The document discusses trends in human attitudes and behaviors related to technology and the internet. It covers four key trends: 1) identity is online, 2) the importance of social networks, 3) people see themselves as part of the internet, and 4) most people do not care deeply about technology itself. It also provides five action points for businesses: focus on conversation not just content, size matters for reach and influence, consider both dedicated and diversified players, invest in developing expertise, and lead by example in adopting new approaches. Finally, it outlines several emerging directions for the internet including the shift to real-time and augmented experiences and the growing importance of collaborative and ubiquitous connections.

1. Human trends
– and attitudes

3. Iris
11 months

4. the big picture

5. I NTRO
The Chapters
• 0 - this intro...
• 1 - Attitude
• 2 - Darwin & the two big ones...
• 3 - Four trends, for real
• 4 - Five actionpoints for businesses
• 5 - Directions of the web
• 6 - and now?

6. I NTRO
conversation, please

7. I N TRO

8. M Y M ISSION
Help businesses make money tomorrow

9. M Y ATT I TUDE
When I get sad
I stop being sad and be
AWESOME instead

10. MY W ORL D

11. M Y F AM IL Y

12. I N TRO

13. Chapter one
attitude

14. TH E ATT I TUDE
Millions of misconceptions
• About meatspace vs cyberspace
• About ”learning” vs ”doing”
• About young vs old
• About that it might be to late?
• The second mouse gets the cheese - keep the faith;)

15. M IN DSE T

16. M IN DSE T

17. M IN DSE T

18. TH E V I SION
”Predicting the next 5,000 days of the web”

19. M AKE ME N TA L N OTE
Watch every movie on ted.com

20. TH E V I SION
”One machine”

21. TH E VI SIO N
1 HB (Human brain)
• 1,5 billion PC
• 3 billion cellphones
• 30 million servers
• 60 trillion links

22. TH E V I SION
6 billion ”one machine”

23. TH E P ROB LE M
The only thing we know
for sure about the
future is that we will be
wrong!

24. H ISTO R Y
” I’m old enough to know a lot of things
from life experience.
I know that newspapers is where you
get your political news and how you
look for a job. I know that music comes
from stores. I know that complicated
things like software and encyclopedia
have to be created by professionals.
And in the last 15 years, I’ve had to
unlearn every one of those things and
a million other because they stopped
being true.”

25. M AKE ME N TA L N OTE
Clay Shirky : ”Here comes everybody”

26. OK , T HE FUTU RE

27. TH E F UTU RE I S N OW

28. Chapter two
Darwin & the two big ones

29. SP E E D
Darwins law

30. SP E E D OF C H AN GE
It is not the strongest of the
species that survive
nor the most intelligent
but the one most responsive to
change

31. AN D THE MA GN I TUDE
300 services / day

32. TH E BIG TWO
Google: ”all the information”
Facebook: ”all the people”

34. W WG D

35. M AKE ME N TA L N OTE
don't buy reports

36. A NOTE

37. Chapter three
four trends, for real

38. FOUR TRE N DS

39. FOUR TRE N DS, FO R RE AL
Four things
• You are your identity
• You are your network
• You are internet
• You don't care. Kind of.

40. 1. ID E NT I TY

41. 1. ID E NT I TY

42. 1. ID E NT I TY

43. 1. ID E NT I TY

44. 1. ID E NT I TY
real soon

45. 2 . N E TWO R K
the social graph...

46. 2 . N E TWO R K
... it's people

47. 2 . N E TWO R K
and always has been...

48. 2 . N E TWO R K
social knots

49. 2 . N E TWO R K

50. 3 . YO U A RE I NTE R N E T
Sharing is caring

51. 3 . YO U A RE I NTE R N E T

52. 3 . YO U A RE I NTE R N E T
Transparency vs. integrity

53. 3 . YO U A RE I NTE R N E T
Ur Resumé 14/4 2009

54. 3 . YO U A RE I NTE R N E T
then...

55. 3 . YO U AR E IN TE R NE T

56. 3 . D U ÄR IN TE RN E T

57. 4 . YO U D ON 'T C ARE
The geeks don't rule

58. 4 . YO U D ON 'T C ARE
A new solution to an old problem?

