Post on 09-Oct-2020
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Jeremy Gutsche, MBA, CFAJeremy Gutsche, MBA, CFA
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D y , ,Chief Trend Hunter, TrendHunter.com
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© Jeremy Gutsche,
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CopyrightR
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TE This presentation is for your
immediate team’s use only
UN immediate team’s use only.
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DH Please do not distribute, publish or
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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
© Jeremy Gutsche,
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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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Trend Hunting Adaptive Innovation Infectious Mktg
Culture of Revolution
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IT ALL BEGINS WITH YOUR ORGANIZATION’S CULTURE
RORGANIZATION S CULTURE
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STRATEGY
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© Jeremy Gutsche,
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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
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Customer Failure
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PerspectiveCulture of Revolution
Perspective
RPerspective
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WHAT ARE
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© Jeremy Gutsche,
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QuizCulture of Revolution
Perspective
RPerspective
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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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Quiz (cont’d)
Culture of Revolution
Perspective
RPerspective
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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
Culture of Revolution
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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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
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Perspective
R Th P i t?
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SITUATIONAL
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FRAMING
DH FRAMING
DICTATES
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PerspectiveCulture of Revolution
Perspective
RPerspective
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WHAT ARE
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Each of these companies were founded during periods of economic recession
Culture of Revolution
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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Magazine, GE and HP.
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You already know the trends that are changing industries
Culture of Revolution
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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… learn to adapt.Culture of Revolution
Perspective
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DON’T WAIT UN DON’T WAIT
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(Responsible) Failure Means You’re Innovating
Culture of Revolution
Forced Failure
RForced Failure
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Want this giant word on the top your performance report? Maybe you should
Culture of Revolution
Forced Failure
Rperformance report? Maybe you should. Forced Failure
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The Danger of Success
Culture of Revolution
Forced Failure
RForced Failure
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COMPLACENCY
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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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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
Culture of Revolution
Forced Failure
Renable a more innovation friendly environment Forced Failure
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Be obsessed about knowing your current (and prospective) customers?
Culture of Revolution
Customer
R(and prospective) customers? Obsession
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Thinking about how to get people to stop littering?
Culture of Revolution
Customer
Rlittering? Obsession
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ConnectTell Motivate Empower
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Faced with the litter problem, Texas-Based ad agency GSD&M obsessed about their *customer*
Culture of Revolution
Customer
Ragency GSD&M obsessed about their *customer* Obsession
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WHOMales YOU!
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GSD&M’s Campaign
Culture of Revolution
Customer
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THE RESULT OF CUSTOMER OBSESSIONCulture of Revolution
RCultural ConnectionReduced Litter by 72%
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Now Synonymous w/ Texas
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Culture of Revolution
Customer Meeting CustomersR
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• Designers
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Designers
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Culture of Revolution
Customer Meeting CustomersR
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• CEO
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Culture of Revolution
Customer Meeting CustomersR
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DH Focus groups
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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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Trend Hunting Adaptive Innovation Infectious Mktg
Exploiting Chaos
Trend Hunting Adaptive Innovation Infectious Mktg
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Trend Hunting Adaptive Innovation Infectious Mktg
Culture of Revolution
Trend Hunting Adaptive Innovation Infectious Mktg
Culture of Revolution
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T d H tiReset Your Expectations
RTrend Hunting
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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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- Marco MorosiniT
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- Marco Morosini
T d H tiTrend Hunting
RTrend Hunting
Reset1
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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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…by creating
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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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Trend Hunting Adaptive Innovation Infectious Mktg
Exploiting Chaos
Trend Hunting Adaptive Innovation Infectious Mktg
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Trend Hunting Adaptive Innovation Infectious Mktg
Culture of Revolution
Trend Hunting Adaptive Innovation Infectious Mktg
Culture of Revolution
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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
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Well Packaged Stories
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Innovating in a web 2.0 worldI f ti Mkt
R Wh t Infectious Mktg
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your story will
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ever before
Style Over SubstanceI f ti Mkt
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Viral DeliveryI f ti Mkt
RInfectious Mktg
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PerspectiveI f ti Mkt
RInfectious Mktg
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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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RRELENTLESSLY
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Story Obsession – a Check ListI f ti Mkt
RInfectious Mktg
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• Supercharge Word of Mouth
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• Supercharge Word of Mouth
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Story Obsession – Example : The FLEURBURGER….R Good Viral
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STAY ON THE CUTTING EDGE@ TRENDHUNTER COM
R@ TRENDHUNTER.COM
60 000 S
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2010
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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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© Jeremy Gutsche,
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