Trend-Driven Innovation: Beat Accelerating Customer Expectations by Henry Mason

Description: Trend-Driven Innovation by Henry Mason, David Mattin, Maxwell Luthy, Delia Dumitrescu, Alexander Osterwalder Trend-Driven Innovation Beat accelerating customer expectations. Every business leader, entrepreneur, innovator, and marketer wants to know where customers are headed. The problem? The received wisdom on how to find out is wrong. FORMAT Paperback LANGUAGE English CONDITION Brand New Publisher Description Trend-Driven InnovationBeat accelerating customer expectations.Every business leader, entrepreneur, innovator, and marketer wants to know where customers are headed. The problem? The received wisdom on how to find out is wrong.In this startling new book, the team at TrendWatching share a powerful, counter-intuitive truth: to discover what people want next, stop looking at customers and start looking at businesses. That means learning how to draw powerful insights from the way leading brands and disruptive startups—from Apple to Uber, Chipotle to Patagonia—redefine customer expectations.Sharing the secrets that have led thousands of the worlds most successful brands and agencies to rely on TrendWatching for over a decade, Trend-Driven Innovation is the book that will reconfigure your view of the business world forever.Youll learn: How to spot emerging trends using three crucial building blocks, and how to recognize the expectation gaps that herald opportunity.Why most professionals focus on precisely the wrong trends and innovations, and how to avoid this.How to turn trends and insights into innovations that customers will love. Amid the endless change that defines todays business environment, opportunity is everywhere. Highly practical, and featuring real-world examples from around the world, Trend-Driven Innovation is the actionable, battle-tested manual that will enable you harness those opportunities time after time. Setting you up to build an organization that matters, products customers love, and campaigns people cant stop talking about. Back Cover TURN OVERWHELM INTO OPPORTUNITY. HERES HOW > Every business leader, entrepreneur, innovator, and marketer wants to know where customers are headed. The problem? The received wisdom on how to find out is wrong. This book demonstrates a powerful, counterintuitive truth: to anticipate what people will want next, stop looking at customers and start looking at businesses. That means learning how to draw actionable insights from the way leading brands and disruptive startups--from Apple to Uber, Chipotle to Patagonia--redefine expectations. Sharing the secrets that have led hundreds of thousands of professionals at the worlds most successful brands and agencies to rely on TrendWatching for over a decade, Trend-Driven Innovation will reconfigure your view of the business world. Highly visual and intensely practical, it will act as a step-by-step manual to enable you to build an organization that matters, products customers love, and campaigns people cant stop talking about. "If youre an innovator, designer, entrepreneur, or in need of one, read this book. It is entertaining and pathologically precise, and unveils a simple and elegant system for spotting early trends that may reshape our business, community, and life." --Lisa Gansky, entrepreneur, investor, author of The Mesh Flap TURN OVERWHELM INTO OPPORTUNITY. HERES HOW > Every business leader, entrepreneur, innovator, and marketer wants to know where customers are headed. The problem? The received wisdom on how to find out is wrong. This book demonstrates a powerful, counterintuitive truth: to anticipate what people will want next, stop looking at customers and start looking at businesses. That means learning how to draw actionable insights from the way leading brands and disruptive startups--from Apple to Uber, Chipotle to Patagonia--redefine expectations. Sharing the secrets that have led hundreds of thousands of professionals at the worlds most successful brands and agencies to rely on TrendWatching for over a decade, Trend-Driven Innovation will reconfigure your view of the business world. Highly visual and intensely practical, it will act as a step-by-step manual to enable you to build an organization that matters, products customers love, and campaigns people cant stop talking about. "If youre an innovator, designer, entrepreneur, or in need of one, read this book. It is entertaining and pathologically precise, and unveils a simple and elegant system for spotting early trends that may reshape our business, community, and life." --Lisa Gansky, entrepreneur, investor, author of The Mesh Author Biography Henry Mason (Managing Director) has overseen trend thinking across all trendwatching.coms free publications and paid services since 2010. In the past 3 