Future Proof
Marginal to mainstream innovation: How looking to the 1% could unlock your future brand growth
Jul 10, 2024
Dr. Helen Edwards discusses how marginalized behaviors can spark mainstream trends in marketing. They explore concepts like Wicca for innovation and the importance of demand-driven innovation. The podcast also looks at future trends like the quantified self and Living Off the Sea, highlighting the transition of niche trends to broader acceptance.
22:05
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Quick takeaways
- Innovation can be found by exploring marginal behaviors like Wicca or quantified self for growth opportunities.
- Understanding consumer resistance is crucial to reducing barriers and making innovative behaviors more accessible.
Deep dives
Innovation Through Margins
Businesses are encouraged to explore marginal behaviors for inspiration and innovation. By looking at behaviors like Wicca or quantified self through different lenses such as resistance and intensity, businesses can unlock potential growth opportunities. Understanding the nature of resistance is key, as it helps identify how businesses can reduce barriers and make these behaviors more accessible to consumers.
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