I cannot resist subtitles like "Seven new trends that will transform how you work, live and invest." Aburdene explains these trends in clear, consise language. Everything from the power of spirituality to a socially responsible investment boom. I thought they were all in the background and less important than the mighty bottom line in business. Aburdene uses some hopeful thinking: if employees are responsible and spiritual then the corporation will act responsibly and market success will follow. I wish business was that easy.

I buy organically grown vegetables and fruits. I applauded her list of six reasons why CEO's are in trouble. I consider my lifestyle to be a cultural creative where I have founded mediatation groups, led adult study groups like "Living the Questions" and formed a peace and social justice group. Very often I withhold my support for candidates for boards of directors of mutual funds. Why? The candidates "oversee" 187 other mutual funds! How is that good mutual fund governance? And I am more inclined to shop at Target and Whole Foods. Aburdene confirmed many of my own opinions and biases. Does she confirm yours?

Against the recent exposures of the "shadow-side" of capitalism (Enron, Worldcom, accounting scandals), author Patricia Aburdene heralds a bright transformation occuring. It is a transformation towards a more responsible, human, ecological and long-term view of business and consumerism. It is one having more to do with "heart and spirit" than with facts and figures. It is about businesses being concerned with other considerations beyond their legal obligation to increase shareholder value. It is about consumers who look for companies who have like-minded values to their own - and not just buying the cheapest product at Wallmart. It is about developing a more expansive philosophy of life and subtly encorporating one's beliefs and values into one's work to make the world a better place. It is about giving back and not just taking from people and the planet.

At the heart of this trend, Patricia Aburdene suggests, is a deep spiritual transformation of both companies and consumers alike. So, are the days corporate scandal over? According to Ms. Aberdene (and a good part of the media), this may be the case as a new emphasis on corporate responsibility and consumer consciousness is (thankfully) emerging that won't tolerate such excess. And, as she asserts, this transformation is being led by more conscious CEO's who practice daily meditation (like Bill Ford), shareholder activists, inspired middle managers, socially responsible investors as well as a new generation of conscious consumers who practice "LOHAS" (A Life Of Health And Sustainability). Forget the narrow, hippie-fringe image of those interested in the environment, solar energy, organic food and social causes ... it is a strong mainstream trend here to stay. And businesses who ignore it, will do so at their own peril according to the author.

Compared to other books on corporate responsibility and sustainable development, this book goes into depth about the personal spirituality that often initiates such transformations. Ms. Auberdene is clearly an enthusiastic proponent and practitioner of personal spiritual development and dedicates a large portion of the book to describing how many top executives and entire companies are encorporating various "methods for spiritual tranformation." She gives a wide variety of examples of what this looks like from the perspective of various beliefs or philosophies (including atheists who she cites as being "equally committed to do good"). However, not all might be familiar - or comfortable - with her more "New Age" vocabulary of "Spirit," the "Corporate Shaman," "visualization" or even meditation.

Her account is not academic in tone but flows easily and is packed with many interesting stories, facts and trend data that paint a bright possibility of a better way of living and doing business. If there is any criticism of her perspective of this megatrend it is that she may be way too optimistic that the average consumer stressed from all sides in life is going to take the time and effort to care about things like if their coffee is fair trade or if their kid's clothes are made of organic cotton that does not use pesticides or herbicides. Also, compared to previous megatrend volumes, this 2005 release is more "mono-thematic" and highlights seven sub-trends to the overall megatrend of "conscious capitalism." So, it does not cover many of the other trends that are occuring (as other reviews note). But, her treatment of the topic is enlightening and hopeful, albeit optimistic. 4.5 stars.

I might be working too hard to be efficient. If I work too many hours or focus too much on then "doing", I do not leave myself time for the important things like strategy and the big picture.

Last night I read Megatrends 2010 by Patricia Aburdene who co-authored Megatrends with John Naisbitt. Much of the book touted the benefits of meditation. I have toyed with meditation over the years. it definitely is on my list to move up in the next few months. She gives concrete examples of great CEO's who get their best ideas while meditating.

Her first Megatrend was the power of spirituality. Although meditation and spirituality are not always linked from a religious view, they are from a practical view. Her 4th trend is the rise of sprituality in Business. The 6th trend is "The wave of Conscious Solutions" - again values based.

Her second trend is quite related - the rise of Conscious Capitalism. Basically companies that do the right thing are moreprofitable etc. The 5th trend talks about the values driven consumer. This ties in with her 7th trend which is "The Socially Responsibile Investment Boom".

