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Human Capital In The Fitness and Active Leisure Sector : The Future is Already Here

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Bryan O'Rourke presented his vision of the future of Human Capital in the Fitness and Active Leisure Industry at the 6th Annual Congresso da Fitness Tribe in Lisbon Portugal in January of 2019 before almost 2,000 fitness professionals. You can locate video content at this link http://bit.ly/ORourkeVideoLisbon2019 .

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Human Capital In The Fitness and Active Leisure Sector : The Future is Already Here

  1. 1. Human Capital In The Fitness and Active Leisure Sector Lisbon Portugal 2019 | @bryankorourke 2
  2. 2. 3
  3. 3. Human Capital In The Fitness and Active Leisure Sector Lisbon Portugal 2019 | @bryankorourke 4
  4. 4. @bryankorourke bryankorourke@gmail.com 5
  5. 5. TODAY WE PAINT A PICTURE ABOUT THE FUTURE 6
  6. 6. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G PAINT A PICTURE 5 MEGATRENDS CONVERGING ConsumersGlobalism Demographics Technologies Economics An interconnected multi- cultural world creating new markets, cross boarder competition, and innovation. Changing demography with an aging population, the decline in brith rates, and heightened cross generational dynamics. Increasingly empowered and knowledgable buyers have higher expectations of everyone and everything. Always on and connected with more intelligence along with distrust and ethics being a bigger concern. Sustainability and the fourth industrial revolution recreating industries, jobs, production, capital and payment. 7
  7. 7. TRANSFORMATIVE PAINFUL CHANGE 8
  8. 8. @bryankorourke 2019 9 HUMAN CAPITAL @LANAYAH_MARIE 9
  9. 9. CHALLENGE : IF YOU DON’T THINK ABOUT THE FUTURE YOUR BUSINESS OR CAREER WILL HAVE NO FUTURE 10
  10. 10. 11
  11. 11. @bryankorourke 2019 12 CHANGE : EVERY CRISIS CREATES A MAJOR OPPORTUNITY 12
  12. 12. GREATEST TIME IN HISTORY TO BE IN ALMOST ANY INDUSTRY 13
  13. 13. AND BUSINESS AS USUAL IS DEAD 14
  14. 14. @bryankorourke 2019 15 THERE IS NOTHING MORE POWERFUL THAN A CHANGED MIND 15
  15. 15. 16
  16. 16. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G MINDSET THE NEW STRATEGIC ADVANTAGE CONTROLLING TO EMPOWERING In The New Era Of Openness Telling People What To Do Is Not As Effective As Inspiring And Connecting Purpose. PLANNING TO EXPERIMENTATION The Only Way To Learn The New Is To Try Things Work On An 80-20 Ratio Of Existing And New Business PRIVACY TO TRANSPARENCY Opening Information To All Enables The Other 5 Keys To Flourish In The New Era. PREDICTABLE TO UNPREDICTABLE The Past Is Not Predictor For The Future. Assumption To Knowledge Ratios Have Changed. PROFIT TO PURPOSE Short Term Aims Undermine Long Term Value. Attracting Customers And Partners Takes A Vision HIERARCHIES TO NETWORKS Interoperable Organization Leverage Capacities Better Results Through Collaboration. 17
  17. 17. MINDSET = PURPOSE MATTERS HUMAN CAPITAL 18
  18. 18. TODAY WE PAINT A PICTURE ABOUT THE FUTURE 19
  19. 19. WHY ? PURPOSE MATTERS @bryankorourke 20
  20. 20. MY FAMILY 21
  21. 21. @bryankorourke 22
  22. 22. DIVERSE CULTURE 23
  23. 23. MY CAREER DISRUPTING SINCE 1983 24
