L I F E E X PA N D E D U N I V E R S E : C R E AT I N G T H E P R O D U C T S A N D S E RV I C E S O F T H E F U T U R E

“A Smarter Planet: More Human, More Versatile, More Exciting... and closer to our dreams”

8th November 2012 @inma_martinez www.deviatingfromthenorm.com

A Keynote - Inmaculada Martinez inma.martinez@mac.com

# 1 W H Y H U M A N S H AV E N E V E R S T O P P E D I N N O VAT I N G ?

PRINCIPLE #1:

‘LIFE IS EXPANSIVE’

T H E V E RY N AT U R E O F T H E U N I V E R S E I S T H AT O F A B U N D A N C E

After a forest fire, the greenery returns; an untended garden overgrows

Frank Borman, NASA astronaut, commander of Apollo 8

E X P L O R AT I O N I S R E A L LY T H E E S S E N C E O F T H E H U M A N S P I R I T

And hoped we could find LIFE BEYOND OURS

W H E N E A RT H WA S C O N Q U E R E D , W E T R AV E L L E D T O T H E F U RT H E S T C O R N E R S O F O U R G A L A X Y

PRINCIPLE #2:

‘AS ABOVE, SO BELOW’

Nature’s very essence is dual: above and below planes of existence

Human Mind, Might, Heart and Soul connect to earthly and spiritual realms

P R I N C I P L E # 3 :

‘ T I M E A N D S PA C E A R E E L A S T I C ’

F R E E D O M T O C R E AT EBorderless, Timeless, in a 3rd dimension where space and physicality do not bother

P R I N C I P L E # 4 :

‘ H U M A N N AT U R E I S K I N E T I C ’

T E L L M E A N D I F O R G E T, T E A C H M E A N D I M AY R E M E M B E R , I N V O LV E M E A N D I L E A R NBenjamin Franklin

# 1 L I F E I S E X PA N S I V E :That’s why software has created a new dimension: a “Second Life”, a “Digital Life”

# 2 A S A B O V E , S O B E L O W:The services in the digital life replicate or enhance our experiences

# 3 T I M E A N D S PA C E A R E E L A S T I C :In the digital life there is no constrains and we can perform multiple activities

# 4 H U M A N L I F E I S E M P I R I C A L A N D S E N S O R I A L :Humans empathise with digital products that involve their participation

# 2 I S S O F T WA R E E AT I N G T H E W O R L D ?Is digital life going to destroy our very existence?

S O F T WA R E I S T O L I F E W H AT PA RT I T U R E I S T O M U S I CLife is so digital that it is hard to find ‘what isn’t’

D I G I TA L I S AT I O N I S S O FA S T T H AT ‘ C A N D O ’has higher occurrence that ‘can’t do’

# 3 W H AT A R E W E T RY I N G T O A C H I E V E T O D AY ?

# 1 T O E N G A G E I N M O R E M E A N I N G F U L WAY S :Consumer choice creates competitive markets: what if we were to exist to add value to people’s ives rather than just sell them products?

# 2 T O R E - G A I N T H E I R T R U S T:In the past customers entrusted us with delivering to their needs. Now they demand more of us: they want to entrust us with their lives. Can we deliver this?

# 3 T O D E M O N S T R AT E T H AT I . T. C A N D E L I V E R B R A N D VA L U E S :The non-commercial side of the Internet is delighting people. Can we show them that our digital dimension is here to add to that enjoyment, user-friendliness, 3-D realm of existence?

# 4 T O P R O T O T Y P E F U T U R E P R O D U C T S A N D S E RV I C E S :When radically new products come to market they demonstrate two big things: that a company is not afraid of changing for the better and that they are creators, not followers

trusttogether

achieving moremeaningful

leading the way

unlimited

measurable

accountable

=fearlesschange

W H AT I S A H A C K AT H O N ?And what can it do to a brand?

T O H A C K A N E W P R O D U C T I S A B O U T B R AV E LY AT T E M P T I N G T O D E L I V E R M O R E VA L U E W I T H L E S S C O M P O N E N T S

IT’S ABOUT SUBTRACTING

CORE ELEMENTS...

Like buttons...

... ABOUT SLIMMING EVERYTHING TO BARE

MINIMUM COMPONENTS

From antennas, handles, corners to wheels,

cables ....

... CREATING COMPLETELY NEW

PRODUCTS

Phones that are screen-based to watch, not just

speak, static bikes that go nowhere...

W H AT H A P P E N S W H E N W E C H A N G E T H I N G S ?When we shift, transform, re-jig, tweak, DARE TO CHALLENGE THE STATUS QUO?

2 4 / 7 O N L I N E S E RV I C E S A R E B O R NNo branches, no tills, no closing hours, no paper, no customer services

M A C H I N E 2 M A C H I N E C O N N E C T I V I T YAlways on, turning devices into intelligent machines that self-heal and alert humans

A life beyond our 2-D planet.... where gravity does not bind us...

