Experimenting with Megatrends

Joining Trend Hunter's Innovators Series of forward-thinking business leader interviews, Nigel Hughes, SVP Global Innovation and R&D at Kellogg Company shared practical applications for distilling practical trends and innovations from more evergreen Megatrends.

Getting the most out of Megatrends:

The way we've tried to handle megatrends in the past is to distill these absolute truths from them. The problem with that is that they get very big very quickly and can collapse under their own weight. The way I found best to manage this sort of thing is through experimentation -- small experiments that bring these things to life in a real way for people.

So there are a number of ways of experimenting, but that's the key because it's in the experiment that you really find the angle on the trend. We're not arguing about the trends. The trends are clear, but a trend is not of much use to me unless I can find the angle on it, the edges of it, the contours of it, so that I can really then turn it into a viable business proposition.