trenDNA – Understanding Populations Better Than They Understand Themselves


It’s some time now that I haven’t come up with something new for your grey matter. I mentioned to you about reading a book titled “trenDNA” ( Understanding Populations Better Than They Understand Themselves) – a book by Darrell Mann and Yekta Ozozer. I finished reading it and now deeply diving down to explore the approach and hunt for the innovation challenge treasure .Here I am with a brief summary of trenDNA. I feel this book is one of the important one in overall journey of innovation facilitation.

After reading this I got convinced with what Darrell once said “ Systematic Innovation is necessary but not sufficient”, two things that are very important and ably complement the SI are ; ‘trenDNA” ( Defining Innovation Challenge ) and “ Fundamental Design Method” ( Book for Breaking Psychological Inertia & Art of Thinking) – By Late Edward Matchett, a designer with Rolls Royce Aero Engine Division.

Do read this piece, I am sure I will able to generate good amount of interest in the approach. I am still learning the approach, with Indian context also. But it looks pretty universal. Let me share some of my initial learning with you. Together we will learn more & more.

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