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Coolhunting
(Englisch)
Chasing Down the Next Big Thing
Gloor, Peter A. & Cooper, Scott M.

24,95 €

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Produktbeschreibung

Foreword by danah boyd, blog personality&social networks expert What do the iPod, MySpace, and YouTube all have in common? They re fresh, they re sexy, and most importantly -- they re cool. But while many companies embark on the eternal quest for the next big thing, very few know how to actually find it.Coolhuntingwill take readers into the very heart of the search and show them how to find trendsetters, spot innovations, and turn brilliant ideas into hot new trends. Major companies like Starbucks and Proctor&Gamble have already discovered the power of coolhunting. Now, anyone can learn how to: Tap into the "Tao of Cool" and identify the trends that are truly cutting-edge Cultivate the skills and techniques of highly effective coolhunters Pinpoint developing trends on the Internet by using "smartbadges An invaluable tool for businesses of all sizes,Coolhuntingwill show leaders how to stay ahead of the curve and on the cutting edge of where their customers want to be taken.


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


Über den Autor




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.


Inhaltsverzeichnis

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


Klappentext




Foreword by danah boyd, blog personality & social networks expert

What do the iPod, MySpace, and YouTube all have in common? They're fresh, they're sexy, and most importantly -- they're cool. But while many companies embark on the eternal quest for the next big thing, very few know how to actually find it. Coolhunting will take readers into the very heart of the search and show them how to find trendsetters, spot innovations, and turn brilliant ideas into hot new trends. Major companies like Starbucks and Proctor & Gamble have already discovered the power of coolhunting. Now, anyone can learn how to:

  • Tap into the "Tao of Cool" and identify the trends that are truly cutting-edge
  • Cultivate the skills and techniques of highly effective coolhunters
  • Pinpoint developing trends on the Internet by using "smartbadges

An invaluable tool for businesses of all sizes, Coolhunting will show leaders how to stay ahead of the curve and on the cutting edge of where their customers want to be taken.