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The Dream Cafe: Lessons in the Art of Radical Innovation by Duncan D. Bruce, Dr Geoff Crook

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NNOTICING

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Noticing is at the heart of The Dream Café's difference from the way that conventional agencies operate. Our ability to notice what others tend to neglect is what enables us to leverage the different ways that creative people apprehend the world. When we talk about creative thinkers, the avant-garde, café culture and so on, we don't limit our definition to conventional stereotypes of men in berets with goatee beards or women in French style matelot tops and dark glasses. We are referring to a way of thinking and seeing that is hardwired to the imagination and one of our reference points is Marcel Proust who said: ‘The real voyage of discovery consists not in seeking new landscapes, but in having new eyes.’

Noticing plays a crucial role in the menu of services that we offer business. We prototype and create, enabling us to complement and inform each other and our clients' abilities to evolve their understanding while gaining real purchase on innovation opportunity. Our core provision at The Dream Café consists of:

  1. INSIGHT: we investigate and translate into accessible narrative trends and consumers' needs, motivations, anxieties, ambitions and inhibitions.
  2. IDEATION: we work with clients to co-create strategies for building new insights into better products, services and communication strategy.
  3. CAFÉ CONVERSATIONS: we engage our clients and others in conversations that ...

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