Issue 4
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October 26, 2012
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Tiffany Vasilchik2.
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Rowan Gibson3.
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Braden Kelley4.
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Greg Satell5.
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James Daugherty6.
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Scott Bowden7.
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Dimis Michaelides8.
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. Paul Sloane9.
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Kevin McFarthing10.
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Jeffrey Phillips
,are innovation writers, speakers and
strategic advisors to many of the world’s leading companies.
“Our mission is to help you achieve innovation excellence inside your own organization by making
innovation resources, answers, and best prac
tices accessible for the greater good.”
Cover Image credit:
What I Learned from Faith Popcorn (and the Next Big Thing)
I spent over 10 years with Faith Popcorn’s BrainReserve, the firm named for its eponymous founder and visionary. I met Faith
when I hired herto revive the fading margarine category while I was in Brand Management and soon learned that Faith has a gift, not mythical, but intuitive and
intelligent, of sensing Trends at their laser’s edge. She understands the nuances of consumer behavior in the culture even be
fore the Trend isapparent to most..The biggest
lesson I learned from Faith was to ask questions! Cultural curiosity is the key to prediction. The ability to understand “the
why,”even when the consumer doesn’t, unlocks powerful insights. A longtime business partner once told me that I am most curious
person he hasever met. While DNA may play a marginal role, working for Faith reinforced this trait.Since joining Material ConneXion, I have broadened our innovation consulting methodology from a laser focus on design and materials toinclude consumer and cultural insights as well as design and materials input and Trends. On every project, we begin with the consumer (the
female, since she buys over 80% of household goods; check out Faith’s book called EVEolution, the Eight Truths of Marketing t
o Women) andkeep her in our sights. We are constantly asking what she will want and why. Why will she like this texture, this design, this color, this style? Weask will she use the product outside, will she leave it in the car, will her baby get a hold of it
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and a million other questions.
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Innovation Excellence Weekly - Issue 4
We are proud to announce our fourth Innovation Excellence Weekly for Scribd. Inside you'll find ten of the best innovation-related articles from the past week on Innovation Excellence - the world's most popular innovation web site and home to nearly 5,000 innovation-related articles.
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