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Rob Gonda
ENABLING THE CUSTOMER EXPERIENCE OF THE FUTURE
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Chief Marketing Technologist Exchange - 01/2016

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Personal
World Citizen
Technology, Sports, and Music
Work
Digital Early Adopter: BBS in 93
Entrepreneur: Started and Exited 5 companies
Global Head of Innovation for Sapient
VP, Global Digital and Data for McDonald’s
Industry
Dozens of Speaking Engagements and International Keynotes
TV Appearances for Reuters and Bloomberg
Published Author and editor-in-chief for Industry Magazines
International Awards and Recognition
Digital Chair for 4A’s, ARF, AMA
ABOUT ME

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Enabling
Customer Experience
Future
TODAY’S AGENDA

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by the year 2030

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over 2 billion jobs will have disappeared, freeing up talent
for many new fledgling industries.
by the year 2030

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basic computer programming will be considered a core skill
required in over 20% of all jobs.
by the year 2030

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we will see the first hurricane stopped by human
intervention.
by the year 2030

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we will see wireless power used to light up invisible light
bulbs in the middle of a room.
by the year 2030

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over 20% of all new construction will be “printed” buildings.
by the year 2030

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over 90% of all restaurants will use some form of a 3D food
printer in their meal preparations.
by the year 2030

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In 10 years, it’s predicted that
40% of the Future 500 Companies
will no longer exist.
* Fast Company April 2011, page 121.

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Do You Remember These?
▪ Blockbuster
▪ Compaq
▪ Sun Microsystems
▪ Eastern Airlines
▪ Enron
▪ Pan Am
▪ Arthur Andersen
▪ General Foods Corp
▪ DeLorean Motor Co

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Human development over 150,000+ years…
LOCAL + LINEAR

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EXPONENTIAL + GLOBAL
Human development over 150,000+ years…

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Linear Growth Exponential Growth
Disruptive Stress
/Opportunity
LINEAR vs. EXPONENTIAL

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Take 30 Linear paces…
1
30 Meters
2
3
4
5
6
7

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1 2 4 8 16 32 64 128 256
Take 30 Exponential steps…
26X
Around
the Earth!
…1,073,741,824 meters

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Integrated Circuits
2012: Nvidia's G
7.1 Billion Transistors
28 Nanometers
7GHz
≈ $ .0000001
1971: Intel 4004
2,300 Transistors
10,000 Nanometers
740 KHz (.00074 GHz)
≈ $1 (1968)
1958: 2 Transistors
Transistor Count:
Gate Process Length:
Speed:
Cost Of A Transistor:
2
½ inch
ß 10K (faster) & 10M (cheaper) à
100 Billion-fold improvement (40 yrs)

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Can this growth go on forever?

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0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
Technology “S-Curve”

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0 1 2 3 4 5 6 7 8 9 10 11 12 13 14
“Nested S-Curves” (5th Computing Paradigm)
Relay
Vacuum Tube
Transistors
Integrated Circuits

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The exponential growth of
computing on a Logarithmic Plot
Calc./second for a $1000 laptop vs. Time
CalculationsperSecondper$1
Year
22
2023
2050
2010

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Technologies Riding Moore’s Law
1. Infinite Computing
2. Sensor & Networks
3. Robotics/Drones
4. 3D Printing
5. Synthetic Biology
6. Virtual Worlds
7. Nanomaterials
8. Artificial Intelligence

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Person
FEEL
THINK
OBJECTS / TECH
INFORMATION
MICRO TRENDS
MACRO TRENDS

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Change
▪ Change
− to become different
− to make (someone or something) different
− to become something else
▪ Organizational Change
− process in which an organization changes its structure, strategies, operational
methods, technologies, or organizational culture

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Transformation
▪ Transformation
− a thorough or dramatic change in form or appearance
− a complete or major change in someone's or something's appearance, form, etc
▪ Organizational Transformation
− process of profound and radical change that orients an organization in a new
direction and takes it to an entirely different level of effectiveness

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Adaptability
▪ Adapt
− become adjusted to new conditions
▪ Adaptability
− Ability of an entity or organism to alter itself or its responses to the changed
circumstances or environment

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Digital Darwinism
The evolution of society and
technology and its impact on
behavior, expectations and
customs.

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Business Model
Organizational Design & Culture
Solutions, Products, and Services
ENABLE ADAPTABILITY
Yourself

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Business Model
ENABLE ADAPTABILITY
Disrupt yourself, or someone else will
Don’t Disrupt the Core
Innovate at the Edges
Organizational Design & Culture
Solutions, Products, and Services
Yourself

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Business Model
ENABLE ADAPTABILITY
Empower & Allow Experimentation
Encourage Failure
Progress over Perfection / Continuous Improvement
Organizational Design & Culture
Solutions, Products, and Services
Yourself

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Business Model
ENABLE ADAPTABILITY
Decouple
Open
Organizational Design & Culture
Solutions, Products, and Services
Yourself

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Business Model
ENABLE ADAPTABILITY
Experiment
Take Risks
Diversify
Organizational Design & Culture
Solutions, Products, and Services
Yourself

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The world is changing at an Exponential pace
It is not the strongest who survives, but the
most adaptable to change
Lead through vision, not technology
INSIGHTS / TAKE AWAYS
Culture trumps strategy

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THANKS FOR LISTENING