UNLOCKING COOL By Jeremy Gutsche Chief Trend Hunter, TrendHunter.com How to Inspire Innovation Potential & Infect Your Pro...
<ul><li>Web Entrepreneur since 1995 </li></ul><ul><li>Management Consultant 2000-04 </li></ul><ul><li>Director of Superpri...
= Background:  What is Trend Hunter?
400 Trends Per Week Editorial Review Background:  How does Trend Hunter Work? 9000 Trend Hunters
WE REVIEW UP TO  1000  POSTS / MONTH HUNTING FOR  COOL Background:  Context for Cool
POPULAR IS  NOT  COOL COOL IS THE  NEXT  BIG THING WHAT IS COOL?
UNIQUE COOL IS WHAT IS COOL?
CUTTING EDGE COOL IS WHAT IS COOL?
VIRAL COOL IS (Because it’s  viral , marketers and designers seek to attain it) WHAT IS COOL?
UNLOCKING COOL  is the title of my in-progress book, which explores how methodical innovation can unlock cool Culture of I...
Culture of Innovation  - A culture of innovation is the requisite  [foundation]  catalyst to disruptive innovation  Trend ...
CULTURE EATS   STRATEGY FOR BREAKFAST Sign on wall of Ford’s Strategy War Room: Not sure if ford is cool… but the sign is!...
In short, these aren’t base requirements, these are areas where you must be revolutionary Culture of Innovation Jeremy Gut...
Perspective – A Starting Point Culture of Innovation Perspective
Perspective - Example <ul><li>Guess the Company: </li></ul><ul><li>“ ______ has been turning creative ideas into breakthro...
Perspective – Example (cont’d) Smith Corona! Culture of Innovation Perspective The best typewriter company in the world!
Perspective <ul><li>Smith Corona wanted to win  in the world of Typewriters. </li></ul><ul><li>They viewed the PC as rival...
Perspective The Point? SITUATIONAL FRAMING  DICTATES YOUR OUTCOME Culture of Innovation Perspective
Perspective – Crisis can be good Culture of Innovation Wei-Ji Crisis = Opportunity Perspective
Perspective – Crisis Example <ul><li>Personal Experience </li></ul><ul><li>Inherited Capital One Canada’s largest  busines...
(Responsible) Failure Means You’re Innovating Culture of Innovation Forced Failure
Want this giant word on the top your performance report?  Maybe you should. Culture of Innovation A DECENT PROPORTION OF Y...
Fail or Die Culture of Innovation IF YOU DON’T FAIL:  YOU WILL BECOME THE  BEST TYPEWRITER COMPANY IN THE WORLD
The Danger of Success Culture of Innovation SUCCESS COMPLACENCY
The Impact of Complacency Culture of Innovation COMPLACENCY WILL BE THE  ARCHITECTURE OF YOUR DOWNFALL
Successful organizations innovate to optimize their position.  It’s like finding the top of a hill Culture of Innovation ©...
It is a large tradeoff for successful companies to make a big test, because failure is more likely Culture of Innovation ©...
However, without making large innovations, it is impossible to find even LARGER hills Culture of Innovation © Jeremy Gutsc...
Creating opportunities to fail can result in breakthrough innovation Culture of Innovation Failure <ul><li>BBC Programming...
While it was funded from BBC’s gambling fund, the Office ended up being a smash hit Culture of Innovation <ul><li>The Offi...
Incentive = Motivation = Success Culture of Innovation Incentive
Organizations reward individuals and groups based on the outcomes of their actions  Decisions vs. Outcomes Culture of Inno...
If a person gets paid for making their numbers, there is no incentive to fail Culture of Innovation WHY BOTHER  FAILING  I...
Accordingly, rewarding decisions is  particularly important  in the world of innovation Decisions vs. Outcomes Culture of ...
Rewarding decisions (not outcomes) can also enable a more innovation friendly environment Culture of Innovation WIN WIN LI...
Exude Creativity Culture of Innovation Creativity
There are core elements of a creative culture that we all know (but forget to practice) <ul><li>Creative Environment </li>...
