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Investing in the Values of the Future Anna Pollock CEO Desticorp
Roadmap <ul><li>The Relevance & Power of Values </li></ul><ul><li>Why are they changing? </li></ul><ul><li>How are they ch...
Tourism  A History of  Changing Values
Celebration & Pilgrimage
The Grand Tour
Escape
Rest & Relaxation- escape & exclusivity
Romance
Retail Therapy
Exploration & Learning Source: www.johannaost.com
Adventure
The Real Adventure Abraham Maslow
Meaning
Meaning
Doing Good
Welcome back the “diaspora ” Coming Home
Why are Values so Important?
Spend our time & money
What attracts our attention
who we trust <ul><li>Family </li></ul><ul><li>Government </li></ul><ul><li>Business </li></ul><ul><li>Friends </li></ul><u...
what we count <ul><li>Income  – how much we make </li></ul><ul><li>Friends  – real and virtual  </li></ul><ul><li>Net wort...
… and how we assign value <ul><li>INTRINSIC VALUE </li></ul><ul><ul><li>What does it cost? </li></ul></ul><ul><ul><li>How ...
What do we Value?
Liquid Value <ul><li>If the Unit of measure =16 fluid ounces, which has the most  extrinsic  value? </li></ul><ul><li>Bott...
<ul><li>If the Unit of measure =16 fluid ounces, which one has the most  extrinsic  value? </li></ul><ul><li>$1.50  Bottle...
Whose Values Matter in Tourism? Host  Community  Investor Guest   Supplier
How Do We Anticipate  Future Values? This is where the peoples of the South Pacific  have a built in advantage
The Art of Wayfinding Surface eddies or deeper ocean currents………….
Trends Drivers Paradigms Organization, Structure Outcomes Culture Values Perception our unexamined assumptions To anticipa...
The power of perception
Defeated by what they couldn’t see
Will Tourism Put Wind in Our Sails?
Even though the “NICE” times are over *NICE = Non-inflationary period of constant expansion
So, are we at a punctuation  point in history?   Is this being asked of us?
“ We are at that point of time when a four-hundred-year-old age is rattling in its deathbed and another is struggling to b...
…… .Ahead lies the possibility of  regeneration of individuality, liberty, community and ethics such as the world has ever...
our unexamined assumptions Trends Organization, Structure Outcomes Drivers Culture Values Paradigms Perception
How are people in your markets changing their view of the world?
What Assumptions are Changing? <ul><li>We’re separate objects </li></ul><ul><li>It’s a material world – value lies in thin...
We’re Changing Operating Systems
The Industrial Model Assumes <ul><li>The universe is a machine of parts and objects </li></ul><ul><li>The planet is a lumb...
<ul><li>The industrial model: </li></ul><ul><li>Productizes </li></ul><ul><li>Standardizes </li></ul><ul><li>Homogenizes <...
The industrial model ignores THE  Key Value Driver  = SCARCITY 3 <ul><li>Only one place </li></ul><ul><li>Only one period ...
The industrial model is inaccurate
There are no straight lines in nature <ul><li>Nothing in Nature Grows Indefinitely </li></ul>
Death in Venice
Changing Perception of Space We’ve only one home But is it toxic real estate?
We’ve only one home Are we living beyond our means?
We Need Three to Support Our Current Population & Current Lifestyles We haven’t had to pay for our life support services
Economy Depends on Ecology <ul><li>The Economy is a wholly owned subsidiary of the environment </li></ul><ul><li>Not just ...
CONNECTIVITY & COMMUNITY From separateness to interconnectivity and interdependence Future value is in the relationships b...
Tourism is NOT an industry but a Community  of Connecting Agents
Individuals Wield Enormous Power
Individuals Wield Enormous Power
The web is changing too From a channel to a platform for collaboration
ORGANIZATION <ul><li>Destinations are communities </li></ul><ul><li>Self-organizing, complex, adaptive </li></ul><ul><li>T...
Industrial Organizations
What do they need to survive? <ul><li>Orders  & Order </li></ul><ul><li>Commands & Control </li></ul><ul><li>Stability </l...
Ecological Organizations?
<ul><li>Everyone is a leader </li></ul><ul><li>Everyone sensing, responding </li></ul><ul><li>and communicating </li></ul>...
Re-thinking What We Measure <ul><li>Does GDP measure what we value? </li></ul><ul><li>Can we have prosperity without growt...
CHANGING CONSUMERS
 
Implications for the South Pacific
Questions for the South Pacific <ul><li>Have you made a conscious choice about the kind, scale and scope of tourism you wa...
Q&A Session Anna Pollock CEO Desticorp
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Anna Pollock Investing In Future Values

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Presentation given to TIDES Conference in Samoa, February 18th, 2010

