CATEGORY

From the former trendmaster of Targethow the power of contradictory trends can help reframe your business strategy

Contradictions are everywhere! These days we wear Old Navy with new Gucci, Hanes T-shirts with Armani suits, couture Chanel with vintage denim. Suburban mansions are filled with flea market finds, and we show off our Michael Graves teakettle from Target on Viking stoves in our gourmet kitchens that might even include cabinets purchased from IKEA.

When Robyn Waters began her career in the late 1970s, a trend was defined as something that everyone wanted at the same time. Fashion and business magazines proclaimed what was in and what was out. Back then, it was fairly easy for companies to determine the next big trend, and ride it all the way to the bank.

In todays marketplace the next big thing has been replaced by a thousand next big things. And in order to discover what consumers are hungry for companies need to discover whats importantto them. Today a cookie cutter approach no longer works. Waters explains that for every trend theres an equally valid countertrend.

In The Hummer and the Mini, Waters explores the new trend landscape and urges companies to stop looking for the one right answer in their industry. There are many good ways to design products, develop a line of goods, merchandise a store, or craft a marketing message. You can thrive by selling huge cars (the Hummer) or tiny ones (the Mini). You can turn something old into something new and desirable (the Vespa) or turn a commodity into a luxury (In-and-Out Burgers at the Oscars). You can even customize a product designed for the masses (personalized postage stamps) or sell less as more (Minute Clinics).

Through lively tales of influential trends and countertrends, The Hummer and the Mini will show you how to live with the contradictions, make the most of the inconsistencies, and embrace the paradoxes of business as a source of fresh ideas. BACKCOVER: Praise for Robyn Waters and The Hummer and the Mini

This is a must read for marketers and innovators who want to find new opportunities amidst the conflicting signals of the marketplace. Anyone interested in growing their business will find this book to be a helpful guide, full of insights to think about trends in a new way.
Donna Sturgess, Vice President of Innovation, GlaxoSmithKline

Hugely entertaining and important. This book explains 21st century consumer culture in all its bewildering richness.
Roger Tredre, Editor in Chief, Worth Global Style Network Limited

Reading Robyn is like putting on glasses that let you see what was invisible. Steve Leveen, CEO and Co-founder, Levenger


Robyn Waters presents trends in a delightfully engaging way. Unlike trend prophets who spout confusing predictions, Robyn demystifies trends and makes them approachable. Robyn is a muse who inspires all of us to be open to the future by looking deeply at the present.
Bob Thacker, senior vice president of marketing and advertising, OfficeMax, Inc.

This book will change how we approach many aspects of marketing. Robyn Waters undermines the marketer's historic framing of choices as a or b in a world where people decide a and b.
Rishad Tobaccowala, Chief Executive Officer, denuo (a Publicis Groupe Company)

Robyn knows the future, she doesn't guess it. Her savvy, culture, and wisdom make her a living legend for telling us what comes next.
George Beylerian, Founder and CEO, Material ConneXion