Class Intro to Cool Hunting

prepare mindyour

coolhunterstrendsetters

~ and ~

A STORY ABOUT

ACT 1

how broadrepertoire?

is your

ASSES YOUR REPERTOIRE

Make a list of the last 10/5/3 of the following

films bookssongs



films bookssongs



films bookssongs



poemsmuseums

magazines



poemsmuseums

magazines



poemsmuseums

magazines



restaurantssocial events

apparel stores




apparel stores




apparel stores

82 83Siegel+Gale Global Brand Simplicity Index 201782 83Japan

BE AWARE

China

BEWARE!


internet of cool

BEWARE


china of cool

BEWARE


culture of cool

BEWARE


my mom is cool

BEWARE

ACT 2

adoptmindset

a learning

embraceambiguity

ADOPT A LEARNING MINDSET

We want to give ourselves permission to explorelots of different possibilities so that

the right answer presents itself.

OPTIMISM


Optimism is the thing that drives you forward.Optimism is the embrace of possibility,

the idea that even if we don’t know the answer,that it’s out there and that we can find it.

creativeconfidence


Creative confidence is the belief that everybody is creativeand that creativity isn’t the capacity to draw or compose or sculpt

but a way of understanding the world.

pastpresent


FUTURE

RUSSIAN AVANT-GARDE MoMA NYC (2016-2017)

keep itACT 3

human

HUMANCENTRICITY

KEEP IT HUMAN

We’re finding cool beyond coolness.We’re finding cool in relation to people.

We’re taking from people to give it back to people.

The basic motivations withinMaslow’s Hierarchy of Needs The result was a segmentation system powerful enough

to segment all mankind, and deep enough to understandall mankind’s basic motivations.Because Young & Rubicam also asked what brands people bought and how they felt about them, the system also became a way of understanding the deeperappeals of those brands.The system accepted that people from different countrieswere influenced by their differing cultural backgrounds,and removed the effect of those backgrounds. And so it was named the Cross Cultural ConsumerCharacterisation, or ‘4Cs’ for short.4Cs divides people into seven types, depending on theircore motivation. Shades of grey within the types comefrom the secondary motivations of their members.This booklet describes the seven types.You can find out what type you are by taking the shortonline test at http://www.4Cs.yr.com/diyshttp://www.4Cs.yr.com/diys

KEEP IT HUMAN

EMPATHYIn order to get to new solutions,

you have to get to know different people.different scenarios, different places.

learn fromfailure

KEEP IT HUMAN

We’re finding cool beyond coolness.We’re finding cool in relation to people.

We’re taking from people to give it back to people.

what’s cool? who decides

EXAMINE YOUR MINDSET

Do you worry about making mistakes?

Are your ideas fully formed or are they starting points?

When confronted with disconforming data, do you debate it? do you try to undestand it?

Do you measure your progress relative to othersor to your own improvement?

How do you handle setbacks? As signals to abandon shipor as opportunities to learn and try something different?

BROADEN YOUR MINDSET

Find some quiet time every day for reflecting on what you’re thinking and why

When you find yourself in a fixed mindset, ask if it’s coming from discomfort with change

or fear of making mistakes.

Make a priority to learn something new everyday

Ask questions more often than you give answers

Do something that stretches you beyond your current capabilities at least once a week.

FROM REALITYOBSERVATIONS

LIFETIME PROJECT

~ JOURNAL ~

Marketing

Class Intro to Cool Hunting