The only trend which differed from the overall theme of spirituality was "Leading from the Middle". The thesis here is that the people in the middle of the organization will be the ones that get things done and ultimately be the true leaders of the companies - not the CEO. So now, I might have to change my aspirations ;-). It is interesting that many of the examples she still uses are about people at the top of the companies though.

So I could summarize her 7 trends in 3 - Spirtuality, increasing values (and perhaps these are closely tied so maybe there are just 2 trends) and Leading from the Middle.

Overall, it is a great book. It stimulates thought. It challenges. And it is worth reading.

If you were to read three books that delivered the most accurate insight into the pulse of the business industry in the last few decades, they would have to be Megatrends, Megatrends 2000 and now Megatrends 2010.

Megatrends, published in 1982, predicted what authors Aburdene and Naisbitt termed the "information economy". In 1990, this husband and wife team went a step further with Megatrends 2000 and forecast the massively technology-driven age of the internet and its far-reaching consequences. Megatrends 2010, written solely by Patricia Aburdene, asserts that business will not be driven by external, social, or technological forces so much as "the internal dimension of change". What she's predicting is a spiritual megatrend that will define and take firm hold of business as we know it.

Aburdene's projected megatrend looks at ethics, values and spirituality in business as well as socially-responsible investing. It explains why firms are taking a stand for corporate social responsibility and why so many people are choosing to buy from companies who share or reflect their values and lifestyle choices. She sees both new-economy and old-guard companies alike, tapping into the "rise of conscious capitalism" in order to do any or all of the following: clean up the corporate image, save the environment, help the less fortunate, and, of course, boost the bottom line.??

What I find most heartwarming about Aburdene's inspired vision is the overwhelming numbers of dedicated meditation practices popping up in corporation after corporation, in large and small companies all over North America. A trend she sees growing and deepening. Ahhh...

The message of this book, well-presented and abundantly documented, is that we're on the threshold of a new era in corporate leadership. Aburdene, a veteran of authoring trends books going back to the original Megatrends with John Naisbitt, forecasts a growing movement toward socially responsible corporate policies as a counterbalance to the equally legitimate objective of earning a reasonable profit. "Welcome to the Dawn of Conscious Capitalism-a popular, decentralized, broad-based crusade to heal the excesses of capitalism with transcendent human values."

Enough with the greed, asserts Aburdene. The shift will be toward spirituality, social awareness, emphasis on values, and community service-for the corporations themselves and for their employees. Citing company after company that is actively committing to operating differently, Aburdene believes that "...the quest for Conscious Capitalism-that is, integrity, transparency, enlightened governance as well as higher social and environmental standards-is regaining momentum." This orientation is good for the world, the community, the company, and its people, she says, pointing out the moral companies often outperform the market.

People are changing, their expectations are changing, their behaviors are changing. People and organizations are transforming-which sounds like one of those "big bang" theories about cataclysmic change. Not so, says Aburdene. "...when we talk about transformation, it's not a shift from the profane to the sacred. What is transforming is our awareness. We are waking up and smelling the roses-that is, the presence of Spirit all around us-and the scent is both comforting and intoxicating."

This is what you will read in this Megatrends book. This is the story of The Spiritual Transformation of Capitalism currently underway. I'm not sure the movement is as strong as the author would have us believe, but we are hearing more about social responsibility in the corporate world. Whether the influence is coming from Sarbanes-Oxley or CEOs with higher motivations, something is happening out there. This book will give you greater insight into the who, what, how, and even why.

The presentation is well-documented, with 20 pages of end notes. I was impressed with the index-14 pages of small type entries that make this book endlessly useful. Extra value was added with the resources section in the back of the book. Provided to the reader are page of references on Socially Responsible Investing, Spirituality in Business-Centers and groups and Practitioners, and Conscious Consumption.

Finally, I was impressed by the way this book walks its talk. On the back page is a message from the publisher: "For this print run, 21,000 pounds of post-consumer waste used instead of virgin fiber saved 253 trees, 11,858 pounds of solid waste, 107,557 gallons of water, 43,255 kilowatt hours of electricity, [and] 23,295 pounds of net greenhouse gases." Right in keeping with Aburdene's message.

There are certainly a lot more trends-and megatrends-to be discussed as we look into the future. This volume looks narrowly at one of those trends, but treats it well. Let us not lose sight of the fact that there is much more than this one perspective.