In this English edition of Design Can, Kristina May speaks with trend consultant Els Dragt about something many organizations overlook: that strategic direction begins with observing the world, not guessing solutions. The conversation centers on trend research as a method. First, you spot signals, then you analyze patterns, and finally you apply the insights strategically. It sounds simple, but in practice the sequence is often reversed.

The episode is a reminder that design, strategy, and innovation become stronger when we understand the changes around us before we react to them.