Psfk need to-know

NEEDTOKNOWVOL.2 — ONE DAY

MAGAZINE

AGENDA9:30 WELCOME

9:40 SCOTTBEDBURY,Brandstream

10:00 ERIC RYAN, Method Home

10:10 MARCSHILLUM,MethodDesign

10:30 ROHIT BHARGAVA, Author

10:40 DANACHO&BEAUTRINCIA,IDEO

11:00 COFFEE BREAK

11:30 CHASEJARVIS,Photographer

11:50 JASON OBERFEST, Mango Health

12:00 GADIAMIT,NewDealDesign

12:20 SIVA KUMAR & USHER LIEBERMAN, TheFind

12:30 JERMAINEDUPRI,Global14&DAVIDDEAL,iCrossing

12:50 JOE GEBBIA, Airbnb

1:00 LUNCH

2:00 STEPHANIE HORSTMANSHOF & KRISTIN DEAN, Bing PARTNER TALK

2:20 ERIC COREY FREED, organicARCHITECT

2:30 MICHAELMCDANIEL,frog

2:50 GERLAD RICHARDS, 826National

3:00 REGINAELLIS,JoyRx

3:20 COFFEE BREAK

3:40 NEILHARBISSON,Bio-technologist

4:00 NICK BARHAM, Wieden + Kennedy

4:10 JAMESTICHENOR&JOSHWALTON,RockwellGroup

4:30 CLOSING REMARKS

@psfk / #PSFKSF2012 / twitter.com/PSFK/psfk-sf-2012

waggeneredstrom.com

Every bold idea needs someone brave enough to make it happen

THERE AIN’T NO RULES AROUND HERE; WE’RE TRYING TO ACCOMPLISH SOMETHING

“

”-Thomas Edison

01 @newdealdesign

@jgebbia

@siva_v_kumar

@methodguy

@nickfbarham

@neilharbisson

@mcdanyel

@methodtweet

@mr_dupri@ideo

@davidjdeal

@scottbedbury

@bing

@joberfest

@labsatrockwell

@ericcoreyfreed

@rohitbhargava

@chasejarvis

@gerald826ceo

@melissawz

04

11

03

10

TODAY

09

JASON OBERFESTMango Health

GERALD RICHARDS826National

SIVA KUMARTheFind

MICHAEL MCDANIELfrog

GADI AMITNew Deal Design

ROHIT BHARGAVAAuthor

SCOTT BEDBURYAuthor

NICK BARHAMWieden Kennedy

02

08

JOE GEBBIA Airbnb

STEPHANIE HORSTMANSHOF & KRISTIN DEANbing

CHASE JARVISPhotographer

NEIL HARBISSONBiotechnologist

DANA CHO & BEAU TRINCIAIDEO

@joyrx07

REGINA ELLIS JoyRx

ERIC COREY FREED Architect

JERMAIN DUPRI & DAVID DEALGlobal 14 / iCrossing

05 / 06

ERIC RYANMethod

MARC SHILLUMMethod Design

JAMES TICHENOR & JOSH WALTONRockwell Group

13 14

MELISSA WAGGENER ZORKINWaggener Edstrom

Since we’ve been at this thing for over 8 years we thought it was time to call it something that encompasses all that we do. Introducing...

PSFK LABS“The consultancy of the future.”—CNN

At the heart of it we are a think tank seeking out, generating and amplifying new ideas and creative solutions.

INNOVATION CONSULTING & PRODUCT CONCEPTINGWe work with the world’s leading brands to help them plan a future. New products, new services, new marketing, new retail.

Since 2007, we have delivered trends-led business innovation services for American Express,

Apple, BMW, InterContinental Hotels Group, Pepsi, Target and many more world-class

organizations.

By leveraging our in-depth and rapid processes, we can help you define what’s next for

your business.

CUSTOM EVENTS & BESPOKE EXPERIENCESWe create experiences that deliver thought leadership.

We produce inspirational events, trends tours, webinars that our partners use to inspire internal

stakeholders and external audiences.

