Foreword | p. 14 |
A Bit of History | p. 17 |
Crisis creates opportunity | p. 18 |
You can thrive in times of loss | p. 20 |
Reinvent what people want | p. 22 |
Keep your finger on the pulse of pop culture | p. 24 |
Learn the game and start to play | p. 26 |
"It is not the strongest of the species that survives, nor the most intelligent, but rather the one most adaptable to change." | p. 28 |
Even the clever must adapt | p. 29 |
You cannot escape disruptive evolution | p. 30 |
Don't become a boiled frog | p. 31 |
Stay focused on opportunity | p. 32 |
Find a way to make sense of all the noise | p. 34 |
Accept that the world never returns to normal | p. 36 |
You don't need to have everything figured out | p. 37 |
There is comfort in chaos | p. 37 |
The only things slowing you down are the rules you need to break | p. 38 |
Small decisions can have a profound impact | p. 40 |
Learn to adapt: The Exploiting Chaos Framework | p. 42 |
Culture of Revolution | p. 45 |
Don't let monkeys inhibit change | p. 46 |
Spark a revolution | p. 49 |
Perspective | p. 51 |
Understand your perspective | p. 53 |
Specifically what are you trying to do? | p. 53 |
"Smith Corona-the best typewriter company in the world!" | p. 54 |
Don't be seduced by complacency | p. 56 |
Look beyond the failure of others | p. 57 |
Assume tremendous potential in rival ideas | p. 58 |
Explore uncertainty | p. 60 |
Avoid retreating to your comfort zone | p. 62 |
Question rational thought | p. 64 |
Understand the pattern of disruption | p. 65 |
If you're big, act small | p. 66 |
If you're small, act big | p. 67 |
Chase the right dream | p. 68 |
Exploit crisis to accelerate change | p. 70 |
Shift perspective, spark revolution | p. 72 |
You cannot predict the future ... | p. 74 |
... but you can predict scenarios and capitalize on disruption | p. 76 |
Visualize disaster and opportunity | p. 78 |
"The right questions don't change as often as the answers do" | p. 80 |
Experimental Failure | p. 85 |
A decent proportion of your creations must fail | p. 86 |
Be wary of your strengths; success leads to complacency | p. 88 |
Don't let complacency be the architecture of your downfall | p. 89 |
It's easy to find the peak of a hill ... | p. 90 |
...to find a larger hill, you have to walk through a valley | p. 91 |
Create a gambling fund | p. 92 |
Break down managerial confidence | p. 94 |
Don't ask, "Do you like it?" Ask, "What's wrong with it?" | p. 95 |
Make failure a part of every day | p. 96 |
Win like you're used to it, lose like you enjoy it | p. 98 |
Fire people for not failing | p. 99 |
Don't celebrate the attainment of the summit, celebrate the style of climb | p. 100 |
Customer Obsession | p. 103 |
If you want to be remembered, invoke an emotional connection ... | p. 104 |
If you want to engage, invoke a cultural connection | p. 107 |
Obsess about your customer | p. 108 |
Don't speak to your customers, speak with them | p. 111 |
Inspire customers to champion your brand | p. 112 |
Observe in the zone | p. 116 |
Get uncomfortable | p. 118 |
Do it yourself | p. 120 |
Fight the confidence that you know your customer | p. 122 |
Spend time in the zone | p. 124 |
Seek authenticity | p. 126 |
Intentional Destruction | p. 129 |
Tear apart structure | p. 130 |
Become leaderless | p. 132 |
Stop telling people what to do | p. 134 |
Build a creative work environment | p. 136 |
Act crazy* *especially if you're a senior leader | p. 138 |
Hire freaks | p. 140 |
Piss people off | p. 142 |
Let reason triumph over hierarchy | p. 143 |
Diversity thought | p. 144 |
Cross-pollinate your ideas | p. 145 |
Remove the walls that separate people and ideas | p. 146 |
Destroy the perks of seniority | p. 148 |
Encourage informality | p. 149 |
Celebrate that nothing is precious | p. 150 |
Destroy value | p. 152 |
Throw away your best ideas | p. 154 |
Laugh | p. 156 |
Trend Hunting | p. 159 |
There's no point innovating if you think you already know the answer | p. 160 |
Actively seek inspiration | p. 162 |
Develop a toolkit to filter ideas | p. 164 |
Awaken your inner Trend Hunter | p. 166 |
Popular is not cool | p. 168 |
Cool is unique and cutting edge | p. 169 |
Most importantly, cool is viral ... which is why marketers and product designers seek to attain it | p. 170 |
Constantly seek to be unique | p. 171 |
Don't ignore the fringe | p. 172 |
Hunt trends in 20 ways | p. 174 |
Group ideas into meaningful clusters | p. 178 |
Force yourself to re-cluster | p. 179 |
Case Study: Design a hip hotel | p. 180 |
Example of Step 1: Resetting | p. 182 |
Example of Step 2: Hunting | p. 182 |
Hotels: The cutting edge | p. 184 |
Hotel services: Ideas from the fringe | p. 186 |
Adjacent and unrelated | p. 188 |
Example of Step 3: Identify clusters | p. 190 |
Example of Step 4: Re-cluster | p. 192 |
Let clusters lead you to breakthrough ideas | p. 194 |
Adaptive Innovation | p. 197 |
Be methodical and stay out of communist prisons | p. 198 |
Use the Trend Hunter Adaptive Innovation Framework | p. 200 |
Step 1 Define a clear customer need | p. 202 |
Find the next Cherry Garcia | p. 203 |
Step 2 Ideate like it matters | p. 204 |
Prevent ideation from sucking | p. 205 |
Step 3 Synthesize | p. 206 |
Step 4 Create rapid prototypes | p. 207 |
Go faster | p. 208 |
Step 5 Test and launch | p. 210 |
Step 6 There is no Step 6 Repeat Step 1 instead | p. 211 |
Manage innovation like a stock portfolio | p. 212 |
Do lots, explore, gamble, and be safe | p. 214 |
Innovate inside the box | p. 216 |
Create artificial constraints | p. 218 |
Stay strong after a snakebite | p. 220 |
Don't play with the house money | p. 220 |
You have to play to win | p. 222 |
Take advantage of uncertainty | p. 223 |
Pursue disproportionate value | p. 224 |
Don't add when you can divide | p. 225 |
Pull weeds, grow roses | p. 226 |
Infectious Messaging | p. 229 |
When you create something that connects, your message travels faster than ever before | p. 230 |
Package your product like it's the best in the world | p. 232 |
Convey style before substance | p. 234 |
Screw logic, tell a story | p. 236 |
Let words create image | p. 238 |
Invent mythology | p. 239 |
Contextualize your message | p. 240 |
Articulate your mantra | p. 242 |
Convey everything in 7 words or less | p. 244 |
Know why I should choose you | p. 245 |
Rule #1: Relentlessly obsess about your story | p. 248 |
Use the Trend Hunter Title Framework: Simple, Direct, and Supercharged | p. 250 |
Example 1: The $5,000 Hamburger | p. 252 |
Example 2: The Heart Attack Grill | p. 254 |
Conclusion: Chaos permits you to think differently | p. 258 |
Let the exploitation begin ... | p. 260 |
Act now | p. 262 |
Thanks | p. 264 |
Want more? | p. 266 |
Footnotes | p. 268 |
Image credits | p. 271 |
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