THERE’S MORE TIME
THAN THE PRESENT
@BUD_CADDELL
STRATEGIST
TODAY, I AM
TWENTY-SEVEN
YEARS OLD.
YESTERDAY I WAS TWENTY-SIX.
IN THE EARLY MORNING
OF NOVEMBER 11, 1982,
THE SPACE SHUTTLE
COLUMBIA EMBARKED
ON ITS FIRST MISSION.
FROM HER HOSPITAL BED,
MY MOTHER LOOKED UP
AT THE TV AND CHOSE
MY MIDDLE NAME...
JOSEPH P. ALLEN
IN THAT MOMENT,
WE WERE CONNECTED
    BY TECHNOLOGY.
ASTRONAUT ALLEN




   MOM & ME
AND SINCE THEN,
TECHNOLOGY HAS
RULED THE MOMENT.
WE’RE PERFORMING AN
ALWAYS-ON BEHAVIOR
BECAUSE WE’RE
INCREASINGLY AWARE
THAT THERE ARE THINGS
ALWAYS HAPPENING.
FOR EXAMPLE, THERE
ARE OVER 250 EDITS
MADE PER MINUTE
ON WIKIPEDIA.
SOURCE: WIKIPEDIA, SEP 2009
ONCE YOU ADD THE
HERE TO THE NOW,
YOU’RE REALLY
GETTING SOMEWHERE.
QUITE LITERALLY.
AND WE’RE INCHING EVER CLOSER TO
WHAT BRUCE STERLING IMAGINED IN
2004 AS A SPIME, A LOCATION-AWARE,
ENVIRONMENT-AWARE, SEL...
FRANKLY, WE’VE
BECOME OBSESSED
WITH EVERYTHING
THAT’S HAPPENING
RIGHT NOW.
NOW FEELS GOOD. NOW REMINDS US
WE’RE ALIVE AND ...
AND WE’VE BEGUN
INVENTING NEW WAYS
TO DESCRIBE ALL OF
THIS NOWNESS.
ALL HAIL THE INFORMATION DESIGNERS,
AKA THE MOMENTARIA...
A MACROSCOPE IS A
TOOL THAT ALLOWS US
TO VIEW THE
AGGREGATION OF TINY
INTERACTIONS INTO A
LARGER SYSTEM.
FROM JOHN THACKARA
BY THE WAY, WE TEND
TO LABEL ALL THIS
NOWNESS REAL-TIME.
TO DISCERN IT FROM FAKE-TIME?
ULTIMATELY, SEMANTICS
FAIL US WHEN TRYING
TO DESCRIBE THE
PRESENT MOMENT.
WHEN IS NOW? NOW? OR NOW?
AND WHILE WE’RE ON THE...
WE CALL THIS THE FUTURE.
AND LABEL THIS THE PAST.
SO THIS MUST BE NOW?
WE CAN ALSO CALL IT
THE HYPERSURFACE OF
THE PRESENT.
IF WE REALLY WANT TO.
ULTIMATELY, SAYING
NOW IS LIKE SAYING
HERE, BOTH ARE
INFINITELY DIVISIBLE AND
DEFINED BY PERCEPTION.
KANT GET YOU
OUT OF MY HEAD.
IN STUDYING SPACE AND
TIME, KANT ARGUED THAT
BOTH EMPIRICISM AND
RATIONALISM LACKED AN
UNDERSTANDING OF
HUMAN PERCEPTION A...
SINCE KANT, WE’VE
COME TO UNDERSTAND
THAT TIME IS RELATIVE.
TIME DILATION: MOVING CLOCKS ARE
MEASURED TO TICK MORE SLOWLY
...
AN EFFECT PROVEN BY BODIES IN MOTION
AROUND THE EARTH, LIKE ASTRONAUT ALLEN
(AND GPS SATELLITES)
BUT WE ALSO KNOW
THAT TIME IS DEPENDENT
ON HOW OUR MINDS
PERCEIVE IT AS WELL.
OR OUR UNDERSTANDING OF ITS PASSING
THE ANCIENT GREEKS
HAD TWO WORDS TO
DESCRIBE TIME:
CHRONOS & KAIROS
CHRONOS REPRESENTED
THE PASSAGE OF TIME,
CALENDARS, SEASONS,
HARVESTS, AND DEATH.
THE SCARY VERSION OF TIME
KAIROS REPRESENTED A
TIME IN BETWEEN, A
MOMENT, USUALLY OF
OPPORTUNITY.
THE DON’T FRET VERSION OF TIME
SIMILARLY, MODERN
CULTURAL STUDIES HAVE
DESCRIBED ONE’S USE
AND PERCEPTION OF
TIME AS MONOCHRONIC
OR POLYCHRONIC.
POLYCHRONS VIEW
TIME AS FLOWING,
UNSTRUCTURED, AND
CONTINUOUS.
PREVALENT IN LATIN-AMERICAN AND
MIDDLE-EASTERN CULTURES
MONOCHRONS VIEW
TIME IN DISCRETE UNITS
THAT SHOULD BE
ORGANIZED AND
SCHEDULED.
PREVALENT IN WESTERN OR MORE
INDUSTRIALIZED...
TOGETHER, KAIROS/
CHRONOS AND POLY/
MONOCHRONIC
PROVIDE A VALUABLE
SPECTRUM TO
CONSIDER PERCEPTION.
MONOCHRONIC




