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TE EXPLOITING

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Jeremy Gutsche, MBA, CFAJeremy Gutsche, MBA, CFA

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D y , ,Chief Trend Hunter, TrendHunter.com

y , ,Chief Trend Hunter, TrendHunter.com

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© Jeremy Gutsche,

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CopyrightR

py gN

TE This presentation is for your

immediate team’s use only

UN immediate team’s use only.

Please do not distribute publish or

DH Please do not distribute, publish or

present outside your team.

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Trademarks & Copyright'Trend Hunter' and ‘Exploiting Chaos' are registered trademarks of Trend Hunter Inc. Trend Hunter and its corporate graphics are copyright © Trend Hunter Inc.

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E Images posted in our articles are readily available in various places on the Internet and believed to be in public domain. Images posted are believed to be posted within our rights according to the U.S. Copyright Fair Use Act (title 17, U.S. Code.) If you believe that any content appearing on Trend Hunter infringes on your copyright, please contact us and the infringing material will be removed as soon as possible. T

© Jeremy Gutsche,

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MICRO-TRENDS & VIRAL INNOVATION SURROUND US

RINNOVATION SURROUND US

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BUT HOW DO WE MAKE SENSE OF THE NOISE?

ROF THE NOISE?

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CUSTOMERS

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COMPETITORS

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STRATEGYT

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STRATEGY

EXPLOITING CHAOS IS A TOOL KIT FOR FINDING INSPIRATION

RKIT FOR FINDING INSPIRATION

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Trend Hunting Adaptive Innovation Infectious Mktg

Exploiting ChaosTM Framework

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Culture of Revolution

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IT ALL BEGINS WITH YOUR ORGANIZATION’S CULTURE

RORGANIZATION S CULTURE

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CULTURE

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St tCULTURE

DH Strategy

STRATEGY

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CultureSTRATEGYFOR BREAKFAST

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© Jeremy Gutsche,

ES1Animated Culture Pac Man Courtesy of Trend Hunter

Culture of RevolutionBE REVOLUTIONARYThese aren’t areas where you need to check the box

R Gutsche’s

These aren’t areas where you need to check the box

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E Gutsche sCulture of Revolution Framework

UN Perspective Intentional

Destruction

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Customer Failure

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E ObsessionFailure

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PerspectiveCulture of Revolution

Perspective

RPerspective

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E SPECIFICALLY

UN SPECIFICALLY

WHAT ARE

DH WHAT ARE

YOU TRYING

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D YOU TRYING TO DO?

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E TO DO?

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© Jeremy Gutsche,

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QuizCulture of Revolution

Perspective

RPerspective

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E Guess the Company:• “ has been turning creative ideas into

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______ gbreakthroughs for well over a century”

• Invented grammar checkers

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g• Invented electronic dictionaries (1985)• Invented the laptop word processor (1989)

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D Invented the laptop word processor (1989)• Started building PDAs in (1994)

Any Guesses

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E • Any Guesses

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Quiz (cont’d)


Perspective

RPerspective

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E Smith Corona!

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EN

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The best typewriter company in the world!

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Smith Corona knew how to spot trends, but they wanted to dominate typewriting so b dl h h d d


Perspective

Rbadly that they never adapted Perspective

100 Years of Innovation

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E 1886 - first typewriter w/ upper & lower case

1906 fi bl i

UN 1906 - first portable typewriter

1957 - first portable electric typewriter

DH 1960 - first powered carriage return

1973 first removable cartridge

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D 1973 - first removable cartridge

1984 – first word eraser

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1985 - first electric dictionary and Personal Word Processor

1989 - first Laptop Personal Word ProcessorT

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1989 first Laptop Personal Word Processor

Perspective


Perspective

R Th P i t?

Perspective

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E The Point?

SITUATIONAL

UN SITUATIONAL

FRAMING

DH FRAMING

DICTATES

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D DICTATES OUTCOME

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E OUTCOME

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PerspectiveCulture of Revolution

Perspective

RPerspective

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E SPECIFICALLY

UN SPECIFICALLY

WHAT ARE

DH WHAT ARE

YOU TRYING

EN

D YOU TRYING TO DO?

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E TO DO?

