Sample Chapter PDF
Sample Chapter PDF
Sample Chapter PDF
TREND DRIVEN
INNOVATION
Henry Mason, David Mattin, Maxwell Luthy, Delia Dumitrescu
[CONTENTS]
1 2 3
06
WHY NOW
FOCU
SC
Economy
Opportunity
and How
44
Trends 101
124
Post-Demographic
Consumerism
(almost) impossible to
consumer trends.
A license to focus on
please.
60
Customers Second
86
144
The counter-intuitive
Opportunity
secret to customer-
centricity.
opportunities offered to
you by any trend.
98
surprising things.
VI
172
4 5 6
RA
te
EXECUTE
GE
264
Unlock an Opportunity
Machine
generating compelling
count.
around corners.
302
ideas.
Trend-Driven Ecosystems
Tap into and harness
in Action
Practical examples to learn
from.
244
282
224
RE
200
TU
NE
CU
Trend-Driven Ideation
Sessions
Run workshops that
deliver winning ideas.
VII
IN
N
O
TI
VA
O
N
S
DRIVERS OF CHANGE
BASIC NEEDS
XII
6
282
CULTURE
UNLOCK AN OPPORTUNITY MACHINE
283
[CULTURE]
[6.1]
Your Trend
Department
Get your colleagues to
see around corners.
[6.2]
Trend-Driven
Ecosystems
Tap into and harness
external networks too.
285
6.1
[CULTURE]
YOUR
TREND
DEPARTMENT
Get your colleagues to see
around corners.
286
dimension of a trend-driven
INSPIRE
Give a trend
presentation your
audience cant stop
thinking about.
288
TREND-LED INNOVATION
289
BUILDING THE
PERFECT TREND
PRESENTATION
The detailed step-bystep guide.
emerging trend.
Mega-trend deep dive: 3-4
290
a compelling story:
Remember FLAWSOME?
291
Head online to
download a trend
presentation template.
INFORM
Share the information
that matters, in ways
that inspire.
292
[CASE STUDY]
KILN IDEAKEG
While virtual information is
and develop.
questions.
293
COLLABORATION
Many minds make
light work.
on that information.
294
[CASE STUDY]
PHD SOURCE
One of the challenges identified by
prizes.
innovative.
TRAINING
Create a crack team
of trend-driven
innovators.
practitioners of trend-driven
isolation.
creative thinking.
Vodafone executives not only
developed their innovation skills
during the six-month program; they
also solved a material business
issue facing the company. As a
indicators.
296
[2] STRATEGYZER
297
EMPOWER
Unleash staff to
conceive innovations
of their own.
298
[CASE STUDY 1]
MONDELEZ
FLY GARAGE
Snack brand Mondelez launched
its Fly Garage innovation incubator
initiative in Argentina in 2012.
The now five-day program (each
iteration has seen this reduced,
from its original three-week length)
brings Mondelez employees
together with agencies +Castro
experiences.
implementation. Interestingly,
299
[CASE STUDY 2]
ADOBE
KICKBOX
Adobe VP of Creativity Mark
Randall heard employees cite the
same obstacles preventing them
from being innovative: no time
alongside their day job, difficulty
in securing resources, and lack of
clarity about how to launch ideas.
development.
the world.
300
[CASE STUDY 3]
AVIVA
CUSTOMER CUP
Multinational insurance company
executive.
participated.
company to date.
301
LABS
Separate,
accommodate and
experiment.
organizations is to create
pressured environment.
302
[CASE STUDY 1]
[CASE STUDY 2]
@WALMARTLABS:
WESTFIELD:
SAVINGS CATCHER DINE ON TIME
Founded in 2011 after the worlds
average lab!).
world retail.
NEXT
304
305
6.2
[CULTURE]
TRENDDRIVEN
ECOSYSTEMS
Tap into and harness external
networks too.
306
activities, too.
trend-driven innovation.
307
TREND-DRIVEN ECOSYSTEMS
NETWORK
Building connections
beyond your walls.
(opposite) is.
insights.
appeal?
organizations an incredible
308
[CASE STUDY]
CROWD
COMPANIES
Crowd Companies is a network with
Economy.
309
TREND-DRIVEN ECOSYSTEMS
CROWD-POWERED
INNOVATION
Building connections
beyond your walls.
innovation.
include:
310
functionality.
[CASE STUDY]
EYEKA &
UNILEVER
eYeka is a global crowdsourcing
indeed!
personal development.
product brands.
a 3D-animation submitted by a
311
TREND-DRIVEN ECOSYSTEMS
HOUSE
Share physical space
to get exposure to new,
on-trend ideas.
312
[CASE STUDY 1]
[CASE STUDY 2]
BARCLAYS: HATCH
GE: GARAGE
printer.
313
TREND-DRIVEN ECOSYSTEMS
VENTURING &
ACCELERATION
If you cant beat
them, fund and
scale them!
(opposite) shows.
threaten them.
trustworthy.
314
[CASE STUDY]
TELEFONICA
WAYRA
Facebooks $19 billion purchase
Telefnica business.
telecommunication providers.
315
NEXT
This brings us almost to the end of our guide to trenddriven innovation. Turn over for a final wrap-up and
summary of the end-to-end journey!
316
317
OUR TEAM
AUTHORS
DESIGN
CONTENT
HENRY MASON
VICTORIA LOOMES
DAVID MATTIN
DANIEL BARCZA
VICTORIA FOSTER
MAXWELL LUTHY
LUCIANA STEIN
DELIA DUMITRESCU
REBECA DE MORAES
ACACIA LEROY
LOLA PEDRO
TW:IN (our trend spotter network)
336
HENRY MASON
DAVID MATTIN
business lexicon.
MAXWELL LUTHY
DELIA DUMITRESCU
337
Trend-Driven
Innovation
Released October 2015
PRE-ORDER NOW!