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Anna Pollock Investing In Future Values

  1. 1. Investing in the Values of the Future Anna Pollock CEO Desticorp
  2. 2. Roadmap <ul><li>The Relevance & Power of Values </li></ul><ul><li>Why are they changing? </li></ul><ul><li>How are they changing? </li></ul><ul><li>Impact on Tourism’s Future in the South Pacific </li></ul><ul><li>Implications and opportunities </li></ul>
  3. 3. Tourism A History of Changing Values
  4. 4. Celebration & Pilgrimage
  5. 5. The Grand Tour
  6. 6. Escape
  7. 7. Rest & Relaxation- escape & exclusivity
  8. 8. Romance
  9. 9. Retail Therapy
  10. 10. Exploration & Learning Source: www.johannaost.com
  11. 11. Adventure
  12. 12. The Real Adventure Abraham Maslow
  13. 13. Meaning
  14. 14. Meaning
  15. 15. Doing Good
  16. 16. Welcome back the “diaspora ” Coming Home
  17. 17. Why are Values so Important?
  18. 18. Spend our time & money
  19. 19. What attracts our attention
  20. 20. who we trust <ul><li>Family </li></ul><ul><li>Government </li></ul><ul><li>Business </li></ul><ul><li>Friends </li></ul><ul><li>Peers </li></ul><ul><li>People Like Us </li></ul>
  21. 21. what we count <ul><li>Income – how much we make </li></ul><ul><li>Friends – real and virtual </li></ul><ul><li>Net worth – sum of assets and liabilities </li></ul><ul><li>GDP – sum total of economic activity </li></ul><ul><li>Arrivals – people crossing border </li></ul><ul><li>Yield – how much they spend </li></ul><ul><li>Growth – more </li></ul><ul><li>Happiness – how good we feel inside </li></ul><ul><li>Footprint – how we impact the earth </li></ul><ul><li>HPI – Happy Planet Index </li></ul>
  22. 22. … and how we assign value <ul><li>INTRINSIC VALUE </li></ul><ul><ul><li>What does it cost? </li></ul></ul><ul><ul><li>How necessary is it? </li></ul></ul><ul><li>EXTRINSIC VALUE </li></ul><ul><ul><li>How much can I charge? </li></ul></ul><ul><ul><li>How much will you pay? </li></ul></ul><ul><li>SCARCITY VALUE </li></ul>
  23. 23. What do we Value?
  24. 24. Liquid Value <ul><li>If the Unit of measure =16 fluid ounces, which has the most extrinsic value? </li></ul><ul><li>Bottled water? </li></ul><ul><li>Starbucks Coffee? </li></ul><ul><li>Gas (petrol) for your car? </li></ul><ul><li>Crude oil? </li></ul><ul><li>Tap water? </li></ul><ul><li>Unit of atmosphere? </li></ul>
  25. 25. <ul><li>If the Unit of measure =16 fluid ounces, which one has the most extrinsic value? </li></ul><ul><li>$1.50 Bottled water </li></ul><ul><li>$ 4.00 Starbucks Coffee </li></ul><ul><li>$0.52 Gas or petrol at an Exxon gas station </li></ul><ul><li>$0.24 Price of crude oil at $80 a barrel </li></ul><ul><li>? Clean Tap water </li></ul><ul><li>? Unit of atmosphere (clean, pollution free air ) </li></ul>Liquid Value
  26. 26. Whose Values Matter in Tourism? Host Community Investor Guest Supplier
  27. 27. How Do We Anticipate Future Values? This is where the peoples of the South Pacific have a built in advantage
  28. 28. The Art of Wayfinding Surface eddies or deeper ocean currents………….
  29. 29. Trends Drivers Paradigms Organization, Structure Outcomes Culture Values Perception our unexamined assumptions To anticipate future values, go deeper
  30. 30. The power of perception
  31. 31. Defeated by what they couldn’t see
  32. 32. Will Tourism Put Wind in Our Sails?
  33. 33. Even though the “NICE” times are over *NICE = Non-inflationary period of constant expansion
  34. 34. So, are we at a punctuation point in history? Is this being asked of us?
  35. 35. “ We are at that point of time when a four-hundred-year-old age is rattling in its deathbed and another is struggling to be born – with a shifting of culture, science, society and institutions enormously greater and swifter than the world has ever experienced…..”
  36. 36. …… .Ahead lies the possibility of regeneration of individuality, liberty, community and ethics such as the world has ever known , and a harmony with nature, with one another, and with the divine intelligence such as the world has always dreamed. .
  37. 37. our unexamined assumptions Trends Organization, Structure Outcomes Drivers Culture Values Paradigms Perception
  38. 38. How are people in your markets changing their view of the world?
