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L I F E E X PA N D E D U N I V E R S E : C R E AT I N G T H E P R O D U C T S A N D S E RV I C E S O F T H E F U T U R E
“A Smarter Planet: More Human, More Versatile, More Exciting... and closer to our dreams”
8th November 2012 @inma_martinez www.deviatingfromthenorm.com
A Keynote - Inmaculada Martinez [email protected]
# 1 W H Y H U M A N S H AV E N E V E R S T O P P E D I N N O VAT I N G ?
PRINCIPLE #1:
‘LIFE IS EXPANSIVE’
T H E V E RY N AT U R E O F T H E U N I V E R S E I S T H AT O F A B U N D A N C E
After a forest fire, the greenery returns; an untended garden overgrows
Frank Borman, NASA astronaut, commander of Apollo 8
E X P L O R AT I O N I S R E A L LY T H E E S S E N C E O F T H E H U M A N S P I R I T
And hoped we could find LIFE BEYOND OURS
W H E N E A RT H WA S C O N Q U E R E D , W E T R AV E L L E D T O T H E F U RT H E S T C O R N E R S O F O U R G A L A X Y
PRINCIPLE #2:
‘AS ABOVE, SO BELOW’
Nature’s very essence is dual: above and below planes of existence
Human Mind, Might, Heart and Soul connect to earthly and spiritual realms
P R I N C I P L E # 3 :
‘ T I M E A N D S PA C E A R E E L A S T I C ’
F R E E D O M T O C R E AT EBorderless, Timeless, in a 3rd dimension where space and physicality do not bother
P R I N C I P L E # 4 :
‘ H U M A N N AT U R E I S K I N E T I C ’
T E L L M E A N D I F O R G E T, T E A C H M E A N D I M AY R E M E M B E R , I N V O LV E M E A N D I L E A R NBenjamin Franklin
# 1 L I F E I S E X PA N S I V E :That’s why software has created a new dimension: a “Second Life”, a “Digital Life”
# 2 A S A B O V E , S O B E L O W:The services in the digital life replicate or enhance our experiences
# 3 T I M E A N D S PA C E A R E E L A S T I C :In the digital life there is no constrains and we can perform multiple activities
# 4 H U M A N L I F E I S E M P I R I C A L A N D S E N S O R I A L :Humans empathise with digital products that involve their participation
# 2 I S S O F T WA R E E AT I N G T H E W O R L D ?Is digital life going to destroy our very existence?
S O F T WA R E I S T O L I F E W H AT PA RT I T U R E I S T O M U S I CLife is so digital that it is hard to find ‘what isn’t’
D I G I TA L I S AT I O N I S S O FA S T T H AT ‘ C A N D O ’has higher occurrence that ‘can’t do’
# 3 W H AT A R E W E T RY I N G T O A C H I E V E T O D AY ?
# 1 T O E N G A G E I N M O R E M E A N I N G F U L WAY S :Consumer choice creates competitive markets: what if we were to exist to add value to people’s ives rather than just sell them products?
# 2 T O R E - G A I N T H E I R T R U S T:In the past customers entrusted us with delivering to their needs. Now they demand more of us: they want to entrust us with their lives. Can we deliver this?
# 3 T O D E M O N S T R AT E T H AT I . T. C A N D E L I V E R B R A N D VA L U E S :The non-commercial side of the Internet is delighting people. Can we show them that our digital dimension is here to add to that enjoyment, user-friendliness, 3-D realm of existence?
# 4 T O P R O T O T Y P E F U T U R E P R O D U C T S A N D S E RV I C E S :When radically new products come to market they demonstrate two big things: that a company is not afraid of changing for the better and that they are creators, not followers
trusttogether
achieving moremeaningful
leading the way
unlimited
measurable
accountable
=fearlesschange
W H AT I S A H A C K AT H O N ?And what can it do to a brand?
T O H A C K A N E W P R O D U C T I S A B O U T B R AV E LY AT T E M P T I N G T O D E L I V E R M O R E VA L U E W I T H L E S S C O M P O N E N T S
IT’S ABOUT SUBTRACTING
CORE ELEMENTS...
Like buttons...
... ABOUT SLIMMING EVERYTHING TO BARE
MINIMUM COMPONENTS
From antennas, handles, corners to wheels,
cables ....
... CREATING COMPLETELY NEW
PRODUCTS
Phones that are screen-based to watch, not just
speak, static bikes that go nowhere...
W H AT H A P P E N S W H E N W E C H A N G E T H I N G S ?When we shift, transform, re-jig, tweak, DARE TO CHALLENGE THE STATUS QUO?
2 4 / 7 O N L I N E S E RV I C E S A R E B O R NNo branches, no tills, no closing hours, no paper, no customer services
M A C H I N E 2 M A C H I N E C O N N E C T I V I T YAlways on, turning devices into intelligent machines that self-heal and alert humans
A life beyond our 2-D planet.... where gravity does not bind us...
