!3
!4
FortheForward
@DavidCaygill
Chief Innovation Officer
@BenEssen
Executive Planning Director
@JordanHarper
Chief Technology Officer
!6
6
Jetpacks make a comeback
TableTennis meets CandyCrush
Machines and humans swap jobs
First interactive hologram screen
Tattoos arethe screen ofthe future
The ultimate pick me up
Yourcat has been automated
You heard it here first
Smart showoffzero emission creds
HeyGoogle, design me a house.
HeyGoogle, design me a house.
AGifphoto frame…
Augmented realityforyourears
South BySouthWest(World)
Sadiq Khan is anAmerican hero
Quantum computingthe newAI
Elon Musk dropped in
!24
Love & relationships Racism & inequality
#metoo
Theworkplace
Regulation &
the law
Quantum
computing
So, how’s business?
"26
!27
More stores closed in
2017than inthe great
recession of2008
Source: Cushman & Wakefield
"28
Lifespan
0
20
40
60
80
Humans Companies
15
75 77.5
61
1937
2012
40% of
Fortune 500
companies will
be gone in
10 years
"29
Industrial (R)evolutions
"30
1st
1784
Mechanisation via
steam and water
2nd
1870
Mass production at
scale with
electricity
3rd
1969
IT driven system
automation for
efficiency
4th
Now
Cyber physical
systems powered
by AI
!31
Companies ofthe
4th Industrial Revolution
!32
Holistic thinking
“The integration
of online, offline, logistics and
data across a single value chain”
Jack Ma, Chairman, Alibaba Group
!33
Alibaba X United Nations Conference on
Trade and Development (UNCTAD)
Amodelthat is not just good fortheirbusiness,
but also good forsociety.
!34
Embracing newinfrastructures
"35
Cyber-human
collaboration
!36
Cyber-human
collaboration
!37
What happenedwhenAmazon added 45,000 robots?
Amazon.com headcount
200k
400k
600k
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
!38
Atomisation
FITFOR
THEFOURTH
Building a company
FITFOR
THEFOURTH
Purpose
People
Process
Promotion
FITFOR
THEFOURTH
Purpose
People
Process
Promotion
!42
“TheArt ofManifesting With SelfHypnosis”
"43
“When Iwasyounger, I usedtovisualise myself
scoringwondergoals, stufflikethat”
Wayne Rooney
"44
More likelyto
live longerif
you have a
sense of
purpose
3X
Source: Time Magazine
"45
Rate atwhich
companies
with purpose
outperform
the S&P500
3X
Source: IDEO
"46
"47
Inthe Fourth Industrial Revolution
Organisations
are Organisms
"48
20% increase in successful
launches forcompanieswith
clearpurpose
DavidAycan, Managing Director, IDEO
!49
Brilliant, I need one ofthesethen?
“Tobethemostsuccessfulcomputercompanyin
theworldatdeliveringthebestcustomer
experienceinmarketsweserve.”
!50
Brilliant, I need one ofthesethen?
“Tobeabankthatdoesn’tthinklikeabank.
Abankthatknowsthatyesterdayisn’ttoday.
Andthattodaybecomesyesterday’stomorrow.”
!51
"52
People follow stories,
not statements
"53
“Storytelling is a
sequence ofevents
with forward
momentum (no
matterhow banal)”
Ira Glass,
ThisAmerican Life
"54
“Whatwill
happen
next?”
"55
Keep moving
yourstory
forward
"56
Create chapter
end points in
yourstory
"57
Give it a plot
twist
"58
Reimagine
whatyou
can be for
people
FITFOR
THEFOURTH
Purpose
People
Process
Promotion
"60
"61
"62
"63
"64
"65
We life designed lives.
Bad quality design = bad quality of life.
"66
Design isn't just about
beauty; it’s about market
relevance and meaningful
results.
John Maeda
"67
"68
It all starts with empathy
"69
…and ends with INCLU$IVITY
"70
"72
Co-create
with
diverse
people
"73
"74
"74
Problems
to solve
"75
"75
Problems
to solve
Paradoxes
to manage
!76
Embrace ambiguity
!77
"78
Familiar Crazy shit
Best place to be
Unexpected consequences.
Designing algorithms.
"79
!80
Unexpected consequences
Optimise for
engagement
Optimise for
cheapest ride
"81
"82
FITFOR
THEFOURTH
Purpose
People
Process
Promotion
!84
No more command
& control
!85
“The qualityof
ourrelationships
iswhat determines
ourqualityoflife.”
EstherPerel
!86
Hacking our
bodies & minds
Howsmart canwe get?
!87
!88
Humans are social creatures, butwe’ve lost ourway.
!89
Be more Bee
!90
“Across countless species, nature showusthat
social creatures,whenworkingtogetheras
unified systems, can outperformthevast majority
ofindividual memberswhen solving problems
and making decisions.”
!91
94% accurate
Oscarpredictions
!92
!93
Old way
Newway
!94
!95
It onlytakes 3 peopleto
change a company.
FITFOR
THEFOURTH
Purpose
People
Process
Promotion
!97
Ourbrains crave novelty
Novel Familiar
!98
Familiaritybreeds agency
!99
Transmedia experiences
!100
!101
Serial S1
Audience study
16M
11.4M
7.1M
10.3M
3.3M
Serial S1 average downloads
perepisode since launch
WonderWoman opening
weekend US audience
Breaking Bad
finale
Big Little Lies, gross
viewers perepisode
Mad Men
finale
!102
Hunting robot deers
youtube.com/simonegiertz
!103
Pepsi bubly+ Neil Patrick Harris go Gif
!104
Westworld
Pepsi gifs
Podcasts
!105
1. Big
2. Small
3. Ubiquitous
FITFOR
THEFOURTH
Purpose
People
Process
Promotion
!107
Howarewe doing?
!108
!109
Survivors
!110
!111
!112
“We can maketheworld
better, ifwe cometogether”
Lee Fields @ SXSW

SXSE 2018: Fit For the Fourth, London & Singapore