Documenting The Future

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Documenting The Future

  1. 1. Documenting the Future Present Dr Stephen Dann
  2. 2. Background <ul><li>1993: Wired 1.3 </li></ul><ul><ul><li>“ This web thing. It’s going to be big” </li></ul></ul><ul><li>1994: “Contemporary Issues in marketing” </li></ul><ul><ul><li>“ It’ll never catch on” complain students </li></ul></ul>
  3. 3. Midground <ul><li>1998 </li></ul><ul><ul><li>Strategic Internet Marketing 1.0 </li></ul></ul><ul><li>2001 </li></ul><ul><ul><li>Strategic Internet Marketing 2.0 </li></ul></ul>
  4. 4. Internet Book are SRS Business
  5. 5. Book lag is not measured in milliseconds Contract July 2006 Manuscript: July 2009 On shelves for a 2011 class.
  6. 6. How to deal with it all?
  7. 11. <ul><li>Future-proofing is akin to fool-proofing </li></ul>
  8. 12. 3 Future Proofing Lessons <ul><li>Half-life not Shelf life. </li></ul><ul><li>Soft Technology Predictions </li></ul><ul><ul><li>future development of nascent technologies </li></ul></ul><ul><ul><li>possible resolution of contentious issues </li></ul></ul><ul><ul><ul><li>intellectual property </li></ul></ul></ul><ul><ul><ul><li>privacy </li></ul></ul></ul><ul><ul><ul><li>DRM issues </li></ul></ul></ul><ul><li>Assume the worst </li></ul><ul><ul><li>10% survival rate </li></ul></ul>Tricks
  9. 13. Write the Future <ul><li>1. Follow the people </li></ul><ul><li>2. The old internet is not the new internet </li></ul><ul><li>3. Be radical </li></ul><ul><li>Doing what fits best, rather than what has always been done, is the radical approach advocated by the Internet </li></ul>Randall, D. 1997, ‘Consumer strategies for the Internet: Four scenarios’, Long Range Planning, vol. 30, no. 2, pp. 157–68.
  10. 14. Right the Future <ul><li>4. Be robust </li></ul><ul><ul><li>Get knocked down, get back up again </li></ul></ul><ul><ul><ul><li>Drink a whiskey drink, </li></ul></ul></ul><ul><ul><ul><li>Drink a cider drink, </li></ul></ul></ul><ul><ul><ul><li>Drink an energy drink, </li></ul></ul></ul><ul><ul><ul><li>Drink another energy drink </li></ul></ul></ul><ul><li>5. Focus on the markets </li></ul><ul><ul><li>if you’ve got what they want, </li></ul></ul><ul><ul><li>they’ll find you. </li></ul></ul>
  11. 15. Where’s the future at?
  12. 17. <ul><li>1. Follow the people </li></ul><ul><ul><li>Innovators are through </li></ul></ul><ul><ul><li>Early adopters are passing </li></ul></ul><ul><ul><li>Here comes the early majority </li></ul></ul>
  13. 18. <ul><li>2. The old internet is not the new internet </li></ul><ul><ul><li>It’s newer, slower, less stable and we couldn’t love it more if we tried. </li></ul></ul>
  14. 19. <ul><li>3. Be radical </li></ul><ul><ul><li>Produce something someone wants at a price you both can afford to maintain </li></ul></ul>
  15. 20. <ul><li>4. Be robust </li></ul><ul><ul><li>Less Market Stability </li></ul></ul><ul><ul><li>More Financial uptime </li></ul></ul>
  16. 21. <ul><li>5. Focus on the markets </li></ul><ul><ul><li>Solve problems </li></ul></ul><ul><ul><li>Create new and wonderful problems. </li></ul></ul>
  17. 22. Above all else… Have fun Enjoy the Internet as a wildly chaotic landscape while it lasts before it settles down, grows up and becomes as staid and sober a medium as television or radio
  18. 23. Dr Stephen Dann @stephendann [email_address] www.stephendann.com

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