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Each of these companies were founded during periods of economic recession


Perspective

Rduring periods of economic recession Perspective

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E Disney, CNN, MTV, Hyatt, Burger King, F dE Mi ft A l T I t t

UN FedEx, Microsoft, Apple, Texas Instrument,

20th Century Fox, Gillette, AT&T, IBM, Merck, H h ' Eli Lill C B i t l M S

DH Hershey's, Eli Lilly, Coors, Bristol-Myers, Sun,

Amgen, Autodesk, Adobe, BMC, EA, Fortune Maga ine GE and HP

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D

C O

Magazine, GE and HP.

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E Crisis = Opportunity

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You already know the trends that are changing industries


Perspective

Rare changing industries… Perspective

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E Broadcast TV > Viral videosNewspapers > BlogsCDs > ConcertsS C

UN Stores > e-Commerce

Ads > Shockvertising

A i > Chi

DH America > China

New York > MoscowMen > Women

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Libraries > WikipediaDoctors > Nurse PractitionersAccountants > QuickTax

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E Accountants > QuickTaxLawyers > Legal Forms OnlinePhotography > 'Photoshopping'T

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… learn to adapt.Culture of Revolution

Perspective

RPerspective

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DON’T WAIT UN DON’T WAIT

TO BE DH TO BE

SHOCKEDEN

D SHOCKED

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(Responsible) Failure Means You’re Innovating


Forced Failure

RForced Failure

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Want this giant word on the top your performance report? Maybe you should


Forced Failure

Rperformance report? Maybe you should. Forced Failure

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A DECENT PROPORTION OF

UN YOUR CREATIONS MUST

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The Danger of Success


Forced Failure

RForced Failure

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E SUCCESS

UN SUCCESS

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EN

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COMPLACENCY

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ECOMPLACENCY

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Successful organizations innovate to optimize their position It’s like finding the top of a hill

Culture of Innovation

Rtheir position. It s like finding the top of a hill

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It is a large tradeoff for successful companies to make a big test, because failure is more likely Culture of Innovation

Rmake a big test, because failure is more likely

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© Jeremy Gutsche,


However, without making large innovations, it is impossible to find even LARGER hills

Culture of Innovation

Rimpossible to find even LARGER hills

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Rewarding decisions (not outcomes) can also enable a more innovation friendly environment


Forced Failure

Renable a more innovation friendly environment Forced Failure

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EU

N LIKE YOU

DH YOU

ARE LOSE

EN

D USED TO IT

LOSELIKE YOUENJOY IT

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E TO IT ENJOY IT

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Be obsessed about knowing your current (and prospective) customers?


Customer

R(and prospective) customers? Obsession

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Thinking about how to get people to stop littering?


Customer

Rlittering? Obsession

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E EmotionalFunctional Benefit Cultural

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DH

EN

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ConnectTell Motivate Empower

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E Continuum of Impact

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Faced with the litter problem, Texas-Based ad agency GSD&M obsessed about their *customer*


Customer

Ragency GSD&M obsessed about their *customer* Obsession

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WHOMales YOU!

UN WHO Gun Rack

YOU!(Doing Research)

Young18-30

DH LITTERSPick-Up King of

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?p

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My WorldLifestyle

Beer

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GSD&M’s Campaign


Customer

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Obsession

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THE RESULT OF CUSTOMER OBSESSIONCulture of Revolution

RCultural ConnectionReduced Litter by 72%

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Now Synonymous w/ Texas

(1986-1990)

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Customer Meeting CustomersR

Obsessiong

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E In ALL industries, innovation starts by observing customers

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• Designers

starts by observing customers

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Designers

• Entrepreneurs

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• Artists

• Marketers

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• Strategists

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Obsessiong

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E In ALL industries, even CEOneeds to observe customers

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• CEO

needs to observe customers

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CEO

• Sr. Managers

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• Worker Bees

• Newest Hires

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• All Levels

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Obsessiong

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E Observe customers…i th i

UN …in their zone.

