Coolhunting: Chasing Down the Next Big Thing

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9780814473863: Coolhunting: Chasing Down the Next Big Thing

'Coolhunting' and 'swarm creativity' are powerful concepts about identifying emerging trends and discovering the key trendsetters. They are about uncovering hidden innovation and innovators and they include the how and why new ideas and new knowledge are converted into products and services that correspond to the collective human mindset. Coolhunting involves making observations and predictions as part of the search for cutting-edge trends. It is a way of capturing what the 'collective mind' is thinking, and using what is captured to one's advantage. For an example of this 'collective mind' concept, on the television show "Who Wants to be a Millionaire?", contestants unsure of the answer to a question had the option of asking the audience or phoning a so-called 'expert'. Far more often than did the experts, the collective intelligence of the audience produced the correct answer.This is a simple example of swarm creativity. Humans swarm around like-minded people, with whom they not only feel comfortable but also can collaborate to produce winning ideas. The volume includes sidebars that expand concepts and present engaging anecdotes, as well as illustrations (charts, graphs, tables, and pictures) to help guide the reader through the explanations of concepts or simply to make for a more enjoyable read. The book includes many examples from history and from more recent business cases.Some of the examples are: how the CEO of Continental Airlines, participating in an online forum of frequent flyers, brought 200 of these people together in Houston at a dinner to discuss how the company could improve its services; how 10 research labs, collaborating globally to discover the causes of the SARS disease, were able to share newly acquired knowledge and achieve tremendous results very quickly; and, how Linux, an organization with no one officially in charge, became the only serious contender to the strictly hierarchical organization that developed Microsoft Windows.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

L'autore:

Scott W. Cooper is President of the Hiebing Group and has worked on accounts such as Coors, Famous Footwear, American Automobile Association (AAA), and Fort Howard Paper. Prior to his current position, Scott had experience in both the client and agency side of the business. He currently teaches marketing communications in the School of Business at the University of Wisconsin.

Contenuti:

