Speaker: Ujwal Arkalgud, EVP & Group Director at Lux Research
Date: Tuesday, May 16th, 2023
Time: 10:50 am – 11:20 am ET
Location: Boston, MA, USA

Don’t Start with Trends. Start with Culture at the Front End of Innovation

We’ve created some terrible habits in our industry, especially in how we overvalue so-called trends and undervalue underlying shifts in culture. In this session, cultural anthropologist Ujwal Arkalgud will unpack the difference between cultural shifts and trends, and highlight why trends are an extremely volatile and unpredictable way to begin your innovation journey.

Using tangible examples, Ujwal will illustrate the value of cultural shifts to the innovation process and talk about how you can go about decoding these shifts in a repeatable and scalable manner.

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