The Dream Cafe: Lessons in the Art of Radical Innovation

The Dream Cafe: Lessons in the Art of Radical Innovation

by Dr. Geoff Crook, Duncan D. Bruce
Released April 2015
Publisher(s): Wiley
ISBN: 9781118977842

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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

    1. Title Page
    2. Copyright
    3. PREFACE
      1. Places
      2. People
      3. Process
      4. Expecting the Unexpected
      5. Being Avant-Garde
      6. Creating a Disruptive Culture
    4. A: AVANT-GARDE
      1. Learning to Ignore NO
      2. How Artists do Avant-Garde
      3. The Business of being Avant-Garde
      4. Brand Dreams
      5. Some of the Lessons that Contemporary Business can Learn from the Avant-Garde
    5. B: BELLIGERENCE
      1. How RIM Succeeded and Failed by Being Belligerent
      2. Thinking Fast – Thinking Slow
      3. Kodak: the High Price of Thinking Slow
      4. Beware of Unquestioned Myths
      5. Some of the Lessons that Contemporary Business can Learn from Belligerence
    6. C: CHAOS
      1. The Art of Radical Innovation
      2. Chaos and The Dream Café
      3. Some of the Lessons That Contemporary Business can Learn from Embracing Chaos
    7. D: DREAMING
      1. Product Invention: The Sewing Machine
      2. Patent Medicine: Hair Restorer
      3. Physics: The General Theory of Relativity
      4. Human Biology: The Chemical Transmission of Nerve Impulses
      5. Standardization at Ford
      6. Searching the Entire Internet: Google
      7. Some of the Lessons That Contemporary Business Can Learn From Daring to Dream
    8. E: EXPERIMENTATION
      1. Don't Wait for the Future, Because it Won't Wait for You
      2. Writing the Future
      3. The Vanguard Effect
      4. Past–Present–Future
      5. Creating Creative Process
      6. The Art of Developing Dream Scenarios
      7. Dreams Can Come True if You Have the Right Process
      8. The Art of Innovation by Imitation
      9. Old Dogs Can Learn New Tricks
      10. The Digital Dreamscape
      11. Some of the Lessons that Contemporary Business Can Learn from Experimentation
    9. F: FUSION
      1. The Art of Fusion
      2. Switch On–Turn On–Transform
      3. Fashion Fusion or Confusion?
      4. Sharing and Caring
      5. How Mash-Ups Can Make for a Win-Win
      6. Mono Mania
      7. Some Lessons that Contemporary Business Can Learn from Fusion
    10. G: GUT REACTION
      1. Reflecting on the Bigger Picture
      2. When Less Becomes More
      3. To Boldly Go?
      4. Do Blinking Black Swans Think Fast or Slow?
      5. The Case for Emotional Intelligence
      6. A Sense of Possibility
      7. Band of Joy
      8. Some of the Lessons that Contemporary Business Can Learn from Gut Reaction
    11. H: HABITAT
      1. A Brief History of Production Places
      2. A Brief History of Creative Places
      3. The Third Place
      4. Oldenberg's Theory of Three Places
      5. Why the Right Place Produces Profitable Outcomes
      6. Are Creative Places Trying too Hard?
      7. The Fourth Space
      8. From the Black Cat to the Village Gaslight
      9. Why the Fourth Space is Important
      10. Some of the Lessons that Contemporary Business Can Learn from Investing in the Right Habitats
    12. I: IMAGINATION
      1. The Age of Imagination
      2. Applied Imagination
      3. A Gap in the Market
      4. Why Imagination Matters
      5. The Tyranny of Logic
      6. Why Business Needs a New Brain
      7. Some of the Lessons that Contemporary Business Can Learn from Investing in Their Capacity for Collective and Individual Imagination
    13. J: JEST
      1. The Science of Humour
      2. Learning to Laugh at Yourself
      3. Art, Cafés and Comedy
      4. So Why Aren't Brands More Fun?
      5. Some of the Lessons that Contemporary Business Can Learn from Jest
    14. K: KINETIC
      1. Art that Moves
      2. Mechanization is a Way of Being
      3. Creative Thinkers and Doers Notice and Respond Rapidly
      4. Higher Function
      5. Kinetic Applications
      6. Kinetic Intelligence
      7. Brand Opportunities to Apply Our Kinetic Intelligence
      8. Frenetic Kinetic
      9. Some of the Lessons that Contemporary Business Can Learn from Kinetic
    15. L: LOVE
      1. Is Everyone Looking for Love?
      2. Looks Aren't Everything
      3. The Science of Love
      4. Brand Love
      5. Fickle Feelings
      6. Love at The Dream Café: a Brief Fiction that Could be Your Reality
      7. Dreaming of Everlasting Love
      8. Black Swans or True Love?
      9. Some of the Lessons that Contemporary Business Can Learn from Love
    16. M: MULTI-SENSORY
      1. Sensing an Opportunity
      2. The Science of Sense
      3. Multi-sensory Marketing
      4. Non-Sense
      5. Before the Bandwagon
      6. Multi-Channel
      7. From Non-Sense to New-Sense
