Читать книгу Non-Obvious 2017 Edition - Рохит Бхаргава - Страница 53

 Use Words to Elevate – When you have groups of ideas, sometimes boiling them down to a couple of words to describe them can help you to see the common themes between them. When I was collecting ideas related to entrepreneurship for my 2014 report, for example, a word that kept emerging was “fast” to describe the growing ecosystem of on-demand services for entrepreneurs. It was the theme of speed that helped me to bring the pieces together to eventually call that trend Instant Entrepreneurship.

 Combine Industry Verticals – Despite my own cautions against aggregating ideas by industry sector, sometimes a particular trend ends up heavily focused in just one sector. When I see one of these clusters of ideas predominantly focused in one industry, I always try to find another batch of ideas I can combine it with. This often leads to bigger thinking and helps to remove any unintentional industry bias I may have had when first aggregating ideas together.

 Follow the Money – With business trends, sometimes the underlying driver of a particular trend is focused on revenue generation for the businesses using it. Following this trail can sometimes lead you to make connections you might not have considered before. This was exactly how studying a new all-you-can-read ebook subscription service and the growth of cloud-based software led me to my 2014 Non-Obvious Trend of Subscription Commerce. Both were examples of brands transforming their business models to rely on subscriptions (a trend that has continued to grow in the past year with recent big investments from both Unilever and Proctor & Gamble in subscription businesses).