Keynote by Jeremy Gutsche, CEO of Trendhunter #MRIA2016 #MRIA16 #NewMR 

Live note taking at the MRIA 2016 annual conference in Montreal. Any errors or bad jokes are my own.

  • [Jeremy begins by getting the crowd screaming and handing out books. We love free books 🙂 ]
  • Your next breakthrough is closer than you think, but how do you know if you’re making the right choice
  • There are too many ideas too close to us and we can’t evaluate them all
  • Companies are not structured to adapt, they no longer last 75 years
  • How can a man use paper origami to save lives? He now has 23 patents and works at NASA. But he quit his job to be an origami master. He was the one who figured out how to fold air bags in your car, among other life saving folding problems.
  • He interviewed his dad and learned so many things he would have never learned otherwise
  • His dad was caught stealing at a grocery store and he was sentenced to clean the grocery store for a month, he noticed a lot of good food was getting thrown out, he took that food and sold it, Turned into selling month old magazine, door to door donuts, Started his own night club at age 16 but he ended up in trouble for not having licenses 
  • Your competitors are lazier than you – you can put in the time, everyone wants to get better but not everyone wants to put in the effort
  • He ended up owning a sports team but weird reasons but then he would personally invite people and then sit with them durin the game, to generate a personal connection, he’d encourage them to bring their friends; He increased attendance massively every year doing this; he was the MVP even though he never played in a game
  • His did bought every magazine on any topic and then flip through the sections talking about new idea, then he tried to interpret every new idea in a different way or different industry
  • The act of becoming inspired has become overwhelming 
  • Kodak invented the digital camera in 1975 and then had a website in the 90s to share pictures with their friends, but their goal was defeating a competitor and you know the end result
  • Blockbuster didn’t see the end coming, they understood preference and stocked movies relevant to the neighbourhood they were in, but they chose not to buy Netflix 
  • Who invented grammar checkers? And electronic dictionaries, and the laptop word processor, and PDAs. This is all Smith Corona, a typewriter company. [wow. I remember buying a typewriter to go to university!]
  • These companies had smart companies who researched good ideas, but hen they reverted back to their original company idea. 
  • Why was VIctoria’s Secret successful? The owner thought it was a store for MEN to shop for women. It was because the lingerie was fashionable and that’s what women wanted. The store reinvested in that concept and the store grew massively.
  • 3 traps of a farmer – become complacent, repetitive, and protective.
  • The owner of ZARA is worth 70 billion and he dresses very boring. They bring designs into the store in 14 days not 14 months. THey don’t advertise because it takes to long and costs too much. ANd they make clothes close by geographically so there are no transportation issues. THey can revise the dress in days and put it back in stores. THere is no designing. It is always tested in the stores on the racks. Zara signifies it’s a fashion city.
  • Hunter instincts 1 – insatiable – they are never done.  Hunter 2 – curious. How much time do you spend hunting outside your industry. Hunter 3 – willing to destroy
  • Google had 1000 engineers to generate a new Facebook. WHich we know failed. Many companies were vastly better at specific aspects and were built by 12 people. 
  • Don’t build a better thing. Build what people WANT. 
  • No one person invents GPS or the iPhone. You need a little idea you can make big.
  • Opposing the mainstream fuels success – Redbull tastes awful, has a smaller can, a bigger price, and scoffs at the legal team
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