Anna Pollock Investing In Future Values

Investing in the Values of the Future Anna Pollock CEO Desticorp

Roadmap
The Relevance & Power of Values
Why are they changing?
How are they changing?
Impact on Tourism’s Future in the South Pacific
Implications and opportunities

Tourism A History of Changing Values

Celebration & Pilgrimage

The Grand Tour

Escape

Rest & Relaxation- escape & exclusivity

Romance

Retail Therapy

Exploration & Learning Source: www.johannaost.com

Adventure

The Real Adventure Abraham Maslow

Meaning

Doing Good

Welcome back the “diaspora ” Coming Home

Why are Values so Important?

Spend our time & money

What attracts our attention

who we trust
Family
Government
Business
Friends
Peers
People Like Us

what we count
Income – how much we make
Friends – real and virtual
Net worth – sum of assets and liabilities
GDP – sum total of economic activity
Arrivals – people crossing border
Yield – how much they spend
Growth – more
Happiness – how good we feel inside
Footprint – how we impact the earth
HPI – Happy Planet Index

… and how we assign value
INTRINSIC VALUE
What does it cost?
How necessary is it?
EXTRINSIC VALUE
How much can I charge?
How much will you pay?
SCARCITY VALUE

What do we Value?

Liquid Value
If the Unit of measure =16 fluid ounces, which has the most extrinsic value?
Bottled water?
Starbucks Coffee?
Gas (petrol) for your car?
Crude oil?
Tap water?
Unit of atmosphere?

If the Unit of measure =16 fluid ounces, which one has the most extrinsic value?
$1.50 Bottled water
$ 4.00 Starbucks Coffee
$0.52 Gas or petrol at an Exxon gas station
$0.24 Price of crude oil at $80 a barrel
? Clean Tap water
? Unit of atmosphere (clean, pollution free air )
Liquid Value

Whose Values Matter in Tourism? Host Community Investor Guest Supplier

How Do We Anticipate Future Values? This is where the peoples of the South Pacific have a built in advantage

The Art of Wayfinding Surface eddies or deeper ocean currents………….

Trends Drivers Paradigms Organization, Structure Outcomes Culture Values Perception our unexamined assumptions To anticipate future values, go deeper

The power of perception

Defeated by what they couldn’t see

Will Tourism Put Wind in Our Sails?

Even though the “NICE” times are over *NICE = Non-inflationary period of constant expansion

So, are we at a punctuation point in history? Is this being asked of us?

“ We are at that point of time when a four-hundred-year-old age is rattling in its deathbed and another is struggling to be born – with a shifting of culture, science, society and institutions enormously greater and swifter than the world has ever experienced…..”

…… .Ahead lies the possibility of regeneration of individuality, liberty, community and ethics such as the world has ever known , and a harmony with nature, with one another, and with the divine intelligence such as the world has always dreamed. .

our unexamined assumptions Trends Organization, Structure Outcomes Drivers Culture Values Paradigms Perception

How are people in your markets changing their view of the world?

What Assumptions are Changing?
We’re separate objects
It’s a material world – value lies in things
Only the fittest survive, compete or die
Growth is essential for economic stability
The earth is a lumberyard with resources to be used to make and sell things
Technology will solve our problems
Tourism is an industry
GDP measures prosperity

We’re Changing Operating Systems

The Industrial Model Assumes
The universe is a machine of parts and objects
The planet is a lumberyard
The industrial model can be applied to tourism
Places and people are resources to be exploited

The industrial model:
Productizes
Standardizes
Homogenizes
Commoditizes

The industrial model ignores THE Key Value Driver = SCARCITY 3
Only one place
Only one period of time
Only one experience

The industrial model is inaccurate

There are no straight lines in nature
Nothing in Nature Grows Indefinitely

Death in Venice

Changing Perception of Space We’ve only one home But is it toxic real estate?

We’ve only one home Are we living beyond our means?

We Need Three to Support Our Current Population & Current Lifestyles We haven’t had to pay for our life support services

Economy Depends on Ecology
The Economy is a wholly owned subsidiary of the environment
Not just about “greening” but changing our view of ourselves

CONNECTIVITY & COMMUNITY From separateness to interconnectivity and interdependence Future value is in the relationships between people Law of networks

Tourism is NOT an industry but a Community of Connecting Agents

Individuals Wield Enormous Power

The web is changing too From a channel to a platform for collaboration

ORGANIZATION
Destinations are communities
Self-organizing, complex, adaptive
They are not assembly lines or factories
Leadership is now about capacity building and facilitation
Collaboration and Cooperation enable innovation and resilience

Industrial Organizations

What do they need to survive?
Orders & Order
Commands & Control
Stability
Continuity
Rules
Fear
Withholding Information
Measurement
Incentives
Competition

Ecological Organizations?

Everyone is a leader
Everyone sensing, responding
and communicating
Transparency
Trust
Reputation
Agile
Adaptable
How Do They Survive?

Re-thinking What We Measure
Does GDP measure what we value?
Can we have prosperity without growth?
Happy Planet Index
Footprint
Life satisfaction
Health
The ecological efficiency with which happy & healthy lives are supported

CHANGING CONSUMERS

Implications for the South Pacific

Questions for the South Pacific
Have you made a conscious choice about the kind, scale and scope of tourism you want to develop?
Is this choice true to the values of the community?
Do you know how to generate the greatest net benefit from tourism and integrate it with and serve the entire economy?
Are you able to apply principles of Scarcity and Stewardship in your own unique way?
How will you define and measure success?
Will your choices withstand the intense scrutiny of all stakeholders?
How willing are you to work in new more collaborative ways and break down the barriers that have traditionally separated tourism from other economic sectors?

Q&A Session Anna Pollock CEO Desticorp

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Anna Pollock Investing In Future Values

by Anna Pollock on Mar 09, 2010

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