Trend–Driven Innovation: Beat Accelerating Customer Expectations

TURN OVERWHELM INTO OPPORTUNITY. HERE′S HOW >

Every business leader, entrepreneur, innovator, and marketer wants to know where customers are headed. The problem? The received wisdom on how to find out is wrong. This book demonstrates a powerful, counterintuitive truth: to anticipate what people will want next, stop looking at customers and start looking at businesses. That means learning how to draw actionable insights from the way leading brands and disruptive startups from Apple to Uber, Chipotle to Patagonia redefine expectations. Sharing the secrets that have led hundreds of thousands of professionals at the world′s most successful brands and agencies to rely on TrendWatching for over a decade, Trend–Driven Innovation will reconfigure your view of the business world. Highly visual and intensely practical, it will act as a step–by–step manual to enable you to build an organization that matters, products customers love, and campaigns people can′t stop talking about.

"If you′re an innovator, designer, entrepreneur, or in need of one, read this book. It is entertaining and pathologically precise, and unveils a simple and elegant system for spotting early trends that may reshape our business, community, and life."
Lisa Gansky, entrepreneur, investor, author of The Mesh