Discover trends in human behavior, technological cycles, and socioeconomics that will impact the future of business and society. This was presented at Social Media Week Independent Austin.
9. MASLOWâS HIERARCHY OF NEEDS
9
realizing personal
potential, self-
fulfillment, seeking
personal growth
and peak
experiences
achievement, mastery,
independence, status,
dominance, prestige,
self-respect, respect from
others
love and belongingness, friendship,
intimacy, affection and love â from
work group, family, friends, romantic
relationships
protection from elements, security, order, law,
stability, freedom from fear
air, food, drink, shelter, warmth, sex, sleep
Physiological
Safety
Social
Esteem
Self-Actualization
10. MASLOWâS HIERARCHY OF NEEDS
10
helping
others to
achieve self-
actualization
realizing personal
potential, self-
fulfillment, seeking
personal growth and
peak experiences
appreciation and search for
beauty, balance, form
knowledge, meaning
self-esteem, achievement, mastery, independence,
status, dominance, prestige, managerial responsibility
love and belongingness, friendship, intimacy, affection and love
â from work group, family, friends, romantic relationships
protection from elements, security, order, law, stability, freedom from fear
air, food, drink, shelter, warmth, sex, sleep
Physiological
Safety
Social
Esteem
Cognitive
Aesthetic
Self-Actualization
Transcendence
DeficiencyNeeds
(coping)
GrowthNeeds
(happiness)
11. MASLOWâS HIERARCHY OF NEEDS
11
helping
others to
achieve self-
actualization
realizing personal
potential, self-
fulfillment, seeking
personal growth and
peak experiences
appreciation and search for
beauty, balance, form
knowledge, meaning
self-esteem, achievement, mastery, independence,
status, dominance, prestige, managerial responsibility
love and belongingness, friendship, intimacy, affection and love
â from work group, family, friends, romantic relationships
protection from elements, security, order, law, stability, freedom from fear
air, food, drink, shelter, warmth, sex, sleep
Physiological
Safety
Social
Esteem
Cognitive
Aesthetic
Self-Actualization
Transcendence
DeficiencyNeeds
(coping)
GrowthNeeds
(happiness)
85%
12. MASLOWâS HIERARCHY OF NEEDS
12
helping
others to
achieve self-
actualization
realizing personal
potential, self-
fulfillment, seeking
personal growth and
peak experiences
appreciation and search for
beauty, balance, form
knowledge, meaning
self-esteem, achievement, mastery, independence,
status, dominance, prestige, managerial responsibility
love and belongingness, friendship, intimacy, affection and love
â from work group, family, friends, romantic relationships
protection from elements, security, order, law, stability, freedom from fear
air, food, drink, shelter, warmth, sex, sleep
Physiological
Safety
Social
Esteem
Cognitive
Aesthetic
Self-Actualization
Transcendence
DeficiencyNeeds
(coping)
GrowthNeeds
(happiness)
85%
75%
13. MASLOWâS HIERARCHY OF NEEDS
13
helping
others to
achieve self-
actualization
realizing personal
potential, self-
fulfillment, seeking
personal growth and
peak experiences
appreciation and search for
beauty, balance, form
knowledge, meaning
self-esteem, achievement, mastery, independence,
status, dominance, prestige, managerial responsibility
love and belongingness, friendship, intimacy, affection and love
â from work group, family, friends, romantic relationships
protection from elements, security, order, law, stability, freedom from fear
air, food, drink, shelter, warmth, sex, sleep
Physiological
Safety
Social
Esteem
Cognitive
Aesthetic
Self-Actualization
Transcendence
DeficiencyNeeds
(coping)
GrowthNeeds
(happiness)
85%
75%
50%
14. MASLOWâS HIERARCHY OF NEEDS
14
helping
others to
achieve self-
actualization
