A DY E? RE AV
OU EX TWA REY EN TH FOR photo (cc) via www.ﬂickr.com/photos/zachd1_618/7198148850/Jim Stolze - March 2013 - Content Accelerator - Amsterdam Budapest Helsinki
The Hype Cycle is a
graphic that depicts publicexpectations of new and emerging (often not sonew) technologies in the form of a graph. It isupdated annually and produced by a research andadvisory company called Gartner, Inc.
photo (cc) via www.ﬂickr.com/photos/toddbinger/3114789556/ TT
HE A ... LOO K VES TS WALE MING CO Disruptive technologies seem useless if they dont provide meaningful improvements to our lives. With this presentation I hope to provide context and inspiration for these needed -useful- innovations. The document is the result of clustering some of the worlds trendreports, hypecycles, insights from thoughtleaders and many TEDtalks into 5 macro trends, or "waves" as I call them. Disclaimer: The result is higly subjective, not an absolute truth :-)
VE #1WA S" ORLD KEDW
" NA photo (cc) via www.ﬂickr.com/photos/rosemania/5383446201/ Its very hard to keep a secret in todays world. This is the result of the rise of the social web, a global call for transparency and the work of old fashion -but decent- journalism. Its like the coffee machine has gone viral.
At some point the anonymity
of the internet transformed into asocial networking clearinghouse of daily minutiae…and most of us willingly opted in, choosing the ease and comfort of virtual intimacy over a lonely existence of real world disconnectedness. _Scott Lachut This means that brands are naked again. They have to rethink their values, their belief system and communicate this in a authenthic and consistent way. _Jim Stolze
VE #2 Y"WA OLOG HN
E TEC AT"INTIM photo (cc) vihttp://www.ﬂickr.com/photos/dr_john2005/431452053/ In the olden days, technology used to be something distant. In fact the computer was rather a place where you went to. Because of Moores law computers became smaller and found their way to our desktops and later even on our lap. The tablet generation proves that our new relationship with technology is more like that with a pet. We stroke it, we cuddle it. We pet it like the house dog. Soon well be wearing technology, from 3D printed clothing to intelligent wrist watches and nano-tattoos.
Ten years ago the public
reaction would have been thatRobocop and the Terminator were not welcome. Butslowly we see our approach and appreciation oftechnology changing. Google is letting us getting usedto wearable technology with their project Glass bypublic appearances.
WA VE "B #3 RA
ND UTILIT Y S"photo (cc) via http://www.ﬂickr.com/photos/vlastula/2891440893
E? UA SIVPERS so if
you look at this new relationship that we have with technology. and you combine this with the stuff we said about useful and honest branding... can we use brands to do more than just be a service, more than just advertising? 17
Frustration Aspirationhigh involvement Brands can
make Brands can inspire things simpler Irritation Funlow involvement Brands can make Brands can make things easier things more fun negative motivation positive motivation Model by Rossiter & Percy. Adaptation by Ingmar de Lange