TFTK’s Trailblazer Web is a network of hand picked people from around the world. It is a unique resource from which we enlist participants for (front-end) innovation challenges and future-proof insights . A Trailblazer is the umbrella term for the categories of Innovators as defined by the-first-to-know innovation diffusion model, as proposed in the book The 2.5%  and the separate grouping we call Experts. Innovators create, authenticate and dictate what ideas the Early Adopters will be buying into. This process is forever in flux. Within the Innovator category, TFTK makes a distinction between two main types, 'Alphas' and 'Mavericks'. There are subtypes within. As Innovators’ idiosyncratic ideas cross over and become more mainstream, a cyclical change happens, bringing new individuals and ideas to the fore. The films below exemplify how TFTK’s network regularly gets updated by changing the ‘status’ of any individual according to how they progress on the innovation diffusion.  From macabre scenes of disruptors, which have evolved into a 'rainbow revolution', through to pioneering communities of makers kick-starting the '3rd industrial revolution', from biomimicry pioneers to creators of digital public spaces where flora, fauna and humans co-exist in new urban scenarios, the future has already happened! We have insider connections and a real understanding of this universe. We apply our own model of recruitment as proposed in The 2.5% to enlist bespoke Trailblazers on a scale: short-term strategies, such as design and opportune brand activation tactics, medium term, such as brand development and communication strategies and/or new product development (NPD) and looking further into the future to help inform decisions, which either involve incremental innovation that necessitates more disruption within established structures or transformational change.  We can help you translate new, groundbreaking ideas into powerful, future-proof propositions of your own. 

  • What is an Alpha?
    Alphas are a fluid global network of non-conformists. They are style leaders who are a step ahead of the consuming crowd. Alphas move in closed off circles. They break existing codes of behaviour to create their own rules. They look different. They may even appear threatening for outsiders. However, they are the in-crowd. Where they go, others (eventually!) follow. There are 4 types of Alphas within the-first-to-know innovation diffusion model, who are positioned on a continuum before the Early Adopter category on the ‘traditional’ innovation diffusion curve. They are the hidden influencers, whose word of mouth is very powerful. See The 2.5% .

  • What is a Maverick?
    Mavericks are visionaries with disruptive business ideas. They challenge the status quo. They are on the outskirts of the-first-to-know innovation diffusion model in that, in most cases, they are not part of Alpha’s outré circles but through sharing values and aesthetic sensibilities with Alphas, their respective ideas find ways of morphing into trends. The two meet at the frontier end of Alphas (the 4th category on the-first-to-know innovation continuum called Taste Maker) and the start of the Early Adopters on the innovation curve. See The 2.5% .

  • What is an Expert?
    In TFTK’s universe, an Expert is someone with a specialist interest/knowledge area – this can equally be a scholar or someone who is extremely passionate about their niche interest. It’s a term we use to separate this grouping from Innovators (Alphas and Mavericks). Experts provide a valuable, well-informed perspective on their subject.

If you'd like a little bit more information to help you consider how this might work for your Brand or Business, click here to get in touch.

TFTK ‘Alphas' Web

late 2000s/early 2010s

TFTK ‘Alphas' Web


TFTK ‘Maverick’ Web

the 2000s

TFTK ‘Maverick’ Web

the 2010s