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RN
TE EXPLOITING
UN TM
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Jeremy Gutsche, MBA, CFAJeremy Gutsche, MBA, CFA
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D y , ,Chief Trend Hunter, TrendHunter.com
y , ,Chief Trend Hunter, TrendHunter.com
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ET
© Jeremy Gutsche,
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CopyrightR
py gN
TE This presentation is for your
immediate team’s use only
UN immediate team’s use only.
Please do not distribute publish or
DH Please do not distribute, publish or
present outside your team.
EN
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Trademarks & Copyright'Trend Hunter' and ‘Exploiting Chaos' are registered trademarks of Trend Hunter Inc. Trend Hunter and its corporate graphics are copyright © Trend Hunter Inc.
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E Images posted in our articles are readily available in various places on the Internet and believed to be in public domain. Images posted are believed to be posted within our rights according to the U.S. Copyright Fair Use Act (title 17, U.S. Code.) If you believe that any content appearing on Trend Hunter infringes on your copyright, please contact us and the infringing material will be removed as soon as possible. T
© Jeremy Gutsche,
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MICRO-TRENDS & VIRAL INNOVATION SURROUND US
RINNOVATION SURROUND US
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© Jeremy Gutsche,
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BUT HOW DO WE MAKE SENSE OF THE NOISE?
ROF THE NOISE?
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CUSTOMERS
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COMPETITORS
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STRATEGYT
© Jeremy Gutsche,
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STRATEGY
EXPLOITING CHAOS IS A TOOL KIT FOR FINDING INSPIRATION
RKIT FOR FINDING INSPIRATION
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Trend Hunting Adaptive Innovation Infectious Mktg
Exploiting ChaosTM Framework
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Trend Hunting Adaptive Innovation Infectious Mktg
Culture of Revolution
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© Jeremy Gutsche,
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IT ALL BEGINS WITH YOUR ORGANIZATION’S CULTURE
RORGANIZATION S CULTURE
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CULTURE
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St tCULTURE
DH Strategy
STRATEGY
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CultureSTRATEGYFOR BREAKFAST
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© Jeremy Gutsche,
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Culture of RevolutionBE REVOLUTIONARYThese aren’t areas where you need to check the box
R Gutsche’s
These aren’t areas where you need to check the box
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E Gutsche sCulture of Revolution Framework
UN Perspective Intentional
Destruction
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EN
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Customer Failure
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E ObsessionFailure
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PerspectiveCulture of Revolution
Perspective
RPerspective
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E SPECIFICALLY
UN SPECIFICALLY
WHAT ARE
DH WHAT ARE
YOU TRYING
EN
D YOU TRYING TO DO?
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E TO DO?
T
© Jeremy Gutsche,
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QuizCulture of Revolution
Perspective
RPerspective
NT
E Guess the Company:• “ has been turning creative ideas into
UN
______ gbreakthroughs for well over a century”
• Invented grammar checkers
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g• Invented electronic dictionaries (1985)• Invented the laptop word processor (1989)
EN
D Invented the laptop word processor (1989)• Started building PDAs in (1994)
Any Guesses
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E • Any Guesses
T
© Jeremy Gutsche,
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Quiz (cont’d)
Culture of Revolution
Perspective
RPerspective
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E Smith Corona!
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EN
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The best typewriter company in the world!
T
© Jeremy Gutsche,
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Smith Corona knew how to spot trends, but they wanted to dominate typewriting so b dl h h d d
Culture of Revolution
Perspective
Rbadly that they never adapted Perspective
100 Years of Innovation
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E 1886 - first typewriter w/ upper & lower case
1906 fi bl i
UN 1906 - first portable typewriter
1957 - first portable electric typewriter
DH 1960 - first powered carriage return
1973 first removable cartridge
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D 1973 - first removable cartridge
1984 – first word eraser
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1985 - first electric dictionary and Personal Word Processor
1989 - first Laptop Personal Word ProcessorT
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1989 first Laptop Personal Word Processor
Perspective
Culture of Revolution
Perspective
R Th P i t?
Perspective
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E The Point?
SITUATIONAL
UN SITUATIONAL
FRAMING
DH FRAMING
DICTATES
EN
D DICTATES OUTCOME
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E OUTCOME
T
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PerspectiveCulture of Revolution
Perspective
RPerspective
NT
E SPECIFICALLY
UN SPECIFICALLY
WHAT ARE
DH WHAT ARE
YOU TRYING
EN
D YOU TRYING TO DO?
TR
E TO DO?
T
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Each of these companies were founded during periods of economic recession
Culture of Revolution
Perspective
Rduring periods of economic recession Perspective
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E Disney, CNN, MTV, Hyatt, Burger King, F dE Mi ft A l T I t t
UN FedEx, Microsoft, Apple, Texas Instrument,
20th Century Fox, Gillette, AT&T, IBM, Merck, H h ' Eli Lill C B i t l M S
DH Hershey's, Eli Lilly, Coors, Bristol-Myers, Sun,
Amgen, Autodesk, Adobe, BMC, EA, Fortune Maga ine GE and HP
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C O
Magazine, GE and HP.