realizing personal
potential, self-
fulfillment, seeking
personal growth and
peak experiences
appreciation and search for
beauty, balance, form
knowledge, meaning
self-esteem, achievement, mastery, independence,
status, dominance, prestige, managerial responsibility
love and belongingness, friendship, intimacy, affection and love
â from work group, family, friends, romantic relationships
protection from elements, security, order, law, stability, freedom from fear
air, food, drink, shelter, warmth, sex, sleep
Physiological
Safety
Social
Esteem
Cognitive
Aesthetic
Self-Actualization
Transcendence
DeficiencyNeeds
(coping)
GrowthNeeds
(happiness)
85%
75%
50%
40%
15. MASLOWâS HIERARCHY OF NEEDS
15
helping
others to
achieve self-
actualization
realizing personal
potential, self-
fulfillment, seeking
personal growth and
peak experiences
appreciation and search for
beauty, balance, form
knowledge, meaning
self-esteem, achievement, mastery, independence,
status, dominance, prestige, managerial responsibility
love and belongingness, friendship, intimacy, affection and love
â from work group, family, friends, romantic relationships
protection from elements, security, order, law, stability, freedom from fear
air, food, drink, shelter, warmth, sex, sleep
Physiological
Safety
Social
Esteem
Cognitive
Aesthetic
Self-Actualization
Transcendence
DeficiencyNeeds
(coping)
GrowthNeeds
(happiness)
85%
75%
50%
40%
10% : 2 %
19. 19
Social technologies
disrupting industries and
structure of the workforce
Organizations reacting
with technology
solutions, not human
solutions
TECHNOLOGY-
CENTERED SOLUTIONS
TECHNOLOGY-
ENABLED BEHAVIOR
21. 5 SUCCESSIVE TECHNOLOGICAL REVOLUTIONS
OF THE LAST 250 YEARS
21
1ST: The âIndustrial Revolutionâ | Big Bang Moment: Arkwrightâs mill opens in Cromford â 1771
22. 5 SUCCESSIVE TECHNOLOGICAL REVOLUTIONS
OF THE LAST 250 YEARS
22
1ST: The âIndustrial Revolutionâ | Big Bang Moment: Arkwrightâs mill opens in Cromford â 1771
2ND: Age of Steam & Railways | Big Bang Moment: Test of the âRocketâ steam engine for the
Liverpool-Manchester railway â 1829
23. 5 SUCCESSIVE TECHNOLOGICAL REVOLUTIONS
OF THE LAST 250 YEARS
23
1ST: The âIndustrial Revolutionâ | Big Bang Moment: Arkwrightâs mill opens in Cromford â 1771
2ND: Age of Steam & Railways | Big Bang Moment: Test of the âRocketâ steam engine for the
Liverpool-Manchester railway â 1829
3RD: Age of Steal, Electricity & Heavy Engineering | Big Bang Moment:
The Carnegie Bessemer steel plant opens in Pittsburgh, PA â 1875
24. 5 SUCCESSIVE TECHNOLOGICAL REVOLUTIONS
OF THE LAST 250 YEARS
24
1ST: The âIndustrial Revolutionâ | Big Bang Moment: Arkwrightâs mill opens in Cromford â 1771
2ND: Age of Steam & Railways | Big Bang Moment: Test of the âRocketâ steam engine for the
Liverpool-Manchester railway â 1829
3RD: Age of Steal, Electricity & Heavy Engineering | Big Bang Moment:
The Carnegie Bessemer steel plant opens in Pittsburgh, PA â 1875
4TH: Age of Oil, the Automobile & Mass Production | Big Bang
Moment: First Model-T comes out of the Ford plant in Detroit, MI â
1908
25. 5 SUCCESSIVE TECHNOLOGICAL REVOLUTIONS
OF THE LAST 250 YEARS
25
1ST: The âIndustrial Revolutionâ | Big Bang Moment: Arkwrightâs mill opens in Cromford â 1771
2ND: Age of Steam & Railways | Big Bang Moment: Test of the âRocketâ steam engine for the
Liverpool-Manchester railway â 1829
3RD: Age of Steal, Electricity & Heavy Engineering | Big Bang Moment:
The Carnegie Bessemer steel plant opens in Pittsburgh, PA â 1875
4TH: Age of Oil, the Automobile & Mass Production | Big Bang
Moment: First Model-T comes out of the Ford plant in Detroit, MI â
1908
5TH: Age of Information &
Telecommunications | Big Bang Moment: The
Intel microprocessor is announced in Santa
