Trend-Driven Innovation: Beat Accelerating Customer Expectations, by Henry Mason, David Mattin, Maxwell Luthy, Delia Dumitrescu
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Trend-Driven Innovation: Beat Accelerating Customer Expectations, by Henry Mason, David Mattin, Maxwell Luthy, Delia Dumitrescu
Ebook PDF Trend-Driven Innovation: Beat Accelerating Customer Expectations, by Henry Mason, David Mattin, Maxwell Luthy, Delia Dumitrescu
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 world's 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.You'll 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.
- Amazon Sales Rank: #226820 in Books
- Published on: 2015-10-05
- Original language: English
- Number of items: 1
- Dimensions: 8.00" h x .75" w x 7.95" l, .0 pounds
- Binding: Paperback
- 368 pages
From the Back Cover
TURN OVERWHELM INTO OPPORTUNITY. HERE'S 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 world's 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 can't stop talking about.
"If you're 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
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Most helpful customer reviews
7 of 7 people found the following review helpful. The rare book filled with insights on trends from the team that does it best. By Rohit Bhargava - Author | Speaker | Nice Guy As a self described "trend curator" and an author of a book on how to predict the future myself, I spend a lot of time looking at the processes and methods used by all kinds of trend forecasters and futurists. The work of the team at trendwatching.com is at the top of my list for insanely useful insights about the future.Now for the first time, you can take a fascinating inside look into their process and a candid exploration of the principles they use to produce some of the most consistently valuable trend research published today. The book explores themes of curation, naming trends, megatrends shaping our world today and how trends become actionable for any organization.I have been a fan of the research from trendwatching.com for many years - both for its level of insight and the visually beautiful way in which they are presented each month through their monthly briefings. This book takes that inspiration and builds it into a fun and engaging visual primer on how and why trends really matter ... and what it takes to use them to help you and your organization win the future. An enjoyable read and highly recommended!
6 of 6 people found the following review helpful. Extending the Business Model Framework into Innovation By Mark P. McDonald Fans of Osterwalder's Business Model work will love this book. it follows the same style with Stylized graphics, pithy and pointed chapters and a focus on illustration rather than argument. This is a tool-kit book that is best skimmed and then used as a reference rather and read and absorbed. One way to look at this book is its really an "app" in disguise pointing to tools, situations etc.The nature of the material and its graphic orientation works better as an actual book rather than as an ebook. Not to knock the Kindle, but the format and content just works better this way as you will want to share and pass it around on a project.
4 of 4 people found the following review helpful. Slick marketing of old-fashioned prognosticating By Jerry Saperstein Lots of people have made good livings from forecasting business trends for a long time. Anyone with an interest in marketing and advertising coming of age in the 1950s and later knows how Proctor & Gamble and other businesses spent fortunes on divining how consumers would react to proposed and existing products and marketing techniques. Advertising and marketing themselves became bogeymen capable of compelling people go do things they otherwise wouldn’t do, such as buy products they didn’t want or need to impress people they didn’t like as one cliché put it. A fellow named Vance Packard made his fortune frightening people into believing that “Hidden Persuaders” directed their thinking. Predicting the future is a good business to be in as the authors of this very slick book (and underlying web service) prove once again. First, let me explain that I am not being cynical when I say this book introduces little that is actually new. The buyer from England in Shanghai in the 18th Century was engaging in the same kind of second-guessing (prediction) as the MBA today who is trying to spec out the next hot product for 12 year olds. As with any book of this kind, there are silly claims: “[n]ear-total transparency now sees organizations that deliver anything less than the best die an increasingly rapid death.” Have you looked at any government entity lately? How about public schools? In consumer markets, such as fashion, many businesses must be up-to-the-second in catching trends. But most of the businesses on the pointy end of the stick – that is, retailers interacting with the public – do little more than make choices of goods brought to them by their suppliers. It is the suppliers for whom trend watching is most important and for whom the information the authors impart will be most valuable. There are a lot of buzzwords and meaningless anecdotes in this book and a lot of pages are nothing but decoration, such as a full-page illustration of a man standing in front of a display of some kind. They had a desired page count in mind and they reached it. An old saw maintains that if all you have is a hammer, everything looks like a nail. And it is true here. Tiny anecdote are hailed as evidence of a “trend”. Overall, this is a fun and useful book, not unlike similarly themed books in the past. It’s fun trying to predict the future and even more fun to pretend that you’re learning how to do it yourself. Just don’t take yourself – or this book – too seriously.Jerry
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