Coolhunting. Chasing Down the Next Big Thing

Erscheinungsjahr 2007
ISBN: 978-0-8144-7386-3
Verlag: McGraw-Hill Education

Buch, Englisch, 250 Seiten, Format (B × H): 153 mm x 236 mm, Gewicht: 513 g

Foreword by danah boyd, blog personality & social networks expertWhat do the iPod, MySpace, and YouTube all have in common? They’re fresh, they’re sexy, and most importantly -- they’re cool. But while many companies embark on the eternal quest for the next big thing, very few know how to actually find it. Coolhunting will take readers into the very heart of the search and show them how to find trendsetters, spot innovations, and turn brilliant ideas into hot new trends. Major companies like Starbucks and Proctor & Gamble have already discovered the power of coolhunting. Now, anyone can learn how to: - Tap into the "Tao of Cool" and identify the trends that are truly cutting-edge - Cultivate the skills and techniques of highly effective coolhunters - Pinpoint developing trends on the Internet by using "smartbadgesAn invaluable tool for businesses of all sizes, Coolhunting will show leaders how to stay ahead of the curve and on the cutting edge of where their customers want to be taken.

Autoren/Hrsg.

Gloor, Peter A.

Gloor, Peter

Cooper, Scott

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Betriebswirtschaft: Theorie & Allgemeines

Inhaltsverzeichnis

CONTENTS Foreword by danah boydix Acknowledgmentsxv INTRODUCTION1 1 WHY “COOL” MATTERS5 What Is “Cool”?7 Coolhunting Offers Tremendous Benefits in Business9 The Diffusion of Innovation12 Predicting How Coolhunting Might Be Applied17 2 SWARM CREATIVITY CREATES COOL TRENDS23 Self-Organization in the Beehive24 It’s Cool to Give Power Away27 It’s Cool to Share Knowledge33 It’s Cool to Self-Organize35 Applying Swarm Creativity to Coolhunting38 3 SWARMS CAN BETTER PREDICT THE FUTURE45 Prediction Markets46 Birds of a Feather Flock Together: Predicting Success Based on Peer Networks54 You Can Predict Your Future Network59 4 ABOUT TRENDSETTERS63 Benjamin Franklin as Role Model66 The Anti-Ben?69 Don’t Be a Star, Be a Galaxy71 Galaxies Are High Performers79 5 COOLHUNTERS LOOK FOR COOLFARMERS83 Coolhunting for Trendsetters84 From Idea to Trend87 Coolfarming “Enhanced Gravity”89 The Four Principles of Coolfarming92 A Coolfarming Example from Beyond the Business World100 Coolfarming That Truly Changed the World: Netscape104 Coolfarming Gone Wrong: Boo.com110 6 WHEN SWARMS GO MAD113 Collective Madness114 Lack of Open Communication Can Be Fatal: NASA121 Egomania at Enron124 What a COIN and a Religious Cult Have in Common: “The Family”126 7 DO-IT-YOURSELF COOLHUNTING WITH TECHNOLOGY133 Do-It-Yourself Coolhunting in the Blogosphere134 Tracking Physical Interactions in Social Networks139 Finding Learning Trends and Making Education Cooler144 Some Lessons for Virtual Collaboration146 8 COOLHUNTING BY AUTOMATED SOCIAL NETWORK ANALYSIS151 Discovering Trends by Mining Communication Archives151 1. Identifying Trendsetters in a Social Network: Wikinews156 2. Coolhunting New Product Trends in an Online Forum: eCoustics163 3. Coolhunting Trendsetters Among Product Users: Mobile Phones in a High School Class167 4. Discovering Suspicious Patterns of Innovation: Enron177 5. Coolfarming a Computer Gaming Community186 9 FIVE STEPS TO BECOMING A COOLFARMER191 Step 1: Learn About Swarm Creativity, COINS, and Social Networks194 Step 2: Form a COIN194 Step 3: Coolhunt in an Online Community197 Step 4: Measure Communication in Your Own COIN199 Step 5: Become a Coolfarmer202 10 THE COMING WORLD OF SWARM CREATIVITY205 Morphing into Swarm Creativity206 Stakeholders or Shareholders?212 Immerse Yourself in the Swarm215 Listen to the Swarm216 Trust the Swarm218 Share with the Swarm220 Notes223 Index231

Über Autor(innen)

Cooper, Scott
Scott W. Cooper is President of the Hiebing Group and has worked on accounts such as Coors, Famous Footwear, American Automobile Association (AAA), and Fort Howard Paper. Prior to his current position, Scott had experience in both the client and agency side of the business. He currently teaches marketing communications in the School of Business at the University of Wisconsin.