The document discusses several trends that will influence how people live, work, learn and play in the coming years. These include brands clearly communicating their value proposition, activities that provide both pleasure and health benefits, blurred lines between categories, dense urban living, changing approaches to parenting and aging, tiered service levels, the need for engaging experiences, a graying white population contrasted with a growing brown youth population, and the concept of "distrans" where organizations must radically transform to succeed in disruption. The term "distrans" is coined to describe the imperative for distortion and transformation in businesses and industries. Examples like Uber, Airbnb and M-PESA in Kenya are provided to illustrate the concept.