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Will the Future Like You? CML Workshop

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Workshop presentation to US Farm Cooperatives marketing leaders.

Published in: Business, News & Politics
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Will the Future Like You? CML Workshop

  1. 1. Will the Future Like You? CML Workshop Patricia Martin August 2013
  2. 2. © 2013 Patricia Martin. All rights reserved. This is what it looks like right before a renaissance.
  3. 3. Photo: Håkon M.E. Sundaune progress Hyper-progress renders aspects of the culture irrelevant. What’s irrelevant gets shed. Shedding creates instability.
  4. 4. three indicators of a renaissance • Death comes first • Facilitating medium • Age of enlightenment © 2013 Patricia Martin. All rights reserved.
  5. 5. Millennial relevance: secrets of global brands © 2013 Patricia Martin. All rights reserved.
  6. 6. psychographic Knowledge is power—Wisdom is super power uncertain Creative Idealists Self expressive collaborators Sensualists: emotional truth © 2013 Patricia Martin. All rights reserved.
  7. 7. cultural tremors © 2013 Patricia Martin. All rights reserved.
  8. 8. farm chic—Mary Jane Butters © 2013 Patricia Martin. All rights reserved.
  9. 9. Pioneer Woman, Inc. © 2013 Patricia Martin. All rights reserved.
  10. 10. Michael Pollan--Farm to fork © 2013 Patricia Martin. All rights reserved.
  11. 11. “Farmer Style” 13M views © 2013 Patricia Martin. All rights reserved.
  12. 12. lightening round: what are you seeing?
  13. 13. to be relevant: believe feed a broader belief system. belong facilitate bonds between people. create help them make something meaningful. © 2013 Patricia Martin. All rights reserved.
  14. 14. witness empathize imagine act © 2013 Patricia Martin. All rights reserved. believe
  15. 15. http://www.watchmoviedb.com/2010/11/22/watch-fight-club-online/fight-club-3-jpg/ hitting a nerve: emotional truth
  16. 16. BOM’s moment of truth Photo: Eugene O’Neill Theatre, Book of Mormon http://www.bookofmormonbroadway.com/photos.php
  17. 17. convey emotional truth © 2013 Patricia Martin. All rights reserved.
  18. 18. to be relevant: believe feed a broader belief system. belong facilitate bonds between people. create help them make something meaningful. © 2013 Patricia Martin. All rights reserved.
  19. 19. © 2013 Patricia Martin. All rights reserved. belong
  20. 20. Copernican moment © 2013 Patricia Martin. All rights reserved.
  21. 21. BRAND old way © 2013 Patricia Martin. All rights reserved.
  22. 22. USER new way © 2013 Patricia Martin. All rights reserved.
  23. 23. user at the center of the universe © 2013 Patricia Martin. All rights reserved.
  24. 24. who is the Millennial farmer? © 2013 Patricia Martin. All rights reserved.
  25. 25. inheritors © 2013 Patricia Martin. All rights reserved.
  26. 26. Source:BUILDING A FUTURE WITH FARMERS: Challenges Faced by Young, American Farmers and a National Strategy to Help Them Succeed. November, 2011
  27. 27. organic self-reliant isolated © 2013 Patricia Martin. All rights reserved.
  28. 28. what else do we know about their emotional drivers? © 2013 Patricia Martin. All rights reserved.
  29. 29. how do you communicate them? © 2013 Patricia Martin. All rights reserved.
  30. 30. lifestyle ritual connection © 2013 Patricia Martin. All rights reserved.
  31. 31. tell lifestyle stories © 2013 Patricia Martin. All rights reserved.
  32. 32. tell stories of belonging © 2013 Patricia Martin. All rights reserved.
  33. 33. © 2013 Patricia Martin. All rights reserved. ritualize
  34. 34. everything communicates © 2013 Patricia Martin. All rights reserved.
  35. 35. to be relevant: believe  feed a broader belief system. belong  facilitate bonds. create  offer experiences for people to make and discover their story of the future. © 2013 Patricia Martin. All rights reserved.
  36. 36. “The problem is that there’s no new story of the future.” Peter Thiel, Wired 2010 © 2013 Patricia Martin. All rights reserved.
  37. 37. create new stories of the future © 2013 Patricia Martin. All rights reserved.
  38. 38. Gen Y’s uncertain future © 2013 Patricia Martin. All rights reserved.
  39. 39. poised to commit © 2013 Patricia Martin. All rights reserved.
  40. 40. barriers to retention © 2013 Patricia Martin. All rights reserved.
  41. 41. inheritors vs newbies © 2013 Patricia Martin. All rights reserved.
  42. 42. gig life vs careers © 2013 Patricia Martin. All rights reserved.
  43. 43. make it easier to commit © 2013 Patricia Martin. All rights reserved.
  44. 44. teach them how to succeed © 2013 Patricia Martin. All rights reserved.
  45. 45. © 2013 Patricia Martin. All rights reserved. show alternative business models
  46. 46. try before they buy © 2013 Patricia Martin. All rights reserved.
  47. 47. try before you buy © 2013 Patricia Martin. All rights reserved.
  48. 48. try before you buy © 2013 Patricia Martin. All rights reserved.
  49. 49. Review-what: believe belong create © 2013 Patricia Martin. All rights reserved.
  50. 50. how? © 2013 Patricia Martin. All rights reserved.
  51. 51. put user at the center of the universe © 2013 Patricia Martin. All rights reserved.
  52. 52. convey emotional truth © 2013 Patricia Martin. All rights reserved.
  53. 53. everything communicates © 2013 Patricia Martin. All rights reserved.
  54. 54. thank you! pat@litlamp.com @patriciamartin

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