Product innovation keynote speaker Jeremy Gutsche encourages his clients and keynote attendees to constantly seek to be unique. He advises clients to stray far from the mainstream and popular ideas because as he affirms is in award-winning book 'Exploiting Chaos,' "popular is not cool." He defines cool as "unique and cutting edge." And, once products nail these components, they experience viral success.
He provides a variety of fascinating and hard-hitting examples of brands that truly understood this strategy including Ugg Boots, Hush Puppies and Crocs Footwear. The story of Ugg Boots, as retold by Jeremy in his book, is particularly interesting.
"Ugg Boots: Traditionally worn by Australian farmers, these hideous boot get their name from the reaction they evoke: "Ugh," as in ugly." Recently, the boots started appearing in celebrities like Madonna, Britney Spears, Sarah Jessica Parker, and Cameron Diaz. By 2008, the brand had $580 million in revenue. Whose boots are ugly now?"
Truly unique ideas, such as the one to market farming boots as chic, must-have shoes, can drive viral behavior. To learn about the other examples of viral products, you can now get 'Exploiting Chaos' as a FREE online book here.
Constantly Seek to Be Unique
Product Innovation Keynote Speaker on Creating Outstanding Products
Trend Themes
1. Unique Product Marketing - There is an opportunity for companies to market their products as unique, incorporating new and different ideas in their design and messaging to stand out in the market.
2. Viral Product Success - By creating unique and cutting-edge products, businesses have the potential to enjoy viral success, as demonstrated by brands such as Ugg Boots, Hush Puppies, and Crocs Footwear.
3. Disruptive Product Innovation - By straying away from mainstream ideas, businesses have an opportunity to disrupt the market and stand out from competitors with innovative and fresh product ideas.
Industry Implications
1. Fashion - Fashion companies have an opportunity to market unique and innovative products to stand out in the market and generate viral success, as demonstrated by the example of Ugg Boots.
2. Retail - Retail businesses can benefit from incorporating new and different product ideas in their stock to disrupt the market and attract customers with unique offerings.
3. Consumer Goods - Consumer goods companies can innovate and create unique products by straying away from mainstream ideas to gain a competitive edge and generate viral success.