Clara, CA â 1971
26. REVOLUTIONS FOLLOW A REOCCURRING SEQUENCE
26
Technological
Revolution
Financial
Bubble
CollapseGolden Age
Political
Unrest
27. 27
âA technological revolution can be defined as a
powerful and highly visible cluster of new and dynamic
technologies, products and industries, capable of
bringing about an upheaval in the whole fabric of the
economy and of propelling long-term upsurge of
development.â
-- Carlotta Perez
28. 28
âEach time around, what can be considered a ânew
economyâ takes root where the old economy has been
faltering. But it is all achieved in a violent, wasteful and
painful manner...â
-- Carlotta Perez
29. 29
ââŚThe new wealth that accumulates at one end is
often more than counterbalanced by the poverty that
spreads at the other endâŚIt is certainly a broken
society, a two-faced world.â
-- Carlota Perez
30. 5 SUCCESSIVE TECHNOLOGICAL REVOLUTIONS
OF THE LAST 250 YEARS
30
1ST: The âIndustrial Revolutionâ | Big Bang Moment: Arkwrightâs mill opens in Cromford â 1771
2ND: Age of Steam & Railways | Big Bang Moment: Test of the âRocketâ steam engine for the
Liverpool-Manchester railway â 1829
3RD: Age of Steal, Electricity & Heavy Engineering | Big Bang Moment:
The Carnegie Bessemer steel plant opens in Pittsburgh, PA â 1875
4TH: Age of Oil, the Automobile & Mass Production | Big Bang
Moment: First Model-T comes out of the Ford plant in Detroit, MI â
1908
5TH: Age of Information &
Telecommunications | Big Bang Moment: The
Intel microprocessor is announced in Santa
Clara, CA â 1971
The reoccurring revolutionary sequence
Technological
Revolution
Financial
Bubble
CollapseGolden Age
Political Unrest
31. AND, THE 6TH IS AROUND THE CORNER
31
1ST: The âIndustrial Revolutionâ | Big Bang Moment: Arkwrightâs mill opens in Cromford â 1771
2ND: Age of Steam & Railways | Big Bang Moment: Test of the âRocketâ steam engine for the
Liverpool-Manchester railway â 1829
3RD: Age of Steal, Electricity & Heavy Engineering | Big Bang Moment:
The Carnegie Bessemer steel plant opens in Pittsburgh, PA â 1875
4TH: Age of Oil, the Automobile & Mass Production | Big Bang
Moment: First Model-T comes out of the Ford plant in Detroit, MI â
1908
5TH: Age of Information &
Telecommunications | Big Bang Moment: The
Intel microprocessor is announced in Santa
Clara, CA â 1971
The reoccurring revolutionary sequence
Technological
Revolution
Financial
Bubble
CollapseGolden Age
Political Unrest
6TH: Age of ??? | Big Bang
Moment: TBD â 2021
32. AND, THE 6TH IS AROUND THE CORNER
32
1ST: The âIndustrial Revolutionâ | Big Bang Moment: Arkwrightâs mill opens in Cromford â 1771
2ND: Age of Steam & Railways | Big Bang Moment: Test of the âRocketâ steam engine for the
Liverpool-Manchester railway â 1829
3RD: Age of Steal, Electricity & Heavy Engineering | Big Bang Moment:
The Carnegie Bessemer steel plant opens in Pittsburgh, PA â 1875
4TH: Age of Oil, the Automobile & Mass Production | Big Bang
Moment: First Model-T comes out of the Ford plant in Detroit, MI â
1908
5TH: Age of Information &
Telecommunications | Big Bang Moment: The
Intel microprocessor is announced in Santa
Clara, CA â 1971
The reoccurring revolutionary sequence
Technological
Revolution
Financial
Bubble
CollapseGolden Age
Political Unrest
6TH: Age of ??? | Big Bang
Moment: TBD â 2021
33. THE LIFECYCLE OF A TECHNOLOGICAL REVOLUTION
33
Gestation
period
Paradigm
configuration
Introduction of successive new products, industries and
technology systems, plus modernization of existing ones
Constriction
of potential
Early new products
and industries.
Explosive growth
and fast innovations
Full constellation
(new industries,
technology systems
and infrastructure)
Full expansion of
innovation and
market potential
Last new products
and industries.