People mirror their leaders, so a senior leader with only ‘feasible’ ideas ruins idea generation Culture of Innovation Cre...
Commitment to an idea limits creative potential.  Share ‘half baked’ ideas and be willing to change Culture of Innovation ...
Trend Hunting  – Innovation and strategic advantage hinge on the ability to anticipate trends and identify the next big th...
Hunt For Cool Trend Hunting 3 DON’T ACCEPT SOMEONE ELSE’S MACRO-TRENDS (THEY AREN’T RELEVANT)
Trend Hunting – Seeking inspiration from innovation <ul><li>Reset Your Expectations </li></ul><ul><li>Observe Your Custome...
Reset Your Expectations Trend Hunting New Hires Managers Leaders AN OBSERVATION: Ask Questions Act With Confidence Ask Que...
Reset Your Expectations Trend Hunting AVOID YOUR BIAS 1
Reset Your Expectations Trend Hunting There’s no point  innovating  if you think you already know the answer. 1
Observe Your Customers Trend Hunting <ul><li>Designers </li></ul><ul><li>Entrepreneurs </li></ul><ul><li>Artists </li></ul...
Observe Your Customers Trend Hunting <ul><li>CEO </li></ul><ul><li>Sr. Managers </li></ul><ul><li>Worker Bees </li></ul><u...
Observe Your Customers Trend Hunting Focus groups Surveys Interviews Interact with them Observe product use Watch the purc...
Observe Your Customers Trend Hunting <ul><li>HEAD OF CADILAC DESIGN   </li></ul><ul><ul><li>Rides with Escalade-driving in...
Observe Your Customers Trend Hunting <ul><li>Needed to reinvent  gas station stores </li></ul><ul><li>Hung out in a gas st...
Observe Your Customers Trend Hunting <ul><li>TEENAGE BOYS @ GAS STATIONS </li></ul><ul><li>Teenage boys ‘ group shop ’ at ...
Hunt For Cool Trend Hunting 3 GET INSPIRATION BY HUNTING FOR COOL web + your industry + fashion +  design + marketing + po...
Hunt For Cool  (example: Hotel Industry) Trend Hunting 3 Dockside Crane Hotel Celebrity B&B (Tori Spelling) Portable Hotel...
Hunt For Cool  (example: Hotel Industry) Trend Hunting 3 In Room Chef Pet Spas Artist Designed Rooms In Room Massage Pre C...
Hunt For Cool  (example: Outside Hotels) Trend Hunting 3 Art Venting Machines Fighting Robots Naughty Video Games Helmets ...
Hunt For Cool  (example: Ad Mediums) Trend Hunting 3 Eggvertising Fake Prostitutes Video Game Advertising Assvertising Esc...
Cluster Into Trends Next, cluster customer insights and cool Trend Hunting 4
Trend Hunting 4 Cluster Into Trends Certain trends will become apparent
Trend Hunting 4 Cluster Into Trends Hotel Industry Examples In Room Chef In Room Massage Rolls Royce Hotel Luxury Blimp Ho...
The Patterns of Cool Luxitization Shock Style over Substance Old is the New New Fame Beats Fortune Cool Comes From the Fri...
Trend Hunting 4 The human mind has an amazing ability to recognize  patterns  by creating shortcuts. This is bad. Cluster ...
Cluster Into Trends It’s easy to see what you already expected… Trend Hunting 4 You knew these (look harder) X X In Room C...
Trend Hunting 4 Force yourself to RE-CLUSTER your trends That’s how you unlock  insight . Cluster Into Trends Re-cluster, ...
Trend Hunting 4 Cluster Into Trends – RE-Cluster! It can be difficult, but new trends will emerge
Trend Hunting 4 Cluster Into Trends – RE-Cluster! Hotel Example – ‘In room’ was less apparent In Room Chef Pre Cooked Gour...
Develop a Point of View Identify how to act upon your new trend… Trend Hunting 5 “ We will transform the industry with unp...
Power Innovation  – Adding ‘some’ structure to your innovation process will enhance results Power Innovation Unlocking Coo...
Starting with your new point of view, develop a methodical staged innovation process Power Innovation Power Innovation  (2...
