Faith Popcorn is the name of a woman who owns a consulting firm called BrainReserve, which evidently advises corporate clients on trends. Judging by her new book, The Popcorn Report: Faith Popcorn on the Future of Your Company, Your World, Your Life (Doubleday/Currency, 1991), we can all be thankful that the audience for her kernels of wisdom has been limited thus far to those poor Fortune 500 souls so bereft of insights into the changing American landscape, they're actually willing to pay good money for this stuff. The Popcorn Report is, quite simply, the silliest, most pretentious little book I've come across in ages. I use the word book with reservations, for by the time Ms. Popcorn gets through acknowledging her friends and clients (6 pages), quoting her friends and clients about their vision of the future (12 pages), and actually reprinting a list of her clients (6 pages), there's precious little space left for much else. Which is fine, because Popcorn has little else to offer besides a relentless sales pitch for herself and her company. Of course, there is the glossary of futurebabble terms she and her colleagues have coined. My favorite: " BrainJams: BrainReserve ideation sessions that use the trends as a springboard for generating ideas." BrainJams? Ideation sessions? BrainDead is more like it.
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