trends & innovation (spring 2014)

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lecture as foundation for class final projects.

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  • TIM STOCK

    LECTURE SIX

    Spring 2014Analyzing Trends |Trends & Innovation

    1

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    what do we mean by innovation?

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    developing the what ifhow we imagine what is possible rests on a disciplined approach

    5

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    knowing the difference invention & innovationinnovation requires imagination and narrative

    6

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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

    8

    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

    10

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    how will you help your client?are the trends you source fueling a viable future?

    11

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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

    12

    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?

    13

    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.

    14

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    Consumershare

    Marketerrelevance

    building sustainable insightsthe innovators recognizes that the product continues to evolve in the hands of the consumer

    15

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    eliminating biasand a rush to assume how trends may play out in out business

    16

    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?

    17

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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

    20

    patterns in hometrends reflect how meaning evolves in culture

    what a garden means

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    past present

    21

    patterns in how we eathow do we develop actions that have impact and longevity?

    what a kitchen means

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    past present

    22

    patterns in workwhere we work says a lot about what work is today.

    what work means

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    past present

    23

    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 themessubcultures

    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

    32

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    who transformed the internet?

    33

    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

    35

    search as framework for interaction

    every other portal

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    who is transforming the internet?

    36

    2014

    the internet of things

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    who transformed fast food?37

    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?

    40

    shifts in global markets will fuel disruptive innovation

    2014

    McDonalds 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 themessubcultures

    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?42

    1990s

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    premium economy redefines expectation in category

    43

    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

    44

    aspirational consumption fuels the 90s

    every other economy airline

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    who transformed air travel?

    45

    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 themessubcultures

    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?

    47

    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

    49

    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 themessubcultures

    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?

    51

    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 exampl