Part 1 of the opening keynote by Nancy Giordano of Play Big. Mobile phones and devices seem to be everywhere and we spend more and more time interacting with them. They are quickly erasing the interstitial moments that provided downtime for our brain. What is the impact of such a pervasive technology? According to Pew, 61% of people are ambivalent about the impact mobile has on their lives. Learn how mobile technologies are creating changes in human behavior and the implications of this change – both positive and negative.

2. Happy 2011!!
on the past year or two. And take a look at the six key issues we believe will have the
greatest impact on the year(s) ahead. It’s a bit daunting as some issues just seem to be
getting bigger – but there are always opportunities for those willing to see them. And
with the conviction to play bigger. So dive in – and see if you agree.
2010 was a ‘wow’ kind of year. How do you feel?
It was a busy one around here. We learned so much working with iconic brands from
PBS, YWCA and Del Monte to the Tournament of Roses, Burger King and a fantastic
luxury travel company called Virtuoso. And we continued to donate time designing and
curating a pretty amazing, independently organized TEDx event right here in Austin. The
upshot? We’ve been talking to a lot of really smart people and sharing ideas on what
matters most and what will affect all brands moving forward.
So here’s a snapshot of the key shifts from 2010 we believe will continue to
impact all of us in 2011 and beyond.
The big picture? Life is happening faster, big shifts are inevitable and change is guaran-
teed. We believe the Future is demanding more of us than ever: more quality, innovation,
well-being, transparency. For less: time, energy, money. As stressful as that combo
sounds, it also means the only way to make it across this growing gulf is to look for
completely new opportunities. Folks, it’s time for us to take a leap. Create with passion.
And simply play bigger than we ever have before!
Sound exciting? Well, enjoy this small scoop of what is driving our vision.
We’d love to hear how these resonate with you. If you need more detail – or want to
better understand the implications for you -- just let us know.
We are such passionate believers that on January 1st, 2011 we changed our name from
Purple Telescope to Play Big, Inc! We still inspire, enlighten and transform. We just do it
bigger now. And our passion is contagious and has inspired some smart, enthusiastic
And Beth Stone (Brand Activist). Together with our amazing list of collaborators, we’re
designing dynamic ways to make your strategic path as tangible as possible . . . and
your success really easy to grasp.
For now we wish you a bright start to the new year!
There is so much to be grateful for. And so many opportunities to grab!! Rest up. :)
Xo,
Nancy Giordano + Jen Spencer + Beth Stone
Nancy@playbiginc.com
@playbiginc
@nancygiordano

3. 1. Our Economy
Tough times ahead… but the future will be
better for it
Global futurist Mary O’Hara Devearaux has a pretty compelling theory that every 75 years or so econ-
omies shift from one era to another. In her most recent book “Navigating the Badlands”, she believes
we’re in a really challenging trough now in which old systems are breaking down and new ones have
yet to be created. As you look at the confusion and panic facing most industries today, it seems she’s
right. And as the recent US elections pointed out, we don’t believe that our leaders have a handle on
how to get us through to the other side. So what are we facing next year (and beyond)?
Short term: Though the stock market looks cheerful (and our houses are worth a bit more), unem-
ployment -- and equally concerning under-employment -- are still very high and are predicted to
stay there through most, if not all, of 2011. In a related story, GDP gains will be positive, but modest.
solutions are rehashed and debated.
The tangible impact of all this:
Hunting for value will not only be vogue but a real necessity for many
Aware of growing income gaps, consumption will stay less conspicuous as those that can
afford to spend will buy things they can enjoy privately
among those eager to reconnect to what really matters
solutions as everyone works harder to accomplish more with less
The better news? Eventually, all of this will drive much smarter approaches to how government is
will open the doors to fresh new opportunities. My favorite TED talk of the year is David Cameron’s
perspective on “post bureaucratic government”; as he points out, we are moving into a new politi-
cal era in which many forces are pushing toward bold, impactful solutions. Need a tangible example?
Check out the future at manorlabs.org.

4. Picture a really big tsunami heading our way
Hopefully by now the clamoring alarms about our staggering rates of obesity and related illnesses
have gotten your attention – and encouraged you to think about what can and should be done to
If not, a few startling stats:

5. The Great Social (Media) Divide
Less dire but still provocative is the growing divide between those passionately connected to their
networks via social media – and those who have actively chosen to boycott (or simply avoid) the
whole darn thing. We’re not merely talking about a generation gap. We’re concerned about the
Gen Y agency creative directors who have no desire to connect on Facebook. Or CEO’s waiting
for “the” clear answer to emerge before they support any experimentation. In the meantime, huge
brands and big movements are creating passionate connections in digital social space that only a
portion of us know anything about.
Examples:
any kind of separate destination webpage.
and reveal its new 2011 Ford Explorer on the web, with Facebook as the centerpiece of
the company’s online “reveal” strategy – and generating huge interest in the new model.
Facebook storefronts
so folks can make a purchase and never leave the site.
Did you know you can even buy a Facebook gift card at your local grocer? Wild! And this clearly
isn’t just about Facebook. Twitter, Foursquare, and Gowalla are all growing and maturing in really
interesting ways. Have you heard of Blippy yet?
So here’s the stunning thing to consider: how will this clear shift in behavior impact our culture
when it’s literally invisible to so many outside this digital, social bubble? And how can you help
others advocate for you (whether the “you” is a brand, a destination or well, YOU)? Have you given
them a meaningful story about what makes you worth knowing and the tools to share that love?
This is clearly the future.

