Trend-Driven Innovation

Business Model Is the trend unlocking whole new business models? Marketing How are brands reflecting the trend in their marketing and campaigns? How are consumers responding?

discussion. Next, you'll use the answers you generated to help you plot the trend on the CTR. What are the long-term strategic goals for our organization, department, or team? How can this trend help us achieve or revise those goals? What are the short-term tactical aims for our organization, department, or team? How can this trend help us achieve

Businesses typically rely on two main sources of customer insight. There's data science, where the bigger the data collection and analysis the better. Then there are the social sciences, where deeper and richer is better.

how to answer that question by evaluating a trend against three key axes of adaptation: trend maturity, locality, and industry. Evaluating

“Our job is to figure out what they're going to want before they do. . . . People don't know what they want until you show it to them. That's why I never rely on market research. Our task is to read things that are not yet on the page.” – Steve Jobs

Indeed, once people have experienced Apple's design, H&M's affordability, or Singapore Airlines' level of service, it's hard to tolerate “normal” (i.e., lower) standards.

look to complement them with customer insights generated from watching trends and innovations.

Using the conclusions you generated during your discussion, you must now address the CTR's three dimensions: [1] Innovation Target: in which area of my business will we apply this trend? [2] Priority: when will we apply it? [3] Response: with what level of commitment will we apply it?

[1] New Normal: how can we celebrate and cater to non-traditional lifestyles and identities? [2] Heritage Heresy: what should our brand never do? What would it look like if we did just that? [3] Cross-Demographic Fertilization: what entirely new demographic groups can we take inspiration from and cater to? [4] Hyper-Demographic Targeting: what new