Working with companies like Nissan and Microsoft, we have delivered events across the globe

and at major festivals such as SXSW and NY Design Week.

CUSTOM PUBLISHING & BRANDED CONTENTWe deliver thoughtful content for communication strategies.

Since 2004, our content team has been providing up-to-the-minute ideas and inspiration to

audiences. Our publishing experience allows us to understand what gets both clicked and shared.

Working with clients in the beverage, pharmaceutical and technology sectors, PSFK Labs’ team

has crafted content for a variety of platforms including Facebook, Twitter, Pinterest and more.

COMMUNICATION & MEDIAWe help partners reach our monthly audience of over 1 million influencers.

We work with brands to create inspiring, brand experiences targeted at our influential global

readership, positioning brands as innovators and experts.

PSFK’s media network consists of PSFK.com, email newsletters and our salons and conferences.

PSFK Labs, 42 Bond Street, 6th Floor, New York, NY 10012 USA labs.psfk.com / @psfk / [email protected]

NEED TO KNOW VOL.2 ONE DAY

Piers Fawkes is the Founder and Editor-in-Chief of PSFK.com and its sister publication, Need To Know magazine.www.psfk.com / @piers_fawkes

PUBLISHER & EDITOR-IN-CHIEF Piers Fawkes

CREATIVE DIRECTOR & PHOTOGRAPHY Peter Surrena

EDITORIALTimothy Ryan

NEED TO KNOW MAGAZINE c/o PSFK 42 Bond Street 6th floor New York, NY 10012 www.needtoknowmag.com

For this second issue of PSFK’s Need To Know magazine we asked some of

today’s creative minds from our London and San Francisco events to dream

a little. We solicited their views on a possible future as it applies to their particular

field of expertise.

In the pages that follow you’ll find a variety of ideas—all of them different—

but every one of them inspirational in some way.

We hope you’ll find a few visions that strike a chord with what you set out to

achieve in your own life every day.

*Based on a comparison of web search results pane only; excludes ads, Bing’s Snapshot and Social Search panes and Google’s Knowledge Graph.

VS

PEOPLE CHOSE BING WEB SEARCH RESULTS OVER GOOGLE NEARLY

IN BLIND COMPARISION TESTS*

2 1TO

Take the challenge and learn more at BingItOn.com

SIDE-BY-SIDE SEARCH OFF

BING IT ONBING IT ONBING IT ONLET’S GET READY TO

Need To Know Vol. 2 ONE DAY 01

GADI AMIT is a SF based designer behind some of the most innovative and lasting products produced over the last decade.newdealdesign.com / @newdealdesign

TECHNOLOGY WILL BE INVISIBLE & IT WILL KNOW WHAT YOU WANT

ONE DAY

Electronics will be so sophisticated

that you won’t need to communicate

with them. Technology will know

what we want. We’ll somehow be able

to communicate with them without

interacting with them. Instead, we’ll

interact with one another.

—GADI AMIT

*Based on a comparison of web search results pane only; excludes ads, Bing’s Snapshot and Social Search panes and Google’s Knowledge Graph.

VS

PEOPLE CHOSE BING WEB SEARCH RESULTS OVER GOOGLE NEARLY

IN BLIND COMPARISION TESTS*

2 1TO

Take the challenge and learn more at BingItOn.com

SIDE-BY-SIDE SEARCH OFF

BING IT ONBING IT ONBING IT ONLET’S GET READY TO

02 PSFK.com

ALL PEOPLE WILL WORK WITH THE

ENERGY & PASSION OF A START-UP CEO, BUT WITHOUT THE

LONG HOURS

NICK BARHAM is the director of W+K Tomorrow, an initiative at the intersection of sustainability, emerging tech and story building.wk.com / @nickfbarham

ONE DAY

03Need To Know Vol. 2 ONE DAY

I HOPE HUMANITY WILL BE ABLE TO USE TECHNOLOGY EFFORTLESSLY SO THAT THEY CAN BE MORE PRESENT IN THE MOMENTS THAT MATTER MOST, NOT JUST TO BE IN MORE MOMENTS.

