Trend-Driven Innovation

Triggers are more immediate changes that drive the emergence of a trend. These can include specific technologies, political events, economic shocks, environmental incidents, and more. For example, the Snowden/NSA revelations caused many to re-evaluate the trade-offs they were making when sharing their personal data with “free” online services.

Before plotting a trend on the CTR, you need to ask some key questions. To guide your thinking on where to plot a trend on the CTR, you need to start by considering how the trend relates to your goals, capabilities, resources, and more. In other words, you need to ask: “What can this trend do for us?” Use the questions below to kickstart

IN THE EXPECTATION ECONOMY, THE ULTIMATE LUXURY IS FREEDOM FROM THE GUILT SPIRAL.

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Cross-Demographic Fertilization Be inspired by—and cater to—entirely new demographics.

Post-Demographic customer arena, where status does not have to cost money, the traditional status hierarchy is often reversed, as older, richer customers play catch-up to younger, less affluent, cooler counterparts.

To understand this race to the top—and to prosper inside it—it pays to appreciate the forces driving customer expectations of quality: Transparency Triumph and the survival of the best. Creative Destruction and the many benefits it brings people. Easy Experimentation and a tendency toward greater access to—and trust of—the new.

These expectation-setting brands embody the rising demand for products and experiences that customers can enjoy without feeling guilty at the impact they are wreaking on themselves, society, or the planet.

“People now demand us not to say “Just do it”; they say, “Help me just do it.” “Enable me to just do it.” And the role of the brand changes from one of inspiration to one of inspiration and enablement.” Stephan Olander, VP Digital Sport, Nike Status Diversification

you'll find four clear reasons why it's smarter to look to businesses first, customers second when it comes to generating future-focused insights: Expectation Transfer and the porous nature of customer experience. Bets on the Future and tapping the wisdom of the business crowd for customer insight.