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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TREND HUNTING · Step 3: Cluster Group ideas into meaningful clusters FIRST OF ALL, WHY WOULD the Trend Hunter guy use a word like "cluster" instead of "trend"? Quite simply, the word "trend" is too broad. It can refer to next fall's fashionable color, or to macro-trends like the green movement, female buyers, consolidation, outsourcing, Web 2.0, and ag- ing boomers. These trends are somewhat useful, but too generic to enable breakthrough thinking. 178 Clustering is the art of identifying insights that are meaningful to your customer. To create clusters, you'll need to collect your observations from trend hunting and filter through the noise. The clusters you identify will become the focus of your innovation.

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