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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INFECTIOUS MESSAGING · Use the Trend Hunter Title Framework: Simple, Direct, and Supercharged THE FRAMEWORK WE USE at Trend Hunter includes three compo- nents: an article must be simple, direct, and supercharged. Here's how it all breaks down: Simple: As Jack Welch of GE put it, "Simple messages travel faster, sim- pler designs reach the market faster, and the elimination of clutter allows faster decision making."76 Similarly, author Seth Godin notes that simple messages "supercharge word of mouth."77 250 Direct: An outsider should understand your value proposition from your 7 words. Your value proposition is your advantage. It's the unique attribute that explains why I should choose you. Supercharged: Your seven words should pass the "I-have-to-tell-some- one-test." If they don't, why will someone else care? You can't expect your message to drive word-of-mouth exposure if you don't give people a su- percharged story. Our framework will lead you to a message that is much different than a traditional marketing approach. In traditional marketing, there is an emphasis on cliché, clever wording, and invented words. At Trend Hunter, the emphasis is on simplicity.

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