DH Focus groups

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Interact with them

Ob d t

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D Surveys

Interviews

Observe product use

Watch the purchase

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E Interviews Watch the purchase

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Trend Hunting – Innovation and strategic advantage hinge on the ability to anticipate trends and identify insight

Rthe ability to anticipate trends and identify insight

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Exploiting Chaos

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Exploiting Chaos


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T d H tiReset Your Expectations

RTrend Hunting

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There is no point

UN There is no point

innovating if you

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g ythink you already

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T d H ti

Marco Morosini, a Ferrari designer, spends half his time designing FASHION

RTrend Huntingspends half his time designing FASHION

“You need to be more

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DH to the complete ibilitE

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f h t ld b

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- Marco MorosiniT

© Jeremy Gutsche,

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- Marco Morosini

T d H tiTrend Hunting

RTrend Hunting

Reset1

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E

Hunt2Reset1

UN• Customer

observations Cluster3

DH Macro

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• Competition• Market

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D Trends• AdjacentMarkets•Fashion

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E Fashion•Design•Marketing•Pop cultureT

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p

T d H ti

Collect your favorite insights & look for clusters (patterns)

RTrend Huntinglook for clusters (patterns)

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Throw away your first clusters, and look beyond the obvious

RTrend Huntinglook beyond the obvious

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E The human mind is t t i i

UN great at recognizing

DH …

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…by creating

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E y gshortcuts (bad!)T

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T d H ti

Force yourself to look beyond the obvious that’s how to unlock insight

RTrend Huntingobvious… that s how to unlock insight

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Infectious Marketing – How you pitch an already cool idea will dictate its success or failure

Rdictate its success or failure

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Exploiting Chaos

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Exploiting Chaos


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Cultivate InfectionI f ti Mkt

RInfectious Mktg

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3 WAYS TO CULTIVATE INFECTION:

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Viral Viral

DH Creations Mediums

EN

D

Well Packaged Stories

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© Jeremy Gutsche,

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Innovating in a web 2.0 worldI f ti Mkt

R Wh t Infectious Mktg

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E When you create something that

UN something that

DH …

your story will

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D …your story will travel faster than

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E travel faster than ever beforeT

© Jeremy Gutsche,

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ever before

Style Over SubstanceI f ti Mkt

RInfectious Mktg

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E PORTRAY YOUR PRODUCT AS

UN PRODUCT AS

DH ,

S

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DAND THAT IS ALL IT WILL EVER BE

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E WILL EVER BE.

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Viral DeliveryI f ti Mkt

RInfectious Mktg

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E WHY IS YOUR

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WHY IS YOUR PRODUCT

THE BEST IN DHTHE BEST IN

THE WORLD?EN

DTHE WORLD?

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PerspectiveI f ti Mkt

RInfectious Mktg

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E SPECIFICALLY

UN SPECIFICALLY

WHAT ARE

DH WHAT ARE

YOU TRYING

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D YOU TRYING TO DO?

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What does your company do?(Why should I choose you?) I f ti Mkt

R(Why should I choose you?) Infectious Mktg

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Story Obsession – a Check ListI f ti Mkt

RInfectious Mktg

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E Story Obsession

UN • SIMPLE

• Supercharge Word of Mouth

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• Supercharge Word of Mouth

• DIRECT2

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• Why should I choose you?

SUPERCHARGED3

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E • SUPERCHARGED• The ‘I-Have-to-Tell-Someone’ test.

3

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Story Obsession – Example : The FLEURBURGER….R Good Viral

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E Good Viral

World’s

UN World s Most

Expensive H b

$5,000 Hamburger

DH Hamburger

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D• Simple

• Direct

12

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• Supercharged

23 XT

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RRELENTLESSLY

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ERELENTLESSLY

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DH

ABOUT YOUR

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D ABOUT YOUR

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© Jeremy Gutsche,

ES © Jeremy Gutsche, TrendHunter.com

STAY ON THE CUTTING EDGE@ TRENDHUNTER COM

R@ TRENDHUNTER.COM

60 000 S

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E 60,000 IDEAS

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2010

DH 2010

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© Jeremy Gutsche,

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EXPLOITING CHAOSR

“The Best Book on Innovation” – Duct Tape Marketing

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E #1 Most Popular at CEO Read (Sept - Dec 2009)

Endorsed by BusinessWeek BNN

UN Endorsed by BusinessWeek, BNN,

CBC, National Post, CityTV, Fast Company, Seth Godin, Tim Ferriss, Daniel Pink

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,

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© Jeremy Gutsche,

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