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Documenting The Future
Documenting The Future
Documenting The Future
Documenting The Future
Documenting The Future
Documenting The Future
Documenting The Future
Documenting The Future
Documenting The Future
Documenting The Future
Documenting The Future
Documenting The Future
Documenting The Future
Documenting The Future
Documenting The Future
Documenting The Future
Documenting The Future
Documenting The Future
Documenting The Future
Documenting The Future
Documenting The Future
Documenting The Future
Documenting The Future
Documenting The Future
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Documenting The Future

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The 3pm Presentation on Documenting the Future.

The 3pm Presentation on Documenting the Future.

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  • 1. Documenting the Future Present Dr Stephen Dann
  • 2. Background <ul><li>1993: Wired 1.3 </li></ul><ul><ul><li>“ This web thing. It’s going to be big” </li></ul></ul><ul><li>1994: “Contemporary Issues in marketing” </li></ul><ul><ul><li>“ It’ll never catch on” complain students </li></ul></ul>
  • 3. Midground <ul><li>1998 </li></ul><ul><ul><li>Strategic Internet Marketing 1.0 </li></ul></ul><ul><li>2001 </li></ul><ul><ul><li>Strategic Internet Marketing 2.0 </li></ul></ul>
  • 4. Internet Book are SRS Business
  • 5. Book lag is not measured in milliseconds Contract July 2006 Manuscript: July 2009 On shelves for a 2011 class.
  • 6. How to deal with it all?
  • 7.  
  • 8.  
  • 9.  
  • 10.  
  • 11. <ul><li>Future-proofing is akin to fool-proofing </li></ul>
  • 12. 3 Future Proofing Lessons <ul><li>Half-life not Shelf life. </li></ul><ul><li>Soft Technology Predictions </li></ul><ul><ul><li>future development of nascent technologies </li></ul></ul><ul><ul><li>possible resolution of contentious issues </li></ul></ul><ul><ul><ul><li>intellectual property </li></ul></ul></ul><ul><ul><ul><li>privacy </li></ul></ul></ul><ul><ul><ul><li>DRM issues </li></ul></ul></ul><ul><li>Assume the worst </li></ul><ul><ul><li>10% survival rate </li></ul></ul>Tricks
  • 13. Write the Future <ul><li>1. Follow the people </li></ul><ul><li>2. The old internet is not the new internet </li></ul><ul><li>3. Be radical </li></ul><ul><li>Doing what fits best, rather than what has always been done, is the radical approach advocated by the Internet </li></ul>Randall, D. 1997, ‘Consumer strategies for the Internet: Four scenarios’, Long Range Planning, vol. 30, no. 2, pp. 157–68.
  • 14. Right the Future <ul><li>4. Be robust </li></ul><ul><ul><li>Get knocked down, get back up again </li></ul></ul><ul><ul><ul><li>Drink a whiskey drink, </li></ul></ul></ul><ul><ul><ul><li>Drink a cider drink, </li></ul></ul></ul><ul><ul><ul><li>Drink an energy drink, </li></ul></ul></ul><ul><ul><ul><li>Drink another energy drink </li></ul></ul></ul><ul><li>5. Focus on the markets </li></ul><ul><ul><li>if you’ve got what they want, </li></ul></ul><ul><ul><li>they’ll find you. </li></ul></ul>
  • 15. Where’s the future at?
  • 16.  
  • 17. <ul><li>1. Follow the people </li></ul><ul><ul><li>Innovators are through </li></ul></ul><ul><ul><li>Early adopters are passing </li></ul></ul><ul><ul><li>Here comes the early majority </li></ul></ul>
  • 18. <ul><li>2. The old internet is not the new internet </li></ul><ul><ul><li>It’s newer, slower, less stable and we couldn’t love it more if we tried. </li></ul></ul>
  • 19. <ul><li>3. Be radical </li></ul><ul><ul><li>Produce something someone wants at a price you both can afford to maintain </li></ul></ul>
  • 20. <ul><li>4. Be robust </li></ul><ul><ul><li>Less Market Stability </li></ul></ul><ul><ul><li>More Financial uptime </li></ul></ul>
  • 21. <ul><li>5. Focus on the markets </li></ul><ul><ul><li>Solve problems </li></ul></ul><ul><ul><li>Create new and wonderful problems. </li></ul></ul>
  • 22. Above all else… Have fun Enjoy the Internet as a wildly chaotic landscape while it lasts before it settles down, grows up and becomes as staid and sober a medium as television or radio
  • 23. Dr Stephen Dann @stephendann [email_address] www.stephendann.com
  • 24.  

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