  24. 24. 1993 ACROSS MANY INDUSTRIES 25
  25. 25. SUPER AUTOMATED ESPRESSO MACHINES 1996 26
  26. 26. HEALTH CLUBS 1997 27
  27. 27. GROUP FITNESS 2005 28
  28. 28. 2006 #THECLOUD 29
  29. 29. 2007 @bryankorourke @GaryVee 30
  30. 30. 31
  31. 31. http://www.fittechcouncil.org/podcast/ FITNESS + TECHNOLOGY PODCAST 32
  32. 32. 33
  33. 33. FOR 30 YEARS 34
  34. 34. 10 Years Ago 35
  35. 35. 36
  36. 36. 37
  37. 37. EMOJI CULTURE 38
  38. 38. 39
  39. 39. Tweet @BryankORourke @TomFriedman For A Copy 40
  40. 40. DISRUPTION IN THE ERA OF MASS ACCELERATION BOM vs MAL 41
  41. 41. 42
  42. 42. WELLBEING A GROWTH MARKET FOR GOOD http://bit.ly/wellnessreport2018 43
  43. 43. GROWTH 1 BILLION MEMBERS 44
  44. 44. GROWTH REQUIRES NEW THINKING 45
  45. 45. INDUSTRY DEFINITIONS HAVE CHANGED 46
  46. 46. 47
  47. 47. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G NEW BUSINESS ECONOMICS 1. GREAT PRODUCT SERVICE You Must Have Products And Services Designed To Fit Specific Markets And That Have A Clear Distinct Proposition. 2. ATTRACTION OF CUSTOMERS Attracting Your Target Market Means Advertising In New Ways.Mostly Through Great Product & Service. 3. USERS - MEMBERS When Obtaining Members You Need To Obtain Their Data. 6. INCREASE INSIGHTS Insights Result That Drive Better Product And Service Innovation. 5. DATA ON EVERYTHING By Tracking Everything About Your Customer You Begin To Learn About What They Really Want. 4. CREATES INTERACTIONS As Members Use Your Products And Services You Must Track Their Interactions. 48
  48. 48. OLD MODEL OF VALUE CUSTOMERS TRANSACTIONS / $ 49
  49. 49. NEW MODEL OF VALUE DATARECEPTORS COGNITION 50
  50. 50. RESTAURANTS OFFER A DINNING EXPERIENCE 51
  51. 51. THIS OFFERS A DINING EXPERIENCE 52
  52. 52. BANKS OFFER FINANCIAL SERVICES 53
  53. 53. THIS AI OFFERS FINANCIAL SERVICES 54
  54. 54. CONCERTS OFFER MUSICAL ENTERTAINMENT 55
  55. 55. THIS APP DOES THE SAME 56
  56. 56. THIS CLINIC OFFERS MEDICAL CARE 57
  57. 57. THIS OFFERS MEDICAL CARE 58
  58. 58. THIS OFFERS TRANSPORTATION 59
  59. 59. 60
  60. 60. HEALTH CLUBS OFFER HEALTH & FITNESS EXPERIENCES 61
  61. 61. THIS OFFERS HEALTH & FITNESS EXPERIENCES 62
  62. 62. 63
  63. 63. THIS OFFERS HEALTH & FITNESS SERVICES 64
  64. 64. THIS OFFERS HEALTH & FITNESS EXPERIENCES 65
  65. 65. THIS OFFERS FITNESS EXPERIENCES 66
  66. 66. 67
  67. 67. INDUSTRY DEFINITIONS HAVE CHANGED 68
  68. 68. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G 4 DYNAMICS FOR ORGANIZATIONS MUNE TECHNOLOGY E N 2. USER EXPERIENCE The experiences brands seek to create for their employees, customers, and stakeholders are the key differentiator in a competitive world. Omni-presence, hyper-personalization, frictionless commerce, strategic, facilitated, and convenient are all things that combine to evoke feelings in humans. 1. MINDSET How brands and organizations see the world, how their values are the basis of their culture, and how they interact with and deliver value to their employees, stakeholders and customers. Mindset is the most important aspect of success today because it impacts what people see as possible. 4. EXECUTION ENGINES The foundation to executing experience in a sustainable business now requires fundamental tools : enterprise systems, human capital, automation, data collection, and machine intelligence. Without attention to these engines UX and New Economics cannot work. 3. NEW ECONOMICS New ways to create and monetize the business as a platform, digital-physical delivery, dynamic pricing, the way businesses can sustainably monetize has expanded into many many options. Transaction is the lowest common denominator with platforms enabling the highest value creation dynamic. M U 69
