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Trendz Walk
ZURICH TRENZ® WALK:
A Revolutionary Approach to
Predict the Future
*Limited to 20 participants on a first come first serve basis. Steven van der Kruit, Creative Director& Visionary, Firmenich Perfumery
Mikel Cirkus Global Director, Conceptual Design, Firmenich Flavors 11:00-12:00 Monitoring Global Trends: A
Revolutionary Approach to Predict the Future 12:00 Luncheon for Tuesday Participants 13:00-16:30 Zurich Trenz®Walking Excursion 16:30-17:00 Round Up & Trend Implementation Summary  The power of trends is in the application
of deep cultural insights to real business
challenges and solutions. To succeed in today's
consumer landscape, we must blend art and
science to spot the trends and quickly translate
the trends into actionable strategic
opportunities. "Cool Hunting" to identify these
trends results in culturally relevant business
opportunities, from branding to product
development to delivery. As "cultural anthropologists", we'll go
on a voyage of discovery into the latest.
Exploring various retail environments from
restaurants to unique boutiques while
incorporating our tracking skills of slowing,
looking down, and expanding perceptions to
generate new insights and creative thinking. Most information, in whatever form, is
reaching us with a delay (and
transformed) of half a year. But we live in a world
where the 'speed of change' is ever accelerating.
In order to signal change or trends, one has to
detect them in their embryonic state. Most of us
in the decision-making field are disconnected
with the outside world and are visually 'handicapped'…  Firmenich's 'Trenz®Walking' is a unique
system to detect trends in their infancy
(3-4 years before they globally manifest themselves).
It allows not only to signal the new early, but also
to reveal the process of change/trends. Learn how to see differently, while
observing 'things you have never seen
before'. It trains you to signal change in an early
stage allowing ample time to anticipate &
implement time in winning business
propositions. Mikel Cirkus and Steven van der
Kruit are said to be among the top 10 global
Trend Visionaries- and are involved in hundreds
of Innovation projects around the globe.*A special thank you to Bruce Lloyd for the fabulous collage of pictures (at right) from the 2011 Trenz(R)Walk around Berlin! |
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