About Gordon co.

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About Gordon co.

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We look to the future and let the past speak for itself. We are experimental but research driven. We bring human context to big data. We are evidence-based but brutally open-minded.

We listen and listen and listen.

We listen and listen and listen.

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DeeDee Gordon

World-Renowned Futurist

DeeDee helps clients to learn about their consumers’ environment and culture and re-envision the future of their businesses. Using her Applied Futures Thinking™ approach, she brings forward-facing consumer insight and trend analysis to her clients’ growth challenges, focusing on the development of new products, services, delivery systems and markets. DeeDee has impacted almost every business sector, for a diverse range of top-tier clients including Disney, A24, Porsche, Bayer and Nike.

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DeeDee Gordon is a recognized expert and thought leader in macro trends, consumer behavior and disruptive innovation with over 25 years of studies, publications, entrepreneurial projects and client engagements. Her clients span a wide range of industries, with work on iconic brands like Disney, Coca-Cola, Calvin Klein, Nike, Porsche and Bayer. DeeDee’s process for criteria-based trend identification separates signal from noise, and her techniques for visualizing future scenarios provide detailed inputs for opportunity framing and concept development. As founder and head of The Gordon Co., DeeDee brings her behavioral insights, trends identification and future visualization skills together in a single discipline: Applied Futures Thinking™. She employs this across a portfolio of disruptive, paradigm-challenging tools and techniques. The Gordon Co. builds on DeeDee’s long history of innovation: In the 1990s, DeeDee created The L Report, the first publication to track trend diffusion in youth culture. She also founded Look-Look, the first online platform that let people report on their own culture. Look-Look evolved into a custom marketing agency and the first user-generated arts magazine. Both are now academic case studies.

Recognizing a need for precision and respondent quality in the nascent online research industry, DeeDee then founded the-Collaboratory, a personally vetted online database of consumers, mavens and experts that provides input for a broad range of diverse projects.

She was also Innovation President of Sterling Brands, an award-winning branding and design agency, where she published On The Future, a trends report with Futurecast scenarios of potential future products and services. DeeDee expanded the agency’s offering in areas of new product development and end-to-end innovation.

DeeDee’s work is featured in many articles, textbooks and case studies, and in a broad range of media, like Fast Company, Vogue, The New Yorker, Time Magazine, The New York Times, NPR, PBS Frontline and Malcolm Gladwell’s The Tipping Point.‍

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Photo of DeeDee Gordon aka The Gordon founder of The Gordon Co

Stephanie Berenbaum

Skilled Business Analyst
Photo of Stephanie Berenbaum who leads up client services at The Gordon Co

Stephanie leads our client services, helping to define their needs and spec out our work to maximize impact. As an institutional stockbroker for HSBC, Arnhold and S. Bleichroeder and Wedbush Morgan, she developed a passion for learning about what makes some businesses succeed and others fail. She’s brought this expertise to established clients like 20th Century Fox and Playboy, and to challenger brands like Another Tomorrow and Dropbox.

Sara Isaac

Sara heads up our research department, defining the optimal method for each project and working with agency partners to ensure representativeness, accuracy and efficiency. With a Ph.D. in Social Research Methodology, teaching experience at UCLA and USC, and extensive experience in both the private and public sectors, Sara has a deep understanding of multiple qualitative and quantitative techniques. Her clients have included major players such as Toyota, MTV, VISA, Anheuser Busch, Calvin Klein and CNN.

Debbie Millman

Special Projects

Debbie Millman brings her unparalleled experience to select Gordon Co projects – she has worked on the design and strategy of over 200 of the world’s largest brands. She is host of the award-winning podcast Design Matters, one of the world’s first and longest running podcasts; Chair of the first ever Masters in Branding Program at the School of Visual Arts, Editorial Director of PrintMag.com, and the author of seven books on design and branding. Debbie’s most recent book, Why Design Matters: Conversations with the World’s Most Creative People, will be published by Harper Collins in 2022.

Debbie Millman Photo
As
Seen
In
Fast Company
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Fast Company
Quote

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Wired
Quote

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Wired
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DeeDee Gordon on Design Matters
Podcast

Dee Dee Gordon is a renowned youth-culture expert and trend researcher. Gordon's research and reputation have been featured in numerous media outlets including Malcolm Gladwell's The Tipping Point, Vogue and The New York Times Magazine, who deemed her the interpreter of youth culture. Her work was featured on PBS's Frontline Special Merchants of Cool.

DeeDee Gordon on Design Matters
Podcast

Dee Dee Gordon is a renowned youth-culture expert and trend researcher. Gordon's research and reputation have been featured in numerous media outlets including Malcolm Gladwell's The Tipping Point, Vogue and The New York Times Magazine, who deemed her the interpreter of youth culture. Her work was featured on PBS's Frontline Special Merchants of Cool.

New York Times
Quote

“Porta Fusce Magna Sollicitudin Vulputate”

New York Times
Quote

“Porta Fusce Magna Sollicitudin Vulputate”

Vogue
Quote

“Porta Fusce Magna Sollicitudin Vulputate”

Vogue
Quote

“Porta Fusce Magna Sollicitudin Vulputate”

Design Matters Live with Debbie Millman
Video

A live version of Design Matters with Debbie Millman taped live at the School of Visual Arts Masters in Branding Studio by Hillman Curtis. Guests include NY Times bestselling author Malcolm Gladwell, artist Brian Rea, designer Paul Sahre, entrepreneur Josh Liberson and innovation expert DeeDee Gordon talking about the launch of Malcolm Gladwell's new boxed set of three of his most well-known books: The Tipping Point, Blink and Outliers.

Design Matters Live with Debbie Millman
Video

A live version of Design Matters with Debbie Millman taped live at the School of Visual Arts Masters in Branding Studio by Hillman Curtis. Guests include NY Times bestselling author Malcolm Gladwell, artist Brian Rea, designer Paul Sahre, entrepreneur Josh Liberson and innovation expert DeeDee Gordon talking about the launch of Malcolm Gladwell's new boxed set of three of his most well-known books: The Tipping Point, Blink and Outliers.

The New Yorker
Quote

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The New Yorker
Quote

“Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec id elit non mi porta gravida at eget metus.”

A Methodology

Used in TExtbooks

WHAT’S BEEN SAID

DEEDEE GORDON
Founder of The Gordon Co. has long been the focus of college studies on branding and Applied Futures Thinking. She is featured in the following textbooks.

  • Marketing : Real People, Real Choices and The Brave New World of E-commerce
  • Sport Marketing
  • Marketing Real People Real Choices
  • MKTG: Principles of Marketing
  • Foundations of Marketing
  • Convergences: Message, Method, Medium
  • Fashion Forecasting

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What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Fast Company

“Porta Fusce Magna Sollicitudin Vulputate”

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Vogue

“Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec id elit non mi porta gravida at eget metus.”

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

The New Yorker

“Porta Fusce Magna Sollicitudin Vulputate”

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

New York Times

“Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Fusce dapibus, tellus ac cursus commodo, tortor mauris condimentum nibh, ut fermentum massa justo sit amet risus. Etiam porta sem malesuada magna mollis euismod. Vivamus sagittis lacus vel augue laoreet rutrum faucibus dolor auctor. Vestibulum id ligula porta felis euismod semper.”

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Wired