DPD bought and brought this book to me when he came to China this March.
Previously I deeply thought that I am a good follower and could difficult to be a good leader. Surprisingly Daniel could bring such a book which I think is more for he level people who draw big pictures. He brought this book to me and asked my thought after reading it.
As a slow reader and thinker, I spent the whole Saturday reading it and the afternoon of Sunday to write this review which I would like to share with him next week which is also what he expected.
I didn't know if he brought this book for me purposely or accidentally. Anyway, it is always good to read and share ideas with others. Daniel送这本书给我的时候，我想肯定是一本讲marketing的书。昨天花了一个下午加一个晚上的时间读完了之后，我觉得是的，它是marketing相关的书。但是我觉得已经是超过我的level的书，我觉得这本书更多的应该是他们那种决定企业发展方向，决定产品开发方向的人看的。哈哈。
In general, this book wants to help those companies, organisations and entrepreneurs understand how to identify and act on new consumer behaviours so that to lead in the industries.
This book is divided into 6 parts.
1.The first part talks about "Expectation Economy (期望经济)".信息的快速传播以及全球化的现状使得客户的需求越来越难满足了。(Your customers are (almost) impossible to please.) The expectation economy: an economy of ever-accelerating customer expectations, applied ruthlessly to every purchase decision, experience, and moment of attention. 客户的期望主要分三部分来讲：Rising quality, positive impact(guilt-free consumption) and personal expression(self-actualisation 自我实现).总的来说，就是现在的用户逼格越来越高，需求也越来越高。我想起了马斯洛的人的需求层次理论(Maslow's hierarchy of needs):生理需求（Physiological needs）、安全需求（Safety needs）、爱和归属感（Love and belonging）、尊重（Esteem）和自我实现（Self-actualization）五类。现在的客户基本上已经是达到了第五个层次－自我实现。在自我实现需求之后，还有自我超越需求（Self-Transcendence needs）。嗯。后面确实提到了客户的自我超越，也就是自我成长的问题。每个人都是追求成长和进步的。如果提供的产品或者服务，能为客户满足到这五个层次甚至第六层次的需求的话，再有好的推广，估计这个产品不火都不行。
2.The second part talks about the trends/opportunities (what trends are and how to spot,track,and process them in a meaningful way).
*A consumer trend is a new manifestation among people in behaviour, attitude or expectation of fundamental human need, want or desire.
又谈到人类的基本需求。确实。有需求才有市场嘛。The basic needs, external change and innovations will help understand trends.
第二部分我认为很重要的一个理念是：Expectation Economy is aim to build a culture of customer-centred innovation, rather than a customer-led innovation. 客户为中心的创新，而不是客户引导的创新。都到这里我就想起了乔布斯的名言，实际上本书后面也提到了。“Our job is to figure out what they're going to want before they do... People don't know what they want until you show it to them. That's why I never rely on market research. Our task is to read things that are not yet on the page.”
3.The third part talks about Trend Maturity,Locality,Industry.
谈到Maturity的时候，说到现在会是too early? too late? No, it is just the right time. 我想起了一个很有意思的话：种树最好的时间是十年前，其次是现在。So, when you recognise a trend, the right time for adoption is NOW.
谈到Locality的时候，提到了中国的食品安全（Food Safety）,提到了毒奶粉三聚氰胺（stockpile of milk powder tainted with melamine）,提到了百度2014年愚人节发布的能检测地沟油（gutter oil/recycled cooking oil）的智能筷子。（我发现市面上讲Marketing的书特别喜欢拿中国的企业，中国的事情做例子。哈哈）
The Consumer Trend Radar.这部分我不是特别能吃透。老外的方法论一般比较难get。但是一旦get就受益终生特别有用。Such as the google document, google alert, calendar reminder these kinds of small skill sets and useful tools which I learned from DPD are really useful and practical during daily work, making everything more professional.
The forth part talks about how to turn insights into ideas.
The fifth part talks about executing. Turn the ideas into actions.
The last part talks about culture which is last but definitely not the least important, which is quite fundamental.