The lyrics for the B.B. King and Bobby Land song, "Let the Good Times Roll," includes a line that says "Don't stand there moaning, talking trash. If you wanna have some fun, you'd better go out and spend some cash and let the good time roll." In short, forget the trash talking and take responsibility for your own life. It's all about experiencing life and, no matter what your age, living for the moment. The experience is the key and that's what we're seeing and hearing from consumers and marketers.

Everyone talks about "experiential marketing" and creating lifestyle moments, but it's not easy to be on the cutting edge. It's much easier to follow the parade than to lead it. It's much easier to wait, watch, and see which direction the band is marching in and then jump out in front. If your timing is right, you're a hero. If your timing is off, you're either marching out of step or stepped on. Come join the parade.

Carol Christison, Executive Director of the International Dairy-Deli-Bakery Association, tracks the trends and innovations that impact our business. From technology, to new products, to merchandising, to consumer lifestyles, to economics, to you-name-it, she tracks it. She does the research, identifies the similarities, and interprets what bandwagons are in the parade and which way they're going. She uses analysis and humor to highlight the trends, products, and behavior that affect how we go to market now and in the future.