No, I'm not doing a cheesy Britney impression.
I stopped at a Border's Cafe on my way to a client site today and sat in the parking lot for almost 15 minutes listening to an audiobook.
Matthews and Wacker are "futurists" - people who look for future trends and attempt to predict the state of the world's cultural norms, primarily to help businesses figure out "the next big thing." I'm only an hour into it so it's too early to really comment on the entire book, but so far, it's fascinating stuff. The obligatory link to the printed text is here.