Trend–Driven Innovation. Beat Accelerating Customer Expectations

  • ID: 3110160
  • Book
  • 368 Pages
  • John Wiley and Sons Ltd
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Every business leader, entrepreneur, innovator, and marketer wants to know where customers are headed. The problem? The received wisdom on how to find out is wrong. This book demonstrates a powerful, counterintuitive truth: to anticipate what people will want next, stop looking at customers and start looking at businesses. That means learning how to draw actionable insights from the way leading brands and disruptive startups from Apple to Uber, Chipotle to Patagonia redefine expectations. Sharing the secrets that have led hundreds of thousands of professionals at the world′s most successful brands and agencies to rely on TrendWatching for over a decade, Trend–Driven Innovation will reconfigure your view of the business world. Highly visual and intensely practical, it will act as a step–by–step manual to enable you to build an organization that matters, products customers love, and campaigns people can′t stop talking about.

"If you′re an innovator, designer, entrepreneur, or in need of one, read this book. It is entertaining and pathologically precise, and unveils a simple and elegant system for spotting early trends that may reshape our business, community, and life."Lisa Gansky, entrepreneur, investor, author of The Mesh

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Welcome to the Expectation Economy

The Expectation Economy 06

Why your customers are (almost) impossible to please


The Overwhelm Is the Opportunity

Trends 101 44

Where to start with consumer trends

Watch Businesses First, Customers Second 60

The counterintuitive secret to customer centricity

Trends in the Wild 86

Four trends and how we identified them

Building a Trend Framework 98

Why you need one; how to build it; sharing ours


What to Run With, When, and How

Post–Demographic Consumerism 120

A license to focus on surprising things

Evaluating Trends for Opportunity 144

Drill deeper into the opportunities offered to you by any trend

The Consumer Trend Radar 172

Prioritize and visualize application of the trends you ll run with


Turn Insights into Ideas

The Consumer Trend Canvas 200

A simple tool for generating compelling, trend–driven innovation ideas

The Consumer Trend Canvas in Action 224

Practical examples to learn from

Trend–Driven Ideation Sessions 244

Run workshops that deliver winning ideas


Realize Your Ideas, or Realize They Are Useless

The First Yards 264

Make those first steps count


Unlock an Opportunity Machine

Your Trend Department 286

Get your colleagues to see around corners

Trend–Driven Ecosystems 306

Tap into and harness external networks, too

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Henry Mason
David Mattin
Maxwell Luthy
Delia Dumitrescu
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Note: Product cover images may vary from those shown