1. Imagine this -- 2. The new face of risk and the market state -- 3. Scenario planning, strategy, and risk assessments for an unknown future -- 4. Sources of data for first event scenarios -- 5. Memes make meaning : introduction to memes and clusters -- 6. Coolhunters and pattern recognition -- 7. Putting the market state to use : application, practice, and understanding -- 8. Tracking memes : data trends and the diffusion of innovation -- 9. Engaging in a new state of practice.