Futures Presentation by Karl Albrecht at DMAI's 2013 CEO Forum (Marco Island)

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Dr. Karl Albrecht presented a thought-provoking and challenging overview of futures thinking for CEOs of destination marketing organizations, at DMAI's 2013 CEO Forum, 24 April 2013, at Marco Island Florida. He offered a basic model for business futuring, and recapped the DMAI futures study done by his firm, "The Future of Destination Marketing."

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Futures Presentation by Karl Albrecht at DMAI's 2013 CEO Forum (Marco Island)

  1. 1. “How to be Your Own Futurist” - Dr. Karl Albrecht - Destination Marketing Association International CEO Forum April 24, 2013 Marco Island Destination Marketing Association International CEO Forum April 24, 2013 Marco Island
  2. 2. “I’m all for progress, but it’s been going on far too long.” ~ Ogden Nash
  3. 3. The “Oh-S***” Future Whose “Future” Do You Believe? The “Gee-Whiz” Future
  4. 4. What is the Answer?
  5. 5. How Do We Study the Future of Something? ?
  6. 6. “Forget it, Louis - no Civil War picture has ever made a nickel.” ~ Irving Thalberg, business Adviser to Louis B. Mayer, who turned down “Gone With the Wind,” 1937 GONE with the WIND Famous Bad Calls
  7. 7. “Robert Goddard’s theories about space travel are too far-fetched even to be considered.” ~ Scientific American Magazine, 1940 Famous Bad Calls
  8. 8. Famous Bad Calls
  9. 9. “We will bury you. And you capitalists will sell us the shovels to do it with.” ~ Nikita Khrushchev, Premier of USSR, 1962 Famous Bad Calls
  10. 10. “I see no reason why anyone would need a computer in their home.” ~ Ken Olsen, founder of Digital Equipment Corp., 1977 Famous Bad Calls
  11. 11. Ten Things that Will Disappear? • US Postal Service • The Personal Check • The Newspaper • The Magazine • The Book • The Land-Line Phone • Television • The Personal Computer • Privacy • Colleges / Universities
  12. 12. There Will Always be New Ideas
  13. 13. Square Watermelons?
  14. 14. Low-budget Funerals?
  15. 15. Musical Taser?
  16. 16. New Fashions?
  17. 17. Space Tourism?
  18. 18. Underwater Hotels?
  19. 19. Electronic Tombstones?
  20. 20. The Digital Outhouse?
  21. 21. You’re Always Connected…
  22. 22. Offered Without Comment ...
  23. 23. Social Networking
  24. 24. The Media-Centric Culture Tech-savvy? Or, media-addicted?
  25. 25. Figuring out the new rules of the game Strategic Thinking
  26. 26. Strategic Planning R.I.P. What Happened to “Strategic Planning”? Strategic Planning Has Become… The “Strategic Conversation”
  27. 27. The “Strategic Radar” Model Customer Competitor Economic Techno- logicalSocial Political Legal Geo- physical
  28. 28. “Radar” Sector Super Trend Customer “Proliferating Preferences” Competitor “The Battle for Attention” Economic “Dodging Asteroids” Technological “Smart and Friendly Websites” Social “The Electronic Culture” Political “The Quest for Relevance” Legal “Mixed Signals From Government” Geophysical “Going Green” Destination Marketing: “Super-Trends”
  29. 29. Your most dangerous competitor probably doesn’t look like you.
  30. 30. Tour Operators Hotels / Lodging Visitor Attractions Other Local Visitor Svcs Airlines / Transport Destination Infrastruct. Conference Exhibitors Convention Sales Out-of-town Organizers DMO Sales Team Event Mgmt Firms Local Organizers Travel Resellers Group/Tour Packagers DMO Role: Advise and Support Marketers Marketing & Selling to the Visitor Industry Partners Community Leaders Local Governments Developing the Destination Visitor-Centric Strategic Map for DMOs Delivering Services to the Visitor DMO Role: Advocate the Total Visitor Experience DMO Role: Support & Develop the Dest’n Strategy Publishers / Advertisers Travel Mavens Informing, Educating, & Advising the Visitor DMO Role: Inform, Educate & Advise the Visitor Visitors: Leisure / Conference / Business
  31. 31. Who Manages the Visitor Experience?
  32. 32. The Cycle of Visitor Experience (CVE) Visitor POP’s Points of Perception (POP’s) Planning Departure If the cycle is unmanaged, the quality of the visitor experience regresses to mediocrity. If the cycle is unmanaged, the quality of the visitor experience regresses to mediocrity. Destination Infrastructure Destination Infrastructure Arrival
  33. 33. The pursuit of mediocrity is always successful. Karl Albrecht
  34. 34. Resources for D.I.Y. Futurists World Future Society: www.wfs.org Trend Spotting: www.shapingtomorrow.com
  35. 35. “No problem can be solved from the same consciousness that created it. We must learn to see the world anew.” - Albert Einstein New Thinking for a New World
  36. 36. www.KarlAlbrecht.com/downloads/CEOForum2013.pdf To Download this Presentation:

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