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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

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