This week we launched one of my favorite THTV episodes: PROJECTED PUBLICITY. If you love marketing or technology, you'll have to check it out... Basically, companies are taking commercials to the next level of immersion by using buildings as their canvas and projectors as their brush.
This week, I figured I'd answer this reader question: "Should I be looking outside my industry? AND, what type of companies use your pro trends? "
Here's an anecdote that explains why it is important to look outside your industry: When I was writing Exploiting Chaos, I interviewed a designer from Ferrari named Marco Morosini. I asked him how he keeps Ferrari on top of trends, and I expected him to say something about spotting trends from others in the automotive industry. However, he told me that he spends half of his work time designing female fashion. In his mind, even though he was designing for the most macho automotive segment, there was no way he could be on the cutting edge in auto if he wasn't also on the cutting edge in fashion. He told me, "You need to be more open to the complete possibility of what could be..." In other words, spotting trends in other industries matters.
Trend spotting is important for ambitious entrepreneurial firms as well as larger brands. In our case, our clients range from ambitious smaller companies to big brands like eBay, Pepsico, and Google. These companies rely on trend spotting when they are looking for ways to kick start their innovation. In the past, innovation teams would use the predictions of a few individuals (or maybe what they read in newspapers). What we're trying to do is create a more robust platform to do the dirty work for them (37,000 Trend Hunters, 84,000 crowdsourced examples, and 259,000,000 views of data). In our case, we do categorize by industries, but for the same reason's Marco Morosini looks outside his industry, we try to look for "implications" that could apply to other industries...
As a side note, next week, I'll be announcing our new service for companies that want custom trend research... (or you can sneak a peak at: TrendHunter.com/TrendReports.)
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