... and we create worlds of wonder deep within our senses
W H AT ’ S O N O U R C U S T O M E R S ’ M I N D S A N D H E A RT S ?How is society coping with reality collectively and individually?
# H Y P E R - L O C A LIt has evolved into other trends: #Connected-Density #Eco-Doom
#CONNECTED-DENSITY
People coming together geographically thanks to Location-Based Services. They connect online and realise that they all share proximity, so they now
interact offline bound by a digital service.
Can that service be your brand?
#ECO-DOOM
Teens are showing larger concerns about the world ending due to ecological
disasters. Their interest in nature content is vividly linked today with eco-warrior attitudes. They want to do something
before it’s too late
You are so consumed about creating services for the adults: why not create services for their children’s wellbeing?
# 2 T R A N S PA R E N T- L I F EIt has evolved into #Brand-Diner, #Glass-Walls
#BRAND-DINER
Consumers demand that brands deliver in all fronts: 24/7, across platforms and
with aspirational and functional values. They
want access-all-areas, open-all-hours, with
offline and online interactions.
Are your campaigns connecting your web, mobile and TV/print executions? Do you know what your customers expect of each medium? Do you think your brand can create ‘infotainment’?
#GLASS-WALLS
Big Data is your Big Opportunity to show your
customers how transparent an
organisation your brand is. Be open to disclose
your every move. If you want trust, you must show
your cards.
How about letting your customers learn why you plant cookies? or give them a chance to delete their personal records when they leave the service? or how you use the data that you have accumulated from their actions and usage?
# 2 M E , W EIt has evolved into #Accountability, #Vintage-Values
#ACCOUNTABILITY
Corporate transparency is the effect of showing your
customers that you and them are “in this
together”. That if they lose, you lose bigger; that
if they do well, this is your job. Take responsibility for everything, the good and
the bad. How about writing to your customers when you notice they are doing well: an increase in paycheck, news about their shares going up, or their businesses expanding, or their children being accepted at university?
#VINTAGE-VALUES
The ‘blassé’ attitude of the 1980s and 1990s is no more. People feel very strongly about 1960s
values: the power of the people (Occupy Wall
Street), the power of Love, Justice for All, and ‘life
worth fighting for’.
People are being forced to fend for themselves: economic disasters, natural catastrophes are all pushing people side-ways and making them stand for their rights. Can you help out?
# 1 I M A G I N E T H E M A I N P R O D U C T / S E RV I C E E X I S T S N O M O R E :What other related services could you offer to your customers outside of your core business?
# 2 D A R E T O D R E A M , T O T H R O W S PA N N E R S I N T O T H E M I X :
The building blocks of Lego can be assembled and dismanteled
# 3 ‘ W H AT I F ’ W E W E R E T O . . . :
Yes, innovation is all about ‘crazy ideas’ at the time that have changed people’s lives in the end
# 4 F I N D A N E X C U S E T O S H O W H O W M U C H Y O U C A R E :
Perhaps there is nothing wrong with your current offering.
I S T H I S T H E C I R C L E O F T R U S T ?I don’t think so
C U S T O M E R S T R U S T C O M PA N I E S T H AT S H O W T H E Y C A R EAnd this means being RELIABLE, REACHABLE, UNDERSTANDING, KNOWING WHAT TO DO
D O I N G T H I N G S T O G E T H E R
H E L P I N G T H E M M A K E C H O I C E S , G R O W U P, E V O LV E
# 1 C A N A F I N A N C I A L I N S T I T U T I O N C R E AT E P R O D U C T S F O R M Y C H I L D R E N O R M Y E L D E R LY PA R E N T S ? :
Which, aside of money, they are the two things that I care most in my life?
# 2 C A N A C O O K I N G S T O V E C H A N G E M Y L I F E ? :
And become a vehicle for my identity development? or the well-being of my family?
# 3 C A N W E A D D T O T H E C R E AT I V E P R O C E S S E S O F O U R C L I E N T S ?
And reverse-engineer our relationship: if they see our products, they will design based on their capabilities
# 4 C A N W E A D D VA L U E T O Y O U R L I F E W H E N Y O U A R E N O T B U Y I N G O U R P R O D U C T S / S E RV I C E S ? :
And ‘infotain you’, provide you with tools to do things better, faster, easier?
L E T ’ S N O T D E S I G N H AT S T O D AY, B U T B O A S E AT I N G E L E P H A N T S !
W W W . D E V I AT I N G F R O M T H E N O R M . C O M
@[email protected]/inmaculadamartinez
B E C O M E A N I N T R E P I D P O S I T I V E D E V I A N T T O D AY !