Say what?

Entrepreneur, May, 2002 by Mark Henricks

ARE YOUR CUSTOMERS PRICE-UNCONSCIOUS? ARE your products cruelty-free? Do you consider yourself an info-gourmet? If you know what these words mean, you've probably been perusing Dictionary of the Future (Hyperion, $22.95). It's a compendium of leading-edge terms and concepts futurist Faith Popcorn and co-author Adam Hanft think will soon be in regular use. Some are questionable. Will we indeed use ZipZones--special lines where favored customers get premium counter service? Others seem genuinely insightful: Presenteeism, defined as the practice of ostentatiously working long hours to avoid being laid off, is on the mark. It's an entertaining browse, and you may find opportunities to expand or retarget your business.

Austin, Texas, writer MARK HENRICKS has covered business and technology for leading publications since 1981.