About Wood for Trees

My name is Chris, and you could say I’m interested in trends.

I’m not a trend hunter, spotter, observer or forecaster. As for the two questions people ask me the most: I don’t work for Dion Chang (though he’s never asked) and I have no idea what colour will be in next season (I always say turquoise). I’m just curious, and I like to share my curiosity with other people.

Most of the time I’m a copywriter, but in and amongst edits and brainstorms, I’ve got my eyes open for the novel, unusual, different and interesting. I collate and analyse trends and put together trend reviews for my company and, as much as I’m a word nerd, it’s this that really gets me excited.

I’m fascinated by the inbetween. The connections between ideas. And when you spend enough time looking at these links, everything else tends to resolve itself quite nicely.

That’s why I’ve called this blog Wood for Trees. It’s the way I understand trends. Immersing yourself in the now to get a feeling for what’s happening, but still allowing yourself to pull back to see the bigger picture. Seeing the wood for the trees, so to speak.