CoolSearch

There never has been a time when changes in taste, social outlook
and lifestyle have been faster and more fundamental. Coolsearch
shows that the revolution that is going on inside the workplace and
that which is taking place in the marketplace are two sides of the
same coin. Traditional divisions between work and play and between
home and the office are being eroded. Twenties-somethings are using
their mastery of new technology to transform product development,
marketing and merchandising as consumers and ideas generation and
decision making as workers.

But how can older companies with deeper vested interests and
complex hierachies keep in touch with the needs generated by the
new generation? Syrett and Lammiman show how street-wise market
research, better use of technology, shorter decision making
hierarchies, corporate venturing and bottom up leadership has
helped a variety of seeming dinosaurs get abreast of the trends.
Stories and case studies of companies such as IKEA, GMT, 3M, and
L'Oreal and their championing the latest trends and thinking are
throughout the book.

Coolsearch draws on original research by the authors on how new
ideas are inspired and shaped in organisations as well as on
interviews with leading thinkers in innovation including London
Business School's Costas Markides, Strategos's Gary Hamel and
Insead's W Chan Kim and Renee Mauborgne.