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Outline for session on Tuesday 21st of March: Consumer-driven Innovation
By Mette Kristine Oustrup
9:15-9:45: A personal story about entrepreneurship…
Movie:
- Believe in the impossible (Nintendo) and be different (Honda OK)
- Suggested readings: (attached)
- Find what you love - Jobs says
- Europe in the creative age by Richard Florida
Optional readings:
- Pink, D. ,"A whole new mind: moving from the information age to the conceptual age.", New York: Riverhead Books, 2005.
9:45-10:45: Trends overview: Where to look for them?
Suggested readings: (attached)
- Society: Ten trends to watch in 2006 by McKinsey
- Business: Maverick trends that are changing business
- Consumers: The top trends from the Round Tables 2004-2005
- Design: Milan Furniture Fair 2003-2005 changing trends
- Pop culture: LAZY BOY movie
11:15-12:25: MEGA-TRENDS: How to work with them? How to sort them out? What is
important and what is not? It is important to know how to categorize trends and then shortlist them according to overlaps and importance. The session will end with a vote for the TOP 5 trends according to the opinions of the participants.
12:25-12:30: Stretch be4 lunch (LAZY BOY gym movie)
13:30 – 15:00: The MOOD Theory, including business cases from media, advertising,
events, retail and design.
Movies:
- Love your product! (Budweiser)
- Segmentation is changing: H&M
Suggested readings: (attached)
- White Paper - Mood Consumption Theory by Mette Kristine Oustrup, 2006
- Schwartz, B. The paradox of choice: why more is less. New York: Ecco, 2004.
- Gladwell, M. The tipping point: how little things can make a big difference. Boston:
- Little, Brown, 2002.
- Jung, C.G. (1971). Psychological Types (Collected Works of C.G. Jung, Volume 6),
- Princeton University Press.
- Keirsey, David. Please Understand Me II, Temperament Character Intelligence.
- Briggs-Myers, I. (1962). The Myers-Briggs type indicator. Educational Testing Service.
15:30 – 16:30: Interactive workshops: How to use the MOOD Theory? How to combine
the theory with the MEGA-TRENDS? From theory to tangible strategy. Break out sessions in 5 teams according to industry and/or business plan.
16:30 – 16:55: Presentations: Teams present their results of the workshops.
5 minutes per team.
16:55 – 17:00: One participant sums up the key learning’s from the day.
Final movie:
- Honda – see the dream!