Monthly Archives: December 2009

Monitor Meeting of the Minds. Berkeley, California 2009.12.08

35 members of the Monitor Talent pool came together to talk about what happened in 2009, observations on trends and what is coming in the next few years.

future of marketing = connected consumer + agent-based modeling + behavioural science + data fusion + cognitive science

notes from a meeting from the previous day in which marketing and social media individuals came together to talk about the impact of the evolution/revolution of the new media is having, and will have, on the world of consumers.

there was a conversation about the variable belief in the impact of real behaviour. seemed that B2B were far more interested in listening to consumers than the consumer focused companies. the readiness to accept the change in the dealing with social media.

it is not generational. it was sector dependent. companies who thought that they needed to convene their consumers and step out the way and listen is quite different from those who want to moderate the conversation.

also a difference between those who can simply alter their product vs those who need to spend 10 years on research. it seems that the FMCP companies have a patronizing attitude to/with their consumers.

also a notion that the entire realm of marketing is in for a big change. there is a clear sense that this sector was not really ready for this change. lack of understanding to know what to do about this. should this function be more centralized or not? the openness might or might now fit with the culture of a company. it was interesting to observe that there was a great ability to

Jim – marketing means bring to market. it is about convincing people to buy

in Whyville, Dell has just built a pavilion in Whyville to design the new portable computer.

Wal-Mart is now going to push out a line of cloths designed by kids. the apparel people do not like, nor can deal with this very well, while the IT folks do. it is really about the consumer being able to create.

great recession or global civil war?

the g7 accounted for 75% of GDP in 2000, this will only be 32% by 2050

industrialization technology was developed in Great Britain and the US was the first society that was developed in which this was native.

information technology was developed in the US, but who will be the societies that are developing with this native? INDIA, BRAZIL, CHINA

capitalism’s new environment?

high growth

low income per capita

globally connected

digitally native

mixed social priorities

how will the world be different in 2012?

or

identify something that will surprisingly remain the same.

- another bubble deflates and bursts

- decreasing globalization and increasing connectivity

- no progress on reducing carbon emissions

- companies will watch more than they listen

- africa will surprise on the upside

- america’s leadership role will have dissipated

- china hits speedbumps on road to superpower position

- book-tablet will exist

- USA citizens will have two-jobs as a norm

- primacy of media over brand

- organizational discontinuity across the board in major companies

- carbon reduction will be bigger than information technology

- greenhouse gas emissions will still be ‘on the agenda’

- reintegration of electrons and atoms.

- 1 million wyvillians will be able to vote, but Chaney and Palin will be elected anyway

- schools will become increasingly irrelevant to education

- increased focus on the porosity of organization

- make it yourself will start to make markets

- individuals will be increasingly placing focus on meaning

- increased fear of data tracking

boiled down into clusters around issues which it looks like Chris Meyer had in mind to begin with to talk about.

marketing, media, world order, value, manufacturing, corporate evolution, systems information,

  1. discuss the issue
  2. define measurement to define different
  3. write a headline form the publication of your choice and outline the story’s key points
  4. present the story to the group

i led a group on the future of urban information systems. i threw it out as a theme to see who would be interested. Peter Hirshberg was the most interesting person in the group. we talked about the imagination gap and the needs of individuals in the urban environment.

consilient economy. individuals are both the producers and consumers at the same time. we dont want to own things, we want to participate.

information is free. the real place to monitize is the professionalization of the information, the coaching and guidance thru the use of information. there is a fascinating differentiation/tension between narrative and data sets. these are two directions of thought that are being talked about by lev manovitch [http://www.manovich.net/] LOOK HIM UP

you can own narratives, but can only rent data. thus, the economic systems will be related to this new language. one issue will be the legitimacy of the data. the path thru the storyboard will be simulation in education will be a mix between push of the student and garden of the data.

when will data sets be copyrighted?

every book a talmud – it contains the stories of the owners.

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