[eBook Code] Trend-Driven Innovation (eBook Code, 1st)

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