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E Crisis = Opportunity
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You already know the trends that are changing industries
Culture of Revolution
Perspective
Rare changing industries… Perspective
NT
E Broadcast TV > Viral videosNewspapers > BlogsCDs > ConcertsS C
UN Stores > e-Commerce
Ads > Shockvertising
A i > Chi
DH America > China
New York > MoscowMen > Women
EN
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Libraries > WikipediaDoctors > Nurse PractitionersAccountants > QuickTax
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E Accountants > QuickTaxLawyers > Legal Forms OnlinePhotography > 'Photoshopping'T
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… learn to adapt.Culture of Revolution
Perspective
RPerspective
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DON’T WAIT UN DON’T WAIT
TO BE DH TO BE
SHOCKEDEN
D SHOCKED
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(Responsible) Failure Means You’re Innovating
Culture of Revolution
Forced Failure
RForced Failure
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© Jeremy Gutsche,
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Want this giant word on the top your performance report? Maybe you should
Culture of Revolution
Forced Failure
Rperformance report? Maybe you should. Forced Failure
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A DECENT PROPORTION OF
UN YOUR CREATIONS MUST
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EN
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The Danger of Success
Culture of Revolution
Forced Failure
RForced Failure
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E SUCCESS
UN SUCCESS
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EN
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COMPLACENCY
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ECOMPLACENCY
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Successful organizations innovate to optimize their position It’s like finding the top of a hill
Culture of Innovation
Rtheir position. It s like finding the top of a hill
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It is a large tradeoff for successful companies to make a big test, because failure is more likely Culture of Innovation
Rmake a big test, because failure is more likely
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However, without making large innovations, it is impossible to find even LARGER hills
Culture of Innovation
Rimpossible to find even LARGER hills
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Rewarding decisions (not outcomes) can also enable a more innovation friendly environment
Culture of Revolution
Forced Failure
Renable a more innovation friendly environment Forced Failure
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N LIKE YOU
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ARE LOSE
EN
D USED TO IT
LOSELIKE YOUENJOY IT
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E TO IT ENJOY IT
T
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Be obsessed about knowing your current (and prospective) customers?
Culture of Revolution
Customer
R(and prospective) customers? Obsession
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Thinking about how to get people to stop littering?
Culture of Revolution
Customer
Rlittering? Obsession
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E EmotionalFunctional Benefit Cultural
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EN
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ConnectTell Motivate Empower
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Faced with the litter problem, Texas-Based ad agency GSD&M obsessed about their *customer*
Culture of Revolution
Customer
Ragency GSD&M obsessed about their *customer* Obsession
NT
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WHOMales YOU!
UN WHO Gun Rack
YOU!(Doing Research)
Young18-30
DH LITTERSPick-Up King of
EN
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?p
Truckg
My WorldLifestyle
Beer
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E ?Beer
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© Jeremy Gutsche,
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GSD&M’s Campaign
Culture of Revolution
Customer
Rp g
Obsession
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THE RESULT OF CUSTOMER OBSESSIONCulture of Revolution
RCultural ConnectionReduced Litter by 72%
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Now Synonymous w/ Texas
(1986-1990)
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Culture of Revolution
Customer Meeting CustomersR
Obsessiong
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E In ALL industries, innovation starts by observing customers
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• Designers
starts by observing customers
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Designers
• Entrepreneurs
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• Artists
• Marketers
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• Strategists
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© Jeremy Gutsche,
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Culture of Revolution
Customer Meeting CustomersR
Obsessiong
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E In ALL industries, even CEOneeds to observe customers
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• CEO
needs to observe customers
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CEO
• Sr. Managers
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• Worker Bees
• Newest Hires
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• All Levels
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Culture of Revolution
Customer Meeting CustomersR
Obsessiong
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E Observe customers…i th i
UN …in their zone.
DH Focus groups
S
Interact with them
Ob d t
EN
D Surveys
Interviews
Observe product use
Watch the purchase
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E Interviews Watch the purchase
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© Jeremy Gutsche,
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Trend Hunting – Innovation and strategic advantage hinge on the ability to anticipate trends and identify insight
Rthe ability to anticipate trends and identify insight
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Exploiting Chaos
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Trend Hunting Adaptive Innovation Infectious Mktg
Exploiting Chaos
Trend Hunting Adaptive Innovation Infectious Mktg
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Trend Hunting Adaptive Innovation Infectious Mktg
Culture of Revolution
Trend Hunting Adaptive Innovation Infectious Mktg
Culture of Revolution
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T d H tiReset Your Expectations
RTrend Hunting
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There is no point
UN There is no point
innovating if you
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g ythink you already
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T d H ti
Marco Morosini, a Ferrari designer, spends half his time designing FASHION
RTrend Huntingspends half his time designing FASHION
“You need to be more
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UN
DH to the complete ibilitE
ND ppossibility
f h t ld b
TR
E p yof what could be.”