Stage Gate Innovation can be powerful because it levels the playing field and forces innovation Power Innovation Power Inn...
Infectious Marketing  – How you pitch an already cool idea will dictate its success or failure Trend Hunting Power Innovat...
VIRAL WHAT YOU REALLY WANT IS TO BE The goal is to be VIRAL, which can be very different from typical branding Infectious ...
Infecting the Blogosphere INFECT THE BLOGOSPHERE Case Study – The Half Suit   Infectious Mktg
Infectious Mktg Fashion Police Nerd Approved When one of our Trend Hunters posted The Half Suit,  175  Sites Linked to Tre...
Infectious Mktg Fashion Police Nerd Approved 1800  sites linked to the  175  sites that linked to Trend Hunter
Six months later, the Half Suit has received massive exposure (for free) Infectious Mktg 6 Months Later  = 13,800 Sites Ex...
VIRAL? MY PRODUCT ROCKS! HOW DO I MAKE IT How do I do it? Infectious Mktg
RULE #1
RELENTLESSLY
OBSESS
ABOUT
YOUR
STORY
RULE #1: RELENTLESSLY  OBSESS ABOUT YOUR STORY
Story Obsession – a Check List <ul><li>SIMPLE  </li></ul><ul><ul><li>“ Supercharge Word of Mouth” - Seth </li></ul></ul><u...
Story Obsession – Example 1 Good Viral World’s Most Expensive Hamburger $5,000 Hamburger
  Story Obsession – Example 2 Good Viral Toys From the Toilet Pee & Poo Dolls
  Story Obsession – Example 3 Good Viral Balaclava Hoodie  Terror Fashion
Culture of Innovation Unlocking Cool BY METHODICALLY APPROACHING  INNOVATION , YOU CAN GENERATE  IDEAS , STIMULATE  CREATI...
Want more? OVER 5000 TRENDS Trend Hunter .com Thank You! TREND HUNTER .com/FEEDBACK
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Unlocking Cool - By Jeremy Gutsche, TrendHunter.com

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By methodically approaching innovation, organizations and individuals can generate ideas, stimulate creativity, and ultimately unlock cool. The UNLOCKING COOL presentation is typically delivered as a keynote speach with the slides used as a reference for the discussion.

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Unlocking Cool - By Jeremy Gutsche, TrendHunter.com

  1. 1. UNLOCKING COOL By Jeremy Gutsche Chief Trend Hunter, TrendHunter.com How to Inspire Innovation Potential & Infect Your Products With Cool TM
  2. 2. <ul><li>Web Entrepreneur since 1995 </li></ul><ul><li>Management Consultant 2000-04 </li></ul><ul><li>Director of Superprime / Head of Innovation @ Capital One Canada 2004-Current </li></ul><ul><li>Founder & Chief Trend Hunter TREND HUNTER .COM </li></ul>Jeremy Gutsche, MBA, CFA Background: Who is this guy?
  3. 3. = Background: What is Trend Hunter?
  4. 4. 400 Trends Per Week Editorial Review Background: How does Trend Hunter Work? 9000 Trend Hunters
  5. 5. WE REVIEW UP TO 1000 POSTS / MONTH HUNTING FOR COOL Background: Context for Cool
  6. 6. POPULAR IS NOT COOL COOL IS THE NEXT BIG THING WHAT IS COOL?
  7. 7. UNIQUE COOL IS WHAT IS COOL?
  8. 8. CUTTING EDGE COOL IS WHAT IS COOL?
  9. 9. VIRAL COOL IS (Because it’s viral , marketers and designers seek to attain it) WHAT IS COOL?