  69. 69. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G Michael Doe IMAGE PLACEHOLDER Jeniffer Thompson IMAGE PLACEHOLDER Erica Doe AUTOMATION ENTERPRISE CLOUD SOLUTIONS SENSORS - DATA HUMAN CAPITAL THE NEED FOR THESE EXECUTION ENGINES 70
  70. 70. USER EXPERIENCE PEOPLE HAVE GREATER OPTIONS 71
  71. 71. MORE AVAILABLE DELIVERY MODELS & EXPERIENCES IN CLUB 72
  72. 72. AESTHETIC DESIGN IS CRITICAL TODAY 73
  73. 73. 74
  74. 74. MORE AND MORE DELIVERY MODELS 75
  75. 75. 76
  76. 76. OMNI-CHANNEL DELIVERY USER EXPERIENCE 77
  77. 77. 78
  78. 78. HOW WILL SUCCESSFUL BRANDS OPERATE ? 79
  79. 79. WHAT ARE FITNESS EXPERIENCES BECOMING ? 80
  80. 80. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G P PERSONAL SERVICES COMMUNICATION TO SPECIFIC USERS. CREATE LOYALTY. E EASY FRICTIONLESS BUYING, SIMPLE FAST FUNCTIONAL F FACILITATED BUYING SERVICES ACROSS PLATFORMS S STRATEGIC INVEST IN WHERE THINGS ARE HEADING. VIDEO, MOBILE, VOICE O OMNICHANNEL OWNING THE CUSTOMER 24/7 RETHINKING USER EXPERIENCE 5 DRIVERS 81
  81. 81. Hyper - Personalized P PERSONAL SERVICES COMMUNICATION TO SPECIFIC USERS. CREATE RELEVANCE. 82
  82. 82. Hyper - Personalized 83
  83. 83. Hyper - Personalized 84
  84. 84. 85
  85. 85. 86
  86. 86. E EASY FRICTIONLESS BUYING, SIMPLE FAST FUNCTIONAL Frictionless 87
  87. 87. Frictionless 88
  88. 88. 89
  89. 89. F FACILITATED MAKE BUYING SERVICES ACROSS PLATFORMS WORK Facilitated - convenience access across channels with reserve 90
  90. 90. 91
  91. 91. S STRATEGIC INVEST IN WHERE THINGS ARE HEADING. VIDEO, MOBILE Strategic - mcfit italia campaigns 92
  92. 92. 93
  93. 93. O OMNICHANNEL WHENEVER AND WHEREVER THE CUSTOMER WANTS omnichannel and back to the gym 94
  94. 94. 95
  95. 95. 96
  96. 96. 97
  97. 97. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G 4 DYNAMICS FOR ORGANIZATIONS MUNE TECHNOLOGY E N 2. USER EXPERIENCE The experiences brands seek to create for their employees, customers, and stakeholders are the key differentiator in a competitive world. Omni-presence, hyper-personalization, frictionless commerce, strategic, facilitated, and convenient are all things that combine to evoke feelings in humans. 1. MINDSET How brands and organizations see the world, how their values are the basis of their culture, and how they interact with and deliver value to their employees, stakeholders and customers. Mindset is the most important aspect of success today because it impacts what people see as possible. 4. EXECUTION ENGINES The foundation to executing experience in a sustainable business now requires fundamental tools : enterprise systems, human capital, automation, data collection, and machine intelligence. Without attention to these engines UX and New Economics cannot work. 3. NEW ECONOMICS New ways to create and monetize the business as a platform, digital-physical delivery, dynamic pricing, the way businesses can sustainably monetize has expanded into many many options. Transaction is the lowest common denominator with platforms enabling the highest value creation dynamic. M U 98
