Cheatsheet from a marketer's perspective on future trends in technology and culture. Written by someone who read and studied the book, so you can preview the future and begin to plan for it quickly and easily.

1. Planning for the Future of Business
Suggestions Based on Tech Forces 1-12
Discussed in The Inevitable

2. © Dawn Weathersbee 2016 3
Who is this Kevin Kelly Guy?
He co-founded Wired in 1993, and served as its Executive
Editor for its first seven years. His new book for Viking/
Penguin is called The Inevitable, with a publication date of
June 6, 2016. He is also founding editor and co-publisher of
the popular Cool Tools website, which has been reviewing
tools daily since 2003. From 1984-1990 Kelly was publisher
and editor of the Whole Earth Review, a journal of
unorthodox technical news. He co-founded the ongoing
Hackers’ Conference, and was involved with the launch of the
WELL, a pioneering online service started in 1985. His books
include the best-selling New Rules for the New Economy,
the classic book on decentralized emergent systems, Out of
Control, a graphic novel about robots and angels, The Silver
Cord, an oversize catalog of the best of Cool Tools, and his
summary theory of technology in What Technology Wants
(2010).
Fun Sketch
from Kelly’s
website.

3. © Dawn Weathersbee 2016 4
Why I Read His Book
I was introduced to The Inevitable by Chad Grills, the
founder of the publication The Mission on Medium.
Somehow, I just knew the recommendation to read it was the
right thing to do.
We are going through massive and rapid changes to our daily
lives, ways of doing business, and ways we purchase. I figured,
if I want to keep making money, I better learn about where
we’re headed as a global population doing business together.
Also, I am a big old nerd for sociology and the stories of
human development, interests which help me in my business
as a marketing content developer.

4. The Future is
Here,
& It’s Sprinting
Ahead of Us!
What’s In This Cheat Sheet?
• The title of each chapter covering a technological force.
• 12 key quotes, each chosen for its “Big Lesson” and
potential to impact the development of any business.
• 36 suggestions to consider going forward.

5. GET READY
HERE COMES THE FUTURE

6. BECOMING
“Endless Newbie is the new default for
everyone, no matter your age or experience.
Upgrades, changes to interface, time spent in
help forums, time spent on tutorials – this is
today, and it will be tomorrow and ever more.”
Plan for continued
tech learning time
Join relevant
communities
Plan for more
automation
© Dawn Weathersbee 2016

7. COGNIFYING
“The types of artificial minds we are making now and
will make in the coming century will be designed to
perform specialized tasks…before the end of this
century, 70 percent of today’s occupations will
likewise be replaced by automation.
Plan for continued
tech learning time
Prepare for the
ability to scale
Look for ways to
automate
© Dawn Weathersbee 2016

8. FLOWING
“When copies are super abundant, they become
worthless…what can’t be copied? Trust…
Since we prefer to deal with someone we can
trust, we will often pay a premium for that
privilege. We call that branding. ”
Emphasize brand
development
Create trust at
every touch point
Build strong brand
relationships
© Dawn Weathersbee 2016

9. SCREENING
“People of the Screen tend to ignore the classic
logic of books or the reverence for copies…
Notions are assembled in real time piece by
piece by the audience themselves. ”
Everyone must
get social online
Create a plan for
social listening
Interact to stay
relevant
© Dawn Weathersbee 2016

10. ACCESSING
“Every year I own less of what I use. Possession
is not as important as it once was. Accessing is
more important than ever. Access is so superior
to ownership in many ways that it is driving the
frontiers of the economy. ”
Consider
subscription offers
Invest in creating
value over product
Make it easy to
save labor & time
© Dawn Weathersbee 2016

11. SHARING
“…this economic aspect of the new socialism
the ‘sharing economy’…is a spectrum of
attitudes, techniques, and tools that promote
collaboration, sharing, aggregation,
coordination, ad hocracy, and…newly enabled
types of social cooperation. ”
Co-create with
your customers
Invest in ways to
invite participation
Leverage access
over ownership
© Dawn Weathersbee 2016

