Trend-Driven Innovation
Thanks to the Internet, products across categories are now more susceptible to trends than to individual preferences. It’s easy to blame algorithms for the sameness of our taste choices, but the real culprit is us. Humans use social signals to quickly orient themselves in the world. On a daily basis, we actively classify one another by lifestyle, v
... See moreAna Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Consumer demand for smaller scale and human-crafted versions of everything will grow in an AI world. While the future of work might lend itself to small business creation, let’s ****not forget the demand side of the equation. We are going to crave artisanal and story-driven sources and experiences. Why? As every big company floods the zone of our a... See more
Customers are constantly becoming something else. They adapt. They learn. They grow. They’re not finicky consumers passively expecting markets to please, satisfy, or delight them; they’re actually dynamic collaborators and authors of their own futures. They’re not stupid; they’re skeptical. They want to make sure they’re going in the right directio
... See moreMichael Schrage • Who Do You Want Your Customers to Become?
While the most recent chapter of consumer drove us from prioritizing possessions (purchasing physical goods) to emphasizing experiences (spending on events and travel), I believe that the next leg will lead us from emphasizing experiences to treasuring transformation (buying into a better version of ourselves).