Stretching the Frame

Scott Smith

Changeist

August 12, 2008

2008 Changeist, LLC. Not to be distributed without permission.

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Roadmap• Thinking ahead =

how should we think?

• Pulling out to the wide -angle view

• Values shifts• A Post-consumption

world?• Where are we now?

Human ForesightChangeist blends approaches from foresight,

design research, innovation and market research to create Human Foresight: insights

into the near future that help organizations identify opportunities and create market

spaces where new technology and emerging behaviors converge.

2008 Changeist, LLC. Not to be distributed without permission.

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2008 Changeist, LLC. Not to be distributed without permission.

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2008 Changeist, LLC. Not to be distributed without permission.

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Layers of Sensing

mind livingbody connecting world

By tracking change in areas as broad as media, pharmaceuticals, wellness, work and education, we keep track of how consumer cognition is constantly evolving.

Social trends, health and fitness, and fashion all impact how consumers view their bodies and physical wellbeing.

Interior design, architecture, fashion, urban planning, technology, and social trends enable consumers to choose change—or tradition—in their living environments.

Communications technology, media, and networks are interchanging to allow consumers to fulfill emotional and social needs.

Societal values, cultural change, interplay between cultures, worldviews. What is the top-level “mental model” we have about ourselves and those around us?

2008 Changeist, LLC. Not to be distributed without permission.

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Movement of Values

mind livingbody connecting world

Layer to Layer

global to local = “what happens to my world happens to me”

local to global = “what happens to happens to me happens to my world”

Example:Sustainability

2008 Changeist, LLC. Not to be distributed without permission.

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Movement of Values

mind livingbody connecting world

Layer to Layer

global to local = “digital connections shape local ones”

local to global = “it’s a global village…let’s all connect”Example:

Sociality

2008 Changeist, LLC. Not to be distributed without permission.

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The Big Shift:Entering a Post-Consumption

World?Want to Haves:

•Mass affluence

•Experience

•Novelty

•Luxury

•Ease of access

•Cheap goods

•Technology

•Global markets

Nice to Haves:

•Sustainability

•Small footprint

•Climate care

•Fair trade

•Community

2008 Changeist, LLC. Not to be distributed without permission.

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?•Mass affluence

•Experience

•Novelty

•Luxury

•Ease of access

•Cheap goods

The Big Shift:Entering a Post-Consumption

World?Must Haves

•Sustainability

•Small footprint

•Climate care

•Fair trade

•Community

•Technology?

•Global markets?

•Climate change•Credit crunch

•Resource scarcity•Global

uncertainty

Microconditions may change, macroshift won’t

2008 Changeist, LLC. Not to be distributed without permission.

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Values Redefined

• Community• Reality• Authenticity• Functionality• Simplicity• Value

New Rules?

2008 Changeist, LLC. Not to be distributed without permission.

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What Does it Mean for Us?• What is “Better” now?

– From individual advantage to family sustenance.

• Who are “You”?– From me to people around me/all of us.

• What constitutes “Enjoyment”?– From a luxurious sensation of unique pleasure to a

worry-free moment.

• What is the meaning of “Experience” now?– From blockbuster to simple fulfillment--simple

pleasure.

2008 Changeist, LLC. Not to be distributed without permission.

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Take Aways

• Pull back and re-examine all influences on core defining values in a product.

• Be prepared to think about the impact of disruption and reframing of key values.

• Take advantage of major disruptions and shifts to find white space opportunities.