Will the Future Like You? CML Workshop
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Transcript of Will the Future Like You? CML Workshop
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Will the Future Like You?
CML Workshop
Patricia Martin
August 2013
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© 2013 Patricia Martin. All rights reserved.
This is what it looks like right before a renaissance.
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Photo: Håkon M.E. Sundaune
progress
Hyper-progress rendersaspects of the cultureirrelevant. What’s irrelevantgets shed. Shedding creates instability.
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three indicators of a renaissance
• Death comes first
• Facilitating medium
• Age of enlightenment
© 2013 Patricia Martin. All rights reserved.
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Millennialrelevance:
secrets of global brands
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psychographicKnowledge is power—Wisdom is
super power uncertain Creative
Idealists Self expressive
collaborators Sensualists: emotional truth
© 2013 Patricia Martin. All rights reserved.
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cultural tremors
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farm chic—Mary Jane Butters
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Pioneer Woman, Inc.© 2013 Patricia Martin. All rights reserved.
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Michael Pollan--Farm to fork
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“Farmer Style” 13M views
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lightening round:what are you seeing?
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to be relevant:
believe feed a broader belief system.
belong facilitate bonds between people.
create help them make something meaningful.
© 2013 Patricia Martin. All rights reserved.
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witness
empathize
imagine
act
© 2013 Patricia Martin. All rights reserved.
believe
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http://www.watchmoviedb.com/2010/11/22/watch-fight-club-online/fight-club-3-jpg/
hitting a nerve: emotional truth
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BOM’s moment of truth•
Photo: Eugene O’Neill Theatre, Book of Mormon http://www.bookofmormonbroadway.com/photos.php
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convey emotional
truth
© 2013 Patricia Martin. All rights reserved.
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to be relevant:
believe feed a broader belief system.
belong facilitate bonds between people.
create help them make something meaningful.
© 2013 Patricia Martin. All rights reserved.
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© 2013 Patricia Martin. All rights reserved.
belong
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Copernican moment
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BRAND
old way
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USER
new way
© 2013 Patricia Martin. All rights reserved.
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user at the center of the
universe
© 2013 Patricia Martin. All rights reserved.
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who is the Millennial farmer?
© 2013 Patricia Martin. All rights reserved.
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inheritors
© 2013 Patricia Martin. All rights reserved.
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Source: BUILDING A FUTURE WITH FARMERS: Challenges Faced by Young, American Farmers and a National Strategy to Help Them Succeed. November, 2011
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organicself-reliantisolated
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what else do we know about their emotional drivers?
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how do you communicate
them?© 2013 Patricia Martin. All rights reserved.
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lifestyle
ritual
connection© 2013 Patricia Martin. All rights reserved.
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tell lifestyle stories
© 2013 Patricia Martin. All rights reserved.
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tell stories of belonging© 2013 Patricia Martin. All rights reserved.
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© 2013 Patricia Martin. All rights reserved.
ritualize
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everything
communicates
© 2013 Patricia Martin. All rights reserved.
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to be relevant:
believe feed a broader belief system.
belong facilitate bonds.
create offer experiences for people to make and discover their story of the future.
© 2013 Patricia Martin. All rights reserved.
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“The problem is that there’s no new story of the future.”
Peter Thiel, Wired 2010
© 2013 Patricia Martin. All rights reserved.
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create new stories of the future
© 2013 Patricia Martin. All rights reserved.
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Gen Y’s uncertain future
© 2013 Patricia Martin. All rights reserved.
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poised to commit
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barriers to retention
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inheritors vs newbies
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gig life vs careers
© 2013 Patricia Martin. All rights reserved.
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make it easier to commit
© 2013 Patricia Martin. All rights reserved.
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teach themhow to succeed
© 2013 Patricia Martin. All rights reserved.
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© 2013 Patricia Martin. All rights reserved.
show alternative business models
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try before they buy
© 2013 Patricia Martin. All rights reserved.
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try before you buy
© 2013 Patricia Martin. All rights reserved.
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try before you buy
© 2013 Patricia Martin. All rights reserved.
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Review-what:believe
belong
create
© 2013 Patricia Martin. All rights reserved.
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how?
© 2013 Patricia Martin. All rights reserved.
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put user at the center of the
universe
© 2013 Patricia Martin. All rights reserved.
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convey emotional
truth
© 2013 Patricia Martin. All rights reserved.
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everything communicates
© 2013 Patricia Martin. All rights reserved.
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