Who wouldn't!
A new book by Grant McCrackenmakes the case that sensitivity to cultural shifts that marks out great innovators can be learned … and even turned into a corporate tool.
He makes the interesting distinction between "Fast Culture": those changes that reflect changes in technology and fashion and "Slow Culture"the big, unsexy, but nonetheless seismic changes to the fabric of people's lives that impact on the way they use products and the brands they choose to patronise.
He argues that one of the reasons P&G have just completed such a successful decade of innovation is that A.G Lafley just "gets" Slow Culture and encouraged the business to change the way it does its research – less focus on micro-understanding and more on macro-understanding.
We've started to explore ways of integrating some of this thinking into the Future Facing Workshops we run. Whether you are trying to get your strategy right, generate meaningful innovation platforms, or just trying to get your head into what consumers will want by 2020 – 2025 … we think you should have a look and see if you think it could be useful supporting you in your corporate innovation efforts.