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 3: Identify clusters AFTER YOU FINISH hunting trends (and booking your next stay at the Prison Hotel), the next step is to identify clusters. Certain patterns will jump out immediately. For example, you might have noticed the following two clusters: Ultra Luxury: The Rolls Royce Hotel, in-room massage, and luxury hand- bag rentals all reinforce this pattern. Sensationalism: The beer spa, slum hotel, and urinals for dogs all reflect an outrageous pattern. 190 As warned, you need to be careful with your first round of clusters. Your first patterns will always reflect your initial bias. In this exercise, if you were asked to brainstorm hip hotel trends before looking at the examples, you probably could have come up with Ultra Lux- ury and Sensationalism. That means anyone in the world could have the same clusters. You need to seek originality. When identifying clusters, it is important to look beyond your initial presumptions and seek unique clusters of opportunity.

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