CONTENTS

Foreword by danah boydix

Acknowledgmentsxv

INTRODUCTION1

1 WHY “COOL” MATTERS5

What Is “Cool”?7

Coolhunting Offers Tremendous Benefits in Business9

The Diffusion of Innovation12

Predicting How Coolhunting Might Be Applied17

2 SWARM CREATIVITY CREATES COOL TRENDS23

Self-Organization in the Beehive24

It’s Cool to Give Power Away27

It’s Cool to Share Knowledge33

It’s Cool to Self-Organize35

Applying Swarm Creativity to Coolhunting38

3 SWARMS CAN BETTER PREDICT THE FUTURE45

Prediction Markets46

Birds of a Feather Flock Together: Predicting Success

Based on Peer Networks54

You Can Predict Your Future Network59

4 ABOUT TRENDSETTERS63

Benjamin Franklin as Role Model66

The Anti-Ben?69

Don’t Be a Star, Be a Galaxy71

Galaxies Are High Performers79

5 COOLHUNTERS LOOK FOR COOLFARMERS83

Coolhunting for Trendsetters84

From Idea to Trend87

Coolfarming “Enhanced Gravity”89

The Four Principles of Coolfarming92

A Coolfarming Example from Beyond the Business World100

Coolfarming That Truly Changed the World: Netscape104

Coolfarming Gone Wrong: Boo.com110

6 WHEN SWARMS GO MAD113

Collective Madness114

Lack of Open Communication Can Be Fatal: NASA121

Egomania at Enron124

What a COIN and a Religious Cult Have

in Common: “The Family”126

7 DO-IT-YOURSELF COOLHUNTING WITH TECHNOLOGY133

Do-It-Yourself Coolhunting in the Blogosphere134

Tracking Physical Interactions in Social Networks139

Finding Learning Trends and Making Education Cooler144

Some Lessons for Virtual Collaboration146

8 COOLHUNTING BY AUTOMATED SOCIAL

NETWORK ANALYSIS151

Discovering Trends by Mining Communication Archives151

1. Identifying Trendsetters in a Social Network: Wikinews156

2. Coolhunting New Product Trends in an

Online Forum: eCoustics163

3. Coolhunting Trendsetters Among Product Users:

Mobile Phones in a High School Class167

4. Discovering Suspicious Patterns of Innovation: Enron177

5. Coolfarming a Computer Gaming Community186

9 FIVE STEPS TO BECOMING A COOLFARMER191

Step 1: Learn About Swarm Creativity, COINS,

and Social Networks194

Step 2: Form a COIN194

Step 3: Coolhunt in an Online Community197

Step 4: Measure Communication in Your Own COIN199

Step 5: Become a Coolfarmer202

10 THE COMING WORLD OF SWARM CREATIVITY205

Morphing into Swarm Creativity206

Stakeholders or Shareholders?212

Immerse Yourself in the Swarm215

Listen to the Swarm216

Trust the Swarm218

Share with the Swarm220

Notes223

Index231

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

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Descrizione libro Amacom, United States, 2007. Mixed media product. Condizione libro: New. 231 x 155 mm. Language: English . Brand New Book. Coolhunting and swarm creativity are powerful concepts about identifying emerging trends and discovering the key trendsetters. They are about uncovering hidden innovation and innovators and they include the how and why new ideas and new knowledge are converted into products and services that correspond to the collective human mindset. Coolhunting involves making observations and predictions as part of the search for cutting-edge trends. It is a way of capturing what the collective mind is thinking, and using what is captured to one s advantage. For an example of this collective mind concept, on the television show Who Wants to be a Millionaire? , contestants unsure of the answer to a question had the option of asking the audience or phoning a so-called expert . Far more often than did the experts, the collective intelligence of the audience produced the correct answer.This is a simple example of swarm creativity. Humans swarm around like-minded people, with whom they not only feel comfortable but also can collaborate to produce winning ideas. The volume includes sidebars that expand concepts and present engaging anecdotes, as well as illustrations (charts, graphs, tables, and pictures) to help guide the reader through the explanations of concepts or simply to make for a more enjoyable read. The book includes many examples from history and from more recent business cases.Some of the examples are: how the CEO of Continental Airlines, participating in an online forum of frequent flyers, brought 200 of these people together in Houston at a dinner to discuss how the company could improve its services; how 10 research labs, collaborating globally to discover the causes of the SARS disease, were able to share newly acquired knowledge and achieve tremendous results very quickly; and, how Linux, an organization with no one officially in charge, became the only serious contender to the strictly hierarchical organization that developed Microsoft Windows. Codice libro della libreria AA39780814473863

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Descrizione libro Amacom, United States, 2007. Mixed media product. Condizione libro: New. 231 x 155 mm. Language: English . Brand New Book. Coolhunting and swarm creativity are powerful concepts about identifying emerging trends and discovering the key trendsetters. They are about uncovering hidden innovation and innovators and they include the how and why new ideas and new knowledge are converted into products and services that correspond to the collective human mindset. Coolhunting involves making observations and predictions as part of the search for cutting-edge trends. It is a way of capturing what the collective mind is thinking, and using what is captured to one s advantage. For an example of this collective mind concept, on the television show Who Wants to be a Millionaire? , contestants unsure of the answer to a question had the option of asking the audience or phoning a so-called expert . Far more often than did the experts, the collective intelligence of the audience produced the correct answer.This is a simple example of swarm creativity. Humans swarm around like-minded people, with whom they not only feel comfortable but also can collaborate to produce winning ideas. The volume includes sidebars that expand concepts and present engaging anecdotes, as well as illustrations (charts, graphs, tables, and pictures) to help guide the reader through the explanations of concepts or simply to make for a more enjoyable read. The book includes many examples from history and from more recent business cases.Some of the examples are: how the CEO of Continental Airlines, participating in an online forum of frequent flyers, brought 200 of these people together in Houston at a dinner to discuss how the company could improve its services; how 10 research labs, collaborating globally to discover the causes of the SARS disease, were able to share newly acquired knowledge and achieve tremendous results very quickly; and, how Linux, an organization with no one officially in charge, became the only serious contender to the strictly hierarchical organization that developed Microsoft Windows. Codice libro della libreria AA39780814473863

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Descrizione libro AMACOM 2007-04-04, 2007. Hardcover. Condizione libro: New. First Edition. 0814473865 We guarantee all of our items - customer service and satisfaction are our top priorities. Please allow 4 - 14 business days for Standard shipping, within the US. Codice libro della libreria TM-0814473865

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Descrizione libro 2007. Hardcover. Condizione libro: New. 153mm x 24mm x 236mm. Hardcover. 'Coolhunting' and 'swarm creativity' are powerful concepts about identifying emerging trends and discovering the key trendsetters. They are about uncovering hidden innovation and innovator.Shipping may be from multiple locations in the US or from the UK, depending on stock availability. 236 pages. 0.513. Codice libro della libreria 9780814473863

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