Earlier ones
approaching maturity
and market
saturation
Degreeoftechnologicalmaturity
andmarketsaturation
Around half a century
35. THE 6 CâS OF SOCIAL NETWORKING
⢠Communications
⢠Connectedness
⢠Common Experience
⢠Content
⢠Commerce
⢠Cool Experiences (entertainment)
35
36. THE 6 CâS OF SOCIAL NETWORKING
⢠Communications
⢠Connectedness
⢠Common Experience
⢠Content
⢠Commerce
⢠Cool Experiences (entertainment)
36
37. THE 6 CâS OF SOCIAL NETWORKING
⢠Communications
⢠Connectedness
⢠Common Experience
⢠Content
⢠Commerce
⢠Cool Experiences (entertainment)
37
individual community
42. THE LIFECYCLE OF A TECHNOLOGICAL REVOLUTION
42
Gestation
period
Paradigm
configuration
Introduction of successive new products, industries and
technology systems, plus modernization of existing ones
Constriction
of potential
Early new products
and industries.
Explosive growth
and fast innovations
Full constellation
(new industries,
technology systems
and infrastructure)
Full expansion of
innovation and
market potential
Last new products
and industries.
Earlier ones
approaching maturity
and market
saturation
big bang
Degreeoftechnologicalmaturity
andmarketsaturation
Around half a century
43. THE LIFECYCLE OF A TECHNOLOGICAL REVOLUTION
43
Gestation
period
Paradigm
configuration
Introduction of successive new products, industries and
technology systems, plus modernization of existing ones
Constriction
of potential
Early new products
and industries.
Explosive growth
and fast innovations
Full constellation
(new industries,
technology systems
and infrastructure)
Full expansion of
innovation and
market potential
Last new products
and industries.
Earlier ones
approaching maturity
and market
saturation
big bang
Degreeoftechnologicalmaturity
andmarketsaturation
Around half a century
pre-Internet
44. THE LIFECYCLE OF A TECHNOLOGICAL REVOLUTION
44
Gestation
period
Paradigm
configuration
Introduction of successive new products, industries and
technology systems, plus modernization of existing ones
Constriction
of potential
Early new products
and industries.
Explosive growth
and fast innovations
Full constellation
(new industries,
technology systems
and infrastructure)
Full expansion of
innovation and
market potential
Last new products
and industries.
Earlier ones
approaching maturity
and market
saturation
big bang
Degreeoftechnologicalmaturity
andmarketsaturation
Around half a century
pre-Internet
web 1.0
45. THE LIFECYCLE OF A TECHNOLOGICAL REVOLUTION
45
Gestation
period
Paradigm
configuration
Introduction of successive new products, industries and
technology systems, plus modernization of existing ones
Constriction
of potential
Early new products
and industries.
Explosive growth
and fast innovations
Full constellation
(new industries,
technology systems
and infrastructure)
Full expansion of
innovation and
market potential
Last new products
and industries.
Earlier ones
approaching maturity
and market
saturation
big bang
Degreeoftechnologicalmaturity
andmarketsaturation
Around half a century
pre-Internet
web 1.0
web 2.0
46. THE LIFECYCLE OF A TECHNOLOGICAL REVOLUTION
46
Gestation
period
Paradigm
configuration
Introduction of successive new products, industries and
technology systems, plus modernization of existing ones
Constriction
of potential
Early new products
and industries.
Explosive growth
and fast innovations
Full constellation
(new industries,
technology systems
and infrastructure)
Full expansion of
innovation and
market potential
Last new products
and industries.