SCOTT BEDBURY is the CEO of Brandstream, an independent brand development consultancy. www.brandstream.com / @scottbedbury

ONE DAY

04 PSFK.com

ROHIT BHARGAVA is a marketing expert and leading voice on how to bring more humanity back to business. likeonomics.com / @rohitbhargava

COMPANIES WILL EMPOWER EMPLOYEES TO CREATE REAL & AMAZING EXPERIENCES FOR THEIR CUSTOMERS THAT GO ABOVE & BEYOND EXPECTATIONS

ONE DAY

They will operate in a way that is

dictated more by what is right than

what is told to them by lawyers.

Customers will have a closer relation-

ship to the brands and businesses they

love; customers will feel so associated

with brands that the ones they use

often and the ones they believe in will

become a closer and more powerful

part of their identity.

—ROHIT BHARGAVA


DAVID DEAL is VP of Marketing at iCrossing, a digital marketing agency that focuses on building connected brands.icrossing.com / @davidjdeal

PEOPLE WILL LAUNCH &

REINVENT BRANDS THROUGH

CO-CREATION

ONE DAY

06 PSFK.com

EVERYONE WILL UNDERSTAND THE DIFFERENCE BETWEEN SOCIAL NOTIFYING & SOCIAL NETWORKING

JERMAINE DUPRI is a Grammy award winning producer, artist, writer, and CEO of So So Def Recordings and Global 14, a social networking site dedicated to music and current events.global14.com / @mr_dupri

ONE DAY


REGINA ELLIS is CEO of JoyRx, a company that designs innovative pediatric resources delivered to children and teens with life threatening illnesses. joyrx.org / @joyrx

ALL KIDS WILL ENJOY

WONDERFUL LIVES, NO MATTER HOW LONG

ONE DAY

Kids deserve long, wonderful lives.

Or, at the very least short, wonderful

lives. One day kids that are diagnosed

with cancer or a terminal illness will be

delivered an inexhaustible infusion of

JoyRx alongside traditional treatments

and state of the art medical interven-

tions. Making room for JOY in the

moments between life and death will

changes lives for the better—yours,

mine, ours.

—REGINA ELLIS

08 PSFK.com

ERIC COREY FREED co-developed the Sustainable Design programs at the Academy of Art University and UC Berkeley Extension. organicarchitect.com / @ericcoreyfreed

THE DEMOCRATIC PROCESS WILL AFFECT THE DESIGN,

WILL AFFECT THE FUNDING, & WILL AFFECT THE OPERATION

OF A BUILDING

ONE DAY


SIVA KUMAR is the co-founder and CEO of TheFind, a company that uses social data to try to better the online shopping experience. thefind.com / @siva_v_kumar

SHOPPING WILL BE INSTANT PERSONAL EXPERIENCES THAT PEOPLE APPRECIATE & ENJOY

ONE DAY

10 PSFK.com

JASON OBERFEST is the CEO of Mango Health, a startup building mobile applications to help consumers better manage and improve their personal health.mangohealth.com / @joberfest

OUR PHONES WILL CARE FOR US

ONE DAY

We will see the mobile device as a

primary channel for care and a main

inspiration for improving personal

health. Mobile applications, always on

and always connected, will become

central tools in helping consumers

better manage and improve their

health. Consumers will increasingly

understand how their health compares

to the general population, and will be

more inspired to improve their lifestyle

as a result.

—JASON OBERFEST


GERALD RICHARDS is the CEO of 826 Nationa,l a nonprofit dedicated to helping students become better writers.826national.org / @gerald826ceo

EDUCATION WILL BE FUN &

ENGAGING

ONE DAY

We will put the creativity back in

education and learning.

—GERALD RICHARDS

12 PSFK.com

MARC SHILLUM is a Principal at Method, where he works across disciplines to manage brand coherence in today’s iterative environment.method.com / @methodtweet

THE WORLD WILL BE ZERO MEANS, MAXIMUM MEANING

ONE DAY

I love that everyone says,

“Fail fast.” I say, “OK. Fail fast,

but try not to use any of the

world’s mineral resources to

do it, because we’re running

out of helium super fast.”

