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eLearning > Innovation & Change > Culture of Innovation > Module 4 / 5

Intentional Destruction

Instructor: Jeremy Gutsche
In order to adapt, we must intentionally destroy. We need to break down the structure and hierarchy that prevents us from seeing the realities of market change. Consumer behavior is learned within a social structure. We follow organizational patterns and rules unless those rules are dramatically changed.

This module outlines clear tactics to break free of those rules and enact radical change in your organization. Though this is no easy task, it is worthwhile.
Workshop Questions:
1. How much simpler would your business be if you re-started from scratch?
2. What would your business look like if you threw away your top product line?
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Insights by Trend Hunter AI
Entrepreneurial Push
More individuals are embarking on the path of entrepreneuriship amid COVID-19
Trend - Businesses are launching campaigns and resources that are meant to support individuals who are interested in becoming entrepreneurs during the COVID-19 pandemic. These activations offer important information and coaching for starting one's own business.
Workshop Question - How might your brand support budding entrepreneurs?
7.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Flatpack Wellness
Brands are developing flatpack solutions for the luxury category
Trend - In order to make luxury more accessible, brands are launching various affordable and flatpack designs. Enabling flexibility, these products enable indulgences such as saunas or timely escapes.
Workshop Question - How can you employ the flatpack concept to your product/service?
9.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Neutral Beverage
Beverage brands prioritize carbon-neutral or negative production
Trend - Brands in the beverage space are re-shifting production processes to reduce their impact on the environment--aiming for carbon-neutral or negative outputs. Brands attempting this include everything from water to alcohol beverages.
Workshop Question - How is your brand prioritizing reducing its carbon output, or impact on the environment in general?
7.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hyper-Localized Tourism
Consumers are staying close to home when planning trips
Trend - Amid the COVID-19 pandemic, consumers are flocking to local tourist attractions as a way to enjoy the landscape in their own country. These include everything from drive-in music festivals to local tours and hotel visits.
Workshop Question - How can your brand engage local consumers in a new way amid current restrictions?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Incremental Entrepreneurship
Services that enable small steps help busy consumers start businesses
Implications - Many consumers today want to start their own businesses, however, juggling entrepreneurship and personal responsibility can be difficult. This is especially true for Gen Xenos consumers, who are both inclined to start their own business, and dedicated to their family life. Services that enable one to approach entrepreneurship in incremental steps help maintain a work-life balance while also enabling the pursuit of that dream.
Workshop Question - How can your company provide entrepreneurial employees with more ambitious opportunities?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Boomerpreneur
Support tools for Neo-Boomer entrepreneurs lean into the power of community
Trend - The life of an entrepreneur can often be a lonely one but increasingly, Neo-Boomer who own businesses are turning to resources that offer support from a community of their peers—offering them learning opportunities they otherwise would not have.
Workshop Question - What does community support look like for your target demographic? Is it found online or in-person?
3.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pearlescent Aesthetic
Pearlescent sheens become popular in everything from cosmetics to tech
Implications - The rise of pearlescent coloring in various items can be observed across the board–industries that include footwear, technology and skincare are using pearlescent aesthetics to enhance the visual appeal of their products. This shift comes as brands look to present with Instagram-friendly aesthetics in order to better appeal to Millennial and Gen Z consumers.
Workshop Question - How could your company better employ branding that appeals to younger generations?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cannabis Venture
Celebrities are increasingly investing in the cannabis space
Trend - Celebrities are advocating for safe cannabis consumption, both recreationally and medicinally, by launching their own ventures within this space. By attaching their names to the industry, these individuals are able to offer more legitimacy to the process of legalization across North America.
Workshop Question - In what way could your brand establish partnerships in the cannabis space?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Reformatted Primer
Makeup primers come in reformatted options to enhance appeal
Implications - With the oversaturation of makeup primers on the market has come their evolution into new formats–whether in solid or cushion forms–to better stand out. This shift appeals via novelty, and also has the benefit of catering to consumers who are dealing with fatigue from having too many options to choose from in this space.
Workshop Question - How could your brand reformat its product so it stands out from its competitors?
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Functional Avatar
Personalized avatars are now used for real-world functions
Trend - Personalized avatars have long been used in gaming and social media, and now their use is extending to real-world functions, whether those relate to the purchase journey or functions like productivity. This shift comes as a result of the rapidly amalgamating digital and physical worlds, and caters to consumers' preferences for personalized and experiential shopping experiences.
Workshop Question - Conceptualize how your brand could use personalized avatars in the purchase journey, or to enhance its product/service.
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends