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Moving with Speed:

Fast Thinking

Spotting Trends

by Vadim Kotelnikov & Ten3 East-West

"The future belong to those who see it first, or most clearly" - John Kay

 

Trend versus Fad

  1. Fad is very visible, but is goes up and down in a big hurry.

  2. A trend is almost invisible, but it's very powerful over the long term.

Becoming a Master Trend-Spotter Include1

  1. Understanding the drivers of change

  2. Getting a clue

  3. Looking for new combinations

  4. Developing a sense of taste

Understanding What's Going On in the Real World5

Tapping your resources of energy and imagination, look at your company from the perspective of your once and future customers and ask these questions relentlessly:

  1. What's happening in your marketplace?

  2. How are needs are changing?

  3. What's causing the changes?

  4. Where are the resulting opportunities?

Dangers of Working with Trends3

  1. Extrapolation: Many companies jump to conclusions about how far a trend will go

  2. Measuring Future by the Present: The common practice is to assume that the future will be a replay of the present.

Trend Spotting Tips

by IDEO - a World Leading Product Design Company

  1. Browse, constantly search for new ideas and inspiration: make constant browsing of journals, books, newspapers and Internet your habit and an integral part of your corporate. "Browse the aisles at your favorite bookstore and make a practice of looking at sections you've never checked out before. You'd be surprised at how much you can learn about the latest trends by scanning titles and book jackets."4

  2. Look wider: don't focus too much on your competition - spend as much time learn from noncompetitive industries as well. Knowing the start of the art or the soon-to-be state of the art in one industry can give you a jump in your chosen field.

  3. Observe people, customers and noncustomers, especially enthusiasts.

  4. Build bridges from one department to another, from your company to your prospective customers, and ultimately from the present to the future.

  5. Live innovation: get involved in many innovative projects to acquire a unique perspective on the future, get a sense of the holistic nature of change, and learn how things evolve.

  6. Brainstorm like crazy.

Be the First

While you cannot predict the future, you can get a handle on trends, which is a way to take advantage of change and convert risks into opportunities. The ability to spot trends before others is vital if you want to think faster and thus be ahead of your competition.

"Predicting the Future"

There is a big difference between "predicting the future" and "taking an chance" on the future. "No one can predict the future with any degree of certainty; nor should marketing plans try. But the closer you can get to the consumer, the more likely you are to succeed."3

 

 

 

Bibliography:

  1. "It's Not the Big that Eat the Small... It's the Fast that Eat the Slow", Jason Jennings and Laurence Haughton, 2000

  2. "Strategy and the Delusion of Grand Designs", John Kay, 2003

  3. "The 22 Immutable Laws of Marketing in Asia", Al Ries, Jack Trout and Paul Temporal, 2003.

  4. "The Art of Innovation", Tom Kelley with Jonathan Littman, 2001

  5. "Every Business is a Growth Business", Ram Charan and Noel. M. Tichy, 1998

Founder - Vadim Kotelnikov. © Copyright by Ten3 East-West.  | Copyright | Glossary | Links | Site Map |

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