Innovation Customer Discovery - Give Your Customers the Future Now

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Questions and Answers

What is the concept of a 'universal key' in a hotel?

A physical key to unlock all rooms in a hotel

A single key that opens doors to magical experiences, rides, dining, and hotel room doors (correct)

A special key for hotel employees only

A digital key to unlock all hotel services

What is the purpose of adopting habits of futurecasters?

To develop a curious and creative mindset (correct)

To become a thought-leader in a particular industry

To stay updated with current events and trends

To make accurate predictions about the future

What is the outcome of reframing an original 'How Might We' question?

A list of industry trends and predictions

A list of possible solutions to a problem

A new design challenge and vision (correct)

A revised vision statement

What is the purpose of rewriting a 'How Might We' question?

To explore other possibilities and generate more ideas Signup and view all the answers

What is the outcome of reconsidering a V2MOM?

A revised vision statement and new methods Signup and view all the answers

What is the benefit of being loyal to a particular hotel brand?

Having a personalized concierge or guest services Signup and view all the answers

What is the purpose of journaling in futurecasting?

To record observations and reactions to ideas Signup and view all the answers

What is the benefit of seeking out opportunities for adventures?

To gain new experiences and inspiration Signup and view all the answers

What is the purpose of talking with unusual suspects?

To seek new perspectives and opinions Signup and view all the answers

What is the outcome of crossing the bridge from today to tomorrow?

A design challenge and vision Signup and view all the answers

What is the primary purpose of futurecasting in innovation?

To create a sense of urgency and a burning case for change Signup and view all the answers

What is a characteristic of a futurecast?

A combination of trends, phenomena, and predictions Signup and view all the answers

What is an example of a global societal shift that might be included in a futurecast?

The projected growth of smartphone users by 2020 Signup and view all the answers

What is the benefit of integrating a futurecast into an organization's process?

It helps to future-proof the organization's innovation Signup and view all the answers

What is an example of a cultural trend that might be included in a futurecast?

The growth of the sharing economy Signup and view all the answers

Why is it important to resist the temptation to start solving a problem immediately?

To put the problem in the context of the future Signup and view all the answers

What is the outcome of futurecasting?

A sense of urgency and a burning case for change Signup and view all the answers

What is an example of an industry trend that might be included in a futurecast?

New trends in hospitality and other lateral industries Signup and view all the answers

Why do innovators engage in futurecasting?

To identify game-changing solutions that disrupt markets and seize competitive advantage Signup and view all the answers

What is the primary goal of futurecasting?

To future-proof the organization's innovation and seize competitive advantage Signup and view all the answers

Study Notes

The Future Is Now

Understanding the organization's current state is crucial, but it's essential to resist the temptation to assume you understand the challenge and start solving.
Innovators constantly seek out and sense trends, technologies, and other forces that will change how we live 5, 10, 15, or even 20 years in the future.
This is called futurecasting, which helps identify game-changing solutions that disrupt markets, reset expectations, and seize competitive advantage.

What Is a Futurecast?

A futurecast is a mash-up of trends, phenomena, and predictions that create a compelling argument or case for change.
It includes global societal shifts, cultural trends and implications, and industry trends, evidence, and implications.
Examples of global societal shifts include the growth of smartphone users and the increasing global population.
Cultural trends and implications include the shift towards sharing culture, such as car sharing and home sharing.
Industry trends, evidence, and implications include new trends in hospitality, such as the "universal key" to unlock all services at a hotel.

Tactics for Futurecasting

Consume diverse media to nourish your curious and creative mind.
Collect experiences and seek out opportunities for adventures.
Talk with unusual suspects, such as journalists, authors, professors, thought-leaders, inventors, and other interesting people.
Journal or blog about your observations, reactions, and predictions.

Integrating a Futurecast into Your Process

Reframe your original challenge with the insight and foresight you possess.
Rewrite your "How Might We" question in different ways, including negative and positive approaches.
Reconsider your V2MOM in the context of your new "How Might We" question.

V2MOM is a strategic planning and goal-setting framework that stands for Vision, Value, Methods, Obstacles, and Measures.
Discuss and prioritize the "How Might We" questions that inspire your team.
Report your discoveries to your steering committee, including your archetypes, challenges, and predictions for the future.

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Description

Innovation Customer Discovery Explore the concept of futurecasting and its importance in innovation. Learn how to integrate futurecasting into your process and understand the role of innovators in shaping the future.