Earlier ones
approaching maturity
and market
saturation
big bang
Degreeoftechnologicalmaturity
andmarketsaturation
Around half a century
pre-Internet
web 1.0
web 2.0
today
53. GLOBAL VIEW
⢠Internet Users
â <10% Y/Y growth and slowing
â Fastest growth in developing markets like India, Indonesia and Nigeria
⢠Smartphone Subscribers
â +20% strong growth though slowing
â Fastest growth in underpenetrated markets like China, India Brazil, Indonesia
â *Smartphones â +52% early stage rapid
unit growth
⢠Mobile Data Traffic
â +81% accelerating growth
â Video is a key, strong driver
53
67. THE TROUBLE WITH MILLENNIALSâŚ
âŚis that their behavior and consumption habits may not be
âjust a phaseâ
67
68. YOUNG ADULTS ARE INCREASINGLY LIKELY TO HAVE
LOWER INCOMES
⢠~2.1M more twenty-somethings, and
⢠~300K more thirty-somethings
⢠Lived with their parents in 2013 than did in
2007 â Even though many now employed
⢠Real median household incomes among 25
â 34 year olds dropped 8% between 2007 to
2012 (-7% for 35-44 year olds)
68
Young Adults Are Increasingly Likely to Have
Low Incomes
Change in 20-29 Year Old Population, 2003-13 (Millions)
69. STUDENT LOANS HAVE DRIVEN UP CONSUMER DEBT BURDENS
⢠Share of households aged 25-34 with
student loan debt increased 13% between
2001 to 2010 (from 26% to 39%)
â 16% of these have $50K+ student debt (more
than tripled from 5%)
⢠Average credit score for Fannie Mae-backed
mortgages rose from 694 to 751 between
2007 to 2013
â Scores for FHA loans rose from 640 to 693,
respectively
69
Student Loans Have Driven Up Consumer Debt
Burdens
Non-Housing Debt Balances (Trillions)
73. THE LIFECYCLE OF A TECHNOLOGICAL REVOLUTION
73
Gestation
period
Paradigm
configuration
Introduction of successive new products, industries and
technology systems, plus modernization of existing ones
Constriction
of potential
Early new products
and industries.
Explosive growth
and fast innovations
Full constellation
(new industries,
technology systems
and infrastructure)
Full expansion of
innovation and
market potential
Last new products
and industries.
Earlier ones
approaching maturity
and market
saturation
big bang
Degreeoftechnologicalmaturity
andmarketsaturation
Around half a century
pre-Internet
web 1.0
web 2.0
today
74. THE LIFECYCLE OF A TECHNOLOGICAL REVOLUTION
74
Gestation
period
Paradigm
configuration
Introduction of successive new products, industries and
technology systems, plus modernization of existing ones
Constriction
of potential
Early new products
and industries.
Explosive growth
and fast innovations
Full constellation
(new industries,
technology systems
and infrastructure)
Full expansion of
innovation and
market potential
Last new products
and industries.
Earlier ones
approaching maturity
and market
saturation
big bang
Degreeoftechnologicalmaturity
andmarketsaturation
Around half a century
pre-Internet
web 1.0
web 2.0
today
tech disruption
75. THE LIFECYCLE OF A TECHNOLOGICAL REVOLUTION
75
Gestation
period
Paradigm
configuration
Introduction of successive new products, industries and
technology systems, plus modernization of existing ones
Constriction
of potential
Early new products
and industries.
Explosive growth
and fast innovations
Full constellation
(new industries,
technology systems
and infrastructure)
Full expansion of
innovation and
market potential
Last new products
and industries.
Earlier ones
approaching maturity
and market
saturation
big bang
Degreeoftechnologicalmaturity
andmarketsaturation
Around half a century
pre-Internet
web 1.0
web 2.0
today
non-tech disruptiontech disruption
77. THEREâS A NEW DEFINITION OF FREEDOM AND STATUS
AND, UNUSED CAPACITY IS BEING DISCARDED OR
REPURPOSED
⢠Millennials are buying 2 million less cars per year â down 10% since 1985
⢠Global trend: âThe percentage of young drivers was inversely related to the
availability of the Internetâ â U. of Michigan Transportation Research Institute
77
78. THE GREAT SHIFT TO THE POST-CAPITALIST SOCIETY
⢠1959 book Landmarks of Tomorrow described the rise of âknowledge workâ
⢠Three decades later, Drucker became convinced that knowledge is a more
crucial economic resource than land, labor or financial assets, and that
⢠We were headed into a âpost-capitalist societyâ
Knowledge > Value than Land, Labor or Financial Assets
78
86. C-SUITE IS SHIFTING FOCUS
86
Realize mobile devices, social networks and collaborative economy is creating new business models
Believe customers wield more influence on enterprise than the board; 2nd only to C-Suite
Biggest barrier to integrated digital and physical strategy is struggling to understand social media
Now 2nd only to CFO in terms of influence on the CEO
Moving from social monitoring + monetization to integrated customer experience + engagement
To get there: (1) Building data analytics to gain deep understanding of customers (2) Designing
rewarding customer experiences (3) Leveraging new technologies to deliver those experiences
Expects to play a critical role in enabling their organizationsâ strategic vision
Customer insights and intelligence + customer experience management are top priorities
When partner with CMOs, enterprise is 76% more likely to outperform in revenue and profitability
ceo
cmo
cio
88. 88
âBecause the purpose of business is to create a
customer, the business enterprise has twoâand only
twoâbasic functions: marketing and innovation.â
-- Peter Drucker
89. TODAYâS BRANDS ARE SHARED
89
The brandâs passion and
reason for being. The shared
contribution to its community
The shared values, beliefs
and behaviors of the brand
and its stakeholders
PURPOSE
EXPERIENCE CULTURE
The touch points,
interactions and
moments shared
between the brand
and its stakeholders
90. CRITICAL DISCIPLINES FOR MARKETING AND INNOVATION
90
Purpose
Data
Analytics
Technology
Storytelling
Design
Thinking
91. CRITICAL DISCIPLINES FOR MARKETING AND INNOVATION
91
Purpose
Data
Analytics
Technology
Storytelling
Design
Thinking
98. CRITICAL DISCIPLINES FOR ADVERTISING AND PR
98
Purpose
Data
Analytics
Technology
Storytelling
Design
Thinking
99. THE VALUE OF DESIGN
99
⢠15 publicly traded companies
⢠Grew 299% since 2003 vs. 75% S&P
The Design Index
The Design Management Institute / Motiv Strategies
1. Apple
2. Coca-Cola
3. Ford
4. Herman-Miller
5. IBM
6. Intuit
7. Newell-Rubbermaid
8. Nike
9. Procter & Gamble
10. Starbucks
11. Starwood
12. Steelcase
13. Target
14. Walt Disney
15. Whirlpool
100. EIGHT WAYS THAT DESIGN IS HELPING THESE BRANDS WIN BIG
1. The Wow Factor
2. Brand Expression
3. Solving Unmet User Needs
4. Developing Better Customer Experiences
5. Rethinking Strategy
6. Hardware/Software Interaction
7. Market Expansion Through Persona Development and User Understanding
8. Cost Reduction
100
101. WELCOME TO THE EXPERIENCE ECONOMY
⢠Joseph Pine and James Gilmore introduced The
Experience Economy in 1998
⢠History of economic progress through the four
stage evolution of the birthday cake
1. Agrarian Economy ď mothers made cakes from
scratch
2. Industrial Economy ď moms paid for Betty
Crocker
3. Service Economy ď parents order the cake from
a bakery
4. Experience Economy ď parents âoutsourceâ the
birthday event
101
102. FOUR REALMS OF AN EXPERIENCE
⢠Two Dimensions
â Participation (Passive/Active)
â Connection (Absorption/Immersion)
⢠Four Realms
â Entertainment
â Educational
â Escapist
â Esthetic
⢠Generally, the richest experiences find a sweet
spot incorporating aspects of all four realms
102
sweet
spot
103. 103
âThe most important marketing metric will soon
change from share of wallet or share of voice to share
of experience.â
-- Keith Weed
104. CRITICAL DISCIPLINES FOR ADVERTISING AND PR
104
Purpose
Data
Analytics
Technology
Storytelling
Design
Thinking
105. STORYTELLING: THE SCIENCE BEHIND THE ART
⢠Neuroeconomist, Paul Zakâs research
discovered âThe Moral Moleculeâ, and
that
⢠Storytelling enables us to direct human
behavior by changing brain chemistry
through well-structured narratives
Tension synthesizes Cortisol
(focuses our attention)
+
Narrative synthesizes Oxytocin
(sense of empathy)
105
Act 3
CLIMAX
(turning point)
Act 2
COMPLICATION
(rising action)
Act 1
EXPOSITION
(inciting moment)
Act 4
REVERSAL
(falling action)
Act 5
DENOUEMENT
(moment of release)
FREYTAGâS PYRAMID
A simple storytelling structure that has worked for thousands of years
106. 106
âIf business is about service to others, then business
itself is a virtue. Youâre engaging in a virtuous activity
by serving the needs of somebody else. When you do
that, youâre serving the needs of your employees, of
your customers, you will induce oxytocin release and
they will want to reciprocateâŚâ
-- Paul Zak
107. 107
ââŚIn the old model: greed is good, the management
technique is lead with fear. In the new model: empower
individuals to be the best that they can be in an
organization with purpose, youâre going to lead with
love.â
-- Paul Zak
115. STORYTELLING AND THE VALUE OF CREATIVE CAMPAIGNS
The data tell usâŚ
1. Creatively awarded campaigns are 12x more efficient
2. The greater level of creativity, the greater level of effectiveness
3. Creative campaigns are more reliable investments
4. Increasing the emotional response to a brand reduces its price sensitivity
115
116. CRITICAL DISCIPLINES FOR ADVERTISING AND PR
116
Purpose
Data
Analytics
Technology
Storytelling
Design
Thinking
117. BIG DATA AND ANALYTICS
2/3 OF DIGITAL UNIVERSE IS CONTENT CREATED BY CONSUMERS
117
118. FROM ACCOUNT PLANNING TO AUDIENCE PLANNING
118
FindsâŚ
⢠Segmentation
⢠Media Consumption
⢠Consumer Preference
⢠Group Opinion
weeks â months
FindsâŚ
⢠Audiences (Tribes)
⢠Engagement Behavior
⢠Affinities
⢠Sentiment & Reviews
days â weeksspeed to insight
Planning 1.0
PowellRule:
40<>70
Social
Quantitative
Qualitative
Qualitative
Quantitative
Social
resources Planning 2.0
resources
119. ARISTOTLE AND THE SECOND ROAD OF THOUGHT
119
ANALYTICS
âWhere things cannot
be other than they are.â
Diagnoses the past
LOGIC
120. ARISTOTLE AND THE SECOND ROAD OF THOUGHT
120
ANALYTICS
âWhere things cannot
be other than they are.â
Diagnoses the past
LOGIC
RHETORIC
âWhere things can
be other than they are.â
Designs the future
INTUITION
121. BIG BANG MOMENTS AND DISCONTINUOUS INNOVATION
121
1ST: The âIndustrial Revolutionâ | Big Bang Moment: Arkwrightâs mill opens in Cromford â 1771
2ND: Age of Steam & Railways | Big Bang Moment: Test of the âRocketâ steam engine for the
Liverpool-Manchester railway â 1829
3RD: Age of Steal, Electricity & Heavy Engineering | Big Bang Moment:
The Carnegie Bessemer steel plant opens in Pittsburgh, PA â 1875
4TH: Age of Oil, the Automobile & Mass Production | Big Bang
Moment: First Model-T comes out of the Ford plant in Detroit, MI â
1908
5TH: Age of Information &
Telecommunications | Big Bang Moment: The
Intel microprocessor is announced in Santa
Clara, CA â 1971
6TH: Age of ??? | Big Bang
Moment: TBD â 2021
122. THE INTUITIVE LEAP OF FAITH
122
Incremental
Discontinuous
Intuitive Leap
P = 40<>70
123. A FRAMEWORK TO GUIDE YOU
123
COMPANY
What is the customerâs
empathetic need?
What drives their behavior?
What are the competitors in the
category doing?
What are the gaps that no one is
filling?
What can the brand deliver that
uniquely meets the customer
and category needs and
achieves the brandâs purpose?
The Opportunity
âThe Big Ideaâ
The Story
124. CRITICAL DISCIPLINES FOR ADVERTISING AND PR
124
Purpose
Data
Analytics
Technology
Storytelling
Design
Thinking
125. I think we covered this point enoughâŚ
...except to say that...
125
133. 133
âEvery few hundred years throughout Western history, a sharp
transformation has occurredâŚIn a matter of decades, society
altogether rearranges itself â its worldview, its basic values, its
social and political structures, its arts, its key institutions. Fifty
years later a new world exists. And the people born into that
world cannot even imagine the world in which their grandparents
lived and into which their own parents were born. Our age is such
a period of transformationâ
-- Peter Drucker