This is a challenge to all design-

ers. I think all of us have to be

designing a future that we want

our children to grow up in.

—MARC SHILLUM

How do we create more meaning

out of what’s there, instead of

constantly thinking that it is our

job to make new work? I look at

the greatest editors in the world

for that. I really like editors.

We have limited resources and do

not want to be wasting anything

on the planet at the moment. We

need to think very carefully about

everything we do, about stuff we

put out there. Failure really isn’t

an option.


JAMES TICHENOR & JOSH WALTON are Co-Chief of Rockwell Group’s LAB, an interactive design team dedicated to experimenting with interactive experiences.lab.rockwellgroup.com / @labatrockwell

In many ways, the web is the

backbone for what’s coming next.

We’ll see the integration of digital

services and apps into our real-world

environment.

The big question we will be asking

is, ‘Where do you live your life?’

Obviously, it’s in the physical world,

where you have your home, your

workplace, the train, and other

places. But you also live your life on

Facebook, email, Twitter and YouTube.

It’s all very natural, but our environ-

ments don’t necessarily reflect that.

It will be fascinating to watch the

programming, the use and the design

of spaces that people are actually en-

gaged in, and how digital technology

will allow us to reprogram and reuse

these spaces.

—JAMES TICHENOR & JOSH WALTON

WE’LL SEE A BLENDING

BETWEEN OUR VIRTUAL

IDENTITY & OUR PHYSICAL

IDENTITY

ONE DAY

14 PSFK.com

PEOPLE WILL CHOOSE PRODUCTS FROM COMPANIES THAT ACT WITH PURPOSE & AIM FOR CREATING A POSITIVE IMPACT ON SOCIETY...

ONE DAY

...in essence they will care about brands—

not just product features (although the

product has to fill a need)—and they will

stand ready to be engaged with the brand,

if they love it.

—MELISSA WAGGENER ZORKIN

MELISSA WAGGENER ZORKIN is the CEO, President & Founder of Waggener Edstrom Worldwide.waggeneredstrom.com / @melissawz


SO YOU WANT TO START A BUSINESS…

Last month for PSFK London, I outlined some

research Waggener Edstrom Worldwide conducted

that looked at Generation Connected (Gen C) and the

importance it places on innovation.

One of the core findings was that Gen C views

innovation as critical—not just because the latest

product, service or gadget is fun and cool (although

that is most often where these customers start)

but increasingly because of those innovations’

importance in helping make real social impact.

The research also suggested Gen C-ers prefer

companies and brands that they feel are equally as

committed to making a difference as they are.

So today, I would like to look at the other side

of the coin—what these insights might mean to

a startup that hopes to succeed with customers

who increasingly value the impact as well as

the innovation.

In the “dot-bomb” era, it seemed startup success was

initially judged solely on landing venture capitalist

funding. Achieving that meant coming up with an

idea and networking exhaustively to tell everyone

why your invention was better, faster and cooler

than anyone else’s widget. Eventually, if your idea

was strong enough and differentiated from others

in features and benefits, you secured funding and

brought it to market.

That just does not fly today. Today, if you have a fresh

new idea, your future customers (and investors) want

to know not just what it is, but, more importantly,

why they should care. They have a huge amount of

choice, and differentiation is more important than

ever. What will they be able to do with it and how can

they take your innovation and turn it into something

that can help the community. In other words, you

need to sell them on the social impact and not just

the specifications.

How does this look? Well, Twitter would have been

more than a microblogging site. Instead, it could

have been introduced as a platform for building

communities to coalesce around shared problems,

find new solutions and even topple regimes.

Facebook could have been about more than posting

pictures of the Internet meme de jour, but rather a

community where like-minded people become closer

to brands, causes and people to make their individual

voice heard.

LinkedIn, I think, has done this right by focusing on

building a community from the start. The mobile

industry is absolutely on this path when talking

about mobile payments, creating entrepreneurial

opportunities and empowering individuals in all

corners of the world.

