1. Insightswhere to look andhow to organize themWayne Pethrickwayne@pethricks.com | @soultwayneProduct Camp NYCSept 17 2011

2. TodayInsights How to frame How to focus How to develop How to share How to remember 3. secondary ENVIRONMENTAL STEEPSCANNING SocialTechnologicalEconomicEnvironmentalPolitical 4. secondary TREND SWIPESPRECURSORS StatisticsWritten and broadcast materialsIntense focusPitches and promotionsExits and entrantsSuperhits 5. primary contextual AEIOUOBSERVATION ActivitiesEnvironmentsInteractionsObjectsUsers 6. primary contextual POEMS OBSERVATION PeopleObjectsEnvironmentMessagesServices 7. primary contextual POSTAOBSERVATION PeopleObjectsSettingsTimeActivities 8. primary contextual WHYOBSERVATION WhatHowwhY 9. BUSINESS IMPACTOPPORTUNITY IdeaMarket sizePositive net present value (oppty cost)Acceptance by customersCompetitionTiming