      BECAUSE THESE ARE
      CULTURAL MINDSETS,
      MOVEMENT FROM
      ONE EXTREME TO
      ANOTHER IS...
MONOCHRONIC



A WESTERN CULTURE

                          BECAUSE THESE ARE
                          CULTURAL MINDSETS,...
MONOCHRONIC



A WESTERN CULTURE

                          BECAUSE THESE ARE
                          CULTURAL MINDSETS,...
MONOCHRONIC




CHRONOS                              KAIROS
          CONSIDER THIS A SPECTRUM
          OF THE MOMENTARY
...
MONOCHRONIC




          A NEED TO PLAN
            ONE’S TIME




CHRONOS                                  KAIROS
      ...
MONOCHRONIC




          A NEED TO PLAN                 A NEED TO FLOW
            ONE’S TIME                    AND DISC...
MONOCHRONIC




CHRONOS                 KAIROS




          POLYCHRONIC
ULTIMATELY, OUR
PERCEPTION OF TIME IS
GROUNDED IN OUR
PERCEPTION OF EVENTS.
WE PERCEIVE TIME AS THE DURATION
BETWEEN EVENT...
WE PERCEIVE SHORTER EVENTS IN THE
 CONTEXT OF LONGER EVENTS.
AS
 TR
     O
      N
         AU
           T
            AL...
AT THE MOMENT OF AN
EVENT, WE DECIPHER
WHAT HAS CHANGED
AND WHAT HAS
STAYED THE SAME.
THIS IS THE ESSENCE OF OUR ABILITY
T...
WHAT HAS BECOME
AND WHAT HAS PASSED
AND THROUGH THIS
MENTAL PROCESS, WE
BECOME CONSCIOUS
OF THE FUTURE.
WE RECOGNIZE PATTERNS OVER TIME IN ORDER
TO MAKE PREDI...
SAFETY OR RISK?
HOPE AND DESPAIR
ARE THE EMOTIONAL
MANIFESTATIONS OF
FUTURE CONSCIOUSNESS.
WE FEEL EITHER ONE BASED ON THE
PREDICTIONS WE ...
WILL THERE BE A FUTURE?
APPROACH AND
AVOIDANCE ARE THE
MOTIVATED BEHAVIORS
MANIFESTED FROM
FUTURE CONSCIOUSNESS.
WE WORK FOR OR AGAINST THE FUTURE...
WILL WE PLAN TO ACT?
WHEN AN EVENT
OCCURS, WE:
 DISCERN TIME BETWEEN THIS EVENT AND
 THE LAST EVENT WE RECALL

