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Leverage hidden similarities and connections to succeed in new markets and avert emerging business risks! Firmly rooted in the latest cognitive science, Thematic Thinking helps you recognize your great opportunities and grave threats in distant but related industries and markets. If you're an executive, entrepreneur, or strategist, it will help you illuminate blind spots on your strategic maps and innovation processes, by radically redefining what you see as similar to your core business.Using Thematic Thinking to Achieve Business Success, Growth, and Innovation explains why this approach to innovation works so well, and how to successfully apply it in your business. Using realistic business cases, the authors show: How Thematic Thinking responds to today's radically shifting business environment, and the collapse of traditional market boundaries Why traditional approaches to innovation can often be counterproductive, and how to go beyond them How to systematically uncover deep similarities where most managers only see differences How to understand these similarities as immense new business opportunities - and uncover emerging risks you wouldn't otherwise notice until too late How to explore and combine themes, identify similarities, create and evaluate thematic ideas, organize for Thematic Thinking, and overcome obstacles to successWhich Google manager would have imagined people substituting Facebook for Gmail? Which Nike manager recognizes the huge potential competitive threat now presented by Apple? With Thematic Thinking, linkages like this become clear - and innovative, once-hidden strategic options are revealed!
Contents
Preface xvChapter 1 Introducing Thematic Thinking: Start Seeing the World with Both Eyes 1Strategic Opportunity Search 4Recognizing Strategic Threats 6Avoiding the Innovation Dead End: ReconsideringWhat's "Distant" to Your Core Business 8Takeaways 12Chapter 2 Behind the Themes: How Thematic Ideas Are Motivated 13Four Types of Motivation for Thematic Ideas 14Improving the Experience 16Achieving Customer Lock-On 19Solving Problems 22Reaching New Target Groups 26Reaching Untapped Customer Groups:Base of the Pyramid Innovation 27Insights from the Base of the Pyramid 30Takeaways 35Case Overview 35Case Study: Safe Cooking 38Chapter 3 Kind(s) of Similar: Defining the Basics of Thematic Thinking 41Types of Similarity 42Themes 45Association 46Complementarity 48Sources of Thematic Similarity 50Operation 52Evaluation 54Effect 55Complementarity 56Takeaways 57Chapter 4 Exploring Themes 59Different Kinds of Themes (Not All Themes AreCreated Equal) 60Creating New Themes (or Combining Existing Ones) 67Thematic Distance 71Abstract Themes 74Analogies 76Takeaways 79Case Study: Washing Hands the Thematic Way 79Chapter 5 The Thematic Power of Brands 81Extending Brands 83Coincidental Thematicness 87Brand Alliances 91Thematic Threats 97Thematic Brand Extensions Do Not Work forEveryone 99Brands as Themes 104Takeaways 105Case Overview 105Case Study: Italians' Lifestyle on the Road 107Chapter 6 Thinking Thematic 111Why Some Think Thematically and Others Don't 112How to Create Thematic Ideas-and Don't Worry,Everyone Can Do This 119Guided Thematic Thinking 122Fictional Case Study 1: TMD Furnishings 123How to Recognize a Thematic Idea WhenYou See One 128Takeaways 130Fictional Case Study 2: The Coffee Team 131Fictional Case Study 3: Tematech 132Fictional Case Study 4: Lighthouse Theaters 133Fictional Case Study 5: Tema Air 134Your Task (For All Cases) 135Chapter 7 Thematic Ideas in the Corporate Environment-Giving Them a Fighting Chance 137What Makes a Good (Thematic) Idea? 139Turning to Customers for Thematic Advice 141Seeing the Whole Thematic Picture 144Getting the Message Across 147Surviving the Execution Gap 149Selling Thematic Ideas 153Takeaways 155Case Study: Swedish Design Meets ChineseTechnology 156Chapter 8 Linking Technological Innovation to Thematic Thinking 159The New Life of Mobile Phones 162Apps 167Putting Real Life Online 168The Internet of Things 169Home Automation 170High-tech Health Care 172Takeaways 174Case Study: Teenage Consumption 174Chapter 9 Wrapping Up: Think Thematic 1771.) THemes: If there is no theme, it is not thematic 1782.) INtegration: Entities should be integrated within ideas 1793.) Keep practicing 1804.) THematic ideas face great dangers in the corporate context 1815.) Experience: To understand a theme, you need personal experience 1826.) Many items make up a theme: Think big 1837.) Association and cultural awareness matter 1848.) Taxonomic ideas can be great, but you shouldn't limit yourself to them 1859.) Individuals differ in their preferences for ideas and kinds of similarities 18610.) Customers' perspectives should be taken 187Glossary 189Readings 195Endnotes 199Ch. 1 199Ch. 2 201Ch. 3 204Ch. 4 207Ch. 5 209Ch. 6 211Ch. 7 213Ch. 8 214Ch. 9 215Glossary 216Index 217
