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Clients look for the future in the strangest of places. However, our tried and tested approach can save you money and face. Learn why consumers will tell you garbage and why trends are just a start. Get to the future first - with Futures Coaching.
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The Future of Everything
How to get to the future first
Coming up...
1. The elusive Future
2. A better way to navigate
3. Some results
Companies often lookfor the future in thestrangest of places...
Inside the heads of today's consumers...
Inside the data of a number cruncher ...
Inside the imagination of a mystical guru...
Inside the ego of a trendscout superstar...
Garbage in, garbage out
Curiously, tomorrow looks like today
Curiously, tomorrow looks like a hockey stick
Curiously, tomorrow looks like the guru's own value system
Curiously, tomorrow looks like the 'cool' passions of today's minority culture
With so many poor guides,
no wonder findingthe futureis so elusive
Coming up...
1. The elusive Future
2. A better way to navigate
3. Some results
Coming up...Follow some simple rules
• Accept that the future will be a different place than an extrapolation of today: always has been always will be
• Know that consumers can't anticipate what they have never seen
• Realise that trends are an input, not the output
• Call upon a rare blend of futuring & business skills
Note: following the above will seriously save your budget - and your embarassment
Navigating the future : skillset
Worldview&
Sector vision
Theoretical&
Operational
Consumer Trends&
Business Strategy
Researcher&
Businessperson
Creativity&
Pragmatism
Navigating the future : approach
3.Search & filter key sector Drivers
of Values
2.Scan for all 'Mental Postures'
in sector
1.Load the system5.Derive
sector timeline &implications
4.Analyseunderlying market
logic
Use the method for the Future of Everythingthe future of work, of services, of home, of emotions (Nokia)
the future of flying (Virgin Atlantic)
the future of health (Boots, Merck, AESGP)
the future of mobility (Ford, Michelin)
the future of London's West End (New West End Company)
the future of Christian education (Cook)
the sustainability of consumer credit (Egg)
leisure futures (Whitbread)
the future of fundraising (Cancer Research UK)
the future of supermarkets (Tesco)
The future of local newspapers (Associated News)
The future of banking (Halifax)
Client projects
Coming up...
1. The elusive Future
2. A better way to navigate
3. Some results
Brain Power
Learning Body
Health Experts
Mental Health First
Health HobbyistsHealth as Fashion
Social Pressure
Health Alibis
Hedonistic Attitude
Vitality JunkiesHi-tech Health
Desire for Optimal Achievement
Desire for Perfection
Desire for Eternal Youth
Zero ToleranceBelief in Science
Quick Fix
Belief in Miracle Cure Treatment Overdose
New Innovations Sceptics
Science Paradigm
Search for High-Performance
Carefree Pleasure
Focus on Appearance
Belief in Human Potential
Modesty in Ageing
Complementary Medicine
Holistic View
Techno Nature
The Systemic Body
Perverse Desire to be Unhealthy
Postponing Death
Desire to be Unhealthy
Religious Conviction
Belief in God
Ageing is Natural
Condition Controlled
Sense of Fatality
Completely Confused
Health Anxious
Health DisillusionedLack of Guidelines
New Witchery
Back to Mother Nature
Alternative Medicine
Natural Bio-Affinity
‘Health Capital’ Managers
Sacrificial Balancing
Rhythmic Credits and Debits
Body Purging
Lifestyle Management My Wonderful Body
Seeking Symptoms
Food Dominance
Body Piloting
The Environment is the Enemy
Obsession with Cleanliness
Cocoon Protection
50+ Consumer Health Postures
Belief in Bio-technology
Money Metric
New Spirituality
Allergy Obsessed
Hyper Focussed
17
Proactive
Grouping Mental Postures on 'Market Logic' axes
Reactive
SeekingNatural
Harmony
ManagingFor GoodHealth
FollowingFaith
TreatingIll Health
Scientifically
BeingLess ThanHealthy
TakingHealth ForGranted
GoingBeyondHealth
EnablingSuccess
Long Term Health
Quick Fix
18
Proactive
Selected Drivers of Values
Reactive
Long Term Health
Quick Fix
Culture of Emotion
Feminisation
Learning Individual
Status Quest
Traditional Role Model
Safety Needs
NetworkCulture
ThrillPleasure
19
Proactive
Strategic implications
Reactive
SeekingNatural
Harmony
ManagingFor GoodHealth
FollowingFaith
TreatingIll Health
Scientifically
BeingLess ThanHealthy
TakingHealth ForGranted
GoingBeyondHealth
EnablingSuccess
Long Term Health
Quick Fix
Health as end in itself
Health as meansEnd elsewhere
About Chris Middleton 25 years strategic marketing and
corporate planning experience
“Chris has deep expertise around futuring, socio-cultural trends and consumer mindsets & is able to bring this complex data into effective guidance.” (Jim Fleming, Head of Innovation, Visteon)
Chris speaks around the world – from Toronto to Taipei, Paris to Prague. His style is engaging, informal and straight talking. Audiences particularly appreciate his fresh perspectives and the way he focuses on business implications and ideas generation
Chris is the founder of Futures Coaching, a network of international futuring specialists
An Inspiring Futurologist
* two blogs* press articles
* live media interviews* coaching
book
Feedback"Chris led the interactive session at which innovative step change initiatives for brand building and commercial activities were developed by 60 senior Merck attendees. Most have since been implemented with significant addition to revenues. He has carried out similar programmes for Merck CH in Latin America and Asia with similar results." (Chris Zanetti, VP EMEA, Merck CH)
"Chris has a great ability to use trends as an inspiring catalyst for helping companies generate ideas to build their brands. He also is a rare trends dude in that he is practical as well: he has his "head in the clouds, feet on the ground." (David Taylor, Brandgym)
"It was a pleasure to work with Chris and I recommend him as a dynamic speaker. Our [international] delegates found him easy to follow and feedback was that he delivered a frank and challenging presentation; not afraid of highlighting future dangers." (Micheala Hamm, Meeting Associate, International Council of Shopping Centres)
"Thank you for your engaging and challenging contribution. As always, well prepared and presented and added a different dimension." (Vince Prior, Retail Director, Jones Lang LaSalle)
"I really appreciated having you at the Brand Forum and I think you did a great job. I was impressed not only by your overall presentation and material, but also how you managed to place it into the Taiwanese context." (Magnus Lund, MD, Leap2Market)
"Chris is an inspriring, positive person, that can easily draw people in from very different cultural backgrounds and get them thinking about the future." (Petra Meyer, VP Global Marketing, Merck CH)
+ 00 33 1 3908 0542
+ 00 33 6 8404 1235
www.futurescoaching.com
http://futurescoaching.typepad.com
http://we-rejuvenate.blogspot.com
Chris Middleton