 LOOK FOR PATTERNS

 COLLECT MEN...
WHEN WE PREPARE TO
REACT, WE:
 FEEL HOPE OR DESPAIR BASED ON OUR
 SECURITY OR RISK

 CHOOSE APPROACH OR AVOIDANCE

 BUILD ...
WHAT DOES ANY OF
THIS HAVE TO DO
WITH MARKETING &
TECHNOLOGY?
WHEN WE INTERACT WITH PEOPLE,
WE INITIATE A MENTAL PROCESS.
ATTENTION IS OUR
SCARCEST NATURAL
RESOURCE.
AND ATTENTION IS GIVEN BASED ON
A PERCEPTION OF TIME AND A
CONSCIOUSNESS OF TH...
ARE WE PROVIDING
SOMETHING WORTH
THE ATTENTION?
AND HOW
LONG WILL THE
 PAYOFF TAKE?
AND ARE WE
CREATING COGNITIVE
BARRIERS TO ENTRY?
MONOCHRONIC

                OUR INTERACTIONS
                IMPACT A PERSON’S
                POSITION ON THIS MAP.



C...
MONOCHRONIC

                              OUR INTERACTIONS
                              AFFECT A PERSON’S
              ...
WHEN WE DESIGN
EXPERIENCES AROUND
NOW, WE OFTEN DESIGN
FOR KAIROS TIME.
WE DESIGN TO FIND
SOMEONE IN FLOW,
BUT WE OFTEN DON’T
ENCOURAGE PLANNING.
EVEN THOUGH THEY’RE COGNITIVELY
CONSIDERING THEI...
WE SHOULD BE
ENCOURAGING WHAT-IFS,
OFFERING SCENARIOS,
PROVIDING VISUAL
REPRESENTATIONS OF
THE FUTURE, AND
CREATING WAYS T...
WE SHOULD DESIGN A
SYSTEM THAT MINIMIZES
A PERSON’S PERCEPTION
OF TIME SPENT.
WE SHOULD BE
CONSCIOUS OF THE
PATTERN WE’RE CREATING.
AND WE SHOULD FOSTER
AN ENDURING SENSE OF...
THANK YOU FOR
YOUR TIME.
ABOUT ME:
MY NAME IS BUD CADDELL
AND I WORK AS A DIGITAL
STRATEGIST FOR THE NY
BASED DIGITAL THINK-TANK,
UNDERCURRENT. FIN...
There's More Time Than The Present
There's More Time Than The Present
There's More Time Than The Present
There's More Time Than The Present
There's More Time Than The Present
There's More Time Than The Present
There's More Time Than The Present
There's More Time Than The Present
There's More Time Than The Present
There's More Time Than The Present
There's More Time Than The Present
There's More Time Than The Present
There's More Time Than The Present
There's More Time Than The Present
There's More Time Than The Present
Upcoming SlideShare
Loading in...5
×

There's More Time Than The Present

18,251

Published on

How do we design experiences around how humans perceive time?

Published in: Business, Education
12 Comments
113 Likes
Statistics
Notes
No Downloads
Views
Total Views
18,251
On Slideshare
0
From Embeds
0
Number of Embeds
16
Actions
Shares
0
Downloads
1,432
Comments
12
Likes
113
Embeds 0
No embeds

