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Planning for the Future of Business

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Cheatsheet from a marketer's perspective on future trends in technology and culture. Written by someone who read and studied the book, so you can preview the future and begin to plan for it quickly and easily.

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Planning for the Future of Business

  1. 1. Planning for the Future of Business Suggestions Based on Tech Forces 1-12 Discussed in The Inevitable
  2. 2. © Dawn Weathersbee 2016 3 Who is this Kevin Kelly Guy? He co-founded Wired in 1993, and served as its Executive Editor for its first seven years. His new book for Viking/ Penguin is called The Inevitable, with a publication date of June 6, 2016. He is also founding editor and co-publisher of the popular Cool Tools website, which has been reviewing tools daily since 2003. From 1984-1990 Kelly was publisher and editor of the Whole Earth Review, a journal of unorthodox technical news. He co-founded the ongoing Hackers’ Conference, and was involved with the launch of the WELL, a pioneering online service started in 1985. His books include the best-selling New Rules for the New Economy, the classic book on decentralized emergent systems, Out of Control, a graphic novel about robots and angels, The Silver Cord, an oversize catalog of the best of Cool Tools, and his summary theory of technology in What Technology Wants (2010). Fun Sketch from Kelly’s website.
  3. 3. © Dawn Weathersbee 2016 4 Why I Read His Book I was introduced to The Inevitable by Chad Grills, the founder of the publication The Mission on Medium. Somehow, I just knew the recommendation to read it was the right thing to do. We are going through massive and rapid changes to our daily lives, ways of doing business, and ways we purchase. I figured, if I want to keep making money, I better learn about where we’re headed as a global population doing business together. Also, I am a big old nerd for sociology and the stories of human development, interests which help me in my business as a marketing content developer.
  4. 4. The Future is Here, & It’s Sprinting Ahead of Us! What’s In This Cheat Sheet? •  The title of each chapter covering a technological force. •  12 key quotes, each chosen for its “Big Lesson” and potential to impact the development of any business. •  36 suggestions to consider going forward.
  5. 5. GET READY HERE COMES THE FUTURE
  6. 6. BECOMING “Endless Newbie is the new default for everyone, no matter your age or experience. Upgrades, changes to interface, time spent in help forums, time spent on tutorials – this is today, and it will be tomorrow and ever more.” Plan for continued tech learning time Join relevant communities Plan for more automation © Dawn Weathersbee 2016
  7. 7. COGNIFYING “The types of artificial minds we are making now and will make in the coming century will be designed to perform specialized tasks…before the end of this century, 70 percent of today’s occupations will likewise be replaced by automation. Plan for continued tech learning time Prepare for the ability to scale Look for ways to automate © Dawn Weathersbee 2016
  8. 8. FLOWING “When copies are super abundant, they become worthless…what can’t be copied? Trust… Since we prefer to deal with someone we can trust, we will often pay a premium for that privilege. We call that branding. ” Emphasize brand development Create trust at every touch point Build strong brand relationships © Dawn Weathersbee 2016
  9. 9. SCREENING “People of the Screen tend to ignore the classic logic of books or the reverence for copies… Notions are assembled in real time piece by piece by the audience themselves. ” Everyone must get social online Create a plan for social listening Interact to stay relevant © Dawn Weathersbee 2016
  10. 10. ACCESSING “Every year I own less of what I use. Possession is not as important as it once was. Accessing is more important than ever. Access is so superior to ownership in many ways that it is driving the frontiers of the economy. ” Consider subscription offers Invest in creating value over product Make it easy to save labor & time © Dawn Weathersbee 2016
  11. 11. SHARING “…this economic aspect of the new socialism the ‘sharing economy’…is a spectrum of attitudes, techniques, and tools that promote collaboration, sharing, aggregation, coordination, ad hocracy, and…newly enabled types of social cooperation. ” Co-create with your customers Invest in ways to invite participation Leverage access over ownership © Dawn Weathersbee 2016
