By Martin Raymond
The longer term is a revenue circulate ready to occur, however it takes cautious commentary and anticipation to make it circulate your approach. This booklet is a photo of tomorrow's shoppers. the area they'll inhabit, the existence and values they'll undertake and the methods they are going to store. eventually each model has to engage with tomorrow's humans, so how do you equip your self for any such international. by means of realizing the character of developments, their dynamics or technological know-how, we will be able to not just learn how to see them, but additionally tips on how to map them and use them to generate items, manufacturers and companies for tomorrow's shoppers. it is all approximately habit. it isn't approximately useless info. In a provocative and insightful view of ways rising existence and cultural adjustments are inclined to influence on tomorrow's shoppers, Martin Raymond indicators you to new client habit styles and teaches you to learn a marketplace and be able to carry precisely what your buyers wish. This ebook might help you to learn tendencies, interpret the discoveries that you just make and plug them again into your small business in a fashion that makes it extra future-facing and consumer-centric. discover ways to do that and you'll engage together with your buyers instead of react to them. you could construct a very tactile model. In a global the place tomorrow's solutions not lie in yesterday's info, the best way to learn humans instead of experiences. concerning the writer: Martin Raymond is Editor of standpoint journal (trend bible for the layout and ads undefined) and co-founder of the long run Laboratory, a number one futures consultancy.
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Example text
Shell has done this to some extent, reversing a poor public image and low value rating as a brand concerned about ethical and environmental images – Brent Spar, its atrocious record against ethnic minorities in Nigeria – and recast itself as ecowarrior and champion of ethnically marginal groups and local tribes. The future happened yesterday – you just missed it! ■ The future is about being proactive But you can do this only if you know and feel what consumers want, how the future is shaping up.
And making the world a happier place might, as we shall see, mean doing less rather than more of what you are doing at the moment – of distributing profits in different ways, of measuring your worth not in terms of what you can get out of your customers, but what you can give them back, and also how you give it back to them. Brailling the culture – to read change, you have to live it What Coyle refers to as serendipity – ‘by far the most fruitful source of genuine innovation and fresh thinking’ – is one way the future-faced company or tactile brand can dance more effectively with its customers.
15 16 Part 1 / Brands in the dock This is the connected world gone mad. But one – as people become more vocal and more determined to stress the I, the ME, the individual, and the personal – that you have to read in very much the same way. But what will this future look like, how will it feel, what kind of brands and organizations live there? part 2 Future imperfect: the shape of trends to come? 6 Through the looking glass – a world turned inside out This future, the one we are looking into is at once familiar, but also different and disturbing.