By methodically approaching innovation, organizations and individuals can generate ideas, stimulate creativity, and ultimately unlock cool. The UNLOCKING COOL presentation is typically delivered as a keynote speach with the slides used as a reference for the discussion.

1. UNLOCKING COOL By Jeremy Gutsche Chief Trend Hunter, TrendHunter.com How to Inspire Innovation Potential & Infect Your Products With Cool TM

3. = Background: What is Trend Hunter?

4. 400 Trends Per Week Editorial Review Background: How does Trend Hunter Work? 9000 Trend Hunters

5. WE REVIEW UP TO 1000 POSTS / MONTH HUNTING FOR COOL Background: Context for Cool

6. POPULAR IS NOT COOL COOL IS THE NEXT BIG THING WHAT IS COOL?

7. UNIQUE COOL IS WHAT IS COOL?

8. CUTTING EDGE COOL IS WHAT IS COOL?

9. VIRAL COOL IS (Because it’s viral , marketers and designers seek to attain it) WHAT IS COOL?

10. UNLOCKING COOL is the title of my in-progress book, which explores how methodical innovation can unlock cool Culture of Innovation Unlocking Cool Trend Hunting Power Innovation Infectious Mktg

11. Culture of Innovation - A culture of innovation is the requisite [foundation] catalyst to disruptive innovation Trend Hunting Power Innovation Infectious Mktg Culture of Innovation Unlocking Cool

12. CULTURE EATS STRATEGY FOR BREAKFAST Sign on wall of Ford’s Strategy War Room: Not sure if ford is cool… but the sign is! As after 4 yrs of Management Consultant, I agree

13. In short, these aren’t base requirements, these are areas where you must be revolutionary Culture of Innovation Jeremy Gutsche’s Four Dimensions of a Creative Culture Perspective Creativity Incentive Forced Failure

14. Perspective – A Starting Point Culture of Innovation Perspective

16. Perspective – Example (cont’d) Smith Corona! Culture of Innovation Perspective The best typewriter company in the world!

18. Perspective The Point? SITUATIONAL FRAMING DICTATES YOUR OUTCOME Culture of Innovation Perspective

19. Perspective – Crisis can be good Culture of Innovation Wei-Ji Crisis = Opportunity Perspective

21. (Responsible) Failure Means You’re Innovating Culture of Innovation Forced Failure

22. Want this giant word on the top your performance report? Maybe you should. Culture of Innovation A DECENT PROPORTION OF YOUR INNOVATIONS MUST FAIL

23. Fail or Die Culture of Innovation IF YOU DON’T FAIL: YOU WILL BECOME THE BEST TYPEWRITER COMPANY IN THE WORLD

24. The Danger of Success Culture of Innovation SUCCESS COMPLACENCY

25. The Impact of Complacency Culture of Innovation COMPLACENCY WILL BE THE ARCHITECTURE OF YOUR DOWNFALL

26. Successful organizations innovate to optimize their position. It’s like finding the top of a hill Culture of Innovation © Jeremy Gutsche, TrendHunter.com

27. It is a large tradeoff for successful companies to make a big test, because failure is more likely Culture of Innovation © Jeremy Gutsche, TrendHunter.com

28. However, without making large innovations, it is impossible to find even LARGER hills Culture of Innovation © Jeremy Gutsche, TrendHunter.com

31. Incentive = Motivation = Success Culture of Innovation Incentive

32. Organizations reward individuals and groups based on the outcomes of their actions Decisions vs. Outcomes Culture of Innovation Incentive BAD GOOD BAD GOOD DECISIONS OUTCOMES REWARD PUNISH

33. If a person gets paid for making their numbers, there is no incentive to fail Culture of Innovation WHY BOTHER FAILING IN SOFTWARE WHEN I CAN MAKE A PROFITABLE NEW TYPE WRITER ?

34. Accordingly, rewarding decisions is particularly important in the world of innovation Decisions vs. Outcomes Culture of Innovation Incentive BAD GOOD BAD GOOD DECISIONS OUTCOMES REWARD PUNISH PUNISH REWARD

35. Rewarding decisions (not outcomes) can also enable a more innovation friendly environment Culture of Innovation WIN WIN LIKE YOU ARE USED TO IT LOSE LIKE YOU ENJOY IT Incentive

36. Exude Creativity Culture of Innovation Creativity

38. People mirror their leaders, so a senior leader with only ‘feasible’ ideas ruins idea generation Culture of Innovation Creativity SENIOR PEOPLE NEED TO BE CRAZY

39. Commitment to an idea limits creative potential. Share ‘half baked’ ideas and be willing to change Culture of Innovation Creativity NOTHING IS PRECIOUS

40. Trend Hunting – Innovation and strategic advantage hinge on the ability to anticipate trends and identify the next big thing Trend Hunting Power Innovation Infectious Mktg Culture of Innovation Unlocking Cool

41. Hunt For Cool Trend Hunting 3 DON’T ACCEPT SOMEONE ELSE’S MACRO-TRENDS (THEY AREN’T RELEVANT)

43. Reset Your Expectations Trend Hunting New Hires Managers Leaders AN OBSERVATION: Ask Questions Act With Confidence Ask Questions 1

44. Reset Your Expectations Trend Hunting AVOID YOUR BIAS 1

45. Reset Your Expectations Trend Hunting There’s no point innovating if you think you already know the answer. 1

48. Observe Your Customers Trend Hunting Focus groups Surveys Interviews Interact with them Observe product use Watch the purchase Observe customers… … in their zone. 2

52. Hunt For Cool Trend Hunting 3 GET INSPIRATION BY HUNTING FOR COOL web + your industry + fashion + design + marketing + pop culture @ trendhunter.com