  10. 10. UNLOCKING COOL is the title of my in-progress book, which explores how methodical innovation can unlock cool Culture of Innovation Unlocking Cool Trend Hunting Power Innovation Infectious Mktg
  11. 11. Culture of Innovation - A culture of innovation is the requisite [foundation] catalyst to disruptive innovation Trend Hunting Power Innovation Infectious Mktg Culture of Innovation Unlocking Cool
  12. 12. CULTURE EATS STRATEGY FOR BREAKFAST Sign on wall of Ford’s Strategy War Room: Not sure if ford is cool… but the sign is! As after 4 yrs of Management Consultant, I agree
  13. 13. In short, these aren’t base requirements, these are areas where you must be revolutionary Culture of Innovation Jeremy Gutsche’s Four Dimensions of a Creative Culture Perspective Creativity Incentive Forced Failure
  14. 14. Perspective – A Starting Point Culture of Innovation Perspective
  15. 15. Perspective - Example <ul><li>Guess the Company: </li></ul><ul><li>“ ______ has been turning creative ideas into breakthroughs for well over a century” </li></ul><ul><li>Invented grammar checkers </li></ul><ul><li>Invented built-in dictionaries (1985) </li></ul><ul><li>Invented the laptop word processor (1989) </li></ul><ul><li>Started building PDAs in (1994) </li></ul><ul><li>Any guesses? </li></ul>Culture of Innovation Perspective
  16. 16. Perspective – Example (cont’d) Smith Corona! Culture of Innovation Perspective The best typewriter company in the world!
  17. 17. Perspective <ul><li>Smith Corona wanted to win in the world of Typewriters. </li></ul><ul><li>They viewed the PC as rival technology </li></ul><ul><li>But they could have dominated PC word processing </li></ul>Culture of Innovation Perspective
  18. 18. Perspective The Point? SITUATIONAL FRAMING DICTATES YOUR OUTCOME Culture of Innovation Perspective
  19. 19. Perspective – Crisis can be good Culture of Innovation Wei-Ji Crisis = Opportunity Perspective
  20. 20. Perspective – Crisis Example <ul><li>Personal Experience </li></ul><ul><li>Inherited Capital One Canada’s largest business when it started to fail </li></ul><ul><li>Goal = Decline by ONLY 20% </li></ul><ul><li>Declaration of crisis became a major opportunity </li></ul><ul><li>Allowed us to cut through red tape </li></ul><ul><li>Accelerated innovation </li></ul><ul><li>Forced us to ‘meet our customers’ </li></ul><ul><li>We tripled monthly bookings by the end of the year </li></ul>Culture of Innovation Perspective
  21. 21. (Responsible) Failure Means You’re Innovating Culture of Innovation Forced Failure
  22. 22. Want this giant word on the top your performance report? Maybe you should. Culture of Innovation A DECENT PROPORTION OF YOUR INNOVATIONS MUST FAIL
  23. 23. Fail or Die Culture of Innovation IF YOU DON’T FAIL: YOU WILL BECOME THE BEST TYPEWRITER COMPANY IN THE WORLD
  24. 24. The Danger of Success Culture of Innovation SUCCESS COMPLACENCY
  25. 25. The Impact of Complacency Culture of Innovation COMPLACENCY WILL BE THE ARCHITECTURE OF YOUR DOWNFALL
  26. 26. Successful organizations innovate to optimize their position. It’s like finding the top of a hill Culture of Innovation © Jeremy Gutsche, TrendHunter.com
  27. 27. It is a large tradeoff for successful companies to make a big test, because failure is more likely Culture of Innovation © Jeremy Gutsche, TrendHunter.com
  28. 28. However, without making large innovations, it is impossible to find even LARGER hills Culture of Innovation © Jeremy Gutsche, TrendHunter.com
  29. 29. Creating opportunities to fail can result in breakthrough innovation Culture of Innovation Failure <ul><li>BBC Programming </li></ul><ul><li>In the late 90s BBC created rigid budget controls </li></ul><ul><li>Innovation became narrow </li></ul><ul><li>Market share went down </li></ul><ul><li>New CEO and CFO created a ‘Gambling’ Fund </li></ul><ul><li>Ideas expected to fail could qualify this fund </li></ul><ul><li>One idea that won ‘gambling money’… </li></ul>
  30. 30. While it was funded from BBC’s gambling fund, the Office ended up being a smash hit Culture of Innovation <ul><li>The Office </li></ul><ul><li>Biggest hit in BBC’s history </li></ul>Failure
  31. 31. Incentive = Motivation = Success Culture of Innovation Incentive
  32. 32. Organizations reward individuals and groups based on the outcomes of their actions Decisions vs. Outcomes Culture of Innovation Incentive BAD GOOD BAD GOOD DECISIONS OUTCOMES REWARD PUNISH
  33. 33. If a person gets paid for making their numbers, there is no incentive to fail Culture of Innovation WHY BOTHER FAILING IN SOFTWARE WHEN I CAN MAKE A PROFITABLE NEW TYPE WRITER ?
