Turn overwhelm into opportunity

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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.

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.

The complete end-to-end guide to trend-driven innovation

Table of Contents

1

Why Now?

Welcome to the Expectation Economy

2

Scan

The Overwhelm is the Opportunity

3

Focus

What to Run With, When, and How

4

Generate

Turn Insights into Ideas

5

Execute

Realize Your Ideas, or Realize They Are Useless

6

Culture

Unlock an Opportunity Machine

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About the Authors

Henry Mason

Managing Director

Henry is responsible for running TrendWatching’s global activities on a daily basis. He is a sought-after keynote speaker who’s shared the stage with the likes of Kofi Annan, Seth Godin and Eric Schmidt and has given over 100 keynote presentations in more than 25 countries across six continents. He is regularly quoted as a trend expert in leading publications such as the Financial Times, The New York Times, Fast Company, and The Economist, and has appeared on networks such as CNBC, the BBC, and Al Jazeera.


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David Mattin

Global Head of Trends & Insights.

David Mattin, Head of Trends & Insights at TrendWatching, has over 12 years experience in writing and speaking about technological, social and cultural change. His business, innovation and trends journalism has appeared everywhere from Fast Company to the Guardian to Google Think Quarterly, and he is regularly quoted across UK broadsheets and by international media. David is also an experienced broadcaster and accomplished keynote speaker, with recent engagements including The Next Web 2015, Ad:tech and the NEXT conference.


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Maxwell Luthy

Director of Trends & Insights - North America

Based in New York, Max runs TrendWatching’s North American business, regularly delivering keynotes and workshops for leading brands, from Disney to Samsung. Max has been quoted as a trend expert in the Financial Times, The Next Web, and strategy+business. Max also oversaw the TW:IN trend spotter network until 2013, hosting meetups everywhere from Johannesburg to Manila. A contributor to five of TrendWatching's most-recent annual Trend Reports, Max now lives in the oft-overlooked trend hotspot of New Jersey.


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Delia Dumitrescu

Lead Innovation Architect

Delia Dumitrescu is TrendWatching’s Lead Innovation Architect, developing and delivering workshops that help participants become innovation-ready and turn trend insights into profitable new business concepts. Featured in Forbes Romania’s Top 30 under 30 list in 2014, Delia is the author of four books and a globally respected speaker with recent engagements including Telekom Austria, Autogrill, Gorenje, NN Group, Safilo and Marriott Hotels.


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