  98. 98. TECHNOLOGY CONTINUES TO ADVANCE 99
  99. 99. 100
  100. 100. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G TECHNOLOGY IMPACTING NEW BUSINESS ECONOMICS JUST STARTING 1. GREAT PRODUCT SERVICE You Must Have Products And Services Designed To Fit Specific Markets And That Have A Clear Distinct Proposition. 2. ATTRACTION OF CUSTOMERS Attracting Your Target Market Means Advertising In New Ways.Mostly Through Great Product & Service. 3. USERS - MEMBERS When Obtaining Members You Need To Obtain Their Data. 6. INCREASE INSIGHTS Insights Result That Drive Better Product And Service Innovation. 5. DATA ON EVERYTHING By Tracking Everything About Your Customer You Begin To Learn About What They Really Want. 4. CREATES INTERACTIONS As Members Use Your Products And Services You Must Track Their Interactions. 101
  101. 101. Any emerging tech is like teenage sex: everyone talks about it, nobody really knows how to do it; everyone thinks everyone else is doing it, so everyone claims they are doing it. Implications Are Misunderstood 102
  102. 102. DIGITAL FITNESS GLOBAL PENETRATION 412 MILLION USERS | 162 MILLION CLUBS 103
  103. 103. DIGITAL FITNESS $12 BILLION HEALTH CLUBS $83 BILLION 104
  104. 104. DIGITAL FITNESS LARGEST MARKET CHINA | US | INDIA 105
  105. 105. LEAP FROG EFFECT 106
  106. 106. 107
  107. 107. ADOPTION OF TECH3 Ubiquitous like air we breathe. INTERFACES WILL SIGNIFICANTLY INCREASE TECH ADOPTION 108
  108. 108. NEW INTERFACES KEY TO GREATER UTILITY 109
  109. 109. NEURAL INTERFACES 110
  110. 110. 111
  111. 111. FACIAL RECOGNITION 112
  112. 112. VIRTUAL REALITY 113
  113. 113. 114
  114. 114. 115
  115. 115. AUGMENTED REALITY 116
  116. 116. Voice Interface 117
  117. 117. VOICE INTERFACES 118
  118. 118. ARTIFICIAL INTELLIGENCE 119
  119. 119. INTELLIGENT MESSENGERS 120
  120. 120. Personalized Motivation And Emotional Support 121
  121. 121. NOOM - CDC AI DIABETES 122
  122. 122. 123
  123. 123. ROBOTICS ARE HERE NOW 124
  124. 124. WE’VE ENTERED A NEW ERA 125
  125. 125. INDUSTRY 4.0 126
  126. 126. HOW WILL BUSINESSES EXECUTE ALL OF THIS ? 127
  127. 127. 128 Michael Doe IMAGE PLACEHOLDER Jeniffer Thompson IMAGE PLACEHOLDER Erica Doe AUTOMATION ENTERPRISE CLOUD SOLUTIONS SENSORS - DATA HUMAN CAPITAL EXECUTION ENGINES DRIVE NEW ERA BUSINESS MODELS 128
  128. 128. AUTOMATE LOW VALUE PROCESSES 129
  129. 129. ROBOTICS ARE HERE PEPPER IS BEING USED IN HOTELS, RETAIL AND OTHER VENUES TODAY 130
  130. 130. 131
  131. 131. COLLECT AND LEARN FROM DATA 132
  132. 132. 133
  133. 133. 134
  134. 134. ENTERPRISE PLATFORMS : MOVE AWAY FROM SYSTEM SILOS 135
  135. 135. @bryankorourke 2019 136 HUMAN CAPITAL @LANAYAH_MARIE 136
  136. 136. 137
  137. 137. TODAY WE PAINT A PICTURE ABOUT THE FUTURE 138
  138. 138. WE NEED GREAT TEAMS HUMAN CAPITAL 139
  139. 139. NEXT TO MINDSET SUCCESS TIED TO WHO YOU WORK WITH AND HOW 140
  140. 140. INVEST IN A TRAIN GREAT PEOPLE 141
  141. 141. HUMAN CAPITAL CHANGING 142
  142. 142. WORK: WHEN NO ONE RETIRES - HARVARD BUSINESS REVIEW MINDSETS: THE IDEA OF RETIREMENT IS ARCHAIC 143