Technology is a great enabler of societal change. So

when you start your business, tell your story with a

focus on impact—the innovation is just the tool that

brings impact to life.

MELISSA WAGGENER ZORKIN

CEO, President & Founder of

Waggener Edstrom Worldwide

waggeneredstrom.com / @melissawz

PARTNER PROVIDED CONTENT

16 PSFK.com

STAN STALNAKER is the Founding Director of the social network Hub Culture and digital currency Ven.www.hubculture.com / @stanstalnaker

...based on a basket that is more stable

than the local currency. This means

that you can do a forward contract for

your grain, or your wheat, or your oil—

or whatever—at a much more certain

rate than you can right now.

—STAN STALNAKER

BUYERS & SELLERS WILL TRADE WITH AN ALTERNATIVE DIGITAL CURRENCY...

ONE DAY


BUYERS & SELLERS WILL TRADE WITH AN ALTERNATIVE DIGITAL CURRENCY...

RICHARD BANKS is the Principal Interaction Designer for Microsoft Research in Cambridge, UK.richardbanks.com / @rbanks

WE MAY LIVE IN A WORLD IN WHICH POSSESSION DOESN’T MATTER...

...or that at the least it isn’t an issue.

What we share in the digital space will

become participatory by default. It

is the sense that within a close social

circle of sharing, ownership may be

something that just generally kind of

disappears.

—RICHARD BANKS

ONE DAY

18 PSFK.com

JESS BUTCHER is the co-founder and CMO of Blippar, an augmented reality platform for advertisers.blippar.com / @jessbutcher

ALL COLLATERAL, SHOP WINDOWS, BILLBOARDS& SIGNAGEWILL BE INTERPRETED THROUGH THE CAMERA OF A MOBILE PHONE

ONE DAY


JAMES FAIRBANK is Head of Brand Marketing at Rapha, a performance lifestyle brand. rapha.cc / @RaphaWorks

ROAD CYCLINGWILL BE SEEN AS THE MOST

POPULAR & BEAUTIFUL

SPORT

ONE DAY

20 PSFK.com

DEBBIE FORSTER is the COO of CDI Europe/Apps for Good, a group empowering Britain’s youth with skills to create apps.appsforgood.org / @debbieforster

WE WILL SEE A GENERATION OF

IMAGINEERSWHO HAVE THE

CAPACITY TO SEE THEIR VISION

UNFOLD

ONE DAY

One day we will see young

people, educators and industry

leaders regularly working

together and learning from each

other. A world with a generation

of imagineers who have that

capacity to hope and plan, and

then apply their skills to see their

vision unfold.

My hope is that we will someday

empower a generation of young

people who are creative and

skilled enough to understand

how to use, and build the tools

they need for addressing prob-

lems we haven’t even yet begun

to understand.

—DEBBIE FORSTER


JONATHAN FORD is a Creative Partner at Pearlfisher and uses his design philosophy to help the needy. pearlfisher.com / @Jforddesigns

THERE WILL BE PEACE

IN THE WORLD, EVERYWHERE

Today, innovative thinking seems

to be confined to high tech

progress. But big advancements

can come through low-tech

practical ideas that can happen

cheaply and easily if only there

was a groundswell of support for

them. Usually it is about finding

the catalyst for change.

Low tech innovation is a way

of making things happen very

quickly, and the ultimate low tech

innovation is an idea realized.

ONE DAY

A wonderful example of this is

Jeremy Gilley’s ‘Peace One Day’

initiative. He is campaigning so

that each year, on the 21st of

September, there will be World

Peace for one day, where all

fighting factions in the world l

ay down their arms. It’s a simple

low tech idea that can be

achieved. But only if people know

about it and understand when,

how and what.

At its heart, it’s about material-

izing ideas that can make a

big change, both socially and

sustainably for a positive impact

in the world. In a corporate

structure there are barriers to

freeing ideas all over the place.

