Australasia's Biggest Online Store

We won't be beaten by anyone. Guaranteed

Trend-Driven Innovation

Trend-Driven Innovation Beat 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. Amid the endless change that defines today's business environment, opportunity is everywhere. Highly practical, and featuring real-world examples from around the world, Trend-Driven Innovation is the actionable, battle-tested manual that will enable you harness those opportunities time after time. Setting you up to build an organization that matters, products customers love, and campaigns people can't stop talking about.
Product Details

Table of Contents

1 WHY NOW Welcome to the Expectation Economy The Expectation Economy 06 Why your customers are (almost) impossible to please 2 SCAN The Overwhelm Is the Opportunity Trends 101 44 Where to start with consumer trends Watch Businesses First, Customers Second 60 The counterintuitive secret to customer centricity Trends in the Wild 86 Four trends and how we identified them Building a Trend Framework 98 Why you need one; how to build it; sharing ours 3 FOCUS What to Run With, When, and How Post-Demographic Consumerism 120 A license to focus on surprising things Evaluating Trends for Opportunity 144 Drill deeper into the opportunities offered to you by any trend The Consumer Trend Radar 172 Prioritize and visualize application of the trends you'll run with 4 GENERATE Turn Insights into Ideas The Consumer Trend Canvas 200 A simple tool for generating compelling, trend-driven innovation ideas The Consumer Trend Canvas in Action 224 Practical examples to learn from Trend-Driven Ideation Sessions 244 Run workshops that deliver winning ideas 5 EXECUTE Realize Your Ideas, or Realize They Are Useless The First Yards 264 Make those first steps count 6 CULTURE Unlock an Opportunity Machine Your Trend Department 286 Get your colleagues to see around corners Trend-Driven Ecosystems 306 Tap into and harness external networks, too

About the Author

Henry Mason (Managing Director) has overseen trend thinking across all's free publications and paid services since 2010. In the past 3 years, Henry has given over 50 keynote presentations in more than 25 countries across 6 continents. Henry has been quoted as a trend expert in numerous business publications, including The Guardian, Financial Times, El Pais, The New York Times and The Economist, and has appeared on television networks such as CNBC, the BBC, Al Jazeera and Brazil's Globo News. David Mattin (Head of Trends & Insights) is responsible for day-to-day trend thinking across free and Premium content. He started his career on the features desk at The Times, and has written and presented documentaries for BBC Radio. His business, innovation and consumer insight journalism has appeared in a wide range of newspapers and magazines including CNBC, Quartz, Inc Magazine, the National, Harper's Bazaar and more. Delia Dumitrescu (Lead Innovation Architect) has delivered presentations and workshops across Europe, and guest lectures at various universities. She is a published trend and innovation expert, and author of several books including Road Trip to Innovation and was featured in Forbes Romania's Top 30 Under 30 in 2014. Maxwell Luthy (Senior Trend Strategist) represents in North America, delivering keynotes and facilitating client workshops. Maxwell was previously the Director of's 2,600+ international spotter network.. He has spoken on trends in the US, UK, Turkey, South Africa and the Philippines, and has been quoted as a trend expert in publications such as the Financial Times.

Look for similar items by category
How Fishpond Works
Fishpond works with suppliers all over the world to bring you a huge selection of products, really great prices, and delivery included on over 25 million products that we sell. We do our best every day to make Fishpond an awesome place for customers to shop and get what they want — all at the best prices online.
Webmasters, Bloggers & Website Owners
You can earn a 5% commission by selling Trend-Driven Innovation: Beat Accelerating Customer Expectations on your website. It's easy to get started - we will give you example code. After you're set-up, your website can earn you money while you work, play or even sleep! You should start right now!
Authors / Publishers
Are you the Author or Publisher of a book? Or the manufacturer of one of the millions of products that we sell. You can improve sales and grow your revenue by submitting additional information on this title. The better the information we have about a product, the more we will sell!
Back to top