12. © Dawn Weathersbee 2016
FILTERING“We filter by gatekeepers: Authorities, parents,
priests, and teachers…
We filter by curators: Retail stores…museums…
libraries…select their wares…
We filter by brands: …the first time buyer
retreats to a familiar brand…
We filter by our friends: We are very likely to
choose what our friends choose.”
Engage niche
influencers
Make your brand
familiar
Great service =
word-of-mouth
promotion

13. © Dawn Weathersbee 2016
REMIXING“The entire global economy is tipping away
from the material and toward intangible bits. It
is moving away from ownership and towards
access. It is tilting away from the value of copies
and toward the value of networks. It is headed
for the inevitability of constant, relentless, and
increasing remixing.”
Invest in
relationships
Make your brand
available online
Encourage co-
creation with like
brands

14. © Dawn Weathersbee 2016
INTERACTING
“Week by week the resolution increases, the
frame rate jumps, the contrast deepens, the
color space widens, and the high-fidelity sound
sharpens…VR is getting more ‘realistic’ faster
than movies are.”
Virtual product
testing in homes
Send people to
exclusive events
Take people
through a story

15. © Dawn Weathersbee 2016
TRACKING
“In the coming decades nearly every object that
is manufactured will contain a small sliver of
silicon that is connected to the Internet…Data
about customers is the new gold in business…
Fifty years from now ubiquitous tracking will be
the norm.”
Suggest the right
offer at the right
time
Collect data at
every touch point
Make next
purchase
convenient

16. © Dawn Weathersbee 2016
QUESTIONING
“Certainty itself is no longer as certain as it
once was…Rather than receiving truth from an
authority, I am reduced to assembling my own
certainty from the liquid stream of facts flowing
through the web…I go looking, searching,
asking…constructing a trail.”
Invest in search
optimization
Invest in creating
a solid reputation
Invest in quality
content and PR

17. © Dawn Weathersbee 2016
BEGINNING
“In this new regime, old cultural forces, such as
authority and uniformity, diminish while new
cultural forces, sharing, accessing, tracking,
come to dominate our institutions and personal
lives. We are marching…toward firmly
connecting all humans and all machines into a
global matrix.”
Explore global
reach & markets
Follow tech &
your industry
Pay attention to
major shifts in
decentralization

18. The Future is
Here,
How Will You
Participate?
There It Is…
• Change is rapid.
• The global economy requires global and technological
competence.
• You will NEVER stop learning.

19. About Me & What I Can Do:

20. Work Behind the Scenes
I Have a Crucial Local Network:
• Broadcast Advertisers
• Digital Advertisers
• Graphic Designers
• Copywriters
• Social Media Strategists
• Crowdfunding Specialists
Virtual Marketing Officer
I have great working
relationships with all
marketing service providers
and hire the best labor for
your project’s budget.

21. Increase Network and Funding
Nonprofit fundraising campaign
management for Firelight
Foundation:
• Increased the number of
grassroots donors by over 350%
in one year
• Raised individual donations by a
whopping 75% between year-
end campaigns
“Dawn'stalentatFirelight
Foundationwastolocate,
create,anddelivertheright
contenttoencourage
donations.
Dawnisgreatatbringing
peopletogether,hasastrong
workethic,andisapersuasive
communicator.”
~JoopRubens,Senior
DirectorofDevelopment

22. Grow Awareness & Engagement
The numbers keep getting bigger:
• For Golden Chiropractic:
• 28% increase in monthly
referrals
• 56% growth in blog traffic
• For Hat Ranch Winery:
• 60% surge in content sharing
• 55% improvement in overall
engagement
“Youmightbepleasedtoknow
thatmyIprettymuch
reachedmy2015year-end
visitandnewpatientnumbers
bySept1st2016.Woohoo!
That'ssignificantgrowth.
Thanksforkeepingme
on-track.”
~Dr.GoldiJacques-Maynes

23. I Can Do It and Hire for It
• Network Growth
• Fundraising Event Management
• Email Marketing
• Graphic Design
• Copywriting
• Branding
• Prospect Research
• Persona Development
• Market Research
• Content Strategy& Implementation
Acquaintance with all
things marketing makes
the perfect campaign
manager.

24. What I Did in 2016

25. © Dawn Weathersbee 2016
CONTENT
MARKETING +
BRAND
STRATEGY

26. Feel Free to Reach Out!