Better and Faster by Jeremy Gutsche Summary

Better and Faster provides a disruptive framework for innovation, challenging traditional methods by teaching readers to spot opportunities through six patterns: Convergence, Divergence, Cyclicality, Redirection, Reduction, and Acceleration. The book emphasizes adopting a "hunter" mindset to adapt to rapid change, using real-world examples from brands like Coca-Cola and NASA.

Entrepreneurs, business leaders, and marketers seeking to innovate in fast-paced industries will benefit most. It’s ideal for those managing disruption in tech, retail, or startups, and anyone interested in trend forecasting or agile decision-making.

Yes—readers praise its actionable strategies for overcoming complacency and neurological traps that hinder innovation. With over 20 million copies sold and endorsements from The New York Times, it’s a proven resource for unlocking creative potential.

Gutsche argues "farmers" rely on outdated, repetitive strategies, while "hunters" relentlessly pursue new opportunities. Companies like Blockbuster (farmer) failed by clinging to past success, whereas Netflix (hunter) adapted through trendspotting.

1. Convergence: Combining trends (e.g., smartphones merging cameras and internet).
2. Divergence: Opposing norms (e.g., plant-based meat challenging traditional diets).
3. Cyclicality: Predicting recurring trends (e.g., retro fashion comebacks).
4. Redirection: Repurposing trends (e.g., Airbnb using existing homes for lodging).
5. Reduction: Simplifying products to core value (e.g., Dollar Shave Club).
6. Acceleration: Scaling winning ideas rapidly (e.g., Tesla’s EV dominance).

Gutsche warns that celebrating past success breeds stagnation. For example, he critiques legacy retailers that ignored e-commerce’s rise. The book offers tools to foster urgency, like trend databases and scenario planning.

This framework balances creativity (idea generation) and execution (implementation). Gutsche argues companies like Apple excel by pairing visionary design with rigorous product development.

Some argue its emphasis on constant disruption may lead to reckless pivoting. Critics note smaller businesses might lack resources to implement all six patterns effectively.

Gutsche’s strategies align with AI-driven markets—e.g., using Convergence to blend generative AI with healthcare diagnostics. His work with NASA on Mars mission AI prototypes demonstrates real-world relevance.

• "They celebrate past successes and optimize tried-and-true strategies, suppressing urgency."
• "Opportunity is easier to find when you know the patterns."

These highlight the risks of complacency and systematic trend-hunting.

While Create the Future focuses on ideation tactics, Better and Faster offers a structured roadmap for executing ideas. Both emphasize adaptability, but the latter delves deeper into trend analysis.

Yes—its patterns help identify emerging industries (e.g., green energy via Cyclicality) or reskill efficiently (e.g., Reduction to master core competencies quickly).