      8. All Singing – All Dancing
      9. Means and Ends
      10. Eat Me – Squeeze Me
      11. Juice Makes Sense
      12. Big Business Sense
      13. Some of the Lessons that Contemporary Business Can Learn from Multi-Sensory Engagement
    17. N: NOTICING
      1. Research or Insight
      2. The Dream Café Menu
      3. Ideation
      4. Place
      5. People
      6. Projects
      7. Confirmation and Consolidation
      8. Transformational Realization
      9. How We Deliver Dreams
    18. O: ORGANIC
      1. Dreams and Organic Cafés
      2. Organic Food Business
      3. Sweet Success
      4. Organic Hearts and Minds
      5. Wonky (Organic) Aesthetics
      6. Forget Back Swans – it's the Age of the Ugly Duckling
      7. Organic Futures
      8. Grow or Make Your Own
      9. New Ways for Old Brains
      10. Some of the Lessons that Contemporary Business Can Learn from Organic
    19. P: PREDICTION
      1. The Media is Messy
      2. The Cult of NOW-NESS
      3. A Now State of Mind
      4. Themes, Dreams and Deep Desires
      5. Lost in Translation
    20. Q: QUESTIONS
      1. Bullshit and Hot Air
      2. Learning from the Avant-Garde
      3. Framing Flux
      4. Big Questions – Simple Answers
      5. Nike: Questions and Answers
      6. ‘Just Do It’
    21. R: RISK
      1. Fearing – Risk
      2. Leaping in Where Others Fear to Tread
      3. Learning to Love Risk
      4. Deconstructing Myths
      5. The Dream Café's Top Ten Alibis for Risk Aversion
      6. Ownership?
      7. Some of the Lessons That Contemporary Business Can Learn from Other Histories of Risk
    22. S: SYNERGY
      1. Philosophy and Synergy
      2. The Science of Synergy
      3. The Nature of Synergy
      4. Marketing Synergy
      5. Digital Synergy
      6. Café Synergy
      7. Creating Synergy
      8. Dream Café Synergy
      9. Some of the Lessons that Contemporary Business can Learn from Synergy
    23. T: TRIPPING
      1. Rich Folk
      2. The Merry Pranksters
      3. Far Out
      4. The Electric Kool-Aid Acid Test
      5. The Dream Café's Electric Kool Test (Note Acid Free)
      6. Tripping into Your Brand Future
      7. Some of the Lessons that Contemporary Business Can Learn from Tripping
    24. U: UNDERSTANDING
      1. Understandings
      2. Rethinking Innovation Strategy
      3. Understanding the Consciousness Gap
      4. Some of the Lessons that Contemporary Business Can Learn from Understanding
    25. V: VERIFICATION
      1. Seeing is Believing?
      2. The Paradoxes of Choice
      3. Asking is Not as Easy as it Seems
      4. What You Get
      5. Where You Get it
      6. How You Get it
      7. Verification Can be a Form of Collaboration
      8. How Artists do it
      9. Some of the Lessons that Contemporary Business Can Learn from Verification
    26. W: WONDER
      1. How to Create Wonder Brands
      2. Dreams and Perceptions
      3. New Locations and New Perception
      4. Mapping Your Imagination
      5. Script Writing
      6. Some of the Lessons that Contemporary Business Can Learn from Wonder
    27. X: X-RATED
      1. Shaken and Stirred
      2. The Continuity Gap
      3. The Strategic Value of Disruption
      4. Being Japanese
      5. Sell-Buy Dates
      6. Some of the Lessons that Contemporary Business Can Learn from X-Rated
    28. Y: YEARNING
      1. Modernity and Nostalgia
      2. Programmed to Learn?
      3. Retro Yearning
      4. Deep Yearning
      5. Luxury Yearning
      6. Appropriated Yearning
      7. Some of the Lessons that Contemporary Business Can Learn from Yearning
    29. Z: ZEITGEIST
      1. Dreaming of the Opportunity
      2. Coherence
      3. To Thine Own Self be True
      4. Daring Do
      5. How Nivea Got into the Metaphor Business
      6. Some of the Lessons that Contemporary Business Can Learn from Zeitgeist
    30. CONCLUSIONS
      1. Global Disruption: How Threats Become Opportunities
      2. Art is Where the Heart is
      3. Split Personalities and Hybridization
      4. Biospheres and Buy-Buy-Buy
      5. Big Worlds and Small Brands
      6. Creating Innovation Opportunity
      7. Noticing and Not Just Seeing
      8. How Incrementalism Encourages You to Believe that Jumping on the Bandwagon Equates to Radical Innovation
      9. Printing Your Own
      10. Stimulants and Opportunities
      11. Borrowed Time
      12. Mood Brands
      13. Benign Brands
      14. Daring to be Different
      15. Building a Brand through Applied Imagination and Creative Intelligence
    31. ENDNOTES
    32. INDEX
    33. ABOUT THE AUTHORS
    34. End User License Agreement

    Product information

    • Title: The Dream Cafe: Lessons in the Art of Radical Innovation
    • Author(s): Dr. Geoff Crook, Duncan D. Bruce
    • Release date: April 2015
    • Publisher(s): Wiley
    • ISBN: 9781118977842