'Amidst a plethora of literature on the phenomena of opinion making and brand success stories, The First to Know is a very refreshing piece both in terms of content and style. The author manages to make the cases informative and entertaining whilst precisely capturing the essence of cultural developments that led to the paradigm shift from the "nineties" to the "noughties". A must-read for everybody who is fed up with LOHAS socio-demography and wants practical insight.'

Antal Adam
Global Head of Corporate Communications, Dr.Hauschka Skin Care

'Used to hop between Paris and London, Lida Hujić manages the impossible by delivering a precise study of the cool and branché these last twenty years. Fly-on-the-wall observations are finely compiled in this well researched study. Fashion, music, trends, attitudes, brands, consumerism… The First to Know dissects all with great attention to detail and convincing analysis at hand. A labour of love sure to become a reference in years to come.'

Jerry Bouthier
DJ (Vivienne Westwood, Kitsuné, Ponystep/BoomBox)

'Usually, historic overviews talking about the changes in human behaviour, activities and beliefs span over long periods of time. This book is different…It talks about the last 20 years: 20 years of desire for new and better; 20 years of establishment denial. Elegantly written by someone who was a participant, a witness and a trailblazer. Highly recommended.'

Sasha Savic
CEO, MediaCom USA

‘This book is AMAZING.’

Dazed & Confused (Dazed Digital)

‘So you think you're cool? Read this book to find out how cool you really are! An essential read for anyone wanting to stay one step ahead or at the very least to find out how it's actually done. And, of course you're cool, because you're reading this.’

Rough Trade

‘The First to Know really struck a chord. Dr Lida is no ordinary commentator.’

Super Super Magazine

‘The First to Know documents the rise of key tastemakers and influencers in the last 20 years […] Originally aimed at students, marketers and brand-builders, the book has grabbed the attention of a much wider audience and has fast become one of this summer’s intellectual must-reads.’

Time Out

‘Congratulations! What a brilliant achievement. A forensic study of how cool happens is such a fantastic idea. I have read the first chapter and really enjoyed, will take it home and read the rest as soon as poss.’

Jess Cartner-Morley Fashion Editor, The Guardia