Divergence, or being unafraid to oppose the mainstream is one of the key patterns of opportunity Trend Hunter CEO Jeremy Gutsche discusses in his second business innovation book, Better and Faster. As described in the book, a prime example of a business that has used Divergence to its advantage is Ugly Dolls. Because these quirky misshapen dolls with unusual names looked completely different from what was available and popular in the toy market, Ugly Dolls found a way to tap into the exact opposite of what society regards as "beautiful." Because the dolls are not conventionally cute, Ugly Dolls generates millions in revenue and the toys have even gone on display in the Louvre.
For more insights on Divergence and five other patterns of opportunity, pick up your copy of Better and Faster HERE.