  143. 143. @BaddieWinkle Bio : BADDiE 89 Year Old Grandmother @DrJoseFinaMonasterio Bio : Vibrant At Any Age 72 Year Old Body Builder A NEW ERA OF AGING 144
  144. 144. CULTURAL OPPORTUNITY: CROSS GENERATIONAL SYNTHESIS 145
  145. 145. DISRUPTION IN THE ERA OF MASS ACCELERATION 40% OF JOBS AUTOMATED IN 10-20 YEARS 146
  146. 146. SOFT SKILLS ARE VALUABLE TEAM WORK EMPATHY COMMUNICATION INDEPENDENT THINKING BELIEVING 147
  147. 147. 148
  148. 148. CENTRALIZED VS DECENTRALIZED MINDSET 149
  149. 149. MINDSET = PURPOSE MATTERS HUMAN CAPITAL 150
  150. 150. HUMAN CAPITAL http://bit.ly/humancapital2018 151
  151. 151. 152
  152. 152. 153
  153. 153. 154
  154. 154. AGILE S CURVE REINVENTION 155
  155. 155. FORMULA FOR GREAT HUMAN CAPITAL : APPLY TECH, HIRE FOR MINDSET, & TRAIN 156
  156. 156. CHALLENGE : IF YOU DON’T THINK ABOUT THE FUTURE OF WORK YOUR BUSINESS OR CAREER WILL HAVE NO FUTURE 157
  157. 157. Human Capital In The Fitness and Active Leisure Sector Lisbon Portugal 2019 | @bryankorourke 158
  158. 158. TODAY WE PAINT A PICTURE ABOUT THE FUTURE 159
  159. 159. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G PAINT A PICTURE 5 MEGATRENDS CONVERGING ConsumersGlobalism Demographics Technologies Economics An interconnected multi- cultural world creating new markets, cross boarder competition, and innovation. Changing demography with an aging population, the decline in brith rates, and heightened cross generational dynamics. Increasingly empowered and knowledgable buyers have higher expectations of everyone and everything. Always on and connected with more intelligence along with distrust and ethics being a bigger concern. Sustainability and the fourth industrial revolution recreating industries, jobs, production, capital and payment. 160
  160. 160. @bryankorourke 2019 161 TRANSFORMATIVE CHANGE : EVERY CRISIS CREATES A MAJOR OPPORTUNITY 161
  161. 161. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G MINDSET THE NEW STRATEGIC ADVANTAGE CONTROLLING TO EMPOWERING In The New Era Of Openness Telling People What To Do Is Not As Effective As Inspiring And Connecting Purpose. PLANNING TO EXPERIMENTATION The Only Way To Learn The New Is To Try Things Work On An 80-20 Ratio Of Existing And New Business PRIVACY TO TRANSPARENCY Opening Information To All Enables The Other 5 Keys To Flourish In The New Era. PREDICTABLE TO UNPREDICTABLE The Past Is Not Predictor For The Future. Assumption To Knowledge Ratios Have Changed. PROFIT TO PURPOSE Short Term Aims Undermine Long Term Value. Attracting Customers And Partners Takes A Vision HIERARCHIES TO NETWORKS Interoperable Organization Leverage Capacities Better Results Through Collaboration. 162
  162. 162. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G HOW WILL YOU COMPETE ? WHAT IS YOUR STRATEGY IN A MUNE DRIVEN WORLD ? E N 2. USER EXPERIENCE The experiences brands seek to create for their employees, customers, and stakeholders are the key differentiator in a competitive world. Omni-presence, hyper-personalization, frictionless commerce, strategic, facilitated, and convenient are all things that combine to evoke feelings in humans. 