- Marco MorosiniT
© Jeremy Gutsche,
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- Marco Morosini
T d H tiTrend Hunting
RTrend Hunting
Reset1
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E
Hunt2Reset1
UN• Customer
observations Cluster3
DH Macro
T d
• Competition• Market
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D Trends• AdjacentMarkets•Fashion
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E Fashion•Design•Marketing•Pop cultureT
© Jeremy Gutsche,
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p
T d H ti
Collect your favorite insights & look for clusters (patterns)
RTrend Huntinglook for clusters (patterns)
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T d H ti
Throw away your first clusters, and look beyond the obvious
RTrend Huntinglook beyond the obvious
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E The human mind is t t i i
UN great at recognizing
DH …
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…by creating
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T d H ti
Force yourself to look beyond the obvious that’s how to unlock insight
RTrend Huntingobvious… that s how to unlock insight
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Infectious Marketing – How you pitch an already cool idea will dictate its success or failure
Rdictate its success or failure
NT
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Exploiting Chaos
UN
Trend Hunting Adaptive Innovation Infectious Mktg
Exploiting Chaos
Trend Hunting Adaptive Innovation Infectious Mktg
DH
Trend Hunting Adaptive Innovation Infectious Mktg
Culture of Revolution
Trend Hunting Adaptive Innovation Infectious Mktg
Culture of Revolution
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© Jeremy Gutsche,
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Cultivate InfectionI f ti Mkt
RInfectious Mktg
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3 WAYS TO CULTIVATE INFECTION:
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Viral Viral
DH Creations Mediums
EN
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Well Packaged Stories
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ET
© Jeremy Gutsche,
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Innovating in a web 2.0 worldI f ti Mkt
R Wh t Infectious Mktg
NT
E When you create something that
UN something that
DH …
your story will
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D …your story will travel faster than
TR
E travel faster than ever beforeT
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ever before
Style Over SubstanceI f ti Mkt
RInfectious Mktg
NT
E PORTRAY YOUR PRODUCT AS
UN PRODUCT AS
DH ,
S
EN
DAND THAT IS ALL IT WILL EVER BE
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E WILL EVER BE.
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Viral DeliveryI f ti Mkt
RInfectious Mktg
NT
E WHY IS YOUR
UN
WHY IS YOUR PRODUCT
THE BEST IN DHTHE BEST IN
THE WORLD?EN
DTHE WORLD?
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© Jeremy Gutsche,
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PerspectiveI f ti Mkt
RInfectious Mktg
NT
E SPECIFICALLY
UN SPECIFICALLY
WHAT ARE
DH WHAT ARE
YOU TRYING
EN
D YOU TRYING TO DO?
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E TO DO?
T
© Jeremy Gutsche,
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What does your company do?(Why should I choose you?) I f ti Mkt
R(Why should I choose you?) Infectious Mktg
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RRELENTLESSLY
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ERELENTLESSLY
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ABOUT YOUR
EN
D ABOUT YOUR
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Story Obsession – a Check ListI f ti Mkt
RInfectious Mktg
NT
E Story Obsession
UN • SIMPLE
• Supercharge Word of Mouth
1
DH
• Supercharge Word of Mouth
• DIRECT2
EN
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• Why should I choose you?
SUPERCHARGED3
TR
E • SUPERCHARGED• The ‘I-Have-to-Tell-Someone’ test.
3
T
© Jeremy Gutsche,
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Story Obsession – Example : The FLEURBURGER….R Good Viral
NT
E Good Viral
World’s
UN World s Most
Expensive H b
$5,000 Hamburger
DH Hamburger
1
EN
D• Simple
• Direct
12
TR
E Direct
• Supercharged
23 XT
© Jeremy Gutsche,
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RRELENTLESSLY
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ERELENTLESSLY
UN
DH
ABOUT YOUR
EN
D ABOUT YOUR
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© Jeremy Gutsche,
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STAY ON THE CUTTING EDGE@ TRENDHUNTER COM
R@ TRENDHUNTER.COM
60 000 S
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2010
DH 2010
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© Jeremy Gutsche,
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EXPLOITING CHAOSR
“The Best Book on Innovation” – Duct Tape Marketing
NT
E #1 Most Popular at CEO Read (Sept - Dec 2009)
Endorsed by BusinessWeek BNN
UN Endorsed by BusinessWeek, BNN,
CBC, National Post, CityTV, Fast Company, Seth Godin, Tim Ferriss, Daniel Pink
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,
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© Jeremy Gutsche,
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