This document discusses how digital technologies are changing the way people think and interact. It argues that we have transitioned from an old, predictable world to a new, turbulent one dominated by digital media. This digital shift has led to cultural and societal changes, including new forms of communication, relationships, and design. It also discusses how businesses need to adapt their focus, brands, and approaches to design in this new digital economy and ecosystem. Finally, it provides examples of companies that have successfully designed new experiences and cultures for this emerging context.

2. Course Objectives Scare you Historical context Decode change New rules in a digital world Putting it to work for you and your business

3. Peak into the Future: The Design Subculture is going Mainstream

4. “ If you want to teach people a new way of thinking, don’t bother to teach them. Instead give them a tool, the use of which will lead to new ways of thinking.” -Buckminster Fuller

5. Journey Overview The Next Big Thing Why? What’s Different? Digital Natives and Digital Immigrants How to adapt Questions?

6. Different Seas — Different Ships Predictable Old World Turbulent New World

7. Medium as Message When the primary means of storing and distributing information changes…

8. Medium as Worldview … our worldviews change!

9. Then What? - Cultural Revolution New psychology New relationships NEW DESIGN New institutions

10. Comparing the Mediums Dynamic Open-Ended Ephemeral Intimate Now Messenger Linear Sequential Permanent Abstract Historical Content Fluid Fragmented Transitory Vicarious Future Impression Interactive Linked Iterative Virtual Time-Morph Experience

11. Madonna and Child Through the Ages Symbolic Perspective Conceptual Interactive

12. Architecture

13. Shifting Paradigms for Leaders Master/Guru Expert Visionary Collaborative Catalyst – Executive Producer

14. Brain Orientation Oral Non-linear, holistic, intimate, relational Print Linear, Sequential, Rational, Abstract Broadcast Fluid, Fragmented, Visceral, Emotional Digital/Interactive Non-linear, holistic, disembodied intimacy

15. Business Agriculture – Craft Manufacturing Information Design Economy

16. Focus Need Function Brand Culture

17. Design Ancient Harmony, Archetype, Community Modern The Right Way - Efficiency, rationality, truth Postmodern Our Way – Signature Approach - Freedom, beauty, pleasure Emergent Have it Your Way - Recombinant

18. The Digital Ecosystem Interactive/Connected Complex Accelerating change Intangible value Convergence Immediacy Mobile Nomads Unpredictable

19. Recipe of Attraction Unique Compelling Story Interactive Passionate Delivery Multi-Sensory Immersion Emotional Connection

20. Blue Man Group – Design an Experience

21. Cirque du Soleil – Re-Imagine

22. Starbucks Barnes & Noble Third Places

23. Whole Foods – Design a Culture

24. Krispy Kreme – Make the Process the Attraction

25. Harley Davidson “Rebel Lifestyle”

26. Say Hello to the Future

27. A Great Awakening of Design

28. Prescription for Change Expose current paradigms. Adopt/adapt – cross pollinate. Develop new tools and language. Craft a new narrative. Find zones for radical change. Support communities of fans. Recapture the spirit of the amateur.