The success of innovation is never accidental —especially for the leading companies today. These businesses follow a clear strategy to innovate: the Trend Funnel. This method is all about understanding trends and using them to guide smart business decisions. By studying long-term, mid-term, and short-term trends, companies can make the right choices, not just rely on chance.In today’s fast-moving business world, adapting to what’s happening now and preparing for the future is key. Think of it like surfing: if a company wants to ride the perfect wave, it must spot the opportunity before everyone else, get ready with the right tools and technologies, and then catch that wave at just the right moment. Companies that can do this will stay ahead of the competition and make the most of every new chance that comes their way. Michele Superchi graduated in international business studies and furthered his education between the Netherlands and Canada. Passionate about market analysis and business strategy, together with the entire BEAUTYSTREAMS team and in his role as Vice President, he assists companies in the beauty industry in identifying social trends, aligning innovation and strategy, and facilitating the introduction of cosmetic products to the market. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx