Planning for the Future of Business Suggestions Based on Tech Forces 1-12

Discussed in The Inevitable

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Who is this Kevin Kelly Guy? He co-founded Wired in 1993, and served as its Executive Editor for its first seven years. His new book for Viking/Penguin is called The Inevitable, with a publication date of June 6, 2016. He is also founding editor and co-publisher of the popular Cool Tools website, which has been reviewing tools daily since 2003. From 1984-1990 Kelly was publisher and editor of the Whole Earth Review, a journal of unorthodox technical news. He co-founded the ongoing Hackers’ Conference, and was involved with the launch of the WELL, a pioneering online service started in 1985. His books include the best-selling New Rules for the New Economy, the classic book on decentralized emergent systems, Out of Control, a graphic novel about robots and angels, The Silver Cord, an oversize catalog of the best of Cool Tools, and his summary theory of technology in What Technology Wants (2010).

 

Fun Sketch from Kelly’s website.

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Why I Read His Book I was introduced to The Inevitable by Chad Grills, the founder of the publication The Mission on Medium. Somehow, I just knew the recommendation to read it was the right thing to do. We are going through massive and rapid changes to our daily lives, ways of doing business, and ways we purchase. I figured, if I want to keep making money, I better learn about where we’re headed as a global population doing business together. Also, I am a big old nerd for sociology and the stories of human development, interests which help me in my business as a marketing content developer.

 

The Future is Here,

& It’s Sprinting Ahead of Us!

What’s In This Cheat Sheet?

•  The title of each chapter covering a technological force. •  12 key quotes, each chosen for its “Big Lesson” and

potential to impact the development of any business. •  36 suggestions to consider going forward.

GET READY

HERE COMES THE FUTURE

BECOMING “Endless Newbie is the new default for everyone, no matter your age or experience. Upgrades, changes to interface, time spent in help forums, time spent on tutorials – this is today, and it will be tomorrow and ever more.”

Plan for continued tech learning time

Join relevant communities

Plan for more automation

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COGNIFYING “The types of artificial minds we are making now and will make in the coming century will be designed to perform specialized tasks…before the end of this century, 70 percent of today’s occupations will likewise be replaced by automation.

Plan for continued tech learning time

Prepare for the ability to scale

Look for ways to automate

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FLOWING “When copies are super abundant, they become worthless…what can’t be copied? Trust… Since we prefer to deal with someone we can trust, we will often pay a premium for that privilege. We call that branding. ”

Emphasize brand development

Create trust at every touch point

Build strong brand relationships

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SCREENING “People of the Screen tend to ignore the classic logic of books or the reverence for copies…Notions are assembled in real time piece by piece by the audience themselves. ”

Everyone must get social online

Create a plan for social listening

Interact to stay relevant

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ACCESSING “Every year I own less of what I use. Possession is not as important as it once was. Accessing is more important than ever. Access is so superior to ownership in many ways that it is driving the frontiers of the economy. ”

Consider subscription offers

Invest in creating value over product

Make it easy to save labor & time

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SHARING “…this economic aspect of the new socialism the ‘sharing economy’…is a spectrum of attitudes, techniques, and tools that promote collaboration, sharing, aggregation, coordination, ad hocracy, and…newly enabled types of social cooperation. ”

Co-create with your customers

Invest in ways to invite participation

Leverage access over ownership

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FILTERING “We filter by gatekeepers: Authorities, parents, priests, and teachers… We filter by curators: Retail stores…museums…libraries…select their wares… We filter by brands: …the first time buyer retreats to a familiar brand… We filter by our friends: We are very likely to choose what our friends choose.”

Engage niche influencers

Make your brand familiar

Great service = word-of-mouth promotion

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REMIXING “The entire global economy is tipping away from the material and toward intangible bits. It is moving away from ownership and towards access. It is tilting away from the value of copies and toward the value of networks. It is headed for the inevitability of constant, relentless, and increasing remixing.” Invest in

relationships Make your brand available online

Encourage co-creation with like brands

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INTERACTING “Week by week the resolution increases, the frame rate jumps, the contrast deepens, the color space widens, and the high-fidelity sound sharpens…VR is getting more ‘realistic’ faster than movies are.”

Virtual product testing in homes

Send people to exclusive events

Take people through a story

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TRACKING “In the coming decades nearly every object that is manufactured will contain a small sliver of silicon that is connected to the Internet…Data about customers is the new gold in business…Fifty years from now ubiquitous tracking will be the norm.”

Suggest the right offer at the right time

Collect data at every touch point

Make next purchase convenient

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QUESTIONING “Certainty itself is no longer as certain as it once was…Rather than receiving truth from an authority, I am reduced to assembling my own certainty from the liquid stream of facts flowing through the web…I go looking, searching, asking…constructing a trail.”

Invest in search optimization

Invest in creating a solid reputation

Invest in quality content and PR

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BEGINNING “In this new regime, old cultural forces, such as authority and uniformity, diminish while new cultural forces, sharing, accessing, tracking, come to dominate our institutions and personal lives. We are marching…toward firmly connecting all humans and all machines into a global matrix.”

Explore global reach & markets

Follow tech & your industry

Pay attention to major shifts in decentralization

The Future is Here,

How Will You Participate?

There It Is…

•  Change is rapid. •  The global economy requires global and technological

competence. •  You will NEVER stop learning.

About Me & What I Can Do:

Work Behind the Scenes I Have a Crucial Local Network: •  Broadcast Advertisers •  Digital Advertisers •  Graphic Designers •  Copywriters •  Social Media Strategists •  Crowdfunding Specialists

 

Virtual Marketing Officer I have great working relationships with all

marketing service providers and hire the best labor for

your project’s budget.

Increase Network and Funding Nonprofit fundraising campaign management for Firelight Foundation: •  Increased the number of

grassroots donors by over 350% in one year

•  Raised individual donations by a whopping 75% between year-end campaigns

 

“Dawn's talent at Firelight Foundation was to locate, create, and deliver the right content to encourage donations. Dawn is great at bringing people together, has a strong work ethic, and is a persuasive communicator.”

~Joop Rubens, Senior

Director of Development

Grow Awareness & Engagement The numbers keep getting bigger: •  For Golden Chiropractic: •  28% increase in monthly

referrals •  56% growth in blog traffic

•  For Hat Ranch Winery: •  60% surge in content sharing •  55% improvement in overall

engagement  

“You might be pleased to know that my I pretty much reached my 2015 year-end visit and new patient numbers by Sept 1st 2016. Woo hoo! That's significant growth. Thanks for keeping me on-track.”

~ Dr. Goldi Jacques-Maynes

I Can Do It and Hire for It •  Network Growth •  Fundraising Event Management •  Email Marketing •  Graphic Design •  Copywriting •  Branding •  Prospect Research •  Persona Development •  Market Research •  Content Strategy& Implementation

Acquaintance with all things marketing makes

the perfect campaign manager.

What I Did in 2016

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CONTENT MARKETING + BRAND STRATEGY

Feel Free to Reach Out!