Book description
Get out of the office and dream!
To keep your brand innovative you need to feed your creative spirit and the office is not the place to do that. So get out, disrupt and reimagine the status quo, get into a café and dream.
Recreating the convivial, collaborative, creative world of the avant-garde the guys at The Dream Café have developed a fresh, new approach which is being used by major brands and businesses to great success. They create actual Dream Café locations - settings which encourage freedom of thought and collaboration. Explaining how space and process can be harnessed to produce the kind of unanticipated multicultural and interdisciplinary encounters that lead to unpredictable outcomes.
Now, for the first time, the innovation consultants at The Dream Café have made their model and methods available to us all in this exciting new book.
Focuses on the urgent need to enable major brand businesses to formulate, refine, and deliver the big brand idea that will disrupt and redefine the market
Shows how to innovate and stand out by embracing risk and innovation
Equal parts inspiration and practical implementation
The concept covered is currently being used extensively by major global brands and companies
Table of contents
- Title Page
- Copyright
- PREFACE
- A: AVANT-GARDE
- B: BELLIGERENCE
- C: CHAOS
-
D: DREAMING
- Product Invention: The Sewing Machine
- Patent Medicine: Hair Restorer
- Physics: The General Theory of Relativity
- Human Biology: The Chemical Transmission of Nerve Impulses
- Standardization at Ford
- Searching the Entire Internet: Google
- Some of the Lessons That Contemporary Business Can Learn From Daring to Dream
-
E: EXPERIMENTATION
- Don't Wait for the Future, Because it Won't Wait for You
- Writing the Future
- The Vanguard Effect
- Past–Present–Future
- Creating Creative Process
- The Art of Developing Dream Scenarios
- Dreams Can Come True if You Have the Right Process
- The Art of Innovation by Imitation
- Old Dogs Can Learn New Tricks
- The Digital Dreamscape
- Some of the Lessons that Contemporary Business Can Learn from Experimentation
- F: FUSION
- G: GUT REACTION
-
H: HABITAT
- A Brief History of Production Places
- A Brief History of Creative Places
- The Third Place
- Oldenberg's Theory of Three Places
- Why the Right Place Produces Profitable Outcomes
- Are Creative Places Trying too Hard?
- The Fourth Space
- From the Black Cat to the Village Gaslight
- Why the Fourth Space is Important
- Some of the Lessons that Contemporary Business Can Learn from Investing in the Right Habitats
- I: IMAGINATION
- J: JEST
-
K: KINETIC
- Art that Moves
- Mechanization is a Way of Being
- Creative Thinkers and Doers Notice and Respond Rapidly
- Higher Function
- Kinetic Applications
- Kinetic Intelligence
- Brand Opportunities to Apply Our Kinetic Intelligence
- Frenetic Kinetic
- Some of the Lessons that Contemporary Business Can Learn from Kinetic
- L: LOVE
-
M: MULTI-SENSORY
- Sensing an Opportunity
- The Science of Sense
- Multi-sensory Marketing
- Non-Sense
- Before the Bandwagon
- Multi-Channel
- From Non-Sense to New-Sense
- All Singing – All Dancing
- Means and Ends
- Eat Me – Squeeze Me
- Juice Makes Sense
- Big Business Sense
- Some of the Lessons that Contemporary Business Can Learn from Multi-Sensory Engagement
- N: NOTICING
- O: ORGANIC
- P: PREDICTION
- Q: QUESTIONS
- R: RISK
- S: SYNERGY
- T: TRIPPING
- U: UNDERSTANDING
- V: VERIFICATION
- W: WONDER
- X: X-RATED
- Y: YEARNING
- Z: ZEITGEIST
-
CONCLUSIONS
- Global Disruption: How Threats Become Opportunities
- Art is Where the Heart is
- Split Personalities and Hybridization
- Biospheres and Buy-Buy-Buy
- Big Worlds and Small Brands
- Creating Innovation Opportunity
- Noticing and Not Just Seeing
- How Incrementalism Encourages You to Believe that Jumping on the Bandwagon Equates to Radical Innovation
- Printing Your Own
- Stimulants and Opportunities
- Borrowed Time
- Mood Brands
- Benign Brands
- Daring to be Different
- Building a Brand through Applied Imagination and Creative Intelligence
- ENDNOTES
- INDEX
- ABOUT THE AUTHORS
- End User License Agreement
Product information
- Title: The Dream Cafe: Lessons in the Art of Radical Innovation
- Author(s):
- Release date: April 2015
- Publisher(s): Wiley
- ISBN: 9781118977842
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