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  • Writer's pictureIn The Media


Feature by Lida Hujić, The Guardian, G2 (31/03/2006)


The 'Hoxtonite' feature in The Guardian is the same idea as 'The new luxury leaders' feature in Brand Strategy (brand marketing trade publication, listed on this In the Media page, previous post, New Premium Consumer) but in the consumer language style. It shows how the ideas resonated with the wider public. (Incidentally, this article generated a lot of conversations in the emerging blogosphere - "among the most blogged articles" at The Guardian at the time - it truly hit a nerve among sections of the population, notably the self-conscious trend-setters-cum-intellectuals, some blog posts still come up through search engines.) It's taken from the study 'Geek Chic' (keynote at many international conferences, including Insight 2005, also listed on this page, the first post), which created a lot of international buzz at the time. This idea would inadvertently become the foundation for the book 'The First to Know: How Hipsters and Mavericks Shape the Zeitgeist' (2011) and subsequently TFTK's cultural framework for insight and innovation. Put to the test again in 2014, the new study 'To Mitigate Risk, Keep your Eyes open for Dilligafs', building on that same framework has been generating a lot of interest on the conference circuit and the media (some listed, see 2014 trade press coverage on this page), which, in turn, was developed into the-first-to-know innovation diffusion model as proposed in the book ‘The 2.5%: Small Group, Big Influence’ (first published, 2019).


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