No notes for slide

There's More Time Than The Present

  1. 1. THERE’S MORE TIME THAN THE PRESENT @BUD_CADDELL STRATEGIST
  2. 2. TODAY, I AM TWENTY-SEVEN YEARS OLD. YESTERDAY I WAS TWENTY-SIX.
  3. 3. IN THE EARLY MORNING OF NOVEMBER 11, 1982, THE SPACE SHUTTLE COLUMBIA EMBARKED ON ITS FIRST MISSION.
  4. 4. FROM HER HOSPITAL BED, MY MOTHER LOOKED UP AT THE TV AND CHOSE MY MIDDLE NAME...
  5. 5. JOSEPH P. ALLEN
  6. 6. IN THAT MOMENT, WE WERE CONNECTED BY TECHNOLOGY. ASTRONAUT ALLEN MOM & ME
  7. 7. AND SINCE THEN, TECHNOLOGY HAS RULED THE MOMENT.
  8. 8. WE’RE PERFORMING AN ALWAYS-ON BEHAVIOR BECAUSE WE’RE INCREASINGLY AWARE THAT THERE ARE THINGS ALWAYS HAPPENING.
  9. 9. FOR EXAMPLE, THERE ARE OVER 250 EDITS MADE PER MINUTE ON WIKIPEDIA. SOURCE: WIKIPEDIA, SEP 2009
  10. 10. ONCE YOU ADD THE HERE TO THE NOW, YOU’RE REALLY GETTING SOMEWHERE. QUITE LITERALLY.
  11. 11. AND WE’RE INCHING EVER CLOSER TO WHAT BRUCE STERLING IMAGINED IN 2004 AS A SPIME, A LOCATION-AWARE, ENVIRONMENT-AWARE, SELF DOCUMENTING TOOL.
  12. 12. FRANKLY, WE’VE BECOME OBSESSED WITH EVERYTHING THAT’S HAPPENING RIGHT NOW. NOW FEELS GOOD. NOW REMINDS US WE’RE ALIVE AND THAT WE’RE APART OF SOMETHING BIGGER THAN OURSELVES.
  13. 13. AND WE’VE BEGUN INVENTING NEW WAYS TO DESCRIBE ALL OF THIS NOWNESS. ALL HAIL THE INFORMATION DESIGNERS, AKA THE MOMENTARIANS!
  14. 14. A MACROSCOPE IS A TOOL THAT ALLOWS US TO VIEW THE AGGREGATION OF TINY INTERACTIONS INTO A LARGER SYSTEM. FROM JOHN THACKARA
  15. 15. BY THE WAY, WE TEND TO LABEL ALL THIS NOWNESS REAL-TIME. TO DISCERN IT FROM FAKE-TIME?
  16. 16. ULTIMATELY, SEMANTICS FAIL US WHEN TRYING TO DESCRIBE THE PRESENT MOMENT. WHEN IS NOW? NOW? OR NOW? AND WHILE WE’RE ON THE TOPIC, MORRISSEY WOULD LIKE TO KNOW HOW SOON IS NOW?
  17. 17. WE CALL THIS THE FUTURE.
  18. 18. AND LABEL THIS THE PAST.
  19. 19. SO THIS MUST BE NOW?
  20. 20. WE CAN ALSO CALL IT THE HYPERSURFACE OF THE PRESENT. IF WE REALLY WANT TO.
  21. 21. ULTIMATELY, SAYING NOW IS LIKE SAYING HERE, BOTH ARE INFINITELY DIVISIBLE AND DEFINED BY PERCEPTION.
  22. 22. KANT GET YOU OUT OF MY HEAD.
  23. 23. IN STUDYING SPACE AND TIME, KANT ARGUED THAT BOTH EMPIRICISM AND RATIONALISM LACKED AN UNDERSTANDING OF HUMAN PERCEPTION AND A PRIORI, THE FACULTY BY WHICH WE APPREHEND OBJECTS.
  24. 24. SINCE KANT, WE’VE COME TO UNDERSTAND THAT TIME IS RELATIVE. TIME DILATION: MOVING CLOCKS ARE MEASURED TO TICK MORE SLOWLY THAN AN OBSERVER’S “STATIONARY” CLOCK.
  25. 25. AN EFFECT PROVEN BY BODIES IN MOTION AROUND THE EARTH, LIKE ASTRONAUT ALLEN (AND GPS SATELLITES)
  26. 26. BUT WE ALSO KNOW THAT TIME IS DEPENDENT ON HOW OUR MINDS PERCEIVE IT AS WELL. OR OUR UNDERSTANDING OF ITS PASSING
