Book Notes

Sometimes we don't need new information as much as we need to remember what we've already learned! Thought it would be good to revisit the notes from this book.

The Trendmaster’s Guide: Get a Jump on What Your Customer Wants Next
Robyn Waters

p. xviii Management laid out a clear vision as to how we were going to make that happen. We were going to be “trend right,” customer focused, and design driven.

A is for Antennae
p. 2 …tune in to the little things, the trivial nuances, and the irrelevant data that everyone else misses. On its own, each tidbit is meaningless; strung together, they are ahas waiting to be noticed.

B is for Big Picture
p. 6 We can’t see the proverbial forest for the trees. Big Picture = Big Opportunity
p. 7 Ask yourself if you’re asking the right questions. Test your assumptions from every angle. The most important thing is to look at the problem through the eyes and lives of the end consumer.

C is for Connect the Dots
p.10 An interesting fact catches your attention. A related tidbit pops up out of nowhere. A random comment reinforces a budding thought. Hey … pay attention! Taken individually, each “dot” may not mean a lot. Connected, a pattern emerges that often points to a developing trend—in time to do something about it.
Take note of the small details that catch your attention, even if at the time they don’t seem to make any sense.

D is for Design
Design is the tool used to translate an idea into an actual product.
p. 17 It’s important to realize that good design is about more than function and aesthetics. Good design can infuse your products with soul as well as deliver beauty to the bottom line.

E is for Edit
p. 20 … too much information without editing is toxic.
p. 21 Force yourself and your team to edit to a top ten list, or even better, the three big ideas, or more perfectly, the one really important thing that will make a difference to your customer. Edit, focus, maximize!
Too many options or choices can be confusing, which can turn your customers away.

F is for Fusion
p. 24 Trends with real staying power are often a series of smaller trends fused together. Trends that intersect and complement each other are more likely to be embraced by the consumer.

G is for Grace and Guts
p. 24 It takes guts to be first, to be different. It takes courage to stand for your convictions.
p. 25 My advice is to err on the side of elegance, refinement, and class. Yes, there’s a lot of bad taste out there that sells just fine, but is that what you want to be known for?

H is for Head, Handbag, and Heart
p. 32 3H Design Theory: Head is about need – I’m out of toothpaste, time to buy. Handbag is about value and price – It’s on sale, so I’d better stock up. Heart is about desire – I love that and I have to have it.
p. 34 Connecting to the hearts of your customers will help you deliver products that WOW! … Aristotle said: “You don’t persuade people through intellect—you do it through emotion.”

I is for Instinct and Intuition
p. 38 Einstein was a pretty smart guy. He believed that “not everything that can be counted counts, and not everything that counts can be counted.”

J is for Just for Me
p. 40 Customization is the name of the game. Self-expression is key.
p. 43 Offer options and ideas for customization. Help your customers creatively express their inherent individuality.

K is for Keep is Simple
p. 46 I don’t know what it is about human nature that makes us think that if something is complicated it must be better.
p. 47 Step back and ask if whatever it is you’re trying to present could be made simpler, less complicated, more streamlined. Your product or idea will be sure to stand out in a crowd by virtue of its very simplicity.

L is for Lighten Up
The trend trips and product-development meetings that were the most fun usually resulted in the best products.
p. 52 When you’re stuck in a dark place void of ideas, lighten up! Have some fun. Do something crazy. Deep-six your standard procedures and try operating with a little humor.

M is for Magic Button
p. 54 A good trend tracker is always on the lookout for what pushes his or her “magic button.”
p.56 Make it a habit to notice, really notice, what takes your breath away, stimulates your senses, ignites your passions, inspires awe, and delivers delight. Keep track, write it down, make a sketch, start a file, but whatever you do, don’t lose it.
If it lights you up, chances are it will work the same for others.

N is for No Secrets
p. 60 today’s consumers are savvier than ever. Give them their credit, and always tell the truth. You have to move fast. Spend less time worrying about who’s knocking you off and more time learning who your customer is.
When there are no secrets information is ubiquitous and great design has gone democratic, the challenge becomes how to be unique.

O is for Observation
TMI: Too much data can sometimes get in the way of our seeing the reality of the situation.
p. 63 Learn to let go of your preconceptions. Practice unlearning. Stop looking for the answers you expect to find, and instead, identify and pay attention to the signposts and the indicators. Let them lead you to where the minute is going.
See the “F Test”
FINISHED FILES ARE THE RESULT OF YEARS OF SCIENTIFIC STUDY COMBINED WITH THE EXPERIENCE OF MANY YEARS.

P is for Passion and Possibilities
P. 67 There’s no one right answer, no on-size-fits-all trend. Be the Cheerleader of Possibilities for your team. Encourage input and participation from everyone. Stay open to new ideas. Think about it: nothing dampens enthusiasm faster than can’ts and nevers.

Q is Quintessence
There are things...and then there are Things. Don't be so focused on the next big thing that you forget about those Things that are always in style.
p. 70 Quintessential products have an aura of “rightness” and authenticity that transcends trends. Think of Swiss Army knives, Mont Blanc pens …. It is important to realize that when the world seems a little out of control, or it feels like our values have gone askew, the opposite of trendy can be very trendy.

R is for Resonate
In order for a trend to resonate, it has to connect with what your audience considers important - it must be consistent to their core values.
p. 77 Whether you are designing a collection of clothes or creating the ultimate service experience, it’s important to realize that each note you compose has to ring true to your audience. Even one false note can damage the overall impact of your brand.

S is for Soul
p. 80 Trends with soul have an element of energy, excitement, excellence, and desirability that connects on a special level with customers. Products with soul are easy to fall in love with, and much sought after in a marketplace awash in mediocrity.
Products with soul mean more than just what they are.

T is for Translate
Listen to your costumers - the signals are there; you just need to tune in and translate them effectively. If you do that, your customers will be singing your praises.
p. 85 Avoid literal translations of any trend concept or hot idea. It’s hard to differentiate yourself when you merely copy what’s already out there.
p. 86 There are a limited number of notes, but musicians have been arranging them into endless versions of original music for centuries.

U is for Unabashed Enthusiasm
P 88 If you can’t get excited about your own products, just imagine how uninspired and unenthused your customers must be feeling.

V is for Voracious Appetite for Knowledge
p. 96 Read, learn, do, explore, experience, but most of all read.
Take notes, highlight, underline, circle, draw, doodle what you find interesting and important.

W is for Walk in Other Worlds
p. 101 Find the fringe! Embrace deviance! Habits are ruts. If you’re reading the same magazines, shopping at the same stores, ordering the same thing from the menu … stop! Head for uncharted territory, and brace yourself for an eye-opening, off-road trend trip.

X is for (e)Xaggerate
p.106 Once you have perfected your product, don’t stop there. Exaggerate the obvious and carry the trend story out to the nth degree with incredible visuals, seductive signing, and clever, well-designed packaging.

Y is for Yum, Yuck, and Yawn
p. 108 Yum, yuck, and yawn [are] … descriptions of how our gut feels when we are struggling with an imminent decision. It’s been proven that in the realm of complexity, good decisions come from the informed gut. In other words, once you’ve done your homework and something feels right, that’s your intuition saying Yum—go with it! If it doesn’t feel right, that’s a Yuck—forget it. And a yawn? If you’re bored, don’t you think your customers will be too?

Z is for Zen
p. 112 For every yin there is a yang. For every trend there is a countertrend. In true Zen fashion, embrace opposites. Celebrate duality. [Two sides of a coin. Completely different.]
p. 113 Don’t get caught up in absolutes. Learn to be comfortable with utterly opposed trends.