years, Henry has given over 50 keynote presentations in more than 25 countries across 6 continents. Henry has been quoted as a trend expert in numerous business publications, including The Guardian, Financial Times, El Pais, The New York Times and The Economist, and has appeared on television networks such as CNBC, the BBC, Al Jazeera and Brazils Globo News. David Mattin (Head of Trends & Insights) is responsible for day-to-day trend thinking across free and Premium content. He started his career on the features desk at The Times, and has written and presented documentaries for BBC Radio. His business, innovation and consumer insight journalism has appeared in a wide range of newspapers and magazines including CNBC, Quartz, Inc Magazine, the National, Harpers Bazaar and more. Delia Dumitrescu (Lead Innovation Architect) has delivered presentations and workshops across Europe, and guest lectures at various universities. She is a published trend and innovation expert, and author of several books including Road Trip to Innovation and was featured in Forbes Romanias Top 30 Under 30 in 2014. Maxwell Luthy (Senior Trend Strategist) represents trendwatching.com in North America, delivering keynotes and facilitating client workshops. Maxwell was previously the Director of trendwatching.coms 2,600+ international spotter network.. He has spoken on trends in the US, UK, Turkey, South Africa and the Philippines, and has been quoted as a trend expert in publications such as the Financial Times. Table of Contents 1 WHY NOW Welcome to the Expectation Economy The Expectation Economy 06 Why your customers are (almost) impossible to please 2 SCAN The Overwhelm Is the Opportunity Trends 101 44 Where to start with consumer trends Watch Businesses First, Customers Second 60 The counterintuitive secret to customer centricity Trends in the Wild 86 Four trends and how we identified them Building a Trend Framework 98 Why you need one; how to build it; sharing ours 3 FOCUS What to Run With, When, and How Post-Demographic Consumerism 120 A license to focus on surprising things Evaluating Trends for Opportunity 144 Drill deeper into the opportunities offered to you by any trend The Consumer Trend Radar 172 Prioritize and visualize application of the trends youll run with 4 GENERATE Turn Insights into Ideas The Consumer Trend Canvas 200 A simple tool for generating compelling, trend-driven innovation ideas The Consumer Trend Canvas in Action 224 Practical examples to learn from Trend-Driven Ideation Sessions 244 Run workshops that deliver winning ideas 5 EXECUTE Realize Your Ideas, or Realize They Are Useless The First Yards 264 Make those first steps count 6 CULTURE Unlock an Opportunity Machine Your Trend Department 286 Get your colleagues to see around corners Trend-Driven Ecosystems 306 Tap into and harness external networks, too Long Description TURN OVERWHELM INTO OPPORTUNITY. HERES HOW &> Every business leader, entrepreneur, innovator, and marketer wants to know where customers are headed. The problem? The received wisdom on how to find out is wrong. This book demonstrates a powerful, counterintuitive truth: to anticipate what people will want next, stop looking at customers and start looking at businesses. That means learning how to draw actionable insights from the way leading brands and disruptive startups from Apple to Uber, Chipotle to Patagonia redefine expectations. Sharing the secrets that have led hundreds of thousands of professionals at the worlds most successful brands and agencies to rely on TrendWatching for over a decade, TrendDriven Innovation will reconfigure your view of the business world. Highly visual and intensely practical, it will act as a stepbystep manual to enable you to build an organization that matters, products customers love, and campaigns people cant stop talking about. "If youre an innovator, designer, entrepreneur, or in need of one, read this book. It is entertaining and pathologically precise, and unveils a simple and elegant system for spotting early trends that may reshape our business, community, and life." Lisa Gansky, entrepreneur, investor, author of The Mesh Details ISBN1119076315 Year 2015 ISBN-10 1119076315 ISBN-13 9781119076315 Format Paperback Subtitle Beat Accelerating Customer Expectations Place of Publication New York Country of Publication United States DEWEY 658.4063 Short Title TREND-DRIVEN INNOVATION Language English Media Book Pages 368 Illustrations Yes Author Alexander Osterwalder UK Release Date 2015-11-06 AU Release Date 2015-09-18 NZ Release Date 2015-09-18 Publisher John Wiley & Sons Inc Publication Date 2015-11-06 Imprint John Wiley & Sons Inc Audience Professional & Vocational US Release Date 2015-11-06 We've got this At The Nile, if you're looking for it, we've got it. 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