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Trend Mapping
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The Trend Mapping helps you to visualize and evaluate the impact and urgency of your trends in order for you to prioritize and plan next steps.
Wie funktioniert diese Methode?
There are dozens of trends out there that seem to be relevant to you - however, their relevance on your business today may vary, depending your area of business but also the trends maturity and business impact. Use trend mapping to navigate trends better by assessing their overall importance. It helps you visualize and evaluate your trends better by assessing the two dimensions:
Trend Maturity describes the time to impact on your industry:
- Industry: very mature, 0-1 year until impact
- Mainstream: medium mature, 1-3 years until impact
- Fringe: less mature, 3years+ until impact
Business impact describes the level of impact it will have on your business:
- Low: only a few units or business areas are affected
- Medium: some units or business areas are strongly affected but not all
- High: wide impact across the core business units
- Transformational: impact on the business model itself
Based on your mapping, different implications can be drawn on how to act on the trends:
- Hold: Put these trends on your watchlist. Re-evaluate after a certain amount of time to see if it developed.
- Assess: Evaluate these trends further to gain a better understanding of the trend and area of impact. Prepare yourself by proactively starting trials of how to address these trend in affected units.
- Act: Start initiatives to address these trends. Have a look at what direct competitors are doing about these trends.
Please keep in mind that this is a snapshot and it will evolve with time – revisit and update it regularly.
Schritt-für-Schritt Anleitung
Collect all the trends that are relevant to you and research them to have a better understanding on their trend maturity and current business impact.
Looking at your own business area or team today, decide on each trends' maturity and it's potential business impact and map these on the your trend map. You are evaluating the trends' current maturity today and not it's potential - so be precise when mapping trend maturity. For the business impact, you are evaluating the trends' potential business impact.
Discuss the mapping of each trend with the other participants - added information could change your mapping. Try to find a position that everyone agrees on.
Based on your final positioning, see which areas the trends belong to (see page 2 of the canvas) and deduct your implications and next steps.
Please keep in mind that this is a snapshot and it will evolve with time – revisit and update it regularly.
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