Once again, we turn our attention to the publishing market and the trends shaping the upcoming cycle. For authors, understanding what readers are buying is invaluable—particularly in non-fiction, which must tap into the mood of the times. That said, a book can also spark a global trend, unleashing a new concept and capturing imaginations in unexpected ways. The “Let Them Theory,” for example, demonstrates the power of fresh ideas, amplified by podcasters, social media, and celebrity influence.