Exploiting Chaos

150 Ways to Spark Innovation During Times of Change

150 Ways to Spark Innovation During Times of Change - an award-winning business innovation book by Jeremy Gutsche, CEO of Trend Hunter

Issue link: http://book.trendhunter.com/i/42053

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CULTURE OF REVOLUTION · Customer Obsession Don't speak to your customers, speak with them IN 1986 ACTORS, SPORTS HEROES, and other icons appeared in tv commercials and shouted, "Don't mess with Texas!" One of the first commercials featured two Dallas Cowboy football players, Ed Jones and Randy White, picking up trash on the side of the road. Ed Jones grabs a can and bellows with anger, "Did you see the guy who threw this out of his window—you tell him I got a message for him!" 111 He then crushes the can on the side of his head and says, "Don't mess with Texas." Tim McClure, GSD&M's executive creative director, noted, "It was an at- tempt to get away from the 'Crying Indian' and look at things from the con- sumer's view." Today the phrase can be found on bumper stickers, t-shirts, and in the vernacular of Texans across the state. Yet this is a trademarked slogan, used for the first time as part of an ad campaign. Market from the perspective of the customer, not the advertiser.

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