Jeremy Gutsche's Better and Faster Highlights How to Win by Being Different
Laura McQuarrie — March 4, 2015 — Business
References: jeremygutsche & betterandfaster
Divergence, or being unafraid to oppose the mainstream is one of the key patterns of opportunity Trend Hunter CEO Jeremy Gutsche discusses in his second business innovation book, Better and Faster. As described in the book, a prime example of a business that has used Divergence to its advantage is Ugly Dolls. Because these quirky misshapen dolls with unusual names looked completely different from what was available and popular in the toy market, Ugly Dolls found a way to tap into the exact opposite of what society regards as "beautiful." Because the dolls are not conventionally cute, Ugly Dolls generates millions in revenue and the toys have even gone on display in the Louvre.
For more insights on Divergence and five other patterns of opportunity, pick up your copy of Better and Faster HERE.
For more insights on Divergence and five other patterns of opportunity, pick up your copy of Better and Faster HERE.
Trend Themes
1. Divergence Pattern - Identifying unconventional ideas or products that oppose the mainstream and tapping into an opposite niche market can create successful businesses, such as seen with Ugly Dolls.
2. Unconventional Marketing - Innovative content that differs from mainstream advertising may successfully engage audiences and increase revenues for businesses.
3. Opposite Market Trends - Observing trends opposite to prevailing popular market interests can lead to unique product developments, revenue generation and industry disruption.
Industry Implications
1. Toy Industry - Those who identify unconventional market niches, and create unique products that cater to an opposite market trend can develop successful businesses within the toy industry.
2. Marketing Industry - Marketing professionals who offer unconventional content creation services through divergence from main stream advertising techniques to their clients may grow their businesses and disruptive industry practices.
3. Consumer Goods Industry - Those who observe market trends opposite to current mainstream markets, and create products that cater to this niche trend, can create disruptive industries within the consumer goods space.
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