The 2.5% : small group – big influence by Dr Lida Hujić introduces a groundbreaking model for cool’s cyclical reinvention, which explains how idiosyncratic ideas become the norm. A fresh interpretation of Everett Rogers’ widely applied 'innovations diffusion', the novelty is its focus on the Innovator. The model proposes two main types (and subtypes within). Innovators only constitute 2.5% of the population but their societal impact is substantial. Collectively, this globally scattered minority of rule breakers are creators of new trends and new consumption patterns.

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Like the visionary characters it celebrates, The 2.5% is breaking new grounds:

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'very insightful, sure to be a success' by Marcelo Amstalden Möller (formerly Global Director, International Brands & Craft Portfolio, HEINEKEN Group B. V.); Vice President, Global Brand & Corporate Marketing Communications, Wolters Kluwer

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'extraordinarily engaging' by Peter Nash, Chair of Programme Committee, inaugural ESOMAR FUSION Conference

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‘a fantastic new analytical narrative […] fun, thought-provoking [and] well worth a read' by Dr Nick Baker, Chief Research Officer, SAVANTA; Non-exec Chair of the MARKET RESEARCH SOCIETY (MRS)

 

'very inspiring [and] groundbreaking' by Akiko Hoshi (formerly Head of Qualitative Research Advancement, INTAGE QUALIS, Japan); Associate Research Director, Intage Singapore Pte Ltd    

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‘… a truly new thought. Its importance stretches beyond the immediate discipline [market research], pushing the boundaries of all research methodologies to include radical processes’ by INTERNATIONAL JOURNAL OF MARKET RESEARCH (IJMR)

 

Based on insider knowledge of cutting-edge cultures, academic rigour and marketing agility, this robust model is designed to inspire future-proof ideas for marketing innovation and communications professionals. 

 

The proposition for the model was developed over three decades, which we call 'cool cycles of reinvention', with the 7th year of any decade representing the tipping point. The first two decades (1987 – 2007) were presented in The First to Know book. Ideas were then put to test in real time over a third (2007 – 2017). The cultural framework proved reliable and The 2.5% was born, introducing the-first-to-know innovation diffusion model. As Innovator ideas considered radical were becoming more widespread and commercialised (2017 – 2027) – specifically, this is the generation that drove the social inclusivity and climate agendas – new ideas were being formed as a reaction. Never Conform: the cyclical process of ‘weird’ ideas becoming the norm at the dawn of Web 3.0 captures the new movement as it is happening. Covering the period of its underground formation and maturity (2017 - 2024), it projects into 2025 – 2027 and beyond. 

 

The 2.5% doesn’t easily fit categories. In fact, it had to invent its own vocabulary! Click to sample: Contents, Index, Introduction, Alphas, Mavericks, Conclusion. #the2point5percent
 

See full REVIEWS and more praise for The 2.5% by clicking here. For some examples of endorsement for talks by Lida Hujić based on The 2.5% book, click here or for public speaking, see here. For Lida’s public speaking engagements, please contact Specialist Speakers agency on + 44 (0)203 002 4125 or email Daniel Rix at daniel@specialistspeakers.com.

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