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

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Take advantage of uncertainty IN 2009 FORTUNE MAGAZINE interviewed Sir Richard Branson about the collapsing economy and how it would affect his business. Branson, known as the Rebel Billionaire, explained: "There are enormous opportunities in recessions. Some of our companies will tighten their belts and not do a lot right now. Others will expand in this recession." 223 When probed about how Virgin would react in 2009, Branson described the opportunity: "The price of planes will come down dramatically. So we're looking at setting up airlines in Brazil and Rus- sia . . . If you can afford it, expanding in a recession is a very good use of your resources." 65 Uncertainty makes innovation less expensive.

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