In this installment of the Duct Tape Marketing Podcast, John Jantsch engages in a conversation with Michael Tchong, a forward-thinking expert in innovation, futurism, and the creator of Uber Trends. Referred to as the “most influential trend observer in America” by the Daily Telegraph, Michael has assisted renowned brands such as Apple, Amex, and Mercedes-Benz in predicting major shifts in technology and consumer behavior. Michael delves into the distinction between passing trends and significant “Uber Trends,” outlines his method for recognizing patterns and validating trends, and sheds light on why transparency, immediate satisfaction, and user experience are fundamental factors reshaping marketing, business operations, and societal norms.
Michael Tchong is a well-respected innovation specialist, popular public speaker, and the brains behind Uber Trends. Acknowledged as the premier trend analyst in America, he has steered Fortune 500 companies towards anticipating and leveraging changes that steer consumer habits and technological advancements. Michael is the author of “Ubertrends: How Trends and Innovation Are Transforming Our Future,” the founder of the Uber Trends Academy, and a strong advocate for using profound trend insight to gain competitive advantages.
Uber Trends are substantial waves of change that alter values within society and give rise to numerous sub-trends—unlike superficial fads, they bring about enduring transformations.
The ability to recognize patterns and connect data points is the essential skill for identifying trends; Michael’s daily routines include scrutinizing headlines, critically assessing research findings, and identifying recurring patterns.
Time compression, immediate gratification, and “TBD” (too busy disorder) are core Uber Trends impacting various sectors from TikTok to retail business hours—companies must adjust to shorter attention spans and heightened expectations.
Consumer experience and transparency are indispensable for businesses preparing for the future; customers expect seamless interactions, transparent pricing structures, and easily accessible customer service.
The proliferation of marketing technology (martech) tools and artificial intelligence signifies a forthcoming “great martech displacement”—disruption will stem from agile newcomers rather than established industry players.
Marketers and business proprietors should concentrate on identifying pain points related to Uber Trends and innovate solutions around them (rather than merely following the latest app or craze).
Trend analysis is an acquirable skill: Read broadly, identify patterns, maintain a database of trends, and approach research data with skepticism.
Success in the future belongs to those who can link systemic changes with actionable business concepts—transforming trend insight into competitive edges.
Michael elaborates on his framework and emphasizes that only a select few shifts truly influence society.
An uber trend is akin to a massive wave like a tsunami that sweeps through society, leaving behind numerous sub-trends. What sets it apart is its ability to create substantial change within people rather than skimming superficially across society.
When observing these snapshots in society again, I draw connections between them. In an era inundated with data overload, I emphasize the importance of recognizing this as part of a lasting phenomenon crucial for marketers.
I often stress the importance of paying attention to details. For instance, during my presentations, I discuss how everyone aims to introduce disruptive innovations.
When examining emerging trends amidst our current landscape brimming with activity, one must then strategize how to build a business around these trends effectively.
Setting yourself apart through superior customer experiences is critical. As an entrepreneur focusing on small-scale enterprises, this is my primary focus. Additionally, I strongly advocate for embracing transparency as another key aspect worth pursuing.
We currently reside in an era driven by voyeuristic tendencies. Observing UberTrend fuels society’s desire to delve deeper into experiences.
If I were advising small business owners on what upcoming clients might demand in terms of cutting-edge tools, I would suggest exploring innovative tools and constructing businesses around them.
Analyzing data thoroughly is crucial; spotting patterns holds paramount importance. It’s essential to distinguish between reliable surveys from flawed ones to make informed decisions based on research insights efficiently.
Delving into research material is absolutely vital as it provides valuable insights; for instance, when reports state that 20% of individuals never engage with AI tools—focusing on understanding this bottom quintile’s behavior becomes crucially important.
Ultimately, our aim is to foster a community where individuals engage in meaningful dialogues with one another.