—JONATHAN FORD

22 PSFK.com

DAN GERMAIN is Creative Director at innocent, the healthy food and drink company.innocentdrinks.co.uk / @dangermain

COMPANIES WILL SOUND LIKEINTERESTING PEOPLE

Too often companies don’t sound

like themselves. They sound like what

the agency told them to say or they

sound like what the CEO wants them

to sound like. In every business, every

organization, there are interesting

people who have a passion for the

product or the brand. You really want

the business to sound like those peo-

ple. You want the business to sound

authentic and interesting and useful.

—DAN GERMAIN

ONE DAY


TAMARA GILTSOFF is a business development and innovation leader, strategy consultant, and entrepreneur.tamaragiltsoff.com / @TamaraGiltsoff

...that it has an interest in or a

partnership or joint venture with.

We won’t have a global corpor-

ation head office staff in one place.

We’ll have a global corporation

continually investing in emerging

stocks of opportunities, some of

which will be solving significant

challenges locally and globally.

—TAMARA GILTSOFF

GLOBAL CORPORATE BUSINESS WILL BE MADE UP OF MANY, MANY, SMALL VENTURES...

ONE DAY

24 PSFK.com

BETHANY KOBY & DANIEL HIRSCHMANN are founders of Tech Will Save Us, a group educating people to produce, and not just consume, technology. technologywillsaveus.org / @techwillsaveus

...and solve their own challenges

through the use of technology. In

the same way that people currently

plant their own gardens or bake

their own bread, the understanding

of technology will become second

nature to people.

Right now, we think that people are

essentially lacking in either the confi-

dence or the skills to actually create

something using technology. Most of

us blindly use technology as is with

very little understanding of how to fix

it when it’s broken, let alone how to

actually make something which could

be useful for the rest of us.

We imagine a world where people

can actually make and produce things,

and design and create their own gad-

gets and their own solutions, because

they have the skills and the resources

to do so.

—BETHANY KOBY & DANIEL HIRSCHMANN

PEOPLE WILL HAVE THE SKILLS & CONFIDENCE TO MAKE THEIR OWN GADGETS...

ONE DAY


JULIAN THOMSON is Director of Advanced Design for Jaguar.jaguarusa.com / @thomsondesign

...in terms of how we connect our

car and the customer to the outside

world. Our cars will provide a mix of

luxurious features that blend with the

lifestyle of the owner in a much more

subtle and predictive manner.

—JULIAN THOMSON

DRIVING IN A VEHICLE WILL BE LIKEHAVING A CONCIERGE OR A BUTLER...

ONE DAY

26 PSFK.com

MIKKO MARTIKAINEN is the CEO of Sayduck, a group using AR to augment the e-commerce purchase path.sayduck.com / @sayduckltd

YOU WON’T THINK TWICE

ABOUT MIXING VIRTUAL WITH

REAL LIFE

Augmented reality will become so

normal that the technology will simply

be everywhere.

—MIKKO MARTIKAINEN

ONE DAY


DHANI SUTANTO is a Senior Digital Art Director and the creator of the Oyster Card Ring.ds72.com / @dhanisutanto

There will be mobile devices but they

will be something that you would wear

discreetly, without making you look

out of place. Instead of constantly

looking down at a screen, people

will wear something discreetly. Your

interaction with technology won’t

be gone, but it will be seamlessly

integrated and we will therefore look

up and interact in a human way with

one another.

—DHANI SUTANTO

THERE WILL BE NO

MOBILE PHONES

ONE DAY

28 PSFK.com

JOHN PUGH is Director of Digital Communications at Boehringer Ingelheim, and creator of the social game Syrum.boehringer-ingelheim.com / @johnpugh

WE’L

L SEE

THE RULES

AS A

WAY

TO B

E

CREATIVE

When restrictions are placed upon us,

we have to be much more innovative

about how we achieve things.

