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As the Future Catches You September 25, 2009

Posted by cindy333 in As The Future Catches You.

In As the Future Catches You, Juan Enriquez highlights the major disruptive trends of the last century, from the rise of the knowledge economy to genetic coding to the industrial revolution. While the book covered many topics, I was left unsatisfied by the shallowness of Enriquez’s writing and the overall “sound bite” feel. Perhaps it was due to the typography and layout, but I felt like Enriquez was often “shouting” (shouting = large typeface) and the real examples and content were relegated at the bottom of the page, in tiny typeface, in parentheses. At times, I also felt like Enriquez went overboard with playing around with the text at the detriment to the content; I was distracted by the text waterfalls and brackets, parentheses, italicization, etc. While graphic layouts can be powerful in communicating key messages, As the Future Catches You was not a book that effectively used the space and text well, or in moderation.

Ignoring the aesthetics of the book, I felt that Enriquez had some powerful examples that emphasized his key thesis. Ones that stood out in particular were the mosquito & vaccine needle and the orange & floppy disc. By picking individual items that were seemly disparate and then creating a compelling argument for why they were similar, I was really struck by how DNA/genetics (A,T,C,G) and computer coding (1,0) were nature- and human-created tools that could re-shape every living thing in our world.



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