Bert Van Thilborgh was founder van twee succesvolle marketingcommunicatiebureaus in België en Nederland. In 2016 richtte Bert het trendwatching en innovation agency Futureproved op. Hij wordt geconsulteerd om strategisch vooruit te kijken, toekomstanalyses te maken, trendinzichten te delen of trendrapporten te maken voor bedrijven.

Meer over Bert Van Thilborgh

Bertrand Weegenaar 30 augustus 2023 Albert Einsten zei ooit: ‘Meer dan het verleden interesseert mij de toekomst, want daarin ben ik van plan te leven.’ Het verklaart misschien de fascinatie voor de toekomst, die we onder andere terugzien in de vele boeken die erover verschijnen, de opkomst van de trendindustrie, en de vele managementboeken en -methoden die grip op die toekomst beloven. Bertrand Weegenaar doet een greep in wat er zoal te lezen valt over dit bewogen onderwerp. Lees het volledige artikel

Bert Van Thilborgh

Trendsurfing

Name: Trendsurfing
Author: Bert Van Thilborgh

Innovating on Waves of Change

Specificaties

Paperback, 324 blz. | Engels

Pelckmans | 1e druk, 2023

ISBN13: 9789463379106

Rubricering

Hoofdrubriek : Management

Pelckmans 1e druk, 2023 9789463379106

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Paperback | NL € 30,00 Paperback | EN € 30,00

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Samenvatting

In 'Trendsurfing', trendwatcher Bert Van Thilborgh guides you through the processes of change in our rapidly evolving, highly volatile and deceptively ambiguous world. In this methodological book, the author clarifies the techniques of trend analysis and positions them in a structural model. In addition, the book offers numerous tips and tricks that will help readers surf the waves of innovation, identify emerging trends and respond to them effectively.

Bert observes, quantifies, explains and indicates the future direction in which trends may develop. A selection of contemporary international examples takes us on a surfing journey through various fields, including the automotive industry, retail, tourism and hospitality, the luxury segment, media and entertainment, telecom and consumer electronics, and various lifestyle sectors. At the same time, this book offers case studies from more soft industries such as the healthcare and non-profit industry.

TRENDSURFING is a must-read management book for every trend-sensitive, trendsetting or groundbreaking CEO, board member, entrepreneur, marketeer, innovation specialist, product developer and policymaker. In other words, anyone who wants to surf the waves of future change. Moreover, Bert Van Thilborgh’s approach and personal style challenge all his readers to put on a wetsuit – and do some trendsurfing of their own!

Trefwoorden

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Trefwoorden

Specificaties

ISBN13:9789463379106

Taal:Engels

Bindwijze:paperback

Aantal pagina's:324

Uitgever:Pelckmans

Druk:1

Verschijningsdatum:22-11-2023

Hoofdrubriek:Marketing, Verandermanagement

Over Bert Van Thilborgh

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Inhoudsopgave

U kunt van deze inhoudsopgave een PDF downloaden

PREFACE 10
ACKNOWLEDGEMENTS 14
GLOSSARY 17

INTRODUCTION 21

PART 1: WHAT ARE TRENDS? 27

CHAPTER 1: THE CHANGE PROCESS 32
1. Our world is changing faster and more drastically 32
2. Wildcards cause disruptive change 36
3. Different kinds of wildcards 38
4. Comparing wildcards: the plague and corona 40
5. Disruptions influence our lives 45
6. Possible wildcards for the future 55
7. Do people like change? 64

CHAPTER 2: ACTION MOTIVES, VALUES, NORMS, AND EXPECTATIONS 68
1. Abraham no longer cuts the mustard 68
2. Values as basic principles for our actions 73
3. Norms for value-rational action 77
4. High expectations cause increasing levels of stress 79

CHAPTER 3: THE SOCIETAL CONTEXT 80
1. The new acronym: IPSETEEP 80
2. Our multi-modal identity 82
3. Populations in motion 90
4. The social-cultural playing field 110
5. The environment under pressure 118
6. Our technosphere 128
7. The economy and work 133
8. Energy 142
9. Political, institutional and judicial trends 144
10. Interim conclusion 147

CHAPTER 4: TRENDS AS THE MOTOR FOR INNOVATION 148
1. Innovation 148
2. What about creativity and inventions? 150

CHAPTER 5: OTHER TREND CONCEPTS 152
1. The anti-trend or counter-trend 153
2. Coolhunting 157
3. Hypes, crazes or fads and hits 161
4. Fashion and style(s) 166

CHAPTER 6: HOW DO TRENDS, HYPES AND FADS EVOLVE? 168
1. Who are the trend creators? 168
2. Where do trends originate from? 171
3. How do trends and hypes evolve? 172
4. Are trends cyclical? 192
5. Using trends to gain competitive advantage over your rivals? 199

PART 2: YOUR OWN TREND RESEARCH 209

Step 1. Where can you find trend information? 212
Step 2. From trendspotting to analysis 225
Step 3. Trend analysis and trend implementation 229
Step 4. Positioning trends in the trend pyramid 231
Step 5. Trend tools for innovation 242
1. The ‘What if… then this’ scenarios 242
2. The future impact diagram 249
3. The Futureproved Trendsurf Model© 253

APPLICATION OF THE TRENDSURF MODEL 260
Case 1. Tourist time travel 260
Case 2. Living in a terracotta house 281

CONCLUSION 305
BIBLIOGRAPHY 312
ENDNOTES 316