—JOHN PUGH

ONE D

AY


KATRIN BAUMGARTEN is a London based technology artist and interaction designer.katrinbaumgarten.de

THE COFFEE MACHINE WILL TELL US

ITS NEEDS ON A HUMAN LEVEL

ONE DAY

30 PSFK.com

DIANA VERDE NIETO is the founder and CEO of PositiveLuxury.com, a website inspiring responsible purchases without compromising on quality or style. positiveluxury.com / @DianaVerdeNieto

PEOPLE WILL BE ABLE TO VOTE WITH THEIR MONEY

ONE DAY

They’ll care about what they wear and

what they eat, and how they behave,

and really choose the brands that

are being good citizens and allowing

those communities that they live in,

and other communities, to flourish.

—DIANA VERDE NIETO


Packed with inspiration and insights

to help Executives, Managers, Human

Resources and Employees succeed

amidst the change.

Launching November 2012. Sign up

to receive early details of the Future

Of Work report:

www.psfk.com/future-of-work

FEATURING ▪ 16 Trends shaping how, where and

with whom we work

▪ Insights from industry leaders and key stats

▪ 64 Best-In-Class Examples that are

changing the workplace

▪ Innovative Concepts from Top Creative

Agencies that imagine and inspire an

exciting future

“Companies need to break out and do skunk works because they’re going to get

innovation and ideas that they can’t really get internally, and they’ll get long-term

capability of growth. You have people that are learning and building new muscles

in those environments that they can bring back to the mother ship.”

AARON DIGNAN. CEO, Undercurrent

“The true entrepreneur wants to exchange. They want to be in that exchange. Intrapreneurs

don’t want to go off on their own. They don’t want to build their own company, they want

to do things that are like that, at their own company.”

DAVID ARMANO. Managing Director, Edelman Digital

“Tools are becoming smarter, more intelligent, more flexible, adapting to workflows

and allowing for work styles that are much more accommodating to the way that people

really want to work. We’ll be living in a world where it will become a lot more intuitive

and natural to access information and do things while you’re on the go or while you’re

on different devices.”

HARALD BECKER. Senior Business Strategist, Microsoft’s Office labs

“People want to work on their back porch. They want to work overlooking a lake.

They want to go places where they love to be. There is tremendous opportunity to

make the office something much less sedated and much less focused on order, and

much more organic, interesting, and desirable. The workplace now has to support

this fluidity, this range of movement, and it’s causing everyone to rethink the old

one-size-fits-all assumption that you do most of your work in one place.”

RYAN ANDERSON. Director of Future Technologies, Herman Miller

THE FUTURE OF WORK PREVIEW

32 PSFK.com

WORKFORCEThe marketplace for talent has changed as employees and companies

look not only to fill a role, but find the perfect fit. With an increased level of

unemployment and a decrease in length of employment for any one company,

there is an increase of qualified candidates constantly in flux. Companies

and employees are looking for ways to work together and grow collectively

and individually.

CULTUREIn an effort to appeal to the attitudes and expectations of a younger,

digitally-savvy workforce, companies are reshaping their internal policies

and management styles. The top-down, closed door thinking of the

past is making way for company cultures based on shared responsibility,

openness and trust. These initiatives are aimed at empowering and engaging

employees by enabling them to have a more direct say in the direction of

the company and their careers.

TOOLSAs multidisciplinary teams located around the world work together across

complex projects, requiring a new set of collaborative and communications

tools to streamline processes. Intelligent platforms are combining previously

disparate tasks, analyzing data to bring more context to conversations and

create new ways for visualizing workflows, which help people work smarter

and more efficient.

WORKPLACESOver the last two decades, open office designs and campuses have changed

how employees meet and interact, with a goal of spurring spontaneous cre-

ativity and collaboration. As the range of work that happens within a space

continues to grow and evolve, layout and design are stretching to meet the

needs of each stage within a work process, adding flexibility and fluidity to

the workplace.

A SNAPSHOT MAJOR WORKPLACE SHIFTS

Launching November 2012. Sign up to receive early details of the Future Of Work report: www.psfk.com/future-of-work

waggeneredstrom.com

Every bold idea needs someone brave enough to make it happen

THERE AIN’T NO RULES AROUND HERE; WE’RE TRYING TO ACCOMPLISH SOMETHING

“

”-Thomas Edison

needtoknowmag.com / @NeedToKnowMag

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