ABOUT THIS PAGE ('In the Media')

Welcome to TFTK’s regularly updated page that provides examples of cultural kudos, lived credibility and authorship.

This reflects TFTK’s rare position in the MRX/cultural consulting and programming landscapes, whereby cultural credibility is earned through consistent, real-world (insider) involvement - not by proxy.

Here, you will find a record of influence on wider culture, society and consumption in practice, long before it becomes a signalling tool for the market research industry.

These are not ‘white papers’ or ‘case-studies’, each aiming to sell a service. For how we apply this knowledge commercially, please explore this website for TFTK offerings – or send your specific query through the contact form.

If you are a potential client or partner, we hope that showcasing cultural credentials will give you confidence in our ability to help navigate your innovation and communication challenges, and to develop strategies that keep your brand or business relevant in a changing world.

Passion-led and spanning over decades of on-going relevance, the work envisioned by founder Lida Hujić demonstrates that, at TFTK, we don’t just predict culture, we participate in and shape it.

Ours is the kind of thinking that triggers change for good, that is taught at leading universities, that is published in cutting-edge publications before it reaches the mainstream and then in mainstream media (once it’s ripe), that informs cultural programming in institutions across sectors wishing to show that they are ahead of the curve; that has contributed original frameworks for anticipating change and given a head start for brands and businesses.

The blog post entries start with ‘Geek Chic’ circa 2005 and its ‘earned media’ seeding via features in The Guardian and the now defunct Brand Strategy, but at the time, this was the leading publication for the global brand innovation industry. This demonstrates how the same piece of content can be presented to an audience of industry professionals as well as the general public. Merit-based, it resonates with people in a way that only authentic insight can. 'Geek Chic' is the original piece of research that would develop into The First to Know – and two more milestone publications after that: The 2.5% and Never Conform.

Browse by categories – they mirror ‘the first to know’ cultural framework and the three cool cycles of reinvention (TFTK's proprietary concept developed over time across the three publications so far).

The ‘All posts’ option is listed chronologically.

Established 1987 – refers to the year when a teenage Lida joined a youth radio station on Radio Sarajevo, in the former Yugoslavia, which would become hugely influential (and today referred to as ‘the voice of a generation’) and then TV. Interviews with her or commentary about her shows were covered by regional press in real time and by contemporary media and academics, looking back at the legacy (also spanning fan social media and blogs). From then on, her work would be continuously recognised through academic accolades and publications in leading refereed journals, participation at academic and marketings conferences, cultural ‘hype’ in fashion and arts, even starting 'cool' movements – all publicised with highlights documented in The First to Know book. This page follows what happened after the book was published, its adoption and on-going interest.

Thank you for visiting. Feel free to get in touch if you’d like to collaborate in some way – we’re open!