The document discusses the increasing importance of privacy and consumer awareness regarding personal data, with predictions that consumers will seek better privacy options and brands will embrace social responsibility. It highlights the maker movement, the shift in marketing strategies focusing on brand participation, and the growing value of personal data in health. Additionally, it explores the impact of connectivity on innovation and the emergence of new business ideas built on social relations.

1. 2014
@edwardboches

2. privacy comes out of the closet

3. You have decided not to tell Facebook your home phone number.
!
Guess what? They know it. It’s in a friend’s contacts and
she forgot to conceal it.

4. Do you have any idea how many trackers are following
you when you visit a website?
!
Often there are 40 or more trackers taking note of
your IP and cookies.

5. Your meta data reveals where you’ve been,
who you’ve been with, how long you’ve been there?

6. Do you want the government, Google, or Facebook to know you’re
visiting gay sites, gun sites, porn sites, or political party sites?

7. Do you even know how many companies you’ve allowed
to access your Twitter feed?
!
When is the last time you checked your settings?

8. Prediction:
!
Consumers will pay more attention to privacy.
!
There is an opportunity for social and Internet brands
to promote and endorse end-to-end encryption.
!
New tools will gain traction.

9. digital manufacturing becomes accessible

10. Once, computers were only available to
large corporations.
!
Then came the personal computer.

11. Once, printing presses were only
available to media giants and publishers.
!
Then came desktop publishing.

12. Once, milling machines were only available
to large factories.
!
Then came digital manufacturing.

13. Now, $650 buys you a milling machine.
!
Free software (EASEL) makes manufacturing
as easy as blogging.

14. Prediction:
!
The maker movement will go mainstream.
!
Larger brands, retailers, big box stores will modify business models
to accommodate the new interest.
!
A smaller percentage of goods will be made in China.

15. marketing transcends advertising

16. !
IBM markets cognitive computing with a food
truck that captures everyone’s imagination.

17. !
It’s an initiative in which the brand does something
rather than say something.

18. IBM invites user participation.

19. It creates content.

20. It tells a story rather than promote a product.

21. Prediction:
!
More and more brands will do rather than tell.
!
Consumer participation will be essential to all
good marketing ideas.
!
Content will be created by the brand, the user
and the experience itself.

22. brands build good will through social responsibility

23. Lack of clean drinking water kills
millions of children every year.

24. No health organization has the resources or
infrastructure to bring clean water to remote areas
in Paraguay or Ghana.

25. Coca Cola is the one brand whose tentacles
reach to the most distant corners of the world.

26. Partnering with DEKA, Coke transport the parts
to build EKO Centers and bring the
Slingshot clean water system to those who need it most.

27. Prediction:
!
More brands will find value in social responsibility.
!
Innovative partnerships and collaboration
will create opportunities for both parties.
!
More of the world’s problems will be solved
by for-profit corporations.

28. personal data is the new obsession

29. Calories burned, time spent in R.E.M., and now
our personal genome, mapped and tapped.

30. Your DNA will help you track your ancestors,
determine the source of your personality traits, and maybe even
prevent disease in both you and larger communities.

31. It’s motivated by profit, too.

32. Founder Anne Wojcicki previously worked on Wall Street
investing in companies that made money off of treatment rather
than prevention. Treatment of preventable diseases — obesity and
diabetes for example — is a multi-billion dollar business.

33. But lots of companies compete to make money
off of treatment. Why not make money off of prevention?

34. Prediction:
!
Personal data is the new gold rush.
!
Profit motives will be disguised as being more altruistic
than they actually are.
!
Consumers will come to expect and even rely on data
about their health, DNA, lifestyle, energy consumption and more.
!
New moral issues — breeding better offspring — will
challenge social and legal standards.

35. how we are connected will drive innovation

36. Biz Stone asked a simple question.

37. “If we were going to create a search engine today, would we
want to search only the web?
Or all the people we are connected to at any given moment.”

38. Jelly searches your friends and your friends’ friends.
Two degrees of separation.

39. The question isn’t whether Jelly will be a big idea.
The question is where the next big ideas will come from.

40. What else can be created based on how connected
we are to each other?

41. Prediction:
!
We ain’t seen nothin’ yet.