TORONTO—Local trend spotting globetrotter Jeremy Gutsche descended on Toronto last evening at Ad Lounge — a yearly networking and social event for the advertising, design and marketing crowd. The founder of Trendhunter.com shared his insights on innovation and how to spot the next big thing.

When trend hunting, says Gutsche, you have to force yourself to look beyond the obvious in order to cultivate powerful and innovative ideas. But an idea will not be heard if it is not communicated effectively.

According the Gutsche, to make a message viral you need infectious marketing that requires making a cultural connection with your audience.

“You’re not speaking to them, you’re speaking with them,” says Gutsche.  To do this, you need a well-packaged story.

“Relentlessly obsess about your story,” says Gutsche. “If you understand the root of your story, it will travel faster.” Contact: www.trendhunter.com; www.adlounge.ca