Public Affairs
Hardcover $27.99
The Signals Are Talking
Why Today’s Fringe Is Tomorrow’s Mainstream


A Washington Post Bestseller

Winner of the 2017 Axiom Business Book Award in Business Technology

Amy Webb is a noted futurist who combines curiosity, skepticism, colorful storytelling, and deeply reported, real-world analysis in this essential book for understanding the future. The Signals Are Talking reveals a systemic way of evaluating new ideas bubbling up on the horizon-distinguishing what is a real trend from the merely trendy. This book helps us hear which signals are talking sense, and which are simply nonsense, so that we might know today what developments-especially those seemingly random ideas at the fringe as they converge and begin to move toward the mainstream-that have long-term consequence for tomorrow.

With the methodology developed in The Signals Are Talking, we learn how to think like a futurist and answer vitally important questions: How will a technology-like artificial intelligence, machine learning, self-driving cars, biohacking, bots, and the Internet of Things-affect us personally? How will it impact our businesses and workplaces? How will it eventually change the way we live, work, play, and think-and how should we prepare for it now?

Most importantly, Webb persuasively shows that the future isn't something that happens to us passively. Instead, she allows us to see ahead so that we may forecast what's to come-challenging us to create our own preferred futures.

about Amy Webb

  • Amy Webb is an author, futurist, and founder of the Future Today Institute, a leading future forecasting and strategy firm that researches technology and answers "What is the future of X?" for a global client base. Now in its second decade the Institute advises Fortune 500 and Global 1000 companies, government agencies, nonprofits, universities, and startups around the world. Amy was named to the Thinkers50 Radar List of those management thinkers most likely to shape the future of how organizations are managed and led.


"The clear, insightful, and humorous Amy Webb has crafted a rare treasure: a substantive guide written in a narrative that's a delight to read. While most futurologists want guru status through a few Nostradamus-like visions that never materialize, Webb modestly reports with depth and discipline, and creates a system and tools we can all use to better navigate the future. Through her deep research, specific anecdotes, and brilliant insights, she has performed the selfless but hugely valuable act of teaching us all to fish at the fringe." --Christopher J. Graves, chairman, Ogilvy Public Relations Worldwide

"Amy Webb, with insight and a big dose of pragmatism, shows how to clearly see the next big disruption and then take action before it strikes." --Ram Charan, advisor to CEOs and corporate boards, author of The Attackers Advantage, and coauthor of Execution: The Discipline of Getting Things Done

"Forecasting the future is a challenging-and absolutely necessary-part of every leader's job. In this ambitious and timely book, Amy Webb shows not only how to identify actual trends and surprises emerging from the fringes but-even more important-how to do something about them so you can thrive in the face of the unexpected."--Craig Newmark, founder,Craigslist

other editions

  • Hardcover | ISBN 9781610396660
    Pub date: 12/06/2016 | Price: $27.99 / 36.50 Canada
    Publisher: PublicAffairs
    6.500 x 9.500 | 336 Pages
    BUSINESS & ECONOMICS / Forecasting
    BUSINESS & ECONOMICS / Decision-Making & Problem Solving
  • eBook | ISBN 9781610396677
    Pub date: 12/06/2016 | Price: $18.99 / 23.99 Canada
    Publisher: PublicAffairs
    336 Pages
    BUSINESS & ECONOMICS / Forecasting
    BUSINESS & ECONOMICS / Decision-Making & Problem Solving
  • Paperback | ISBN 9781541788237
    Pub date: 03/06/2018 | Price: $16.99 / 21.99 Canada
    Publisher: PublicAffairs
    336 Pages
    BUSINESS & ECONOMICS / Strategic Planning
    BUSINESS & ECONOMICS / Decision-Making & Problem Solving
    BUSINESS & ECONOMICS / Forecasting