... and we create worlds of wonder deep within our senses

W H AT ’ S O N O U R C U S T O M E R S ’ M I N D S A N D H E A RT S ?How is society coping with reality collectively and individually?

# H Y P E R - L O C A LIt has evolved into other trends: #Connected-Density #Eco-Doom

#CONNECTED-DENSITY

People coming together geographically thanks to Location-Based Services. They connect online and realise that they all share proximity, so they now

interact offline bound by a digital service.

Can that service be your brand?

#ECO-DOOM

Teens are showing larger concerns about the world ending due to ecological

disasters. Their interest in nature content is vividly linked today with eco-warrior attitudes. They want to do something

before it’s too late

You are so consumed about creating services for the adults: why not create services for their children’s wellbeing?

# 2 T R A N S PA R E N T- L I F EIt has evolved into #Brand-Diner, #Glass-Walls

#BRAND-DINER

Consumers demand that brands deliver in all fronts: 24/7, across platforms and

with aspirational and functional values. They

want access-all-areas, open-all-hours, with

offline and online interactions.

Are your campaigns connecting your web, mobile and TV/print executions? Do you know what your customers expect of each medium? Do you think your brand can create ‘infotainment’?

#GLASS-WALLS

Big Data is your Big Opportunity to show your

customers how transparent an

organisation your brand is. Be open to disclose

your every move. If you want trust, you must show

your cards.

How about letting your customers learn why you plant cookies? or give them a chance to delete their personal records when they leave the service? or how you use the data that you have accumulated from their actions and usage?

# 2 M E , W EIt has evolved into #Accountability, #Vintage-Values

#ACCOUNTABILITY

Corporate transparency is the effect of showing your

customers that you and them are “in this

together”. That if they lose, you lose bigger; that

if they do well, this is your job. Take responsibility for everything, the good and

the bad. How about writing to your customers when you notice they are doing well: an increase in paycheck, news about their shares going up, or their businesses expanding, or their children being accepted at university?

#VINTAGE-VALUES

The ‘blassé’ attitude of the 1980s and 1990s is no more. People feel very strongly about 1960s

values: the power of the people (Occupy Wall

Street), the power of Love, Justice for All, and ‘life

worth fighting for’.

People are being forced to fend for themselves: economic disasters, natural catastrophes are all pushing people side-ways and making them stand for their rights. Can you help out?

# 1 I M A G I N E T H E M A I N P R O D U C T / S E RV I C E E X I S T S N O M O R E :What other related services could you offer to your customers outside of your core business?

# 2 D A R E T O D R E A M , T O T H R O W S PA N N E R S I N T O T H E M I X :

The building blocks of Lego can be assembled and dismanteled

# 3 ‘ W H AT I F ’ W E W E R E T O . . . :

Yes, innovation is all about ‘crazy ideas’ at the time that have changed people’s lives in the end

# 4 F I N D A N E X C U S E T O S H O W H O W M U C H Y O U C A R E :

Perhaps there is nothing wrong with your current offering.

I S T H I S T H E C I R C L E O F T R U S T ?I don’t think so

C U S T O M E R S T R U S T C O M PA N I E S T H AT S H O W T H E Y C A R EAnd this means being RELIABLE, REACHABLE, UNDERSTANDING, KNOWING WHAT TO DO

D O I N G T H I N G S T O G E T H E R

H E L P I N G T H E M M A K E C H O I C E S , G R O W U P, E V O LV E

# 1 C A N A F I N A N C I A L I N S T I T U T I O N C R E AT E P R O D U C T S F O R M Y C H I L D R E N O R M Y E L D E R LY PA R E N T S ? :

Which, aside of money, they are the two things that I care most in my life?

# 2 C A N A C O O K I N G S T O V E C H A N G E M Y L I F E ? :

And become a vehicle for my identity development? or the well-being of my family?

# 3 C A N W E A D D T O T H E C R E AT I V E P R O C E S S E S O F O U R C L I E N T S ?

And reverse-engineer our relationship: if they see our products, they will design based on their capabilities

# 4 C A N W E A D D VA L U E T O Y O U R L I F E W H E N Y O U A R E N O T B U Y I N G O U R P R O D U C T S / S E RV I C E S ? :

And ‘infotain you’, provide you with tools to do things better, faster, easier?

L E T ’ S N O T D E S I G N H AT S T O D AY, B U T B O A S E AT I N G E L E P H A N T S !

W W W . D E V I AT I N G F R O M T H E N O R M . C O M

@inma_martinezinma.martinez@mac.comabout.me/inmaculadamartinez

B E C O M E A N I N T R E P I D P O S I T I V E D E V I A N T T O D AY !