Innovation’s Disruption of Everything

Four Ideas to Ponder

Pretext - Societal Confusion

Consumer Confusion

Organizational Confusion

Future Confusion

The New Reality“We no longer feel ourselves to be guests in someone else’s home and therefore obliged to make our behavior conform with a set of pre-existing cosmic rules. It is our creation now. We make the rules. We establish the parameters of reality. We create the world, and because we do, we no longer feel beholden to outside forces. We no longer have to justify our behavior, for we are now the architects of the universe. We are responsible to nothing outside ourselves, for we are the kingdom, the power, and the glory for ever and ever.”

Jeremy Rifkin, Algeny, p. 244 (Viking Press, New York), 1983.

Pretext – Societal Confusion Technology and Innovation are merely the

enablers to a broader human experience…but human nature remains the same

The implication is that innovation and technology have accelerated and in some cases exaggerated both perception and reality…

This can be for the worse or the better – or we can take a poll!

Perceptions Changed by

Reality

Reality vs. Perception

Pretext – Societal Confusion

Implications:

Major societal trends that took decades to advance may now advance in months

The moral shifts this can and will create present major dilemmas to markets and society

Thought: How do you market truth claims when the definition of what is true can change before your eyes?

Technology and Innovation are merely the enablers to a

broader human experience…but human nature remains the

same

Consumer Confusion

Demographic presuppositions often

WRONG!

Millennials rule?

Boomer’s irrelevant?

Wrong!Truth?: Millennials don’t like cars:

“There's a lot of evidence that millennials don't drive as much — or care as much for cars in general — as previous generations their own age did. They're less likely to get driver's licenses. They tend to take fewer car trips, and when they do, those trips are shorter. They're also more likely than older generations to get around by alternative means: by foot, by bike, or by transit.” Washington Post, October 14, 2014

Myth: Millennials don't like cars and don't find them essential.

Truth: Young people not only like cars but are passionate about them. 70 percent of Millennials enjoy driving versus 58 percent of Boomers and 66 percent of

Gen Xers

3 in 4 young people agree "they couldn't live without their current car" versus 62 percent of Boomers and on par with Gen Xers (73 percent)

6 in 10 Millennials said "they feel like losers among their peers without their cars“

MTV/Viacom Drive Study, January 2015

Wrong!

Consumer Confusion

Demographic presuppositions often WRONG! But the media flow like lemmings!

Technology adoption is rarely contained to a demographic group – but how technology is used varies Apple proved that UI and Design trumps

everything

Consumer Confusion Demographic presuppositions often

WRONG! But the media flow like lemmings!

Technology adoption and penetration is vast – how technology is used is what’s different Apple proved that UI and Design trumps

everything every time

Whenever you hear “the death of …”

Buy!SIRI

Organizational Confusion

Human Nature and protecting my turf

Agency confusion

Revenge of the Nerds

Future Confusion

Expect the unexpected

Don’t buy into the going narrative

The more things change….

About all this….

“Often wrong, but never in doubt!”Bob Lutz