During his closing general session address, Gutsche, a 30-year-old trend watcher, discussed what is cool now and aimed to help retailer and supplier attendees identify what will be cool in the future.
"Microtrends and viral innovation surround us. If you're looking for new ideas, it's easy to find them. But how do we make sense of all the noise?" he asked. "Because in addition to all the interesting and unique ideas you can see everywhere, you've got to think about your customers, your competition, your strategy, the credit crisis and inspiration can become a distraction."
Gutsche said he believes crises, such as the lagging economy, can provide an opportunity to excel. "Relate that to the times we're in today, and you're actually being given a significant opportunity because now you can break down a lot of the barriers that slowed you down in the past," he said.
To do that, he said retailers must begin by observing their customers.
"In all industries, innovation starts by observing the customer, whether you're a designer, entrepreneur or a strategist," he said. "It used to be that you would observe customers in focus groups, surveys and interviews, but now it's interacting with them in their zone, observing the product use, watching the purchase."
The problem arises, he said, when those doing the research don't look beyond the obvious. "There's no point in innovating," he said, "if you think you already know the answer."
Thus, Gutsche urged those in the audience to take a step back and take a second look at whatever data or trend information they're reviewing. "Reset your expectations, then look for trends," he said. "Collect trend insights, cluster patterns and watch for what stands out. Force yourself to look beyond the obvious. Find something that's unique."
Once the trends are established, a three-step process--a process Gutsche calls infectious marketing--provides a way to make it succeed:
Viral creation: "When you make a product or service that connects with your customer, your message can travel faster than ever before. Word-of-mouth has been accelerated by the Internet and the blogosphere." Viral medium: "The medium can ruin a great message, just as similarly the medium can make a great message." Well-packaged stories: "Relentlessly obsess about you're story," Gutsche said. It should be simple, direct and "supercharged." "It should pass the 'I have to tell someone' test." Gutsche left the audience with a final equation to become cool: "I believe if you leverage viral trends and methodical innovation, you can generate ideas, stimulate creativity and ultimately unlock the cool."
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