6. Less = More Consumption
There’s been a lot of speculation about whether consumers have really recalibrated to a “new
choosing to spend our money, regardless of how much we have. Concerns about sustainability
and safety, a desire for simplicity and “Living Light”, an awareness of where our money goes
and a social and tech-enabled hunt for value (and fun!) are prompting a new look at our
marketplace and consumption choices.
Consider these:
(source: Edelman, 2010)
were willing to pay more for a pricier brand that participated in a positive social or environ-
mental cause; Moms and Millennials are leading the way.
Groupon while this past
October Walmart created their own version on Facebook called CrowdSaver. As
these group discount sites work, if enough people like the deal then it’s on. CrowdSaver’s
(source: Trendwatching)
Diesel Cam brings Facebook to the store and allows in-store shoppers to snap a
“Buying local” is catching on as a patriotic way to keep revenue in a community – and a
sense of personality in a neighborhood. And “Upcycling” is the newest pursuit for
those that are especially green (and frugal).
More? Well …
Since 2005 the majority of HHs have been headed by singles and is growing.
Vendr and Lemonade.com that allow you to add storefront capabilities to any website or
blog with just a few lines of code.
“Living Lite” and choosing to rent everything from text books and cars to evening dresses,
and music.
Wow. Shopping is becoming a lot more complicated, isn’t it?

7. 5. Our Values
The rise of Purpose Branding +
Benevolent Marketing
Here’s the really encouraging news: both companies and individuals have a growing desire to be a
part of something more meaningful.
As individuals get clearer on their values and are ready to accept more responsibility for their actions,
they look for like-minded businesses to support. And as brands look for connection and advocacy,
-
vice to their customers. It comes down to this – as we all negotiate this fast changing world, we realize
it’s much more comforting to face it with smart, equally passionate, deeply resourced and committed
partners we can honestly trust.
symbiotic desire to move beyond “me” to “us” and to be a part of a greater good is precisely what will
drive the greatest change. And inspires the deepest loyalty.
Excitedly, we also see brand marketing moving toward multi-dimensional initiatives as brands recog-
nize they have the ability to make life better in a more meaningful way. Pepsi refresheverything.com is
a favorite. So is this fantastic new initiative from Asics. And while it’s an oldie, its still a goodie: Tides of
Hope. Coming in January, look for a much more purpose-driven story from Dell! And a lot more fun,
we suspect.

8. 6. Our Wish
Let’s not forget to Play!
Oh, let’s please not become so earnest that we forget about all the stuff that makes life (and work)
so much fun!
Yes, we’ll have no choice but to become be more and more aware of tight budgets, our health, the
needs of the planet and the increasing complexity of our daily lives. Which means that we’ll also
eagerly seek – and cheerfully welcome – fun, surprising, easily accessible escapes and cleverly
designed experiences. The days of GenX inspired cynicism have given way to a new spirit of positiv-
ity and playfulness. Smart marketers and solution hunters will see big opportunities to turn the most
mundane moments into games, treasure hunts or spontaneous moments of entertainment we are
happy to repeat and delighted to share. (see the Great Social (Media) Divide).
This will include everything from cheeky food trucks playing hide and seek via Twitter to becoming a
Foursquare Mayor. From social games like Farmville and Angry Birds which steal (or, enrich) moments
fact, enthusiastic gaming pundit Jesse Schell believes game mechanics and fun theory will someday
our choices and behaviors.
So this is the year we’ll be talking about how to make life more FUN. Not just with games but with “ran-
dom acts of kindness” (as Trendwatching describes it) and other fantastic surprises. They also predict
this is the year that brands come out to play. We completely agree. Aren’t you ready for a good laugh?
We hope you’ve had a chance to enjoy these:
Coke “Happiness”, and Nike’s “Conquer the world” “Elf Yourself”.

9. There you have it. Some tough news along with lots of encouraging, fun possibilities.
Can we sum it all up just one word? Yep. “bi-polar”.
While a few of us are getting richer and healthier, most Americans are not. While some have become
very savvy at negotiating the social world, those outside this digital bubble are increasingly in the
dark and our culture is (ironically) becoming more segregated. As we get more information-savvy,
making decisions becomes that much more complicated.
The tension pulling between these polarizing extremes will cause additional stress. So as our con-
sciousness is raised and the news and issues become more complex, we’ll also be in dire need
of fun and spontaneity. And on the hunt for better solutions we can all support. These shifts are all
interrelated and successful solutions will need to be equally multi-faceted.
It’s time to play big!
Please come visit our bright new site at playbiginc.com. And of course, you’re invited to follow us
at @playbiginc or @nancygiordano.
do it together. :)
(ps, we plan to launch more updates like these next year. If you would rather not receive any,
please let us know. And if you have any comments or suggestions, we’d love to hear them! Just
drop me a note at nancy@playbiginc.com.)