  34. 34. Accordingly, rewarding decisions is particularly important in the world of innovation Decisions vs. Outcomes Culture of Innovation Incentive BAD GOOD BAD GOOD DECISIONS OUTCOMES REWARD PUNISH PUNISH REWARD
  35. 35. Rewarding decisions (not outcomes) can also enable a more innovation friendly environment Culture of Innovation WIN WIN LIKE YOU ARE USED TO IT LOSE LIKE YOU ENJOY IT Incentive
  36. 36. Exude Creativity Culture of Innovation Creativity
  37. 37. There are core elements of a creative culture that we all know (but forget to practice) <ul><li>Creative Environment </li></ul><ul><li>Freedom </li></ul><ul><li>Fun </li></ul><ul><li>Broad involvement </li></ul><ul><li>(You know this, but implement it!) </li></ul>Culture of Innovation Creativity
  38. 38. People mirror their leaders, so a senior leader with only ‘feasible’ ideas ruins idea generation Culture of Innovation Creativity SENIOR PEOPLE NEED TO BE CRAZY
  39. 39. Commitment to an idea limits creative potential. Share ‘half baked’ ideas and be willing to change Culture of Innovation Creativity NOTHING IS PRECIOUS
  40. 40. Trend Hunting – Innovation and strategic advantage hinge on the ability to anticipate trends and identify the next big thing Trend Hunting Power Innovation Infectious Mktg Culture of Innovation Unlocking Cool
  41. 41. Hunt For Cool Trend Hunting 3 DON’T ACCEPT SOMEONE ELSE’S MACRO-TRENDS (THEY AREN’T RELEVANT)
  42. 42. Trend Hunting – Seeking inspiration from innovation <ul><li>Reset Your Expectations </li></ul><ul><li>Observe Your Customers </li></ul><ul><li>Hunt for Cool </li></ul><ul><li>Cluster Insights Into Trends </li></ul><ul><li>Develop a Point of View </li></ul>1 2 3 4 5 Trend Hunting Trend Hunting
  43. 43. Reset Your Expectations Trend Hunting New Hires Managers Leaders AN OBSERVATION: Ask Questions Act With Confidence Ask Questions 1
  44. 44. Reset Your Expectations Trend Hunting AVOID YOUR BIAS 1
  45. 45. Reset Your Expectations Trend Hunting There’s no point innovating if you think you already know the answer. 1
  46. 46. Observe Your Customers Trend Hunting <ul><li>Designers </li></ul><ul><li>Entrepreneurs </li></ul><ul><li>Artists </li></ul><ul><li>Marketers </li></ul><ul><li>Strategists </li></ul>In ALL industries, innovation starts by observing customers 2
  47. 47. Observe Your Customers Trend Hunting <ul><li>CEO </li></ul><ul><li>Sr. Managers </li></ul><ul><li>Worker Bees </li></ul><ul><li>Newest Hires </li></ul><ul><li>All Levels </li></ul>In ALL industries, even CEO needs to observe customers 2
  48. 48. Observe Your Customers Trend Hunting Focus groups Surveys Interviews Interact with them Observe product use Watch the purchase Observe customers… … in their zone. 2
  49. 49. Observe Your Customers Trend Hunting <ul><li>HEAD OF CADILAC DESIGN </li></ul><ul><ul><li>Rides with Escalade-driving inner city customers in Detroit </li></ul></ul><ul><li>CAPITAL ONE SENIOR EXECS </li></ul><ul><ul><li>Answer customer service calls </li></ul></ul><ul><li>CONTINENTAL’S CEO </li></ul><ul><ul><li>Always flies economy </li></ul></ul>2
