Trend-Driven Innovation E-Book

Henry Mason

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 266

Veröffentlichungsjahr: 2015

Beschreibung

Trend-Driven Innovation Beat accelerating customer expectations. 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. In this startling new book, the team at TrendWatching share a powerful, counter-intuitive truth: to discover what people want next, stop looking at customers and start looking at businesses. That means learning how to draw powerful insights from the way leading brands and disruptive startups--from Apple to Uber, Chipotle to Patagonia--redefine customer expectations. Sharing the secrets that have led thousands of the world's most successful brands and agencies to rely on TrendWatching for over a decade, Trend-Driven Innovation is the book that will reconfigure your view of the business world forever. You'll learn: * How to spot emerging trends using three crucial building blocks, and how to recognize the expectation gaps that herald opportunity. * Why most professionals focus on precisely the wrong trends and innovations, and how to avoid this. * How to turn trends and insights into innovations that customers will love. Amid the endless change that defines today's business environment, opportunity is everywhere. Highly practical, and featuring real-world examples from around the world, Trend-Driven Innovation is the actionable, battle-tested manual that will enable you harness those opportunities time after time. Setting you up to build an organization that matters, products customers love, and campaigns people can't stop talking about.

Leseprobe

CONTENTS

Cover

Praise for Trend-Driven Innovatio

Title Page

Copyright

Foreword

Preface

1: Why Now

1.1: The Expectation Economy

Three Strands of Expectation

[1] Rising Quality

[2] Positive Impact

[3] Personal Expression

The Expectation Cycle

Next

2: Scan

2.1: Trends 101

Trends Defined

The Fundamental Trend Elements

Emerging Expectations

Next

2.2: Watch Businesses First, Customers Second

Future Vision

Innovation Clusters and Trends

The Butterfly Effect

Failure

Where To Spot Trends

Next

2.3: Trends in the Wild

Internet of Caring Things

Fempowerment

Flawsome

Celebration Nation

Flawsome… Fempowerment

2.4: Building a Trend Framework

Trend Hierarchy

Our Trend Framework

A Living Framework

Next

3: Focus

3.1: Post-Demographic Consumerism

The Demise of Demographics

A New Demographic Complexity

Why Now

Post-Demographic Brand Strategy

Shifting Your Focus

Post-Demographic Priorities

Next

3.2: Evaluating Trends for Opportunity

Trend Adaptation

[1] Trend Maturity

[2] Locality

[3] Industry

Always Be Evaluating

Next

3.3: The Consumer Trend Radar

Introducing the CTR

Your CTR Sessions

Get Started

Plotting Trends

Building Your Trend-Led Strategy

Next

4: Generate

4.1: The Consumer Trend Canvas

How to Use

Worked Example

Next

4.2: The Consumer Trend Canvas in Action

Trends Unpacked

Personal Heroes

Next

4.3: Trend-Driven Ideation Sessions

Before

During

After

Next

5: Execute

5.1: The First Yards

A Quick Note On Risk

Vaporware

Hack Days

Prototyping

Pop-Up Proof

Pre-Tail

No Budget, No Problem

Next

6: Culture

6.1: Your Trend Department

Inspire

Inform

Collaboration

Training

Empower

Labs

Next

6.2: Trend-Driven Ecosystems

Network

Crowd-Powered Innovation

House

Venturing And Acceleration

Next

Closing Thoughts Over to You . . .

Further Reading

Notes And Sources

Acknowledgments

Our Team

Index

End User License Agreement

Guide

Cover

Table of Contents

Begin Reading

Part 1

Chapter 1

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Praise for Trend-Driven Innovation

“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; Author of The Mesh

“This book is a highly contemporary insight into how the world is changing that goes beyond the obvious and anticipated. Leaders who are focused on delivering what people will want should pay these insights great attention now.”

