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THE FUTURE NORMAL
HENRY COUTINHO-MASON
DIGGIT // LJUBLJANA
9 MAY 2024
4 Big, Non-Obvious Ideas To
Thrive In 2025 & Beyond
DOWNLOAD THE PPT VERSION >> CLICK HERE
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
Change is
everywhere.
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
“People often ask
what’s going to
change over the next
decade. It’s more
valuable to think
about what’s not
going to change.”
Jeff Bezos
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
We’re the same
old humans with
the same old
human needs.
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
People who understand people
always win.
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
Don’t be a
futurist. Be a
‘now-ist’.
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
Innovations show you
the future normal.
We live in an
Expectation
Economy.
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
Nowists
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
The niche and
remarkable
quickly becomes
normal and
expected.
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
Can you see in
ways that no one
else does?
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
Who is your
innovation
crush?
HENRY COUTINHO-MASON #FUTURENORMAL
Let’s share!
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
LESS PEOPLE,
BETTER JOBS
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
// IKEA / From call centre to interior
designers
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
// Einride / Remote truck driver
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
// Kernel / NYC’s new robot-
augmented restaurant
“We’ve taken a lot of human
interaction out of the process
and left just enough”
Steve Ells, Kernel
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
LESS PEOPLE, BETTER JOBS
What if the future normal of work was
less people, doing better jobs and delivering
a better customer experience?
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
GRIMES
// Grimes / Elf.tech
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
CROWD-POWERED
CREATIVITY
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
// Udio / ChatGPT for music?
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
// Open AI / Sora
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
“We’ve shifted from being skills-
constrained to being imagination-
constrained.”
Scott Belsky
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
// Roblox
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
// Shell / Renewable energy
hackathon
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
CROWD-POWERED CREATIVITY
How can you harness the energy of the
AI-powered crowd, rather than fight it?
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
UNNATURALLY
BETTER
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
UNNATURALLY
BETTER
// “Natural is best”
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
// Gourmey / Lab-grown foie gras
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
// Pangaia x Haeckels x Palmless
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
// VitroLabs / Cultivated Leather
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
UNNATURALLY BETTER
What if ‘fake’ was seen as cleaner, more ethical
and more luxurious than ‘all-natural’?
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
OPEN-SOURCE
SOLUTIONS
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
“People will start
to act in
unprecedentedly
collaborative
ways out of their
own self-interest”
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
// DeepMind / AlphaFold protein
predictor
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
// Unilever / Sharing energy-saving
ice-cream recipes
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
// Bumble / Private Detector
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
// IKEA / Anti-tip drawer mechanism
// Volvo / 3-point seat belt
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
OPEN-SOURCE SOLUTIONS
Will you be bold enough to work with your
competitors – or even give away! – your biggest
wins in 2025?
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
Innovations show you the
future normal.
The only future we can make
is one we are able to imagine.
HENRY COUTINHO-MASON #FUTURENORMAL
HENRY COUTINHO-MASON #FUTURENORMAL
Thank you &
good luck!
henry@coutinho-mason.com

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The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf