T: Translate

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Not all trends are relevant, so you’ve got to translate them into something meaningful for your customers.

There re actually vast oceans of trends out there waiting to be picked up on. There are tone of good ideas, loads of information and inspiration by the bucketful available in the world of business. However, not all of these trends will be of equal importance to your customers. To make a trend relevant, it’s got to do something your customers actually want and need.

For example, everyone knows cell phones have become quite sophisticated. LG Electronics of South Korea decided to develop a cell phone that was on-trend for customers in the Arab world. They came up with the Qiblah mobile phone that uses GPS technology to always point to Mecca. The phones can even store text from the Koran and will beep when it is the appropriate hour to offer prayers. This is taking technology and using it intelligently to provide a product with features customers will value highly.

Good research into trends must include finding a way to translate technology capabilities into a meaningful advantage. Put another way, great trends are always consumer-centric. You have to listen to what your customer genuinely needs and then translate the capabilities of modern technology into features they will love. Do that consistently well and customers will be singing your praises far and wide.

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. Think about how a musical score translates notes and sounds into emotions. There are a limited number o notes, but musicians have been arranging them into endless versions of original music for centuries.

–Robyn Waters