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FuturistU > Innovation & Change > Culture of Innovation > Module 4 / 5

Intentional Destruction

Instructor: Jeremy Gutsche
In order to adapt, we must intentionally destroy. We need to break down the structure and hierarchy that prevents us from seeing the realities of market change. Consumer behavior is learned within a social structure. We follow organizational patterns and rules unless those rules are dramatically changed.

This module outlines clear tactics to break free of those rules and enact radical change in your organization. Though this is no easy task, it is worthwhile.
Workshop Questions:
1. How much simpler would your business be if you re-started from scratch?
2. What would your business look like if you threw away your top product line?
View Innovation Webinars

Insights by Trend Hunter AI

Driven Loyalty
Brands are using social activism to drive consumer loyalty programs
Trend - Brands are integrating activism and charitable actions directly into business models and consumer loyalty programs. This helps consumers directly influence the amount of charitability from a business, making activist consumers more likely to frequently engage in these brands over others.
Workshop Question - How can your brand integrate activism and charitable actions into your consumer loyalty program to drive customer loyalty and differentiate from competitors?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Filipino Flavoring
Food and flavor from the islands of The Philippines are reaching the mainstream
Trend - As food from East Asian countries reaches mainstream popularity, early adopters look to the south of the continent for new inspiration. The Philippines is an archipelago in Southeast Asia. Its cuisine is influenced by Indigenous practices, Spanish colonization, American military relations, and more. This makes for flavors that are both adventurous and familiar to North American palates.
Workshop Question - Where else in the world is the online foodie community thriving?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mindful Entrepreneurship
Brands release programs that help users learn about and build businesses
Trend - Between competitive markets and economic instability, entrepreneurship has become more challenging for the average consumer to take on. Programs that help users learn about and navigate the process of building a business (or aspects of it) are becoming popular among aspiring entrepreneurs.
Workshop Question - How could your brand better support employees or customers in their personal pursuits?
3.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Authentic Sharing
Some demographics are turning to more authentic forms of social sharing
Trend - As large social media platforms prioritize filtered aesthetics and monetization, some consumers are turning to social platforms that focus on more authentic forms of P2P interaction. These platforms and forums help users share moments and opinions that are less curated and more honest.
Workshop Question - How could your brand prioritize authenticity in its products, services or campaigns?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Blurring Powder
Cosmetic brands tout the "blurring" effects of their facial powders
Trend - "Blurring" is an increasingly touted benefit of cosmetic products--with more makeup brands saying that their facial powders offer a filtered, blurred effect that reduces the appearance of pores and imperfections.
Workshop Question - How is your brand taking cues from social media in its product/service?
3.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Powder Cleanse
Powder-based cleansers prevent skin damage while exfoliating
Trend - Brands are increasingly swapping out traditional forms of physical exfoliation for powder-based formulas that can be rubbed in topically without causing micro-cuts in the skin and damaging it.
Workshop Question - How is your brand keeping up with consumers changing expectations?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cream-to-Powder Product
Cosmetic brands offer cream-to-powder formulations
Trend - Cream-to-powder cosmetic and skincare products have become more popular as brands look to offer more innovative formulas in order to stand out in a saturated market. These products include everything from deodorants to highlighters.
Workshop Question - How is your brand standing out among competitors?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Digitized Card
Digital business cards make trading contact information simpler
Trend - Brands are digitizing business cards as the practice of handing out physical cards becomes less and less common. The trading of contact information virtually can be done via scanning an NFC tag or QR code.
Workshop Question - How has your brand adapted to changed consumer behaviors?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Collagen Lip
Brands replicate lip-plumping procedures with collagen-based lip products
Trend - With plump lips still being in-style, brands are offering topical treatments that enhance the appearance of lips through the use of collagen. These products give consumers alternatives to more invasive treatments on the market.
Workshop Question - What's a popular social media trend that your brand could align itself with?
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Brand Activist
Influencers are replaced by representatives of social change in online campaigns
Trend - The pandemic ushered in varying degrees of change, including a political reckoning wherein the idea of activism became more mainstream and social media-friendly. Brands looking to participate in these conversations in a way that goes beyond lip service are doing so by replacing influencers with known activists.
Workshop Question - What is a cause that is important to your brand, and how can you become more vocal and active about it?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends