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jeremy.abbett.net
Google Confidential and Proprietary
THE SHAPE OF
THINGS TO COMEJeremy Tai Abbett | Google, Creative Evangelist | jabbett@google.com | @jeremytai
Marketing Rockstars | Graz, Austria | May 08th, 2015
jeremy.abbett.net
Google Confidential and Proprietary
THE SHAPE OF
THINGS TO COME
Exploring the shift in business (and marketing)
jeremy.abbett.net
Google Confidential and Proprietary
@jeremytai
Google Confidential and Proprietary
jeremy.abbett.net
INSPIRE
Flickr: Ciudad Yachay
jeremy.abbett.net
Google Confidential and Proprietary
jeremy.abbett.net
CREATE
jeremy.abbett.net
Google Confidential and Proprietary
jeremy.abbett.net
INNOVATE
jeremy.abbett.net
Google Confidential and Proprietary
jeremy.abbett.net
Digital technology
infrastructures
Global longterm
public policy shifts
1 2
Flickr: Jeremy Abbett
jeremy.abbett.net
Google Confidential and Proprietary
jeremy.abbett.net
Flickr: Gustavo Amorim
STATUS
UPDATES
Google Confidential and Proprietary
jeremy.abbett.net
QUANTIFIED
SELF
Google Confidential and Proprietary
jeremy.abbett.net
SELFIES
Google Confidential and Proprietary
jeremy.abbett.net
Jeremy Abbett
DRONIES
jeremy.abbett.net
Google Confidential and Proprietary
jeremy.abbett.net
FOMO
Img: Caroline McSwain
Fear Of Missing Out
Google Confidential and Proprietary
jeremy.abbett.net
FOMO
jeremy.abbett.net
Google Confidential and Proprietary
INCREASING DISCONNECT
The way the world
is evolving
The way businesses
are operating
Google Confidential and Proprietary
jeremy.abbett.net
Radio 40 years
Television 10 years
iPhone 3 years
YouTube 6 months
50 MILLION USERS
Evolution of adoption
Google Confidential and Proprietary
jeremy.abbett.net
Billions
100
200
300
400
500
600
700
MEDIA PLATFORMS
Market value in billions
Viacom Disney ComcastCBS Twitter Facebook GoogleLinkedIn
Source> BI Intelligence
jeremy.abbett.net
Google Confidential and Proprietary
YouTube, Instagram
Elle, Grazia, Vogue, Harpers
Bazaar and InStyle combined> 2x
THE QUESTION OF REACH
Still a topic?
18
jeremy.abbett.net
Google Confidential and Proprietary
jeremy.abbett.net
jeremy.abbett.net
Google Confidential and Proprietary
$29 Million $100 Million
Source:
EVOLVING EARNINGS
(2012 -2014)
jeremy.abbett.net
Google Confidential and Proprietary
Niels Epting
Institutions will try to preserve the
problem to which they are the solution.”
“
- Clay Shirky, Professor and Author
jeremy.abbett.net
jeremy.abbett.net
Google Confidential and Proprietary
Niels Epting
jeremy.abbett.net
jeremy.abbett.net
Google Confidential and Proprietary
jeremy.abbett.net
Google Confidential and Proprietary
Humberama
jeremy.abbett.net
Google Confidential and Proprietary
DYMAXION CAR 1933
jeremy.abbett.net
Google Confidential and Proprietary
jeremy.abbett.net
jeremy.abbett.net
Google Confidential and Proprietary
27
jeremy.abbett.net
Google Confidential and Proprietary
To accelerate the advent
of sustainable transport by bringing
compelling mass market electric
cars to market as soon as possible.
jeremy.abbett.net
Google Confidential and Proprietary
TESLA
29
jeremy.abbett.net
Google Confidential and Proprietary
jeremy.abbett.net
Google Confidential and Proprietary
31
jeremy.abbett.net
Google Confidential and Proprietary
Organize the world's
information and make
it universally accessible
and useful.
jeremy.abbett.net
Google Confidential and Proprietary
Adapted via>
33
jeremy.abbett.net
Google Confidential and Proprietary
To bring inspiration
and innovation to every
athlete* in the world.
*If you have a body you are an athlete
jeremy.abbett.net
Google Confidential and Proprietary
Adapted via>
jeremy.abbett.net
Google Confidential and Proprietary
INCREASING DISCONNECT
The way the world
is evolving
The way businesses
are operating
Google Confidential and Proprietary
jeremy.abbett.net
Yesterday Marketing as “campaign”
20TH CENTURY COMPANIES
Google Confidential and Proprietary
jeremy.abbett.net
Today Marketing is “platform”
PLATFORM FOCUSED COMPANIES
Google Confidential and Proprietary
jeremy.abbett.net
FROM PUSH TO PULL
Plan/ Forecast
Acquire resources
Meet Demand
Access
Attract
Potential
Business model is “platform”Business model as “campaign”
jeremy.abbett.net
Google Confidential and Proprietary
appetite for risklow high
Creative EdgeReplicability
small enterprise
large enterprise
global network
management consultancies
individual
small team
Source: Jan Chipcase
STATUS QUO CULTURE
jeremy.abbett.net
Google Confidential and Proprietary
Starting with the most fundamental truths
First Principles
Flickr: Jeremy Abbett
jeremy.abbett.net
jeremy.abbett.net
Google Confidential and Proprietary
Experience, Gender, Age, Points of view
Team Diversity
Flickr: Jeremy Abbett
jeremy.abbett.net
jeremy.abbett.net
Google Confidential and Proprietary
Find ways to conquer complacency
Disruption
jeremy.abbett.netImg: Caroline McSwain
Google Confidential and Proprietary
jeremy.abbett.net
Thank You.
Danke.
Jeremy Tai Abbett
Creative Evangelist
jabbett@google.com
@jeremytai
THE THINGS
WE CHOOSE
TO SURROUND OURSELVES
SHAPE WHAT WE BECOME
Artist: Tully Arnot

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The Shape of Things to Come / Exploring the Shift in Business (and Marketing)