TFTK is a hub of experienced insight and innovation marketers, communications specialists, project managers, ‘creatives’ (with diverse skills ranging from graphic design to film making, spanning traditional and digital media) and developers. In parallel, TFTK boasts an enviable global network of inspired individuals (sourced from TFTK’s Trailblazer Web). Each project is populated with the most relevant talent to complement client teams and work collaboratively to aim for outstanding results.

 

DR LIDA HUJIĆ

 

Dr Lida Hujić is an insight-led innovation consultant, curator, author, public speaker and university lecturer - mainly based in London, operating globally. Known for her ability to identify and shape emerging cultural shifts before they become mainstream, she works at the intersection of business innovation and emerging culture. Lida held senior roles with leading strategic innovation consultancies in London and New York, whilst building in parallel, a reputation as a curator designing experiences and conversations that generate influence, relevance and earned attention. What distinguishes her work is that it is informed not simply by observing culture, but by participating in it. Over the years she has been involved in initiating influential, global cultural movements that truly struck a chord. Lida was awarded a PhD about MTV from Goldsmiths’ College, University of London, described as a “pioneering analysis”.

 

Having recognised a gap between traditional business insight and the realities of how new movements get created, adopted and amplified, she founded TFTK to help organisations anticipate change by credibly engaging with emerging culture and make decisions about growth, innovation and relevance or activate brands by getting talked about for the right reasons.  

 

For speaking engagements, Lida is represented by Specialist Speakers agency, contact Daniel Rix, director, by calling:  +44 (0)203 002 4125 or by email him: daniel@specialistspeakers.com. Alternatively, please use the contact form to get in touch. Thank you.

 

MORE ABOUT LIDA

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'Lida Hujić has that rare talent for being at the right place at the right time and she specializes in showing up at the birth place of the cool. Given her unique combination of marketing savvy, fashionista chic and incisive academic analysis, she reports from the frontline of the future'. Glenn Adamson, curator, formerly director, Museum of Arts and Design, New York; head of research, Victoria and Albert Museum, London

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Lida operates at the intersection of business innovation and emerging culture. A frequent media commentator and sought-after speaker, she is the author of three books on cultural influence, proposing a new model for identifying, early on, the small groups and cultural signals that often foreshadow wider societal change. Having recognised a gap between traditional business insight and the realities of new cultures are created, adopted and amplified, she built TFTK. TFTK can help organisations anticipate change earlier, engage more credibly with emerging behaviours and make better-informed decisions about growth and innovation, or activate brands by getting talked about for the right reasons.  

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With a background in insight-led innovation consulting, Lida has advised organisations ranging from established global brands to emerging market disruptors. Her experience spans innovation strategy, foresight, consumer insight, brand development and new category creation - developed through senior roles with leading consultancies, including New Solutions in London and Sterling Brands in New York, each taken over by Omnicom. She has been at the forefront of applying emerging methodologies in marketing, including ethnography, co-creation before developing her own proprietary framework for understanding cultural diffusion and influence. She led innovation projects resulting in some of the most commercially successful new product and category launches for market leader and challenger brands. 

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In parallel, Lida has built a reputation as a curator, cultural programmer and connector. She collaborates with brands, agencies, cultural institutions and creative organisations to design cultural programmes, experiences and conversations that generate influence, relevance and earned attention. 

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What distinguishes her work is that it is informed not simply by observing culture, but by participating in it. 

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Over the years she has been involved in a number of influential cultural movements, communities and platforms, from "cool knitting" (initiating “one of the most influential micro trends shaping global youth culture”) and The People's Supermarket (instrumental in putting ‘food waste’ on the public agenda), from being part of the KTZ fashion tribe (of Björk ‘swan dress’ fame) to over decade spent within the Soho House Group ecosystem and events team, during one of its most culturally influential periods. She started her career as a youth radio and TV broadcaster in Sarajevo, former Yugoslavia, whilst still a student, which, inadvertently became her first movement that grew from margins to mainstream. These experiences have provided rare insight into how cultural momentum is created, sustained and ultimately translated into wider impact.

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Lida is the author of The First to Know, The 2.5% and Never Conform, each building on ideas from the previous. The central of theme revolves around how idiosyncratic ideas become the norm by celebrating the non-conformists who challenge the status quo for the greater good and spotting them before the mainstream market. These books are taught at leading fashion and business schools, respectively while Lida herself, acts as a visiting university lecturer.

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Described as ‘really hip’ by The Guardian, her ideas are regularly featured across international media, and she is regularly invited to contribute expert commentary on trends, innovation and cultural change. 

 

She holds a PhD from Goldsmiths, University of London, hailed as a “pioneering analysis”, for which she was nominated ‘London Student of the Year’ as well as received a MTV Video Music Award for Best Academic Achievement, a category created specially in recognition of her work. Being among the ‘go to’ experts when it was announced, at the end of 2025, that MTV’s music channels would be closing down, one of her commissioned articles about MTV’s legacy was trending as ‘number 1’ on Google News. 

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