Читать книгу Non-Obvious 2018 Edition - Рохит Бхаргава - Страница 66

Focus on Diversity. One of the biggest mistakes people make in trend curation is only seeking out examples in a single industry, category, or situation. If a trend is going to have a large impact on how business is done or how consumers behave, it should be supported by examples or cases in other industries.

Watch Your Biases. Nothing will cloud your judgment more quickly than finding a trend that somehow helps your own industry, product, or career. This is a tricky subject because part of the intention of curating your own trends may specifically be to support a product or belief. Yet it’s also where many of the trends that are oversimplified or just plain wrong come from. Non-obvious trends don’t have apparent industry biases and are not gratuitously self-serving.

Use Authoritative Sources. When it comes to the examples and research that you find to support a trend, the more authoritative sources you can find, the better. What this means in practice is using examples that people may recognize or finding research from reputable organizations or academic institutions. These sources can make the difference between selling your vision or having your audience question your conclusions because they don’t believe your sources.

Let’s bring the five elements of the Haystack Method to life through a step-by-step analysis of how the process helped define a trend from one of the past reports.

The following description takes you through all five steps of the Haystack Method to gather, aggregate, elevate, name, and prove a single trend from the 2015 Non-Obvious Trend Report: “Engineered Addiction.”