This keynote was presented at an IBM 'Smarter Planet' client event in Stockholm, Sweden with the intention of incentivising creatie thinking amongst the many CMOs and CIOs present toards prototyping the products of the future.

1. L I F E E X PA N D E D U N I V E R S E :
C R E AT I N G T H E P R O D U C T S A N D S E RV I C E S
OF THE FUTURE
“A Smarter Planet: More Human, More Versatile, More Exciting... and closer to our dreams”
A Keynote - Inmaculada Martinez inma.martinez@mac.com
8th November 2012 @inma_martinez www.deviatingfromthenorm.com

2. # 1 W H Y H U M A N S H AV E N E V E R S T O P P E D I N N O VAT I N G ?

3. PRINCIPLE #1:
‘LIFE IS EXPANSIVE’

4. T H E V E RY N AT U R E O F T H E U N I V E R S E I S T H AT O F
ABUNDANCE
After a forest fire, the greenery returns; an untended garden overgrows

5. E X P L O R AT I O N I S R E A L LY T H E E S S E N C E O F T H E
HUMAN SPIRIT
Frank Borman, NASA astronaut, commander of Apollo 8

6. W H E N E A RT H WA S C O N Q U E R E D , W E T R AV E L L E D
T O T H E F U RT H E S T C O R N E R S O F O U R G A L A X Y
And hoped we could find LIFE BEYOND OURS

7. PRINCIPLE #2:
‘AS ABOVE, SO BELOW’

8. Nature’s very essence is dual: above and below planes of existence

9. Human Mind, Might, Heart and Soul connect to earthly and spiritual realms

10. PRINCIPLE #3:
‘ T I M E A N D S PA C E
ARE ELASTIC’

11. F R E E D O M T O C R E AT E
Borderless, Timeless, in a 3rd dimension where space and physicality do not bother

12. PRINCIPLE #4:
‘ H U M A N N AT U R E I S
KINETIC’

13. T E L L M E A N D I F O R G E T, T E A C H M E A N D I M AY
R E M E M B E R , I N V O LV E M E A N D I L E A R N
Benjamin Franklin

14. # 1 L I F E I S E X PA N S I V E :
That’s why software has created a new dimension: a “Second Life”, a “Digital Life”
# 2 A S A B O V E , S O B E L O W:
The services in the digital life replicate or enhance our experiences
# 3 T I M E A N D S PA C E A R E E L A S T I C :
In the digital life there is no constrains and we can perform multiple activities
#4 HUMAN LIFE IS EMPIRICAL AND SENSORIAL:
Humans empathise with digital products that involve their participation

15. # 2 I S S O F T WA R E E AT I N G T H E W O R L D ?
Is digital life going to destroy our very existence?

16. S O F T WA R E I S T O L I F E W H AT PA RT I T U R E I S T O M U S I C
Life is so digital that it is hard to find ‘what isn’t’

17. D I G I TA L I S AT I O N I S S O FA S T T H AT ‘ C A N D O ’
has higher occurrence that ‘can’t do’

18. # 3 W H AT A R E W E T RY I N G T O A C H I E V E T O D AY ?

19. # 1 T O E N G A G E I N M O R E M E A N I N G F U L WAY S :
Consumer choice creates competitive markets: what if we were to exist to add value to
people’s ives rather than just sell them products?
# 2 T O R E - G A I N T H E I R T R U S T:
In the past customers entrusted us with delivering to their needs. Now they demand
more of us: they want to entrust us with their lives. Can we deliver this?
# 3 T O D E M O N S T R AT E T H AT I . T. C A N D E L I V E R B R A N D VA L U E S :
The non-commercial side of the Internet is delighting people. Can we show them that
our digital dimension is here to add to that enjoyment, user-friendliness, 3-D realm of
existence?
# 4 T O P R O T O T Y P E F U T U R E P R O D U C T S A N D S E RV I C E S :
When radically new products come to market they demonstrate two big things: that a
company is not afraid of changing for the better and that they are creators, not followers

20. achieving more
meaningful
unlimited
trust accountable fearless
leading the way
together
= change
measurable

21. W H AT I S A H A C K AT H O N ?
And what can it do to a brand?

22. T O H A C K A N E W P R O D U C T I S A B O U T B R AV E LY
AT T E M P T I N G T O D E L I V E R M O R E VA L U E W I T H
LESS COMPONENTS

23. IT’S ABOUT
SUBTRACTING
CORE
ELEMENTS...
Like buttons...

24. ... ABOUT SLIMMING
EVERYTHING TO BARE
MINIMUM
COMPONENTS
From antennas, handles,
corners to wheels,
cables ....

25. ... CREATING
COMPLETELY NEW
PRODUCTS
Phones that are screen-
based to watch, not just
speak, static bikes that go
nowhere...

26. W H AT H A P P E N S W H E N W E C H A N G E T H I N G S ?
When we shift, transform, re-jig, tweak, DARE TO CHALLENGE THE STATUS QUO?