  27. 27. THE ANCIENT GREEKS HAD TWO WORDS TO DESCRIBE TIME: CHRONOS & KAIROS
  28. 28. CHRONOS REPRESENTED THE PASSAGE OF TIME, CALENDARS, SEASONS, HARVESTS, AND DEATH. THE SCARY VERSION OF TIME
  29. 29. KAIROS REPRESENTED A TIME IN BETWEEN, A MOMENT, USUALLY OF OPPORTUNITY. THE DON’T FRET VERSION OF TIME
  30. 30. SIMILARLY, MODERN CULTURAL STUDIES HAVE DESCRIBED ONE’S USE AND PERCEPTION OF TIME AS MONOCHRONIC OR POLYCHRONIC.
  31. 31. POLYCHRONS VIEW TIME AS FLOWING, UNSTRUCTURED, AND CONTINUOUS. PREVALENT IN LATIN-AMERICAN AND MIDDLE-EASTERN CULTURES
  32. 32. MONOCHRONS VIEW TIME IN DISCRETE UNITS THAT SHOULD BE ORGANIZED AND SCHEDULED. PREVALENT IN WESTERN OR MORE INDUSTRIALIZED CULTURES
  33. 33. TOGETHER, KAIROS/ CHRONOS AND POLY/ MONOCHRONIC PROVIDE A VALUABLE SPECTRUM TO CONSIDER PERCEPTION.
  34. 34. MONOCHRONIC BECAUSE THESE ARE CULTURAL MINDSETS, MOVEMENT FROM ONE EXTREME TO ANOTHER IS RELATIVELY INFREQUENT. POLYCHRONIC
  35. 35. MONOCHRONIC A WESTERN CULTURE BECAUSE THESE ARE CULTURAL MINDSETS, MOVEMENT FROM ONE EXTREME TO ANOTHER IS RELATIVELY INFREQUENT. POLYCHRONIC
  36. 36. MONOCHRONIC A WESTERN CULTURE BECAUSE THESE ARE CULTURAL MINDSETS, MOVEMENT FROM ONE EXTREME TO ANOTHER IS RELATIVELY INFREQUENT. A LATIN-AMERICAN CULTURE POLYCHRONIC
  37. 37. MONOCHRONIC CHRONOS KAIROS CONSIDER THIS A SPECTRUM OF THE MOMENTARY PERCEPTION FOR THE MANAGEMENT OF TIME AND NECESSARY ACTIVITIES. POLYCHRONIC
  38. 38. MONOCHRONIC A NEED TO PLAN ONE’S TIME CHRONOS KAIROS CONSIDER THIS A SPECTRUM OF THE MOMENTARY PERCEPTION FOR THE MANAGEMENT OF TIME AND NECESSARY ACTIVITIES. POLYCHRONIC
  39. 39. MONOCHRONIC A NEED TO PLAN A NEED TO FLOW ONE’S TIME AND DISCOVER CHRONOS KAIROS CONSIDER THIS A SPECTRUM OF THE MOMENTARY PERCEPTION FOR THE MANAGEMENT OF TIME AND NECESSARY ACTIVITIES. POLYCHRONIC
  40. 40. MONOCHRONIC CHRONOS KAIROS POLYCHRONIC
  41. 41. ULTIMATELY, OUR PERCEPTION OF TIME IS GROUNDED IN OUR PERCEPTION OF EVENTS. WE PERCEIVE TIME AS THE DURATION BETWEEN EVENTS AND ACTIONS.
  42. 42. WE PERCEIVE SHORTER EVENTS IN THE CONTEXT OF LONGER EVENTS. AS TR O N AU T AL LE N ME M OM ABOUT TEN YEARS LATER THE DAY OF MY BIRTH WE ALL MET IN PERSON
  43. 43. AT THE MOMENT OF AN EVENT, WE DECIPHER WHAT HAS CHANGED AND WHAT HAS STAYED THE SAME. THIS IS THE ESSENCE OF OUR ABILITY TO RECOGNIZE PATTERNS.
  44. 44. WHAT HAS BECOME AND WHAT HAS PASSED
  45. 45. AND THROUGH THIS MENTAL PROCESS, WE BECOME CONSCIOUS OF THE FUTURE. WE RECOGNIZE PATTERNS OVER TIME IN ORDER TO MAKE PREDICTIONS ABOUT THE FUTURE.
  46. 46. SAFETY OR RISK?
