Raise your hand if you take your coffee with alternative（供选择的） milk, like oat（[植]燕麦） milk, coconut（椰子） milk, or almond milk. Great. Raise your hand again if you took your coffee with alternative milk 10 years ago. I see only mark, almost. Still, in 2014, the Transfer（转让） Casting Agency（经办）, WGSN, predicted that plant-based（以…作基础） milks will take over the world. And in 2017, they added a report that, "Oatly is that one brand（商品） to watch."

  And they were 100% right. Between the years 2018 and 2022, sales of plant-based milks went up 25 times. And, "Oatly," they made $195 million just last year. No wonder（ 奇迹） that in that 2014 report, WGSN claimed（声称） that they are able to predict the future up to seven years ahead（在前） with 95% certainty（必然）. Around the time of 2014, 2016, they released（释放） reports that by now, we will all be in love with yoga（瑜珈（意为“结合”）, check, that we will dig（掘） heels（脚后跟） for sneakers, check, that we will start listening to K-pop, check, that we will fill our houses with plants, check, and that for a moment, we will consider having AI instead of a boyfriend. Check.

  When I first discovered the world of Transfer Casting（投） Agencies（经办） about 10 years ago, I remember how I called my younger brother, and I was blabbering into the phone. I was like（喜欢）, "Oh, there are people, and they know what you will love, and what you will eat, and..." It was as if I discovered unicorns exist, and they somehow（由于某种原因） did. There were people who could see something none of us could see. They could see the future. So let me tell you a story, how it's possible that somebody can see the future.

  What was the first thing you did when you entered this room? You looked around. You looked at the people, their clothes, their facial expressions, their body language. You overheard（无意中听到） their conversations. You maybe peeked into their iPhone screens, into their bags. You smelled their perfume, or the like of it, or what they had for lunch.

  Essentially（ 本质上）, what you were doing is called "Kukivo-yomu". It's a Japanese term for reading the room. It's exactly what we as Transfer Castors do. We are constantly（不断地） reading the room. We are picking up signals（信号）. We are searching for patterns.

  We see the world as one global（全球的） room. And we are looking at social media（媒体） listening, and Google Trends, and IPO fillings（填充）, and stock（树干） prices, and whatever（任何） else. We are constantly looking for patterns. Because on those patterns, we are able to build forecasts（预测）. Every time I talk about transfer casting, I always say it's a bit like surfing. "Kukivo-yomu" gives you the ability to spot（认出） the waves, to see the waves which are coming.

  And it also gives you the ability to understand when you should stand on that board and start surfing. The best companies in the world are the best surfers.