  39. 39. What Assumptions are Changing? <ul><li>We’re separate objects </li></ul><ul><li>It’s a material world – value lies in things </li></ul><ul><li>Only the fittest survive, compete or die </li></ul><ul><li>Growth is essential for economic stability </li></ul><ul><li>The earth is a lumberyard with resources to be used to make and sell things </li></ul><ul><li>Technology will solve our problems </li></ul><ul><li>Tourism is an industry </li></ul><ul><li>GDP measures prosperity </li></ul>
  40. 40. We’re Changing Operating Systems
  41. 41. The Industrial Model Assumes <ul><li>The universe is a machine of parts and objects </li></ul><ul><li>The planet is a lumberyard </li></ul><ul><li>The industrial model can be applied to tourism </li></ul><ul><li>Places and people are resources to be exploited </li></ul>
  42. 42. <ul><li>The industrial model: </li></ul><ul><li>Productizes </li></ul><ul><li>Standardizes </li></ul><ul><li>Homogenizes </li></ul><ul><li>Commoditizes </li></ul>
  43. 43. The industrial model ignores THE Key Value Driver = SCARCITY 3 <ul><li>Only one place </li></ul><ul><li>Only one period of time </li></ul><ul><li>Only one experience </li></ul>
  44. 44. The industrial model is inaccurate
  45. 45. There are no straight lines in nature <ul><li>Nothing in Nature Grows Indefinitely </li></ul>
  46. 46. Death in Venice
  47. 47. Changing Perception of Space We’ve only one home But is it toxic real estate?
  48. 48. We’ve only one home Are we living beyond our means?
  49. 49. We Need Three to Support Our Current Population & Current Lifestyles We haven’t had to pay for our life support services
  50. 50. Economy Depends on Ecology <ul><li>The Economy is a wholly owned subsidiary of the environment </li></ul><ul><li>Not just about “greening” but changing our view of ourselves </li></ul>
  51. 51. CONNECTIVITY & COMMUNITY From separateness to interconnectivity and interdependence Future value is in the relationships between people Law of networks
  52. 52. Tourism is NOT an industry but a Community of Connecting Agents
  53. 53. Individuals Wield Enormous Power
  54. 54. Individuals Wield Enormous Power
  55. 55. The web is changing too From a channel to a platform for collaboration
  56. 56. ORGANIZATION <ul><li>Destinations are communities </li></ul><ul><li>Self-organizing, complex, adaptive </li></ul><ul><li>They are not assembly lines or factories </li></ul><ul><li>Leadership is now about capacity building and facilitation </li></ul><ul><li>Collaboration and Cooperation enable innovation and resilience </li></ul>
  57. 57. Industrial Organizations
  58. 58. What do they need to survive? <ul><li>Orders & Order </li></ul><ul><li>Commands & Control </li></ul><ul><li>Stability </li></ul><ul><li>Continuity </li></ul><ul><li>Rules </li></ul><ul><li>Fear </li></ul><ul><li>Withholding Information </li></ul><ul><li>Measurement </li></ul><ul><li>Incentives </li></ul><ul><li>Competition </li></ul>
  59. 59. Ecological Organizations?
  60. 60. <ul><li>Everyone is a leader </li></ul><ul><li>Everyone sensing, responding </li></ul><ul><li>and communicating </li></ul><ul><li>Transparency </li></ul><ul><li>Trust </li></ul><ul><li>Reputation </li></ul><ul><li>Agile </li></ul><ul><li>Adaptable </li></ul>How Do They Survive?
  61. 61. Re-thinking What We Measure <ul><li>Does GDP measure what we value? </li></ul><ul><li>Can we have prosperity without growth? </li></ul><ul><li>Happy Planet Index </li></ul><ul><ul><li>Footprint </li></ul></ul><ul><ul><li>Life satisfaction </li></ul></ul><ul><ul><li>Health </li></ul></ul><ul><ul><li>The ecological efficiency with which happy & healthy lives are supported </li></ul></ul>
  62. 62. CHANGING CONSUMERS
  63. 64. Implications for the South Pacific
  64. 65. Questions for the South Pacific <ul><li>Have you made a conscious choice about the kind, scale and scope of tourism you want to develop? </li></ul><ul><li>Is this choice true to the values of the community? </li></ul><ul><li>Do you know how to generate the greatest net benefit from tourism and integrate it with and serve the entire economy? </li></ul><ul><li>Are you able to apply principles of Scarcity and Stewardship in your own unique way? </li></ul><ul><li>How will you define and measure success? </li></ul><ul><li>Will your choices withstand the intense scrutiny of all stakeholders? </li></ul><ul><li>How willing are you to work in new more collaborative ways and break down the barriers that have traditionally separated tourism from other economic sectors? </li></ul>
  65. 66. Q&A Session Anna Pollock CEO Desticorp

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