DeeDee Gordon is a recognized expert and thought leader in macro trends, consumer behavior and disruptive innovation with over 25 years of studies, publications, entrepreneurial projects and client engagements. Her clients span a wide range of industries, with work on iconic brands like Disney, Coca-Cola, Calvin Klein, Nike, Porsche and Bayer. DeeDee’s process for criteria-based trend identification separates signal from noise, and her techniques for visualizing future scenarios provide detailed inputs for opportunity framing and concept development. As founder and head of The Gordon Co., DeeDee brings her behavioral insights, trends identification and future visualization skills together in a single discipline: Applied Futures Thinking™. She employs this across a portfolio of disruptive, paradigm-challenging tools and techniques. The Gordon Co. builds on DeeDee’s long history of innovation: In the 1990s, DeeDee created The L Report, the first publication to track trend diffusion in youth culture. She also founded Look-Look, the first online platform that let people report on their own culture. Look-Look evolved into a custom marketing agency and the first user-generated arts magazine. Both are now academic case studies.
Recognizing a need for precision and respondent quality in the nascent online research industry, DeeDee then founded the-Collaboratory, a personally vetted online database of consumers, mavens and experts that provides input for a broad range of diverse projects.
She was also Innovation President of Sterling Brands, an award-winning branding and design agency, where she published On The Future, a trends report with Futurecast scenarios of potential future products and services. DeeDee expanded the agency’s offering in areas of new product development and end-to-end innovation.
DeeDee’s work is featured in many articles, textbooks and case studies, and in a broad range of media, like Fast Company, Vogue, The New Yorker, Time Magazine, The New York Times, NPR, PBS Frontline and Malcolm Gladwell’s The Tipping Point.