Trend-Driven Innovation

Henry Mason (Managing Director) has overseen trend thinking across all trendwatching.com's free publications and paid services since 2010. In the past 3 years, Henry has given over 50 keynote presentations in more than 25 countries across 6 continents. Henry has been quoted as a trend expert in numerous business publications, including The Guardian, Financial Times, El Pais, The New York Times and The Economist, and has appeared on television networks such as CNBC, the BBC, Al Jazeera and Brazil's Globo News.David Mattin (Head of Trends & Insights) is responsible for day-to-day trend thinking across free and Premium content. He started his career on the features desk at The Times, and has written and presented documentaries for BBC Radio. His business, innovation and consumer insight journalism has appeared in a wide range of newspapers and magazines including CNBC, Quartz, Inc Magazine, the National, Harper’s Bazaar and more. Delia Dumitrescu (Lead Innovation Architect) has delivered presentations and workshops across Europe, and guest lectures at various universities. She is a published trend and innovation expert, and author of several books including Road Trip to Innovation and was featured in Forbes Romania’s Top 30 Under 30 in 2014.Maxwell Luthy (Senior Trend Strategist) represents trendwatching.com in North America, delivering keynotes and facilitating client workshops. Maxwell was previously the Director of trendwatching.com’s 2,600+ international spotter network.. He has spoken on trends in the US, UK, Turkey, South Africa and the Philippines, and has been quoted as a trend expert in publications such as the Financial Times.

• 1 WHY NOWWelcome to the Expectation EconomyThe Expectation Economy 06Why your customers are (almost) impossible to please2 SCANThe Overwhelm Is the OpportunityTrends 101 44Where to start with consumer trendsWatch Businesses First, Customers Second 60The counterintuitive secret to customer centricityTrends in the Wild 86Four trends and how we identified themBuilding a Trend Framework 98Why you need one; how to build it; sharing ours3 FOCUSWhat to Run With, When, and HowPost-Demographic Consumerism 120A license to focus on surprising thingsEvaluating Trends for Opportunity 144Drill deeper into the opportunities offered to you by any trendThe Consumer Trend Radar 172Prioritize and visualize application of the trends you’ll run with4 GENERATETurn Insights into IdeasThe Consumer Trend Canvas 200A simple tool for generating compelling, trend-driven innovation ideasThe Consumer Trend Canvas in Action 224Practical examples to learn fromTrend-Driven Ideation Sessions 244Run workshops that deliver winning ideas5 EXECUTERealize Your Ideas, or Realize They Are UselessThe First Yards 264Make those first steps count6 CULTUREUnlock an Opportunity MachineYour Trend Department 286Get your colleagues to see around cornersTrend-Driven Ecosystems 306Tap into and harness external networks, too