The Future Of Everything


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Clients look for the future in the strangest of places. However, our tried and tested approach can save you money and face. Learn why consumers will tell you garbage and why trends are just a start. Get to the future first - with Futures Coaching.

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The Future Of Everything

  1. The Future of Everything How to get to the future first
  2. Coming up... <ul><li>1. The elusive Future </li></ul><ul><li>2. A better way to navigate </li></ul><ul><li>3. Some results </li></ul>
  3. <ul><li>Companies often look for the future in the strangest of places... </li></ul>
  4. <ul><li>Inside the heads of today's consumers... </li></ul>
  5. <ul><li>Inside the data of a number cruncher ... </li></ul>
  6. <ul><li>Inside the imagination of a mystical guru... </li></ul>
  7. <ul><li>Inside the ego of a trendscout superstar... </li></ul>
  8. <ul><li>Garbage in, garbage out </li></ul>Curiously, tomorrow looks like today Curiously, tomorrow looks like a hockey stick Curiously, tomorrow looks like the guru's own value system Curiously, tomorrow looks like the 'cool' passions of today's minority culture
  9. <ul><li>With so many poor guides, </li></ul><ul><li>no wonder finding the future is so elusive </li></ul>
  10. Coming up... <ul><li>1. The elusive Future </li></ul><ul><li>2. A better way to navigate </li></ul><ul><li>3. Some results </li></ul>
  11. Coming up... <ul><li>Accept that the future will be a different place than an extrapolation of today: always has been always will be </li></ul><ul><li>Know that consumers can't anticipate what they have never seen </li></ul><ul><li>Realise that trends are an input, not the output </li></ul><ul><li>Call upon a rare blend of futuring & business skills </li></ul><ul><li>Note: following the above will seriously save your budget - and your embarassment </li></ul>Follow some simple rules
  12. Navigating the future : skillset Worldview & Sector vision Theoretical & Operational Consumer Trends & Business Strategy Researcher & Businessperson Creativity & Pragmatism
  13. Navigating the future : approach 3.Search & filter key sector Drivers of Values 2.Scan for all 'Mental Postures' in sector 1.Load the system 5.Derive sector timeline & implications 4.Analyse underlying market logic
  14. Use the method for the Future of Everything <ul><li>the future of work, of services, of home, of emotions (Nokia)‏ </li></ul><ul><li>the future of flying (Virgin Atlantic)‏ </li></ul><ul><li>the future of health (Boots, Merck, AESGP)‏ </li></ul><ul><li>the future of mobility (Ford, Michelin)‏ </li></ul><ul><li>the future of London's West End (New West End Company)‏ </li></ul><ul><li>the future of Christian education (Cook)‏ </li></ul><ul><li>the sustainability of consumer credit (Egg) </li></ul><ul><li>leisure futures (Whitbread)‏ </li></ul><ul><li>the future of fundraising (Cancer Research UK) </li></ul><ul><li>the future of supermarkets (Tesco)‏ </li></ul><ul><li>The future of local newspapers (Associated News) </li></ul><ul><li>The future of banking (Halifax) </li></ul>Client projects
  15. Coming up... <ul><li>1. The elusive Future </li></ul><ul><li>2. A better way to navigate </li></ul><ul><li>3. Some results </li></ul>
  16. Brain Power Learning Body Health Experts Mental Health First Health Hobbyists Health as Fashion Social Pressure Health Alibis Hedonistic Attitude Vitality Junkies Hi-tech Health Desire for Optimal Achievement Desire for Perfection Desire for Eternal Youth Zero Tolerance Belief in Science Quick Fix Belief in Miracle Cure Treatment Overdose New Innovations Sceptics Science Paradigm Search for High-Performance Carefree Pleasure Focus on Appearance Belief in Human Potential Perverse Desire to be Unhealthy Postponing Death Desire to be Unhealthy Religious Conviction Belief in God New Witchery Back to Mother Nature Alternative Medicine Natural Bio-Affinity ‘ Health Capital’ Managers Sacrificial Balancing Rhythmic Credits and Debits Body Purging Lifestyle Management My Wonderful Body Seeking Symptoms Food Dominance Body Piloting The Environment is the Enemy Obsession with Cleanliness Cocoon Protection 50+ Consumer Health Postures Belief in Bio-technology Money Metric New Spirituality Allergy Obsessed Hyper Focussed Modesty in Ageing Complementary Medicine Holistic View Techno Nature The Systemic Body Ageing is Natural Condition Controlled Sense of Fatality Completely Confused Health Anxious Health Disillusioned Lack of Guidelines
  17. Proactive Grouping Mental Postures on 'Market Logic' axes Reactive Seeking Natural Harmony Managing For Good Health Following Faith Treating Ill Health Scientifically Being Less Than Healthy Taking Health For Granted Going Beyond Health Enabling Success Long Term Health Quick Fix
  18. Proactive Selected Drivers of Values Reactive Long Term Health Quick Fix Culture of Emotion Feminisation Learning Individual Status Quest Traditional Role Model Safety Needs Network Culture Thrill Pleasure
  19. Proactive Strategic implications Reactive Seeking Natural Harmony Managing For Good Health Following Faith Treating Ill Health Scientifically Being Less Than Healthy Taking Health For Granted Going Beyond Health Enabling Success Long Term Health Quick Fix Health as end in itself Health as means End elsewhere
  20. About Chris Middleton <ul><li>25 years strategic marketing and corporate planning experience </li></ul><ul><li>“ Chris has deep expertise around futuring, socio-cultural trends and consumer mindsets & is able to bring this complex data into effective guidance.” (Jim Fleming, Head of Innovation, Visteon) </li></ul><ul><li>Chris speaks around the world – from Toronto to Taipei, Paris to Prague. His style is engaging, informal and straight talking. Audiences particularly appreciate his fresh perspectives and the way he focuses on business implications and ideas generation </li></ul><ul><li>Chris is the founder of Futures Coaching, a network of international futuring specialists </li></ul>
  21. An Inspiring Futurologist * two blogs * press articles * live media interviews * coaching book
  22. Feedback &quot;Chris led the interactive session at which innovative step change initiatives for brand building and commercial activities were developed by 60 senior Merck attendees. Most have since been implemented with significant addition to revenues. He has carried out similar programmes for Merck CH in Latin America and Asia with similar results.&quot; (Chris Zanetti, VP EMEA, Merck CH) &quot;Chris has a great ability to use trends as an inspiring catalyst for helping companies generate ideas to build their brands. He also is a rare trends dude in that he is practical as well: he has his &quot;head in the clouds, feet on the ground.&quot; (David Taylor, Brandgym) &quot;It was a pleasure to work with Chris and I recommend him as a dynamic speaker. Our [international] delegates found him easy to follow and feedback was that he delivered a frank and challenging presentation; not afraid of highlighting future dangers.&quot; (Micheala Hamm, Meeting Associate, International Council of Shopping Centres) &quot;Thank you for your engaging and challenging contribution. As always, well prepared and presented and added a different dimension.&quot; (Vince Prior, Retail Director, Jones Lang LaSalle) &quot;I really appreciated having you at the Brand Forum and I think you did a great job. I was impressed not only by your overall presentation and material, but also how you managed to place it into the Taiwanese context.&quot; (Magnus Lund, MD, Leap2Market) &quot;Chris is an inspriring, positive person, that can easily draw people in from very different cultural backgrounds and get them thinking about the future.&quot; (Petra Meyer, VP Global Marketing, Merck CH)   
  23. Contact [email_address] + 00 33 1 3908 0542 + 00 33 6 8404 1235
  24. Chris Middleton