Orange County. If you’ve ever witnessed a trend unfolding and said to yourself," I should have seen this coming," there’s hope. You too can become a trendmaster.

Robyn Waters is the former vice president of Trend, Design, and Product Development at Target, where she worked with designers such as Philippe Starck and Todd Oldham to reinvent everything from teapots to lamps. She is currently a consultant.