Presented at Industry AHEAD, April 3.

1. WELCOME!
TREND-DRIVEN INNOVATION
Beat accelerating expectations
Industry AHEAD, Copenhagen, 3 April 2017
Henry Mason, Managing Director, TrendWatching

2. HANDS UP!

4. HANDS UP!

11. #KANYE2020

13. A consumer trend is a new
manifestation among people – in
behavior, attitude, or expectation –
of a fundamental human need,
want or desire.

14. FREE PUBLICATIONS
250,000 SUBSCRIBERS

15. PREMIUM SERVICE
1,200 CLIENTS

16. LIVE: Keynotes & Workshops

17. WHERE WE ARE

18. TW:IN - TrendWatching Insight Network
3,000 SPOTTERS

20. BUSINESS
TODAY…?!

21. “What will your customers want next?”

22. A NEW UNIT OF
ANALYSIS:
‘THE INNOVATION’

23. Trends emerge as innovators
address people’s basic human
needs and wants in novel ways.

24. CHANGE

25. BASIC NEEDS

26. INNOVATIONS

27. TENSION & EMERGING
EXPECTATIONS

30. BASIC
NEEDS
DRIVERS
OF CHANGE
INNOVATIONS
THE
SWEET
SPOT
NOVELTIESMORE OF
THE SAME
EXPECTATION
GAPS

31. Tracking trends helps you meet and
surpass consumers’ rapidly
changing expectations.

32. KEEPING AN EYE ON
THE COMPETITION?

33. EXPECTATION
TRANSFER

34. PARKING

35. TRANSPORT

36. SAVING

37. BUREAUCRACY

38. DATING

39. Don’t be thrown off by the ridiculous!

40. Think past short-term ‘failures’

41. EXPECTATION
ECONOMY

42. READY TO RUN WITH
Take these trends and examples,
learn from them, adapt them, and
launch innovations of your own!

43. LIGHTBULB MOMENT

44. VISION
NEW BUSINESS CONCEPTS
NEW PRODUCTS, SERVICES,
EXPERIENCES
MARKETING,
ADVERTISING, PR
WHERE?

45. WHO?

46. INTUITIVE INTERFACES
INFORMAL INFO
UPGRADIA

47. DIGITAL SUPERPOWERS
Instant & total transparency, more control, choice, relevance,
personalization and more, more, more...

48. But, if digital gives customers superpowers…

49. …why does technology feel like it’s getting in the way?!

50. STOP seeing the world through the lens of technology…

51. …and start seeing technology through a lens of
basic human needs & wants!

52. INTUITIVE INTERFACES
Consumers want to keep their tech-enabled
superpowers, without technology getting in the
way. Now, new and intuitive technologies
(speech, gesture, touch, sight, etc.) are enabling
people to interact with their environment in more
natural and convenient ways.

54. 1.8 BILLION USERS BY 2021…

55. With speech recognition, the English
input rate was 3.0x faster (Mandarin
Chinese 2.8x), than using the
smartphone keyboard. S t a n f o r d , A u g u s t
2 0 1 6

56. Further, with speech, the English
error rate was 20.4% lower
(Mandarin 63.4% lower), than the
keyboard. S t a n f o r d , A u g u s t
2 0 1 6

58. Partnership combines voice
control for home and car
FORD &
AMAZON

59. Sunglasses feature voice-
activated sports coaching systemOAKLEY

61. Touch-sensitive jacket facilitates
access to cellphone functions
GOOGLE
& LEVI'S

62. Amazon unveils checkout-free
concept storeAMAZON GO

63. Smart helmet lets wearers
‘see inside’ machineryINTEL

64. LIGHTBULB MOMENT
How will customers interact with your
products and services in the future?

65. People really love their phones…

66. six of the world’s top 10 most used
apps are messaging apps.
Q u e t t r a
A n a l y t i c s , Q 1
2 0 1 5

67. INFORMAL INFO
Information that cuts through all the
digital noise (notifications, alerts
etc.) will speak the language of
customers: fast and informal, but
also more effective and easier to
absorb and act on.

68. ALOFT MANHATTAN
DOWNTOWN HOTEL
Guests can communicate with
hotel via emoji

69. Fashion retailer launches
storytelling and customer
service-focused chat app
BURBERRY

70. World’s first robot lawyer
repeals 160,000 parking fines!!DONOTPAY

71. Automated car insurance quotes
generated via machine learning
INSURIFY

72. Abandoned vehicles reported
via WhatsApp
KUALA LUMPUR
CITY HALL

73. LIGHTBULB MOMENT
Are you speaking the fast, informal,
accessible language of your customers?

74. In a world with ever-shorter product cycles...

75. … ‘traditional’ product release cycles will be intolerable!

76. UPGRADIA
The constant stream of upgrades and
iterations typical of the digital
ecosystem will come to products too.
Smart brands will stop re-launching,
and start upgrading.

77. Cars park themselves
independently with no driver
present
TESLA

78. M I T,
M a y 2 0 1 6

79. the number of miles worth of data that
Tesla receive from their drivers every
10 hours: 780 million hours in the first
9 months of launch. M I T,
M a y 2 0 1 6

80. Sensor and mobile app
automatically track tire data
PIRELLI
CONNESSO

81. Brand partnership makes
billions of garments smart
AVERY
DENNISON

82. Sunglasses feature voice-
activated sports coaching systemOAKLEY

83. LIGHTBULB MOMENT
What would your ‘product as a service’
model look like?

84. Just the tip of the
iceberg

85. INTUITIVE INTERFACES
INFORMAL INFO
UPGRADIA

86. A FRAMEWORK FOR
UNDERSTANDING

87. CHANGE

88. BASIC NEEDS

89. INNOVATIONS

90. TENSION & EMERGING
EXPECTATIONS

91. APPLY! APPLY! APPLY!TREND SUPER HEROES!

92. HENRY@TRENDWATCHING.COM