Will the Future Like You? CML Workshop

Will the Future Like You?

CML Workshop

Patricia Martin

August 2013

© 2013 Patricia Martin. All rights reserved.

This is what it looks like right before a renaissance.

Photo: Håkon M.E. Sundaune

progress

Hyper-progress rendersaspects of the cultureirrelevant. What’s irrelevantgets shed. Shedding creates instability.

three indicators of a renaissance

• Death comes first

• Facilitating medium

• Age of enlightenment


Millennialrelevance:

secrets of global brands


psychographicKnowledge is power—Wisdom is

super power uncertain Creative

Idealists Self expressive

collaborators Sensualists: emotional truth


cultural tremors


farm chic—Mary Jane Butters


Pioneer Woman, Inc.© 2013 Patricia Martin. All rights reserved.

Michael Pollan--Farm to fork


“Farmer Style” 13M views


lightening round:what are you seeing?

to be relevant:

believe feed a broader belief system.

belong facilitate bonds between people.

create help them make something meaningful.


witness

empathize

imagine

act


believe

http://www.watchmoviedb.com/2010/11/22/watch-fight-club-online/fight-club-3-jpg/

hitting a nerve: emotional truth

BOM’s moment of truth•

Photo: Eugene O’Neill Theatre, Book of Mormon http://www.bookofmormonbroadway.com/photos.php

convey emotional

truth


to be relevant:


belong facilitate bonds between people.

create help them make something meaningful.



belong

Copernican moment


BRAND

old way


USER

new way


user at the center of the

universe


who is the Millennial farmer?


inheritors


Source: BUILDING A FUTURE WITH FARMERS: Challenges Faced by Young, American Farmers and a National Strategy to Help Them Succeed. November, 2011

organicself-reliantisolated


what else do we know about their emotional drivers?


how do you communicate

them?© 2013 Patricia Martin. All rights reserved.

lifestyle

ritual

connection© 2013 Patricia Martin. All rights reserved.

tell lifestyle stories


tell stories of belonging© 2013 Patricia Martin. All rights reserved.


ritualize

everything

communicates


to be relevant:


belong facilitate bonds.

create offer experiences for people to make and discover their story of the future.


“The problem is that there’s no new story of the future.”

Peter Thiel, Wired 2010


create new stories of the future


Gen Y’s uncertain future


poised to commit


barriers to retention


inheritors vs newbies


gig life vs careers


make it easier to commit


teach themhow to succeed



show alternative business models

try before they buy


try before you buy


try before you buy


Review-what:believe

belong

create


how?


put user at the center of the

universe


convey emotional

truth


everything communicates


thank [email protected]

@patriciamartin

Business

Will the Future Like You? CML Workshop