Product innovation keynote speaker Jeremy Gutsche encourages his clients and keynote attendees to constantly seek to be unique. He advises clients to stray far from the mainstream and popular ideas because as he affirms is in award-winning book 'Exploiting Chaos,' "popular is not cool." He defines cool as "unique and cutting edge." And, once products nail these components, they experience viral success.
He provides a variety of fascinating and hard-hitting examples of brands that truly understood this strategy including Ugg Boots, Hush Puppies and Crocs Footwear. The story of Ugg Boots, as retold by Jeremy in his book, is particularly interesting.
"Ugg Boots: Traditionally worn by Australian farmers, these hideous boot get their name from the reaction they evoke: "Ugh," as in ugly." Recently, the boots started appearing in celebrities like Madonna, Britney Spears, Sarah Jessica Parker, and Cameron Diaz. By 2008, the brand had $580 million in revenue. Whose boots are ugly now?"
Truly unique ideas, such as the one to market farming boots as chic, must-have shoes, can drive viral behavior. To learn about the other examples of viral products, you can now get 'Exploiting Chaos' as a FREE online book here.