INCUBATOR ACADEMY ROTTERDAM WORKSHOP TREND DRIVEN INNOVATION Activity
Time
Journey
Objective
Generating compelling trend-driven innovation ideas.
Goal
One page actionable trend canvas.
Instructions
• • • • •
Selecting a trend
60 min
Take your value proposition idea and customer segment from the customer expectation exercise.
Grab one of the trend canvasses trendwatching.com has prepared for you.
Open the trend watching.com trend database.
Grab a set of small sticky notes.
Map out your trend canvas.
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Every team member scans the trend database.
He/she writes down the trend(s) he/she thinks is/are connected in some way with the value proposition idea and customer segment from the customer expectation exercise on sticky notes.
He/she writes business examples of the trend(s) he/she found on sticky notes.
• •
Pitching trends
30 min
• • •
Every team member pitches his/her choice(s) of trend(s).
He/she substantiates his/her choice(s) with examples from other businesses.
Team members can ask questions at the end of the pitch.
Picking a trend
30 min
• • •
Every team member ranks the different trends on the scale 1-10.
Per trend the ranking is summarized.
The highest overall score is the first trend to be analyzed with the trend canvas.
Analyzing with the trend canvas
60 min
• •
Pick the trend canvas for the trend of your choice.
Look at real-world examples of the trend (inspiration). Find as much as you can. (Use the database again, but also other sources.)
Then turn to the drivers of change that brought it about. Do you understand those drivers of change? Do they apply to your startup? Find more or different ones.
Turn to the basic needs that the trend taps into. Do you understand those basic needs? Do they apply to your startup? Find more or different ones.
Brainstorm the emerging expectations.
Use post-its to capture your insights so you can move and easily edit.
• • • • Brainstorming new insights with the trend canvas
•
Every team member identifies how, where, and for whom he/she would apply the trend in his/her startup. (Refer back to the insights you generated during the analysis phase.)
He/she writes down his/her thoughts on sticky notes.
30 min
• •
Every team member pitches his/her choices.
Team members can ask questions at the end of the pitch.
Capture new innovation 60 min ideas with the trend canvas
• •
The team discusses the different insights.
During the discussion they make connections between the two halves of the canvas to uncover truly new concepts.
Compare value propositions and segment
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The team compares the value proposition idea and customer segment against the value proposition and segment from the customer expectation exercise.
What has changed? Is it time for a pivot?
Write down the new and improved value proposition and/or customer segment.
Pitching insights
60 min
30 min
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