Course Objectives

• Scare you• Historical

context• Decode change• New rules in a

digital world• Putting it to

work for you and your business

Peak into the Future:The Design Subculture

is going Mainstream

“If you want to teach people a new way of thinking, don’t bother to teach them.

Instead give them a tool, the use of which will lead to new ways of thinking.”

-Buckminster Fuller

Journey Overview

• The Next Big Thing• Why?• What’s Different?

• Digital Natives and Digital Immigrants

• How to adapt

• Questions?

Different Seas — Different Ships

Predictable Old World Turbulent New World

Medium as Message

When the primary means of storing and distributing information changes…

Medium as Worldview

…our worldviews change!

Then What? - Cultural Revolution

New psychology

New relationships

NEW DESIGN

New institutions

Comparing the Mediums

Dynamic

Open-Ended

Ephemeral

Intimate

Now

Messenger

Linear

Sequential

Permanent

Abstract

Historical

Content

Fluid

Fragmented

Transitory

Vicarious

Future

Impression

Interactive

Linked

Iterative

Virtual

Time-Morph

Experience

Madonna and Child Through the Ages

Symbolic

Perspective

Conceptual

Interactive

Architecture

Shifting Paradigms for Leaders

•Master/Guru

•Expert

•Visionary

•Collaborative Catalyst – Executive Producer

Brain Orientation

Oral

•Non-linear, holistic, intimate, relational

Print

•Linear, Sequential, Rational, Abstract

Broadcast

•Fluid, Fragmented, Visceral, Emotional

Digital/Interactive

•Non-linear, holistic, disembodied intimacy

Business

Agriculture – Craft

Manufacturing

Information

Design Economy

Focus

• Need• Function• Brand•Culture

Design• Ancient

– Harmony, Archetype, Community

• Modern– The Right Way -

Efficiency, rationality, truth

• Postmodern– Our Way – Signature

Approach - Freedom, beauty, pleasure

• Emergent– Have it Your Way -

Recombinant

The Digital Ecosystem

• Interactive/Connected

• Complex• Accelerating

change• Intangible value• Convergence • Immediacy • Mobile Nomads• Unpredictable

Recipe of Attraction

• Unique• Compelling Story• Interactive• Passionate Delivery• Multi-Sensory• Immersion• Emotional Connection

Blue Man Group – Design an Experience

Cirque du Soleil – Re-Imagine

Starbucks

Barnes & Noble

Third Places

Whole Foods – Design a Culture

Krispy Kreme – Make the Process the Attraction

Harley Davidson “Rebel Lifestyle”

Say Hello to the Future

A Great Awakening of Design

Prescription for Change

• Expose current paradigms.• Adopt/adapt – cross pollinate.• Develop new tools and language.• Craft a new narrative.• Find zones for radical change.• Support communities of fans.• Recapture the spirit of the

amateur.