tirsdag den 14. oktober 2008
The Future Happiness
In September 2008 the Danish Institute for Future Research, is writing about how the modern society is changing from the great stories to the task of creating your own life from birth till end. Because we have few instructions to live accordingly, happiness become more important than ever.
Similar Daniel Gilbert writes in 2007, Stumbling on Happiness: "For most of recorded history, people lived where they were born, did what they parents had done and associated with those who were doing the same. But the agricultural, industrial and technological revolutions changed all that, and the resulting explosion of personal liberty has created a bewildering array of options, alternatives, choices and decisions that our ancestors never faced. For the very first time, our happiness is in our hands" (Gilbert, 2007:259).
Daniel Gilbert argues that the greatest achievement of the human brain is its ability to imagine the future - episodes and objects which do not exist. This unique ability support humans to find happiness. To look into the future, learn from mistakes without making them and evaluate actions without taking them. We allow ourselves to be in the future and ask how it feels to be there.
tirsdag den 7. oktober 2008
Sustainability versus growth
Garbage is a trend!
Garbage and waste is a serious global challenge. Disney Pixars movie, WALLE, animates how the humankind has left the Earth 800 years in the future. Behind they left a Earth full of waste and no sign of life, except one robot cleaning up the human mess. Instead the humankind has moved their home to an luxury spaceship Axion in the galaxy, enjoying eating, sitting in a transportable chair supported by robots.
The trendspotter, Christina Cheng, is also engaged in the challenge of the human consumption and waste. Critically she shares about "plastic fantastic?" Did you e.g. know that 60 tons plastic is manufactured every year, and that plastic is not biodegradable? An average plastic consumption pr. person pr. year is 98kg! But where is the plastic? Look at islands in south located oceans, and you will find the answer!
The picture at the right is taken in Stockholm September 08.
onsdag den 24. september 2008
How to capitalise on recession?
How to use etnography in trend analysis?
Firstly, she confirmed a company pain, I want to work with: companies, which want to stay competitive, are in the need of consumer insight! How do companies interact and identify different consumer needs? How do companies develop problem solving products? For me this is an important part of today’s innovation - consumer driven innovation.
Secondly, she made me recognize how I can use my education in solving the pain. She uses ethnography to observe and understand the consumers. The method aims to not listen to what the consumers tell but what they do! E.g. a study on women’s television habits showed that though the women claimed to watch news and documentaries, they actually spend most of their time watching soaps. It’s said that 80% are unconscious of what we do. We rely on our habits and our image of ourselves.
Thirdly, she presented one of her studies based on a company’s interest in the consumer group, 15-20 years old. A consumer group she calls "The Digital Natives". That’s the 90´generation who grew up with the digital media. How are they? Who are they listening to? How do they behave with mobiles? etc. After observing and spending time with the young people, Katrina concluded following 5 trends, characterizing the digital natives:
- Media is integrated
- Everything should be entertained
- Need of autenticity
- Experts lost trust worthiness. Blogs & mummy are trusty!
- Real time information is important
Read more about digital natives vs digital immigrants in an article from Timesonline.
onsdag den 17. september 2008
How to use trends to build business ideas
#2 Identify the needed knowledge about the chosen megatrend e.g. Welfare and health. E.g. we know about the ageing population, which will lead to more jobs in the health care industry. In Sweden we also know that nearly 50% of the health care is managed by the private sector. Foreign companies like Attendo have entered the Swedish market and offers senior care to the growing ageing population.
fredag den 12. september 2008
The Innovation Game has Changed...
"Companies that don´t innovate die. This is the certainty your company faces in this complex world. But how should your company innovate? Rather than relying entirely on internal ideas to advance the business, open innovation leverages internal and external sources of ideas" (Chesbrough, 2006).
Above statement explains how open innovation is a must and a paradigm shift, modern businesses need to consider if they want to survive and be competitive. Open innovation is about using the resources/ideas not only inside the company but also outside e.g. from customers, people on the street, suppliers to advance their business.
Nike is a company which has practiced the trend of open innovation. At Nikeid you as customer can design your own shoes. In Nike studios you can be consulted by an employee how to design the best fitted shoe. Nike is an interesting case who is redefining the role of the customer and employee; the customer = designer, the employee = consultant.
To test the new innovation game, I designed my own Nike sneakers with my name on!