Delivering the Future:
how we identify the trends
and translate them into
actionable opportunities
Ville Tikka, Opportunit...
1                 2                3
How we identify   Trends we have     How we make
  the change         identified    t...
1
                                              2                3

                                              Trends w...
Trends research & opportunity
identification
start from embracing the change –
the new challenges and possibilities




© ...
Biggest opportunities are better
      for the people, better for the
      planet and better for the business



© Nokia ...
Socio-Cultural
                           Trends




               Consumer                  Usage
                Trends...
The three key steps:

Understand what         Discuss, observe and   Uncover challenges
drives the future      empathize w...
Mike Karnjanaprakorn & Jerri Chou from All Day Buffet




Learn from experts & innovators
to understand how the paradigm i...
Discuss, observe & empathize
with people and go to experience
life where it happens




© Nokia 2009
Utilize online & digital tools
to gather and make sense of the
vast amount of data




© Nokia 2009
2
               1                                             3
               How we identify                           ...
Digital Intimacy
as relationship structures change and become
increasingly fragmented, there is a desire for
richer forms ...
Digital Intimacy – Drivers
urbanization, migration, fragmented families
and friendships, and financially constrained
house...
The Future of Digital Intimacy
the new communication ecosystems enrich
digital communication, create continuity and
ambien...
Waking Things Up
people will form new friendly relationships with
things, giving them their own voices and
including them ...
http://www.botanicalls.com




Waking Things Up – Drivers
the desire for transparency and ambient
awareness, eco-monitorin...
Future of Waking Things Up
the idea that things can tell their stories will
become standard, there is a new expectation fo...
3
               1                 2

               How we identify   Trends we have
                 the change         ...
© Nokia 2009
Don’t just inspire with trends
as scattered latest trends are often
confusing and hard to utilize




© Nokia 2009
Use a framework to simplify
the change and to clarify the
relations between trends




© Nokia 2009
© Nokia 2009
Happy audience is important
but it doesn’t equal ownership,
action points and impact




© Nokia 2009
Collaborate with your audience
and run workshops with defined
methods, toolkits & time to think




 © Nokia 2009
For example, trend
               prioritization tools
               help to understand
               the urgency and fo...
© Nokia 2009
Tell engaging credible stories
about real people, familiar
situations, stuff that matters




© Nokia 2009
Serve with right media mix
to reach your audience: blogs,
books, magazines, videos, etc.




© Nokia 2009
Interactive info visualization is one of the
essentials for good communication


   © Nokia 2009
© Nokia 2009
Ensure buy-in from the top
to validate your mandate as a
change agent




© Nokia 2009
Get the timings right
to know when in the project or in
the process you will be listened




© Nokia 2009
Know your stakeholders well
as everyone talks the talk and
walks the walk differently




© Nokia 2009
Socio-Cultural
                          Trends
                       Do people desire it?

                             ...
And when you do it right
your reward is a better future for
the people, for the planet and for
the business…




© Nokia 2...
Cut! …and action!




© Nokia 2009
  © Nokia 2009
Delivering The Future
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Delivering The Future

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The slides from my presentation on "Delivering the Future - how we identify the trends and translate them into actionable opportunities" at the Future Trends 2009 Conference in Miami, November 3 2009.

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Transcript of "Delivering The Future"

