On Strategy Showcase

Helen Edwards on why tomorrow's growth will come from the fringes

Jun 4, 2023

48:41

AI Chapters

Episode notes

Introduction

2min

Marginal Behaviors: How They Can Fast Become Mainstream Disruptors

2min

The Importance of Outside Planning

2min

The Importance of Low Growth Zones

4min

The Marginal Behaviors of Veganism

2min

The Marginal Behaviors of Tomorrow's Mainstream

3min

The Emergence of Marginal Behaviors

2min

The Rise and Fall of the Exercise Revolution

2min

How to Reconcile the Trade-Off Between Innovation and Growth

2min

10.

The Importance of Incubating Yourself

3min

11.

The Importance of Beacons in Veganism

4min

12.

The Importance of Reframing

3min

13.

The Gift of Imagination

2min

14.

The Purists and the Purist Movement in Beauty and Fashion

2min

15.

How to Discover the Specific Marginal Movements That Exist in Your Category

3min

16.

How to Scrape Social Media and Understand What's Gainingtraction in Your Space

2min

17.

How to Create a Diverse Team to Develop Opportunities and Marginal Opportunities

3min

18.

How to Choose the Right Horse to Bet On

2min

19.

The Resistance to Labels in Generation Z

3min

20.

From Marginal to Mainstream: How Brand Growth Will Come From the Fringe

3min

Ep#3 in our Outside-In Thinking series, Helen Edwards (columnist, author, prof) describes how fringe behaviors mainstream. We talk about what they are, how to discover them in your category and the audiences most likely to ignite them. This series is sponsored by The Planning Department.