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by Alexander Osterwalder, Delia Dumitrescu, Maxwell Luthy, David Mattin, Henry Maso
Trend-Driven Innovation: Beat Accelerating Customer Expectations
Cover Page
Copyright
Title Page
Contents
Foreword
PREFACE
Bonus
WHY NOW
[1.1] THE EXPECTATION ECONOMY Why your customers are (almost) impossible to please.
SCAN
2.1 TRENDS 101 Where to start with consumer trends.
2.2 WATCH BUSINESSES FIRST, CUSTOMERS SECOND The counterintuitive secret to customer-centricity.
2.3 TRENDS IN THE WILD Four trends and how we identified them.
2.4 BUILDING A TREND FRAMEWORK Why you need one; how to build it; sharing ours.
FOCUS
3.1 POST-DEMOGRAPHIC CONSUMERISM A license to focus on surprising things.
3.2 EVALUATING TRENDS FOR OPPORTUNITY Why almost any trend can offer you powerful opportunity.
3.3 THE CONSUMER TREND RADAR Create a visual, shareable plan of your trend-led strategy.
GENERATE
4.1 THE CONSUMER TREND CANVAS A simple tool for generating compelling, trend-driven innovation ideas.
4.2 THE CONSUMER TREND CANVAS IN ACTION Practical examples to learn from.
4.3 TREND-DRIVEN IDEATION SESSIONS Run workshops that deliver winning ideas.
EXECUTE
5.1 THE FIRST YARDS Make those initial steps count.
CULTURE
6.1 YOUR TREND DEPARTMENT Get your colleagues to see around corners.
6.2 TREND-DRIVEN ECOSYSTEMS Tap into—and harness—external networks, too.
FURTHER READING
NOTES AND SOURCES
Acknowledgments
OUR TEAM
INDEX
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