  12. 12. © Dawn Weathersbee 2016 FILTERING“We filter by gatekeepers: Authorities, parents, priests, and teachers… We filter by curators: Retail stores…museums… libraries…select their wares… We filter by brands: …the first time buyer retreats to a familiar brand… We filter by our friends: We are very likely to choose what our friends choose.” Engage niche influencers Make your brand familiar Great service = word-of-mouth promotion
  13. 13. © Dawn Weathersbee 2016 REMIXING“The entire global economy is tipping away from the material and toward intangible bits. It is moving away from ownership and towards access. It is tilting away from the value of copies and toward the value of networks. It is headed for the inevitability of constant, relentless, and increasing remixing.” Invest in relationships Make your brand available online Encourage co- creation with like brands
  14. 14. © Dawn Weathersbee 2016 INTERACTING “Week by week the resolution increases, the frame rate jumps, the contrast deepens, the color space widens, and the high-fidelity sound sharpens…VR is getting more ‘realistic’ faster than movies are.” Virtual product testing in homes Send people to exclusive events Take people through a story
  15. 15. © Dawn Weathersbee 2016 TRACKING “In the coming decades nearly every object that is manufactured will contain a small sliver of silicon that is connected to the Internet…Data about customers is the new gold in business… Fifty years from now ubiquitous tracking will be the norm.” Suggest the right offer at the right time Collect data at every touch point Make next purchase convenient
  16. 16. © Dawn Weathersbee 2016 QUESTIONING “Certainty itself is no longer as certain as it once was…Rather than receiving truth from an authority, I am reduced to assembling my own certainty from the liquid stream of facts flowing through the web…I go looking, searching, asking…constructing a trail.” Invest in search optimization Invest in creating a solid reputation Invest in quality content and PR
  17. 17. © Dawn Weathersbee 2016 BEGINNING “In this new regime, old cultural forces, such as authority and uniformity, diminish while new cultural forces, sharing, accessing, tracking, come to dominate our institutions and personal lives. We are marching…toward firmly connecting all humans and all machines into a global matrix.” Explore global reach & markets Follow tech & your industry Pay attention to major shifts in decentralization
  18. 18. The Future is Here, How Will You Participate? There It Is… •  Change is rapid. •  The global economy requires global and technological competence. •  You will NEVER stop learning.
  19. 19. About Me & What I Can Do:
  20. 20. Work Behind the Scenes I Have a Crucial Local Network: •  Broadcast Advertisers •  Digital Advertisers •  Graphic Designers •  Copywriters •  Social Media Strategists •  Crowdfunding Specialists   Virtual Marketing Officer I have great working relationships with all marketing service providers and hire the best labor for your project’s budget.
  21. 21. Increase Network and Funding Nonprofit fundraising campaign management for Firelight Foundation: •  Increased the number of grassroots donors by over 350% in one year •  Raised individual donations by a whopping 75% between year- end campaigns   “Dawn'stalentatFirelight Foundationwastolocate, create,anddelivertheright contenttoencourage donations. Dawnisgreatatbringing peopletogether,hasastrong workethic,andisapersuasive communicator.” ~JoopRubens,Senior DirectorofDevelopment
  22. 22. Grow Awareness & Engagement The numbers keep getting bigger: •  For Golden Chiropractic: •  28% increase in monthly referrals •  56% growth in blog traffic •  For Hat Ranch Winery: •  60% surge in content sharing •  55% improvement in overall engagement   “Youmightbepleasedtoknow thatmyIprettymuch reachedmy2015year-end visitandnewpatientnumbers bySept1st2016.Woohoo! That'ssignificantgrowth. Thanksforkeepingme on-track.” ~Dr.GoldiJacques-Maynes
  23. 23. I Can Do It and Hire for It •  Network Growth •  Fundraising Event Management •  Email Marketing •  Graphic Design •  Copywriting •  Branding •  Prospect Research •  Persona Development •  Market Research •  Content Strategy& Implementation Acquaintance with all things marketing makes the perfect campaign manager.
  24. 24. What I Did in 2016
  25. 25. © Dawn Weathersbee 2016 CONTENT MARKETING + BRAND STRATEGY
  26. 26. Feel Free to Reach Out!

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