  50. 50. Observe Your Customers Trend Hunting <ul><li>Needed to reinvent gas station stores </li></ul><ul><li>Hung out in a gas stations for 6 hours </li></ul><ul><li>But I already KNOW what people are like in a gas station… right? </li></ul><ul><li>Powerful insights were gathered only by observing </li></ul>2 PERSONAL EXAMPLE: BP Oil & Gas
  51. 51. Observe Your Customers Trend Hunting <ul><li>TEENAGE BOYS @ GAS STATIONS </li></ul><ul><li>Teenage boys ‘ group shop ’ at gas stations. </li></ul><ul><li>They get excited by energy drinks and snack food </li></ul><ul><li>They are price insensitive </li></ul>2 PERSONAL EXAMPLE: BP Oil & Gas
  52. 52. Hunt For Cool Trend Hunting 3 GET INSPIRATION BY HUNTING FOR COOL web + your industry + fashion + design + marketing + pop culture @ trendhunter.com
  53. 53. Hunt For Cool (example: Hotel Industry) Trend Hunting 3 Dockside Crane Hotel Celebrity B&B (Tori Spelling) Portable Hotel Little Slim Inn (Rio) Prison Hotel Pipe Hotel Rolls Royce Hotel Extreme Hotel (climb it!) Coffin Hotel Luxury Blimp Hotel Cave Hotel Underwater Hotel
  54. 54. Hunt For Cool (example: Hotel Industry) Trend Hunting 3 In Room Chef Pet Spas Artist Designed Rooms In Room Massage Pre Cooked Gourmet Meals Graffiti Architecture Beer Spas Wine Spas RainSky Showers Bubble Architecture Pro. Run Sleepover Parties Glowing Bath Tubs
  55. 55. Hunt For Cool (example: Outside Hotels) Trend Hunting 3 Art Venting Machines Fighting Robots Naughty Video Games Helmets For Your Dog NYC Garbage (As Art) Skateboard Park in Museum Urinals for Dogs Urinals with Video Games Botox Parties Orthodox Jewish Barbie Muslim Barbie Barbie Cosmetics
  56. 56. Hunt For Cool (example: Ad Mediums) Trend Hunting 3 Eggvertising Fake Prostitutes Video Game Advertising Assvertising Escalator Advertising PETA’s Pretending to Kill Ppl Scentvertising Ads in College Notebook Bagvertising TV Headvertising Cowvertising Sheepvertising
  57. 57. Cluster Into Trends Next, cluster customer insights and cool Trend Hunting 4
  58. 58. Trend Hunting 4 Cluster Into Trends Certain trends will become apparent
  59. 59. Trend Hunting 4 Cluster Into Trends Hotel Industry Examples In Room Chef In Room Massage Rolls Royce Hotel Luxury Blimp Hotel Ultra Luxury Sensationalism Skateboard Park in Museum Beer Spas Pipe Hotel Coffin Hotel
  60. 60. The Patterns of Cool Luxitization Shock Style over Substance Old is the New New Fame Beats Fortune Cool Comes From the Fringe Reality Personalization Antithesis Temptation Sexification Pride Trend Hunting 4 Cluster Into Trends Pick relevant names for your trends
  61. 61. Trend Hunting 4 The human mind has an amazing ability to recognize patterns by creating shortcuts. This is bad. Cluster Into Trends Be careful…
  62. 62. Cluster Into Trends It’s easy to see what you already expected… Trend Hunting 4 You knew these (look harder) X X In Room Chef In Room Massage Rolls Royce Hotel Luxury Blimp Hotel Ultra Luxury Sensationalism Skateboard Park in Museum Beer Spas Pipe Hotel Coffin Hotel
  63. 63. Trend Hunting 4 Force yourself to RE-CLUSTER your trends That’s how you unlock insight . Cluster Into Trends Re-cluster, re-cluster, re-cluster!
