Foreword by Alexander Osterwalder, lead author of the international bestseller 'Business Model Generation' 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, counter-intuitive truth: to anticipate what people will want next, stop looking at customers and start looking at businesses. That means learning how to draw powerful 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 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, i8t will act as a step-by-step manual to enbable you to build an organization that matters, products customers love, and campaigns people can’t stop talking about.