53. Hunt For Cool (example: Hotel Industry) Trend Hunting 3 Dockside Crane Hotel Celebrity B&B (Tori Spelling) Portable Hotel Little Slim Inn (Rio) Prison Hotel Pipe Hotel Rolls Royce Hotel Extreme Hotel (climb it!) Coffin Hotel Luxury Blimp Hotel Cave Hotel Underwater Hotel

54. Hunt For Cool (example: Hotel Industry) Trend Hunting 3 In Room Chef Pet Spas Artist Designed Rooms In Room Massage Pre Cooked Gourmet Meals Graffiti Architecture Beer Spas Wine Spas RainSky Showers Bubble Architecture Pro. Run Sleepover Parties Glowing Bath Tubs

55. Hunt For Cool (example: Outside Hotels) Trend Hunting 3 Art Venting Machines Fighting Robots Naughty Video Games Helmets For Your Dog NYC Garbage (As Art) Skateboard Park in Museum Urinals for Dogs Urinals with Video Games Botox Parties Orthodox Jewish Barbie Muslim Barbie Barbie Cosmetics

56. Hunt For Cool (example: Ad Mediums) Trend Hunting 3 Eggvertising Fake Prostitutes Video Game Advertising Assvertising Escalator Advertising PETA’s Pretending to Kill Ppl Scentvertising Ads in College Notebook Bagvertising TV Headvertising Cowvertising Sheepvertising

57. Cluster Into Trends Next, cluster customer insights and cool Trend Hunting 4

58. Trend Hunting 4 Cluster Into Trends Certain trends will become apparent

59. Trend Hunting 4 Cluster Into Trends Hotel Industry Examples In Room Chef In Room Massage Rolls Royce Hotel Luxury Blimp Hotel Ultra Luxury Sensationalism Skateboard Park in Museum Beer Spas Pipe Hotel Coffin Hotel

60. The Patterns of Cool Luxitization Shock Style over Substance Old is the New New Fame Beats Fortune Cool Comes From the Fringe Reality Personalization Antithesis Temptation Sexification Pride Trend Hunting 4 Cluster Into Trends Pick relevant names for your trends

61. Trend Hunting 4 The human mind has an amazing ability to recognize patterns by creating shortcuts. This is bad. Cluster Into Trends Be careful…

62. Cluster Into Trends It’s easy to see what you already expected… Trend Hunting 4 You knew these (look harder) X X In Room Chef In Room Massage Rolls Royce Hotel Luxury Blimp Hotel Ultra Luxury Sensationalism Skateboard Park in Museum Beer Spas Pipe Hotel Coffin Hotel

63. Trend Hunting 4 Force yourself to RE-CLUSTER your trends That’s how you unlock insight . Cluster Into Trends Re-cluster, re-cluster, re-cluster!

64. Trend Hunting 4 Cluster Into Trends – RE-Cluster! It can be difficult, but new trends will emerge

65. Trend Hunting 4 Cluster Into Trends – RE-Cluster! Hotel Example – ‘In room’ was less apparent In Room Chef Pre Cooked Gourmet Meals In Room Massage In Room Luxury

66. Develop a Point of View Identify how to act upon your new trend… Trend Hunting 5 “ We will transform the industry with unparalleled in-room luxuries ” In Room Chef Pre Cooked Gourmet Meals In Room Massage In Room Luxury

67. Power Innovation – Adding ‘some’ structure to your innovation process will enhance results Power Innovation Unlocking Cool Culture of Innovation Trend Hunting Power Innovation Infectious Mktg

68. Starting with your new point of view, develop a methodical staged innovation process Power Innovation Power Innovation (2 Minute Version) Trend Hunting Infect Cool Ideate Rapid Proto-typing Rank Market Survey Refine Market Testing Power Innovation Trend Hunting Infect Cool 100 35 20 12 6 4 “ We will transform the industry with unparalleled in-room luxuries ”

70. Infectious Marketing – How you pitch an already cool idea will dictate its success or failure Trend Hunting Power Innovation Infectious Mktg Culture of Innovation Unlocking Cool

71. VIRAL WHAT YOU REALLY WANT IS TO BE The goal is to be VIRAL, which can be very different from typical branding Infectious Mktg

72. Infecting the Blogosphere INFECT THE BLOGOSPHERE Case Study – The Half Suit Infectious Mktg

73. Infectious Mktg Fashion Police Nerd Approved When one of our Trend Hunters posted The Half Suit, 175 Sites Linked to Trend Hunter post

74. Infectious Mktg Fashion Police Nerd Approved 1800 sites linked to the 175 sites that linked to Trend Hunter

75. Six months later, the Half Suit has received massive exposure (for free) Infectious Mktg 6 Months Later = 13,800 Sites Exposure = ~ 35 Million Top 15 ~13,800

76. VIRAL? MY PRODUCT ROCKS! HOW DO I MAKE IT How do I do it? Infectious Mktg

77. RULE #1

78. RELENTLESSLY

79. OBSESS

80. ABOUT

81. YOUR

82. STORY

83. RULE #1: RELENTLESSLY OBSESS ABOUT YOUR STORY

85. Story Obsession – Example 1 Good Viral World’s Most Expensive Hamburger $5,000 Hamburger

86. Story Obsession – Example 2 Good Viral Toys From the Toilet Pee & Poo Dolls

87. Story Obsession – Example 3 Good Viral Balaclava Hoodie Terror Fashion

88. Culture of Innovation Unlocking Cool BY METHODICALLY APPROACHING INNOVATION , YOU CAN GENERATE IDEAS , STIMULATE CREATIVITY , & ULTIMATELY UNLOCK COOL Trend Hunting Power Innovation Infectious Mktg

89. Want more? OVER 5000 TRENDS Trend Hunter .com Thank You! TREND HUNTER .com/FEEDBACK