27. 2 4 / 7 O N L I N E S E RV I C E S A R E B O R N
No branches, no tills, no closing hours, no paper, no customer services

28. MACHINE 2 MACHINE CONNECTIVITY
Always on, turning devices into intelligent machines that self-heal and alert humans

29. A life beyond our 2-D planet.... where gravity does not bind us...

30. ... and we create worlds of wonder deep within our senses

31. W H AT ’ S O N O U R C U S T O M E R S ’ M I N D S A N D H E A RT S ?
How is society coping with reality collectively and individually?

32. #HYPER-LOCAL
It has evolved into other trends: #Connected-Density #Eco-Doom

33. #CONNECTED-
DENSITY
People coming together
geographically thanks to
Location-Based Services.
They connect online and
realise that they all share
proximity, so they now
interact offline bound by a
digital service.
Can that service be your brand?

34. #ECO-DOOM
Teens are showing larger
concerns about the world
ending due to ecological
disasters. Their interest in
nature content is vividly
linked today with eco-
warrior attitudes. They
want to do something
before it’s too late
You are so consumed about creating services for the adults: why not create services for their children’s
wellbeing?

35. # 2 T R A N S PA R E N T- L I F E
It has evolved into #Brand-Diner, #Glass-Walls

36. #BRAND-DINER
Consumers demand that
brands deliver in all fronts:
24/7, across platforms and
with aspirational and
functional values. They
want access-all-areas,
open-all-hours, with
offline and online
interactions.
Are your campaigns connecting your web, mobile and TV/print executions? Do you know what your
customers expect of each medium? Do you think your brand can create ‘infotainment’?

37. #GLASS-WALLS
Big Data is your Big
Opportunity to show your
customers how
transparent an
organisation your brand
is. Be open to disclose
your every move. If you
want trust, you must show
your cards.
How about letting your customers learn why you plant cookies? or give them a chance to delete their
personal records when they leave the service? or how you use the data that you have accumulated
from their actions and usage?

38. #2 ME,WE
It has evolved into #Accountability, #Vintage-Values

39. #ACCOUNTABILITY
Corporate transparency is
the effect of showing your
customers that you and
them are “in this
together”. That if they
lose, you lose bigger; that
if they do well, this is your
job. Take responsibility for
everything, the good and
the bad.
How about writing to your customers when you notice they are doing well: an increase in paycheck,
news about their shares going up, or their businesses expanding, or their children being accepted at
university?

40. #VINTAGE-VALUES
The ‘blassé’ attitude of the
1980s and 1990s is no
more. People feel very
strongly about 1960s
values: the power of the
people (Occupy Wall
Street), the power of Love,
Justice for All, and ‘life
worth fighting for’.
People are being forced to fend for themselves: economic disasters, natural catastrophes are all
pushing people side-ways and making them stand for their rights. Can you help out?

41. # 1 I M A G I N E T H E M A I N P R O D U C T / S E RV I C E E X I S T S N O M O R E :
What other related services could you offer to your customers outside of your core business?
# 2 D A R E T O D R E A M , T O T H R O W S PA N N E R S I N T O T H E M I X :
The building blocks of Lego can be assembled and dismanteled
# 3 ‘ W H AT I F ’ W E W E R E T O . . . :
Yes, innovation is all about ‘crazy ideas’ at the time that have changed people’s lives in the end
#4 FIND AN EXCUSE TO SHOW HOW MUCH YOU CARE:
Perhaps there is nothing wrong with your current offering.

42. IS THIS THE CIRCLE OF TRUST?
I don’t think so

43. C U S T O M E R S T R U S T C O M PA N I E S T H AT S H O W T H E Y C A R E
And this means being RELIABLE, REACHABLE, UNDERSTANDING, KNOWING WHAT TO DO

44. DOING THINGS TOGETHER

45. H E L P I N G T H E M M A K E C H O I C E S , G R O W U P, E V O LV E

46. # 1 C A N A F I N A N C I A L I N S T I T U T I O N C R E AT E P R O D U C T S F O R
M Y C H I L D R E N O R M Y E L D E R LY PA R E N T S ? :
Which, aside of money, they are the two things that I care most in my life?
#2 CAN A COOKING STOVE CHANGE MY LIFE?:
And become a vehicle for my identity development? or the well-being of my family?
# 3 C A N W E A D D T O T H E C R E AT I V E P R O C E S S E S O F O U R
CLIENTS?
And reverse-engineer our relationship: if they see our products, they will design based on their capabilities
# 4 C A N W E A D D VA L U E T O Y O U R L I F E W H E N Y O U A R E N O T
B U Y I N G O U R P R O D U C T S / S E RV I C E S ? :
And ‘infotain you’, provide you with tools to do things better, faster, easier?

47. L E T ’ S N O T D E S I G N H AT S T O D AY, B U T B O A S E AT I N G
ELEPHANTS!

48. BECOME AN INTREPID
P O S I T I V E D E V I A N T T O D AY !
W W W . D E V I AT I N G F R O M T H E N O R M . C O M
@inma_martinez
inma.martinez@mac.com
about.me/inmaculadamartinez