Trend-driven innovation: beat accelerating customer expectations

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 to 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.

Title from resource description page (Recorded Books, viewed December 21, 2015).

Praise for Trend-Driven Innovatio; Title Page; Copyright; Foreword; Preface; 1: Why Now; 1.1: The Expectation Economy; Three Strands of Expectation; [1] Rising Quality; [2] Positive Impact; [3] Personal Expression; The Expectation Cycle; Next; 2: Scan; 2.1: Trends 101; Trends Defined; The Fundamental Trend Elements; Emerging Expectations; Next; 2.2: Watch Businesses First, Customers Second; Future Vision; Innovation Clusters and Trends; The Butterfly Effect; Failure; Where To Spot Trends; Next; 2.3: Trends in the Wild; Internet of Caring Things; Fempowerment; Flawsome; Celebration Nation.

Flawsome ... Fempowerment2.4: Building a Trend Framework; Trend Hierarchy; Our Trend Framework; A Living Framework; Next; 3: Focus; 3.1: Post-Demographic Consumerism; The Demise of Demographics; A New Demographic Complexity; Why Now; Post-Demographic Brand Strategy; Shifting Your Focus; Post-Demographic Priorities; Next; 3.2: Evaluating Trends for Opportunity; Trend Adaptation; [1] Trend Maturity; [2] Locality; [3] Industry; Always Be Evaluating; Next; 3.3: The Consumer Trend Radar; Introducing the CTR; Your CTR Sessions; Get Started; Plotting Trends; Building Your Trend-Led Strategy; Next.

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