  47. 47. HOPE AND DESPAIR ARE THE EMOTIONAL MANIFESTATIONS OF FUTURE CONSCIOUSNESS. WE FEEL EITHER ONE BASED ON THE PREDICTIONS WE MAKE FROM PASSING EVENTS.
  48. 48. WILL THERE BE A FUTURE?
  49. 49. APPROACH AND AVOIDANCE ARE THE MOTIVATED BEHAVIORS MANIFESTED FROM FUTURE CONSCIOUSNESS. WE WORK FOR OR AGAINST THE FUTURE WE HOPE OR DESPAIR WILL COME TO PASS.
  50. 50. WILL WE PLAN TO ACT?
  51. 51. WHEN AN EVENT OCCURS, WE: DISCERN TIME BETWEEN THIS EVENT AND THE LAST EVENT WE RECALL LOOK FOR PATTERNS COLLECT MENTAL REPRESENTATIONS OF THE FUTURE SO THAT WE CAN VISUALIZE IT
  52. 52. WHEN WE PREPARE TO REACT, WE: FEEL HOPE OR DESPAIR BASED ON OUR SECURITY OR RISK CHOOSE APPROACH OR AVOIDANCE BUILD SCENARIOS, SET GOALS, ASK WHAT- IFS, VISUALIZE THE FUTURE, AND PLAN
  53. 53. WHAT DOES ANY OF THIS HAVE TO DO WITH MARKETING & TECHNOLOGY? WHEN WE INTERACT WITH PEOPLE, WE INITIATE A MENTAL PROCESS.
  54. 54. ATTENTION IS OUR SCARCEST NATURAL RESOURCE. AND ATTENTION IS GIVEN BASED ON A PERCEPTION OF TIME AND A CONSCIOUSNESS OF THE FUTURE.
  55. 55. ARE WE PROVIDING SOMETHING WORTH THE ATTENTION?
  56. 56. AND HOW LONG WILL THE PAYOFF TAKE?
  57. 57. AND ARE WE CREATING COGNITIVE BARRIERS TO ENTRY?
  58. 58. MONOCHRONIC OUR INTERACTIONS IMPACT A PERSON’S POSITION ON THIS MAP. CHRONOS KAIROS IN DISCOVERY MODE POLYCHRONIC
  59. 59. MONOCHRONIC OUR INTERACTIONS AFFECT A PERSON’S POSITION ON THIS MAP. CHRONOS KAIROS PLANNING TO TAKE ACTION AND WHAT THEY CAN ACCOMPLISH ON OUR BEHALF. POLYCHRONIC
  60. 60. WHEN WE DESIGN EXPERIENCES AROUND NOW, WE OFTEN DESIGN FOR KAIROS TIME.
  61. 61. WE DESIGN TO FIND SOMEONE IN FLOW, BUT WE OFTEN DON’T ENCOURAGE PLANNING. EVEN THOUGH THEY’RE COGNITIVELY CONSIDERING THEIR OPTIONS AT THE TIME.
  62. 62. WE SHOULD BE ENCOURAGING WHAT-IFS, OFFERING SCENARIOS, PROVIDING VISUAL REPRESENTATIONS OF THE FUTURE, AND CREATING WAYS TO PLAN. FOR A PURCHASE OR AN ACTION
  63. 63. WE SHOULD DESIGN A SYSTEM THAT MINIMIZES A PERSON’S PERCEPTION OF TIME SPENT.
  64. 64. WE SHOULD BE CONSCIOUS OF THE PATTERN WE’RE CREATING.
  65. 65. AND WE SHOULD FOSTER AN ENDURING SENSE OF...
  66. 66. THANK YOU FOR YOUR TIME.
  67. 67. ABOUT ME: MY NAME IS BUD CADDELL AND I WORK AS A DIGITAL STRATEGIST FOR THE NY BASED DIGITAL THINK-TANK, UNDERCURRENT. FIND ME AT HTTP://BUDCADDELL.COM ABOUT THIS DECK: WISH ME A IF ANY IDEAS SOUND TOO HAPPY BIRTHDAY GOOD, I MUST HAVE STOLEN BY SHARING THIS THEM. IF YOU WANT TO PRESENTATION LEARN MORE, FOLLOW THIS WITH SOMEONE YOU KNOW! LINK: http://bit.ly/3aiVWe
  1. ¿Le ha llamado la atención una diapositiva en particular?

    Recortar diapositivas es una manera útil de recopilar información importante para consultarla más tarde.

×