Phase I: Define
Trends tend to send businesspeople into a tizzy. The ones who land in my office often seem in a state of panic as they articulate their urgent need to get in on the latest trend—now. We need a social media strategy. We need a Hispanic strategy. We need a green strategy. Or my personal favorite: We need an innovation strategy (hence the creation of this book.) But before I can guide them to a best answer, we have to slow down, step back, and figure out what I call a Best Question.
In the Introduction to this book, I said that to think like a ...