This Is DesignIntelligence Podcast: Brands Can’t Thrive Without Trends

29 Nov 2022
More From

LPK

Is your brand looking far enough into the future? Valerie Jacobs sits down with This Is DesignIntelligence to talk trends and what it takes to lead a next-gen creative consultancy.

In today’s marketplace, if you’re not looking far out into the future, you’re doing your brand a disservice, says Valerie Jacobs, Chief Growth Officer and head trends forecaster at LPK. In a new episode of This Is DesignIntelligence, a podcast on leadership within creative organizations, Jacobs talks with host and DesignIntelligence principal, Bob Fisher,  about the invaluable role of trends for brand relevance and growth.

 

“You must be thinking about the future and the context of tomorrow when you’re designing today.”

“If you are not thinking about the world of tomorrow by the time your business, your brand, your innovation comes into materiality, it will be obsolete,” Jacobs says. “You must be thinking about the future and the context of tomorrow when you’re designing today.”

LPK is leading this work for brands of all kinds—from iconic CPGs to B2B and service brands. “We’re designing ‘the meaning under the hood’ and how that gets expressed to the business marketplace,” she explains, which is a long-term endeavor by design. “Architects take a long time for a building to go from a blueprint to a space out in the world. Same thing with brands and new offerings.”

“Part of being a futurist is getting our next leaders ready to run the agency of the future.”

Jacobs goes on to discuss how she built LPK’s Trends & Foresight team and her dual role as Chief Growth Officer. “I believe the Chief Growth Officer is helping to grow the people. Part of being a futurist is getting our next leaders ready to run the agency of the future.”

To listen to the full episode of This Is DesignIntelligence, head here.

Published On Nov 29, 2022

More of Our Thinking

Always-On Experimentation
Webinar

Always-On Experimentation

Watch our innovation and branding experts for a discussion on when, how and why to run experiments: quick, focused tests that (in)validate the riskiest uncertainties related to a new initiative for your business.

Get LPK in Your Inbox

 

FIND YOURSELF HERE.

We are a coveted brand and innovation consultancy. A collective of curious minds and creative souls. But this is not simply a place. It’s a direction; a movement pointed ever forward. Here, each of us leads by doing. We inspire our fellow specialists, but also our clients and industry colleagues. The work we create means something and makes something: makes minds change. Makes needles move. Makes watershed moments.

You are different here, and you’ll keep on changing. You will grow here. You will be smart, brave, closer to the truth.

And your transformation will also be ours—a progression paved by following your deepest passions and wildest ideas.

Because here, you own a piece of what happens next. Here, we’re united in the belief that LPK is never finished. We are ravenous for the new, the emerging, the uncharted. We know what we hold sacred. And clinging to that, we charge ahead.

Return to Careers page

CPG Brand Workshops

 

Desires Workshop

 

Desires Canvas

 

Innovation Platforms

 

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

 

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

 

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

 

Have a challenge? We’re all ears.
Let’s talk about how we can partner.

 

We use cookies. By continuing we’ll assume you accept the terms of our privacy policy.