This keynote was presented at an IBM 'Smarter Planet' client event in Stockholm, Sweden with the intention of incentivising creatie thinking amongst the many CMOs and CIOs present toards prototyping the products of the future.
'Life expanded universe prototyping the products of the future
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 SOF THE FUTURE“A Smarter Planet: More Human, More Versatile, More Exciting... and closer to our dreams”A Keynote - Inmaculada Martinez firstname.lastname@example.org 8th November 2012 @inma_martinez www.deviatingfromthenorm.com
# 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 ?
Nature’s very essence is dual: above and below planes of existence
Human Mind, Might, Heart and Soul connect to earthly and spiritual realms
PRINCIPLE #3:‘ T I M E A N D S PA C E ARE ELASTIC’
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
PRINCIPLE #4:‘ H U M A N N AT U R E I S KINETIC’
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 AYR 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 HUMAN LIFE IS EMPIRICAL AND SENSORIAL: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
achieving moremeaningful unlimitedtrust accountable fearless leading the way together = change measurable
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 LYAT 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 HLESS COMPONENTS
IT’S ABOUTSUBTRACTING CORE ELEMENTS... Like buttons...
... ABOUT SLIMMINGEVERYTHING TO BARE MINIMUM COMPONENTS From antennas, handles, corners to wheels, cables ....
... CREATINGCOMPLETELY NEW PRODUCTS Phones that are screen- based to watch, not justspeak, 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
MACHINE 2 MACHINE CONNECTIVITYAlways 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?
#HYPER-LOCALIt 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 nowinteract ofﬂine bound by a digital service. Can that service be your brand?
#ECO-DOOMTeens are showing largerconcerns about the worldending due to ecologicaldisasters. Their interest in nature content is vividly linked today with eco- warrior attitudes. They want to do something before it’s too lateYou are so consumed about creating services for the adults: why not create services for their children’swellbeing?
# 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 thatbrands 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 BigOpportunity to show your customers how transparent an organisation your brand is. Be open to disclose your every move. If youwant 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 ME,WEIt has evolved into #Accountability, #Vintage-Values
#ACCOUNTABILITY Corporate transparency isthe effect of showing your customers that you and them are “in this together”. That if they lose, you lose bigger; thatif they do well, this is yourjob. 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-VALUESThe ‘blassé’ attitude of the 1980s and 1990s is no more. People feel very strongly about 1960s values: the power of the people (Occupy WallStreet), 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 FIND AN EXCUSE TO SHOW HOW MUCH YOU CARE: Perhaps there is nothing wrong with your current offering.
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 CAN A COOKING STOVE CHANGE MY LIFE?: 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 RCLIENTS?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 TB 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 GELEPHANTS!
BECOME AN INTREPIDP O S I T I V E D E V I A N T T O D AY !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@example.com/inmaculadamartinez