59. 4 . YOU DO N 'T C ARE
”One machine”

60. 4 . YO U D ON 'T C ARE
Ubiqutuous

61. 4 . YO U D ON 'T C ARE
A new look at knowledge

62. 4 . YO U D ON 'T C ARE
It all comes together

63. 4 . YOU DO N 'T C ARE
It's a new way

64. 4 . YOU DO N 'T C ARE
and we really don't care

65. 4 . YOU DO N 'T C ARE

66. 4 . YOU DO N 'T C ARE
like electricity in the wall or water in the tap

67. CON CLUSIO N
4 abstract & 2 direct
• You are your identity
• You are your network
• You are internet
• You don't care. Kind of.
• Close eyes on Google och Facebook
• Speed and adaptability is a MAJOR issue
(know your Darwin)

68. Chapter four
five actionpoints for businesses

69. N OTE S TO M E DI A

70. 50%
55%
60%
65%
70%
75%
80%
19
90
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92
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94
19
96
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98
20
00
20
02
20
04
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06
H AR D FA CTS

71. N OTE S TO M E DIA
Five action points
• Conversation matters
• Size matters
• Pure players matters
• Grey matter matters

72. N OTE S TO M E DI A
Content isn't king,
conversation is
Content is just the stuff
we talk about

73. N OTE S TO M E DI A
conversation pieces - as always

74. N OTE S TO M E DIA
Five action points
• Conversation matters
• Size matters
• Pure players matters
• Grey matter matters

75. N OTE S TO M E DI A

76. N OTE S TO M E DI A

77. N OTE S TO M E DI A
size matters

78. N OTE S TO M E DIA
Five action points
• Conversation matters
• Size matters
• Pure players matters
• Grey matter matters

79. N OTE S TO M E DI A
Hubert Burda:
”The problem is that we don't understand
that software is what is most important.
People think that a website with 40
editors is better than 20 editors. And
then Google comes and take over the
world with an algorithm. Nobody in my
business vicinity has written an
interesting algorithm.
Google is not too powerful, Google is
opening new markets for us. We have to
be creative everyday to build our brands
for meeting the new markets that Google
bring us”

80. N OTE S TO M E DI A
Google says
• initially ignore
• bandwith
• cpu
• storage
• monetization
• fokus on the user - and the rest will follow

81. N OTE S TO M E DI A
”What would google do”

82. N OTE S TO M E DI A
and what would facebook do

83. N OTE S TO M E DIA
Five action points
• Conversation matters
• Size matters
• Pure players matters
• Grey matter matters

84. N OTE S TO M E DI A
Gray matter matters

85. N OTE S TO M E DIA
Five action points
• Conversation matters
• Size matters
• Pure players matters
• Grey matter matters
• Walk the talk

86. Chapter five
directions of the web

87. SE M AN T IC
structured data and linkability

88. R E ALT IM E
from relevance to realtime

89. A UGM E N TE D
just add reality

90. CO LL ABO RA T I VE
to get there spells together

91. UBIQU I TO US
like electricity in the wall or water in the tap

92. TO S UM UP
The three interwebs
• The web of relevance
• The web of relations
• The web of realtime

93. I NTRO
The Chapters
• 0 - this intro...
• 1 - Attitude
• 2 - Darwin & the two big ones...
• 3 - Four trends, for real
• 4 - Five actionpoints for businesses
• 5 - Directions of the web
• 6 - and now?

94. Chapter six
and now what?

95. AN D N OW ?
Start doing
• Walk the talk [sic]
• Live the media
• It IS personal (but maybe not private)
• Never again say: ”where do people find the
time for that?
• Have ”playdays” - it's supposed to be fun

96. AN D N OW ?
all in.

97. F I NA L W O RD S
Remember: we are all students
It's not a tool to be mastered
- it's a life to be lived

98. M AKE ME N TA L N OTE
http://jardenberg.se
http://mindpark.se
@jocke
joakim@jardenberg.com
+46 735 187700