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 · Example of Step 1: Resetting NOW THAT YOU HAVE your hotel idea, it's time to throw it away. Snap. Remember that "nothing is precious." So the first step is to erase your ex- pectations and start with a blank slate. Getting you to come up with an idea only to throw it away was not a trick. Rather, it illustrates that it can be difficult to let go of your initial idea. TREND HUNTING · Example of Step 2: Hunting 182 Customer insight: Innovation starts with your customer. Hypothetically, let's pretend you've uncovered the following: The world has become saturated with hotels. When the global economy started to collapse, vacancies skyrocketed and it became all too easy to book an affordable room at a luxury chain hotel. The market has become tilted. On the low end, budget hotels are thriving. But in the high-medium to high end, where you would like to compete, there is abundant choice. It's not an easy market. While hanging out in hotel lounge bars, you interview a dozen travelers and identify an opportunity: young urban professionals. They have money to spend and they want to travel, but most hotels don't fit their needs. In

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