David Bartlett

— Chairman, Future Industries Fund Advisory Council; Former Premier of Tasmania

“Some of the smartest thinking about the swiftest way to get the answers to what drives consumers in the hypercompetitive, hyperconnected era where the customer isn't just always right, they are ahead of the commercial producer almost every time.”

Julia Hobsbawm

— Founder, Editorial Intelligence; Honorary Visiting Professor in Networking, Cass Business School, London

“As an entrepreneur, you intuitively ‘get’ the trend you're riding. But as you scale you need to understand how to deal with the next wave of trends too. Trend-Driven Innovation is a practical guide that we're using to do just that.”

Cassandra Stavrou

— Founder, Propercorn

“I normally never promote someone else's business book—but this book I could not turn away—the subject is so current and so relevant—and the writing so captivating I finished it on one business trip. Read it.”

Fredrik Häré

— Author of The Idea Book, one of “The 100 Best Business Books of All Time”

“Being CEO of a leading sharing economy startup, people often ask me how they can spot the next big trend. Trend-Driven Innovation gives me insights, language and tools to explain how to do that.”

Alex Stephany

— CEO, JustPark

“A book to keep on the desk at all times; a constant reminder that trends are all around us, and a guide to inspiring fresh thinking and realizing your own innovative future.”

Mark Haviland

— Managing Director, Rakuten Marketing Europe

“While there is no crystal ball, Trend-Driven Innovation acts like a lighthouse to steer your ships to a safer business destination. Be brave and set sail!”

Nicola Belli

— Front End Consumer and Product Innovation Director, Safilo Spa

“Very thorough, hands-on perspective on the translation of trends into business opportunities.”

Jakob Sutmuller

— Author of Serious Concepting; Senior Lecturer at Fontys Academy for Creative Industries

Trend Driven Innovation

Beat Accelerating Customer Expectations with

Henry Mason, David Mattin, Maxwell Luthy, Delia Dumitrescu Designed by Maria Isabel Reyes

Cover design: Maria Isabel Reyes

This book is printed on acid-free paper.

Copyright © 2015 by trendwatching.com, BV. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Foreword

Alexander Osterwalder

Cofounder of Strategyzer and lead author of Business Model Generation and Value Proposition Design.

Every business hopes to be successful. But it's the ability to navigate and understand trends that separates the successful companies from the crowded field of “innovators.” If you don't have the ability to understand trends and their implications to your business, you run the risk of becoming irrelevant.

A smart business understands how to identify trends that may reshape its future. A smart business picks trends that allow it to experiment with new business models and value propositions—their testing, adaptation, and implementation, instead of spending money and resources on the one “right idea.”

In 2004, I published Business Model Generation, and the accompanying Business Model Canvas, to provide businesses with a framework for innovation. My company Strategyzer expands on this mission and provides software that encourages constant experimentation, failure, and iteration. The canvas is used by millions of people, and we've convinced large corporations like 3M, Mastercard, Colgate, GE, and Nestlé to take advantage of the techniques that so many people have found to be successful.

The challenge is to use trends to advance business models (the foundation that keeps a company alive and able to create profit) while offering value propositions that attract customers and differentiate you from competitors. Both of these concepts run the risk of expiring like yogurt in the fridge if they are left to sit idle for far too long. We're seeing this happen to the corporations that built dominance in another era. The key is to build a portfolio of experiments that help minimize the risk of “getting it wrong.” Some of your tests will fail, some will succeed, but overall you will find success if your business is focused on conducting a series of proactive experiments. The challenging part is to carry out all this exploration while executing, managing, and improving the existing business.

The team at TrendWatching provides content and tools that capture shifts in consumer behavior. They give businesses an important launchpad to shape ideas, develop new business models, and offer unique value propositions to customers. Trend-Driven Innovation is a straightforward yet comprehensive starting point to help businesses understand the shifts that will drive future business growth and success.

Trends aren't new to business development, but the businesses that understand how to identify and act on new consumer behaviors and market dynamics will have a leg up on innovation—creating value for their customers and driving profits—and will lead in their industries.