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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Page 126 of 273

They are price-insensitive (because they are shopping with your money) and are therefore a marketer's dream. But what do teenage boys like? Is there anything that gets their attention? At the core, it became clear that it's not difficult to bait teenage boys with teenage girls. (As a side note, I used this example while speaking at a con- ference for Catholic schoolteachers and their answers were more graphic than your innocent mind might imagine.) The challenge then evolves into how you attract teenage boys without alienating every other market segment. So we decided to specifically test the limits of what we could do by building a prototype store called Rock- star Fuel. 125 We asked ourselves, "What would make my mom upset if she knew I'd created it?" We launched a line of combo packs aimed at teenage boys, like a six-pack of beer with a box of condoms. If that doesn't upset my mom, I really don't know what would. As people went through our store, I'll never forget the reaction of one 50-year-old female. When I asked her if she liked our store, she said, "Yes!" Surprised, I inquired further and she explained, "Yes, it's dirty, but . . . in a different way. Normally, the bottle of water I buy is next to motor oil and a fan belt. This is at least cleaner. It's not for me specifically, but it's cleaner." In contrast, our teenage boys would never leave the store. Customer obsession can drive insight, but getting to breakthrough ideas will require you to push your comfort limits.

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