  64. 64. Trend Hunting 4 Cluster Into Trends – RE-Cluster! It can be difficult, but new trends will emerge
  65. 65. Trend Hunting 4 Cluster Into Trends – RE-Cluster! Hotel Example – ‘In room’ was less apparent In Room Chef Pre Cooked Gourmet Meals In Room Massage In Room Luxury
  66. 66. Develop a Point of View Identify how to act upon your new trend… Trend Hunting 5 “ We will transform the industry with unparalleled in-room luxuries ” In Room Chef Pre Cooked Gourmet Meals In Room Massage In Room Luxury
  67. 67. Power Innovation – Adding ‘some’ structure to your innovation process will enhance results Power Innovation Unlocking Cool Culture of Innovation Trend Hunting Power Innovation Infectious Mktg
  68. 68. Starting with your new point of view, develop a methodical staged innovation process Power Innovation Power Innovation (2 Minute Version) Trend Hunting Infect Cool Ideate Rapid Proto-typing Rank Market Survey Refine Market Testing Power Innovation Trend Hunting Infect Cool 100 35 20 12 6 4 “ We will transform the industry with unparalleled in-room luxuries ”
  69. 69. Stage Gate Innovation can be powerful because it levels the playing field and forces innovation Power Innovation Power Innovation (2 Minute Version) <ul><li>Levels the playing field </li></ul><ul><li>Forces innovation (cultural benefit) </li></ul><ul><li>Organizationally specific </li></ul>Trend Hunting Infect Cool Ideate Rapid Proto-typing Rank Market Survey Refine Market Testing 100 35 20 12 6 4
  70. 70. Infectious Marketing – How you pitch an already cool idea will dictate its success or failure Trend Hunting Power Innovation Infectious Mktg Culture of Innovation Unlocking Cool
  71. 71. VIRAL WHAT YOU REALLY WANT IS TO BE The goal is to be VIRAL, which can be very different from typical branding Infectious Mktg
  72. 72. Infecting the Blogosphere INFECT THE BLOGOSPHERE Case Study – The Half Suit Infectious Mktg
  73. 73. Infectious Mktg Fashion Police Nerd Approved When one of our Trend Hunters posted The Half Suit, 175 Sites Linked to Trend Hunter post
  74. 74. Infectious Mktg Fashion Police Nerd Approved 1800 sites linked to the 175 sites that linked to Trend Hunter
  75. 75. Six months later, the Half Suit has received massive exposure (for free) Infectious Mktg 6 Months Later = 13,800 Sites Exposure = ~ 35 Million Top 15 ~13,800
  76. 76. VIRAL? MY PRODUCT ROCKS! HOW DO I MAKE IT How do I do it? Infectious Mktg
  77. 77. RULE #1
  78. 78. RELENTLESSLY
  79. 79. OBSESS
  80. 80. ABOUT
  81. 81. YOUR
  82. 82. STORY
  83. 83. RULE #1: RELENTLESSLY OBSESS ABOUT YOUR STORY
  84. 84. Story Obsession – a Check List <ul><li>SIMPLE </li></ul><ul><ul><li>“ Supercharge Word of Mouth” - Seth </li></ul></ul><ul><li>DIRECT </li></ul><ul><ul><li>“ I understand everything from the title” </li></ul></ul><ul><li>INNOVATIVE </li></ul><ul><ul><li>The ‘I-Have-to-Tell-Someone’ test. </li></ul></ul>1 2 3 Infectious Mktg Story Obsession
  85. 85. Story Obsession – Example 1 Good Viral World’s Most Expensive Hamburger $5,000 Hamburger
  86. 86. Story Obsession – Example 2 Good Viral Toys From the Toilet Pee & Poo Dolls
  87. 87. Story Obsession – Example 3 Good Viral Balaclava Hoodie Terror Fashion
  88. 88. Culture of Innovation Unlocking Cool BY METHODICALLY APPROACHING INNOVATION , YOU CAN GENERATE IDEAS , STIMULATE CREATIVITY , & ULTIMATELY UNLOCK COOL Trend Hunting Power Innovation Infectious Mktg
  89. 89. Want more? OVER 5000 TRENDS Trend Hunter .com Thank You! TREND HUNTER .com/FEEDBACK

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