  1. 1. Delivering the Future: how we identify the trends and translate them into actionable opportunities Ville Tikka, Opportunity Identification, Nokia November 2009 © Nokia 2009 © Nokia 2009
  2. 2. 1 2 3 How we identify Trends we have How we make the change identified trends actionable © Nokia 2009
  3. 3. 1 2 3 Trends we have How we make How we identify identified trends actionable the change – what processes and methods we use © Nokia 2009
  4. 4. Trends research & opportunity identification start from embracing the change – the new challenges and possibilities © Nokia 2009
  5. 5. Biggest opportunities are better for the people, better for the planet and better for the business © Nokia 2009
  6. 6. Socio-Cultural Trends Consumer Usage Trends Trends Trends research happens from both top-down and bottom-up – it’s a holistic approach © Nokia 2009
  7. 7. The three key steps: Understand what Discuss, observe and Uncover challenges drives the future empathize with people and opportunities Conversations with Investigative Analysis & experts fieldwork collaboration © Nokia 2009
  8. 8. Mike Karnjanaprakorn & Jerri Chou from All Day Buffet Learn from experts & innovators to understand how the paradigm is being challenged © Nokia 2009
  9. 9. Discuss, observe & empathize with people and go to experience life where it happens © Nokia 2009
  10. 10. Utilize online & digital tools to gather and make sense of the vast amount of data © Nokia 2009
  11. 11. 2 1 3 How we identify How we make the change Trends we have trends actionable identified – examples of how communication will evolve © Nokia 2009
  12. 12. Digital Intimacy as relationship structures change and become increasingly fragmented, there is a desire for richer forms of digitally mediated intimacy © Nokia 2009
  13. 13. Digital Intimacy – Drivers urbanization, migration, fragmented families and friendships, and financially constrained households challenge the current communication methods © Nokia 2009
  14. 14. The Future of Digital Intimacy the new communication ecosystems enrich digital communication, create continuity and ambient awareness, and bring elements of physical presence to digital intimacy © Nokia 2009
  15. 15. Waking Things Up people will form new friendly relationships with things, giving them their own voices and including them to social networks to extend awareness of the world © Nokia 2009 http://plant.bowls-cafe.jp/ © Nokia 2009
  16. 16. http://www.botanicalls.com Waking Things Up – Drivers the desire for transparency and ambient awareness, eco-monitoring and serendipitous possibilities for discovery all drive people to augment their everyday lives © Nokia 2009
  17. 17. Future of Waking Things Up the idea that things can tell their stories will become standard, there is a new expectation for emotional connections and virtual interactions with and via meaningful social objects © Nokia 2009
  18. 18. 3 1 2 How we identify Trends we have the change identified How we make trends actionable – five key learnings © Nokia 2009
  19. 19. © Nokia 2009
  20. 20. Don’t just inspire with trends as scattered latest trends are often confusing and hard to utilize © Nokia 2009
  21. 21. Use a framework to simplify the change and to clarify the relations between trends © Nokia 2009
  22. 22. © Nokia 2009
  23. 23. Happy audience is important but it doesn’t equal ownership, action points and impact © Nokia 2009
  24. 24. Collaborate with your audience and run workshops with defined methods, toolkits & time to think © Nokia 2009
  25. 25. For example, trend prioritization tools help to understand the urgency and focus the attention on best opportunities © Nokia 2009
  26. 26. © Nokia 2009
  27. 27. Tell engaging credible stories about real people, familiar situations, stuff that matters © Nokia 2009
  28. 28. Serve with right media mix to reach your audience: blogs, books, magazines, videos, etc. © Nokia 2009
  29. 29. Interactive info visualization is one of the essentials for good communication © Nokia 2009
  30. 30. © Nokia 2009
  31. 31. Ensure buy-in from the top to validate your mandate as a change agent © Nokia 2009
  32. 32. Get the timings right to know when in the project or in the process you will be listened © Nokia 2009
  33. 33. Know your stakeholders well as everyone talks the talk and walks the walk differently © Nokia 2009
  34. 34. Socio-Cultural Trends Do people desire it? Use the right combinations of information to be Consumer Usage relevant for different Trends Trends functions and to Do people buy it? Do people use it? make the trends actionable Brand & Design & Corporate Marketing Concepting Strategy © Nokia 2009
  35. 35. And when you do it right your reward is a better future for the people, for the planet and for the business… © Nokia 2009
  36. 36. Cut! …and action! © Nokia 2009 © Nokia 2009

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