A man in his 90s graduates high school. Inflation is going up. Bulgaria. Smoking bans in debate. Spotify. Trams.

1. Our innovation places for the next decade
EFFORTS

2. Disclaimer
All of the information here is speculative. It is based on the review of widely published facts that are then
distilled by a process designed to specifically change the course of an industry. The ultimate intention is
to reach somewhere previously unimagined or undiscovered. A place, in opoosition to Sir Joshua
Reynolds contention that we have seen everything before, where new means new.

3. E is for education
• In the United States, the K - 12 grade
model has never been challenged by
anything other than a trend towards
home schooling and curriki.org. In the
UK, the free school movement is the
only evidence that centuries of
curriculum structure is at all
challenged. While the 3 Rs remain the
backbone of most early education,
there is little understanding of
premises such as how lifelong
learning can be adopted as a
principle by more than accident, how
the digital revolution can change a
child's life and how creativity can alter
a student's experience of everything
from finance to matriculation.

4. F (1) is for Food
• There are an estimated 7b
mouths to feed today. By 2050
there will be approximately
9b. As we continue to have
fewer natural resources with
new complexities for food
production, pricing and
distribution; it is an imperative
to alter the food landscape
with a mind to no one going
hungry. Ever. The full larder,
within this theory, is a human
right.

5. F (2) is for freedom
• 2011 represented a year where
Revolution sat at the global table
once more. Occupy, the Arab
Spring and the early milestones of
elections that will be decided in
2012 all pose several questions
that we will all, as humans, have to
answer: how do we want to form
and choose our political systems?
How do we insure that the voices
heard are the ones individuals want
to form groups and communities
around? How do we, as humans,
inform our leaders how they will be
measured and remembered?

6. O is for oncology
• The news from this front is fast
paced and often mixed. While
c. 200 diseases associated with
cancer have now been
identified a teenager has
developed nano particles that
kill the deadly cells. It is clear
that a single concerted
innovation based campaign
must exist to once and for all
determine what prevention, cure
and care all look like in a world
where cancer knows nothing of
financial means or nationality.

7. R is for radio
• Despite the existence of Twitter,
Drive time remains a critical media
landscape. Artists from all musical
genres support specific stations
who play their hits. There is still a
chart show. Digital remains under
used and I'll defined. Friends still
recommend stations. I still listen to
sports when I can. How is this?
Where are we headed? And how,
in the age of mobile as ubiquitous
means of communication, do we
re-invent the medium by which
every generation alive has a
connection?

8. T is for transportation
• We have used 1trillion barrels of oil
in the first 125 years since its
discovery. We will use the next
trillion in 30. The next trillion, at that
rate of advancement, in 7. These
numbers, under a critical eye
propose that it is not about getting
from a to b; but what means we use
to do so. Re-inventing
transportation, community by
community, means having more
choices and more incentives for
utilising those choices. How much,
for example, does the global work
force privately spend on
commuting?

9. S is for sports
• The future of competitive sports
remains a global question. While
audiences grow and revenues
climb, the costs of developing
talent and being entertained
escalate at exponential rates.
Philosophies that permeate video
games are being ignored by real
games. Insights regarding human
participation are being voiced at
many levels, yet humans feel
more and more alienated by the
one thing we all share: an
admiration of excellence.

10. EFFORTS
• Education food, freedom, oncology, radio,
transportation and sports are the next decade's
innovation platforms that we all have a
responsibility to become involved with. We are
all stakeholders in these communities and we all
have an opportunity to participate.
• The 21st century creative team look to recruit
talent and empower it with a powerful process to
address these questions, 1 community at a time.