... for they show us our faults." Benjamin Franklin
Market research data is often abundant, sometimes too much so, especially for big brands. Despite having the data, brands still find it difficult to define a breakthrough opportunity. Try this.
Create a detailed critique of your industry:
- Question and challenge all the conventional wisdom & practices of an industry
- Challenge some fundamental dimension or driver in the category
- Challenge some aspect of the way the consumer shops for, experiences, or consumes a product
- Challenge the culture surrounding the category (e.g. wine is snobby)
- Challenge some broader aspect of contemporary culture (e.g. Sex sells)
- Challenge some dimension or quality of the competition/market leader
- What would it take to make people change behavior
Go ahead, become a critic - you'll be your own best friend before you know it.
O.D.O.o.O.D.B.
TY: Adam Morgan
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