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LECTURE SIX
Spring 2014Analyzing Trends |Trends & Innovation
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what do we mean by innovation?
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developing the “what if”how we imagine what is possible rests on a disciplined approach
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knowing the difference invention & innovationinnovation requires imagination and narrative
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why do companies struggle with innovation?
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The more original a discovery, the more obvious it seems afterwards.
Arthur Koestler
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transformative innovation
an idea that is not dangerous is unworthy of being called an idea at all.
Oscar Wilde
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innovation and cognitive deficitsdepression is the inability to imagine a future
past present future
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innovation requires imaginationas we mature our own cognitive bias gets in the way
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how will you help your client?are the trends you source fueling a viable future?
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HOW IT IS MADE
THE INGREDIENTS/MATERIALS
HOW IT IS PACKAGED
HOW IT IS COMMUNICATED
HOW IT IS SOLD
potential platforms for innovationinnovation platforms should be opportunities for leadership
HOW IT IS SHARED
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ALL OF THESE PLATFORMS HAVE SIGNALS AND STORIES IN CULTURE RIGHT NOW
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where do you start?are the trends you source fueling a viable future?
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source trends insight act on
trends
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stop thinking like a salesmaninnovation will never come from wearing down the consumer to our needs.
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Consumershare
Marketerrelevance
building sustainable insightsthe innovators recognizes that the product continues to evolve in the hands of the consumer
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eliminating biasand a rush to assume how trends may play out in out business
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if you only have a hammer every
problem is a nail
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cultivating the slow hunchare the trends you source fueling a viable future?
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patternssignals maps stories
the path to transformative insights
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patterns reveal platforms
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past present
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patterns in hometrends reflect how meaning evolves in culture
what a garden means
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past present
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patterns in how we eathow do we develop actions that have impact and longevity?
what a kitchen means
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past present
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patterns in workwhere we work says a lot about what work is today.
what work means
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past present
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patterns in how we communicatewhat makes communication different today than the past?
what communication means
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your hypothesis is about recognizing shiftswhat critical cultural shifts can you uncover?
past present future
hypothesis
what has changed?why?
by what force?
(DATA)
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cultural forces shifting trend dynamicsour perception of technology impacts potential strategies
source: JWT Intelligence
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how do shifts in consumer perception impact your strategy?cultural forces shifting trend dynamics
source: JWT Intelligence
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how does 3D printing impact the potential of your business?cultural forces shifting trend dynamics
source: JWT Intelligence
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from hypothesis to client actions
past present future
hypothesis
what has changed? (DATA)why?
by what force?
current trends
insights
what opportunities are there?
client actions
what can I do to leverage this?
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how do you frame the future?making sure your topic is not too narrow or too broad
The Future of ?broadnarrow
finding a workable focus you can act on
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building your narrative for sustainabilitya methodical and thoughtful approach to get in sync with culture
preliminaryhypothesis
I see something is changing
forces
why is it changing?
current trend examples
what evidence can I provide of that change?
codes narrative themes
subcultures driving
behavior
what does it mean more broadly in culture?
opportunity
what key insights could transform business?
workinghypothesis
I can focus on a particular aspect
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finding where we fit into the story is critical understanding the narrative dynamics
the state of the category
category innovators
cultural innovators
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transformative intelligence to drive new storiesinnovation is about delivering in a way that makes all other choices dissolve
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who transformed the internet?
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2000s
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google search rewires our expectation on how the internet should work
every other portal
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preliminary hypothesis
I see something is changing
forces
why is it changing?
workinghypothesis
How can I focus on potential platforms
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search as framework for interaction
every other portal
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who is transforming the internet?
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2014
the internet of things
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who transformed fast food?
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past present
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transparency rewires our expectation on what food should be
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transparency rewires our expectation on what food should be
preliminary hypothesis
I see something is changing
forces
why is it changing?
workinghypothesis
How can I focus on potential platforms
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who is transforming fast food?
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shifts in global markets will fuel disruptive innovation
2014
McDonald’s is shut down in Crimea...call
for shut down in Russia
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building the case for a sustainable narrative
The Future of fast food
preliminaryhypothesis
I see something is changing
forces
why is it changing?
current trend examples
what evidence can I provide of that change?
codes narrative themes
subcultures driving
behavior
what does it mean more broadly in culture?
opportunity
what key insights could transform business?
workinghypothesis
I can focus on a particular aspect
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who transformed air travel?
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1990s
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premium economy redefines expectation in category
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Premium Economy has separate check-in area, priority boarding, more legroom and dedicated cabin crew.
every other economy airline
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preliminary hypothesis
I see something is changing
forces
why is it changing?
workinghypothesis
How can I focus on potential platforms
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aspirational consumption fuels the 90s
every other economy airline
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who transformed air travel?
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2014
rethinking the design of things
concepts in airline seating
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building the case for a sustainable narrative
The Future of air travel
preliminaryhypothesis
I see something is changing
forces
why is it changing?
current trend examples
what evidence can I provide of that change?
codes narrative themes
subcultures driving
behavior
what does it mean more broadly in culture?
opportunity
what key insights could transform business?
workinghypothesis
I can focus on a particular aspect
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Sephora is the first to sell in a way that leveraged consumer knowledge fueled by the internet
who transformed beauty retailing?
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1990s
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consumer control rewires our expectation on how things work
hypothesis
I see something is changing
forces
why is it changing?
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preliminary hypothesis
I see something is changing
forces
why is it changing?
workinghypothesis
How can I focus on potential platforms
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consumer control rewires our expectation on how things work
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building the case for a sustainable narrative
The Future of physical retail
preliminaryhypothesis
I see something is changing
forces
why is it changing?
current trend examples
what evidence can I provide of that change?
codes narrative themes
subcultures driving
behavior
what does it mean more broadly in culture?
opportunity
what key insights could transform business?
workinghypothesis
I can focus on a particular aspect
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physical regains importancewho is leading innovation today?
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2014 Warby Parker
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the future of wearable technologywhat are the potential futures?
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the future of wearable technologywhat are the potential futures?
The Future of wearable tech
preliminaryhypothesis
I see something is changing
forces
why is it changing?
current trend examples
what evidence can I provide of that change?
codes narrative themes
subcultures driving
behavior
what does it mean more broadly in culture?
opportunity
what key insights could transform business?
workinghypothesis
I can focus on a particular aspect
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how do you frame your topics?how might you refocus your hypothesis?
The Future of ?
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develop an outlineusing Pinterest/Tumblr
The Future of ?
preliminaryhypothesis
I see something is changing
forces
why is it changing?
current trend examples
what evidence can I provide of that change?
codes narrative themes
subcultures driving
behavior
what does it mean more broadly in culture?
opportunity
what key insights could transform business?
workinghypothesis
I can focus on a particular aspect
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next week
7pm-7:50pm class discussion around topics
8pm - 9:40pm
lab plus individual consultation
i407
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