There is no single future. There are many futures for every company out there, but only one that a company truly believes in is the one a business should consider investing in. It means changing, transforming and even disrupting previous core business practices or even entire business models. Old methods and well-known processes are often not working due to the complex, uncertain and constantly changing world we operate in.Trendwatching is a very complicated process of constant monitoring and analyzing information of various data. Not only desk research but also field research is very important in the strategic trendwatching process. Visiting specialized fairs, shops, various cities, knowing and experiencing different cultures, brands and lifestyles makes a very important base for future forecasting for business strategic development.