What's so good about trends?

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A presentation for the trends plus conference in London 1st December 2011. In it I talk about my frustrations with trends and trend watching, the importance of insight, the rarity of genuine insight and revelation as a new action standard for insight. I'm afraid that the offer at the end applied to the conference participants only.

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  • I like the stamp! Back in the 80's a physiotherapist once told me that the worst thing about his job was when patients told him what to do, what they needed. And I guess today, with the internet, doctors see the same "trend" (dare I call it that?:) BIG TIME. We basically think we can do each-others job these days. I wonder why.
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  • Richard. My vote would be yes, better take it out. If you don't know the background (which I did'nt) it can be taken the wrong way and could cause offense. Appart from that - great stuff.
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  • Yes I am senseitive to this. Its the risk of putting up a pres online without the VO. It was the insight for the launch of the imperial war museum's permanent holocaust exhibition. They wanted to reach beyond the school parties and the Jewish community for a subject that people think they know everything there is to know about. So the launch work talked about the horrific spectre of an economy and society dedicated to the mechanisation of death on an unprecidented scale. I have thought about removing it from the online version (bit late) what do you think?

    R
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  • Richard, I really like this presentation but I'm offended by the notion of the holocaust being an extraordinary achievement? I reposted your presentation and had numerous commentings echoing the same sentiment.
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  • brilliant shared at http://thecuriousbrain.com/ :-)
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What's so good about trends?

  1. What’s so great abouttrends?Richard Huntington, Saatchi & Saatchi
  2. Marketerslove a good trend
  3. # 1 Trends are fun
  4. The naturalhabitat of the portmanteau
  5. # 1 Trends are fun# 2 Trends make us feel in control
  6. # 1 Trends are fun# 2 Trends make us feel in control# 3 Trends are reassuring
  7. # 1 Trends are fun# 2 Trends make us feel in control# 3 Trends are reassuring# 4 Trends offer first advantage
  8. Trends make for great conferences
  9. Trends recognisechanging behaviour butdo they changebehaviour?
  10. Trends are trendyInsights get shit done
  11. Gallirallus Owstoni
  12. Just because you call itan insight doesn’t makeit one
  13. Just because you call it an insight department make it one either
  14. An undeniable truth aboutconsumers, brands orcategories
  15. We need a newaction standard for insight
  16. Revelation
  17. An astonishing disclosure about real people, the brands they use or the world they live in
  18. That compels a change in their behaviour
  19. Hit a kid at 40mph and there is an80% chance they’ll die, hit them at 30 and there is an 80% chance they’ll live
  20. The holocaust wasn’t just anextraordinary atrocity it was anextraordinary achievement
  21. Pot Noodle is the culinaryequivalent of masturbation
  22. Hatecan be a force for good
  23. No one says thankyou to mums
  24. The very dust that vacuumcleaners suck up stops thesucking power ofvacuum cleaners
  25. # 1 Does it feel like a revelation?
  26. # 1 Does it feel like a revelation?# 2 Revelations live in the real world
  27. # 1 Does it feel like a revelation?# 2 Revelations live in the real world# 3 Look for unknown unknowns
  28. # 1 Does it feel like a revelation?# 2 Revelations live in the real world# 3 Look for unknown unknowns# 4 What do they really care about?
  29. # 1 Does it feel like a revelation?# 2 Revelations live in the real world# 3 Look for unknown unknowns# 4 What do they really care about?# 5 Ban wishful thinking
  30. For your free stamp emailrichard.hutington@saatchi.co.uk

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