1. MINDSET How brands and organizations see the world, how their values are the basis of their culture, and how they interact with and deliver value to their employees, stakeholders and customers. Mindset is the most important aspect of success today because it impacts what people see as possible. 4. EXECUTION ENGINES The foundation to executing experience in a sustainable business now requires fundamental tools : enterprise systems, human capital, automation, data collection, and machine intelligence. Without attention to these engines UX and New Economics cannot work. 3. NEW ECONOMICS New ways to create and monetize the business as a platform, digital-physical delivery, dynamic pricing, the way businesses can sustainably monetize has expanded into many many options. Transaction is the lowest common denominator with platforms enabling the highest value creation dynamic. M U 163
  163. 163. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G NEW BUSINESS ECONOMICS 1. GREAT PRODUCT SERVICE You Must Have Products And Services Designed To Fit Specific Markets And That Have A Clear Distinct Proposition. 2. ATTRACTION OF CUSTOMERS Attracting Your Target Market Means Advertising In New Ways.Mostly Through Great Product & Service. 3. USERS - MEMBERS When Obtaining Members You Need To Obtain Their Data. 6. INCREASE INSIGHTS Insights Result That Drive Better Product And Service Innovation. 5. DATA ON EVERYTHING By Tracking Everything About Your Customer You Begin To Learn About What They Really Want. 4. CREATES INTERACTIONS As Members Use Your Products And Services You Must Track Their Interactions. 164
  164. 164. P PERSONAL SERVICES COMMUNICATION TO SPECIFIC USERS. CREATE LOYALTY. E EASY FRICTIONLESS BUYING, SIMPLE FAST FUNCTIONAL F FACILITATED BUYING SERVICES ACROSS PLATFORMS S STRATEGIC INVEST IN WHERE THINGS ARE HEADING. VIDEO, MOBILE O OMNICHANNEL OWNING THE CUSTOMER 24/7 5 KEYS TO BUILDING A GURU BRAND TODAY - UX 165
  165. 165. F I T C 2 0 1 9 F I T N E S S T E C H N O L O G Y T R E N D R E P O R T | W W W . F I T T E C H C O U N C I L . O R G Michael Doe IMAGE PLACEHOLDER Jeniffer Thompson IMAGE PLACEHOLDER Erica Doe AUTOMATION ENTERPRISE CLOUD SOLUTIONS SENSORS - DATA HUMAN CAPITAL THE NEED FOR THESE EXECUTION ENGINES 166
  166. 166. 167
  167. 167. AGILE S CURVE REINVENTION 168
  168. 168. 169
  169. 169. FORMULA FOR GREAT HUMAN CAPITAL APPLY TECH, HIRE FOR MINDSET, & TRAIN 170
  170. 170. CHALLENGE : IF YOU DON’T THINK ABOUT THE FUTURE OF WORK YOUR BUSINESS OR CAREER WILL HAVE NO FUTURE 171
  171. 171. RECOMMENDED READING & TOOLS 172
  172. 172. The starfish represents decentralized “organizations” while the spider describes hierarchical command-and-control structures.  1. When attacked decentralized organizations become more decentralized; 2. It’s easy to mistake starfish for spiders; 3. Open systems spread intelligence throughout the system; 4. Open systems can easily mutate: 5. Decentralized organization sneak up on you: 6. As industries become decentralized, overall profits decrease; 7. People automatically want to contribute to open system organizations; 8. Centralized organizations tend to become even more centralized 173
  173. 173. http://www.fittechcouncil.org/podcast/ FITNESS PLUS TECHNOLOGY PODCAST 174
  174. 174. @bryankorourke What Will You Do ? 175

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