psfk need to-know
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NEEDTOKNOWVOL.2 — ONE DAY
MAGAZINE
AGENDA9:30 WELCOME
9:40 SCOTTBEDBURY,Brandstream
10:00 ERIC RYAN, Method Home
10:10 MARCSHILLUM,MethodDesign
10:30 ROHIT BHARGAVA, Author
10:40 DANACHO&BEAUTRINCIA,IDEO
11:00 COFFEE BREAK
11:30 CHASEJARVIS,Photographer
11:50 JASON OBERFEST, Mango Health
12:00 GADIAMIT,NewDealDesign
12:20 SIVA KUMAR & USHER LIEBERMAN, TheFind
12:30 JERMAINEDUPRI,Global14&DAVIDDEAL,iCrossing
12:50 JOE GEBBIA, Airbnb
1:00 LUNCH
2:00 STEPHANIE HORSTMANSHOF & KRISTIN DEAN, Bing PARTNER TALK
2:20 ERIC COREY FREED, organicARCHITECT
2:30 MICHAELMCDANIEL,frog
2:50 GERLAD RICHARDS, 826National
3:00 REGINAELLIS,JoyRx
3:20 COFFEE BREAK
3:40 NEILHARBISSON,Bio-technologist
4:00 NICK BARHAM, Wieden + Kennedy
4:10 JAMESTICHENOR&JOSHWALTON,RockwellGroup
4:30 CLOSING REMARKS
@psfk / #PSFKSF2012 / twitter.com/PSFK/psfk-sf-2012
waggeneredstrom.com
Every bold idea needs someone brave enough to make it happen
THERE AIN’T NO RULES AROUND HERE; WE’RE TRYING TO ACCOMPLISH SOMETHING
“
”-Thomas Edison
01 @newdealdesign
@jgebbia
@siva_v_kumar
@methodguy
@nickfbarham
@neilharbisson
@mcdanyel
@methodtweet
@mr_dupri@ideo
@davidjdeal
@scottbedbury
@bing
@joberfest
@labsatrockwell
@ericcoreyfreed
@rohitbhargava
@chasejarvis
@gerald826ceo
@melissawz
04
11
03
10
TODAY
09
JASON OBERFESTMango Health
GERALD RICHARDS826National
SIVA KUMARTheFind
MICHAEL MCDANIELfrog
GADI AMITNew Deal Design
ROHIT BHARGAVAAuthor
SCOTT BEDBURYAuthor
NICK BARHAMWieden Kennedy
02
08
JOE GEBBIA Airbnb
STEPHANIE HORSTMANSHOF & KRISTIN DEANbing
CHASE JARVISPhotographer
NEIL HARBISSONBiotechnologist
DANA CHO & BEAU TRINCIAIDEO
@joyrx07
REGINA ELLIS JoyRx
ERIC COREY FREED Architect
JERMAIN DUPRI & DAVID DEALGlobal 14 / iCrossing
05 / 06
ERIC RYANMethod
MARC SHILLUMMethod Design
JAMES TICHENOR & JOSH WALTONRockwell Group
13 14
MELISSA WAGGENER ZORKINWaggener Edstrom
Since we’ve been at this thing for over 8 years we thought it was time to call it something that encompasses all that we do. Introducing...
PSFK LABS“The consultancy of the future.”—CNN
At the heart of it we are a think tank seeking out, generating and amplifying new ideas and creative solutions.
INNOVATION CONSULTING & PRODUCT CONCEPTINGWe work with the world’s leading brands to help them plan a future. New products, new services, new marketing, new retail.
Since 2007, we have delivered trends-led business innovation services for American Express,
Apple, BMW, InterContinental Hotels Group, Pepsi, Target and many more world-class
organizations.
By leveraging our in-depth and rapid processes, we can help you define what’s next for
your business.
CUSTOM EVENTS & BESPOKE EXPERIENCESWe create experiences that deliver thought leadership.
We produce inspirational events, trends tours, webinars that our partners use to inspire internal
stakeholders and external audiences.
Working with companies like Nissan and Microsoft, we have delivered events across the globe
and at major festivals such as SXSW and NY Design Week.
CUSTOM PUBLISHING & BRANDED CONTENTWe deliver thoughtful content for communication strategies.
Since 2004, our content team has been providing up-to-the-minute ideas and inspiration to
audiences. Our publishing experience allows us to understand what gets both clicked and shared.
Working with clients in the beverage, pharmaceutical and technology sectors, PSFK Labs’ team
has crafted content for a variety of platforms including Facebook, Twitter, Pinterest and more.
COMMUNICATION & MEDIAWe help partners reach our monthly audience of over 1 million influencers.
We work with brands to create inspiring, brand experiences targeted at our influential global
readership, positioning brands as innovators and experts.
PSFK’s media network consists of PSFK.com, email newsletters and our salons and conferences.
PSFK Labs, 42 Bond Street, 6th Floor, New York, NY 10012 USA labs.psfk.com / @psfk / sales@psfk.com
NEED TO KNOW VOL.2 ONE DAY
Piers Fawkes is the Founder and Editor-in-Chief of PSFK.com and its sister publication, Need To Know magazine.www.psfk.com / @piers_fawkes
PUBLISHER & EDITOR-IN-CHIEF Piers Fawkes
CREATIVE DIRECTOR & PHOTOGRAPHY Peter Surrena
EDITORIALTimothy Ryan
NEED TO KNOW MAGAZINE c/o PSFK 42 Bond Street 6th floor New York, NY 10012 www.needtoknowmag.com
For this second issue of PSFK’s Need To Know magazine we asked some of
today’s creative minds from our London and San Francisco events to dream
a little. We solicited their views on a possible future as it applies to their particular
field of expertise.
In the pages that follow you’ll find a variety of ideas—all of them different—
but every one of them inspirational in some way.
We hope you’ll find a few visions that strike a chord with what you set out to
achieve in your own life every day.
*Based on a comparison of web search results pane only; excludes ads, Bing’s Snapshot and Social Search panes and Google’s Knowledge Graph.
VS
PEOPLE CHOSE BING WEB SEARCH RESULTS OVER GOOGLE NEARLY
IN BLIND COMPARISION TESTS*
2 1TO
Take the challenge and learn more at BingItOn.com
SIDE-BY-SIDE SEARCH OFF
BING IT ONBING IT ONBING IT ONLET’S GET READY TO
Need To Know Vol. 2 ONE DAY 01
GADI AMIT is a SF based designer behind some of the most innovative and lasting products produced over the last decade.newdealdesign.com / @newdealdesign
TECHNOLOGY WILL BE INVISIBLE & IT WILL KNOW WHAT YOU WANT
ONE DAY
Electronics will be so sophisticated
that you won’t need to communicate
with them. Technology will know
what we want. We’ll somehow be able
to communicate with them without
interacting with them. Instead, we’ll
interact with one another.
—GADI AMIT
*Based on a comparison of web search results pane only; excludes ads, Bing’s Snapshot and Social Search panes and Google’s Knowledge Graph.
VS
PEOPLE CHOSE BING WEB SEARCH RESULTS OVER GOOGLE NEARLY
IN BLIND COMPARISION TESTS*
2 1TO
Take the challenge and learn more at BingItOn.com
SIDE-BY-SIDE SEARCH OFF
BING IT ONBING IT ONBING IT ONLET’S GET READY TO
02 PSFK.com
ALL PEOPLE WILL WORK WITH THE
ENERGY & PASSION OF A START-UP CEO, BUT WITHOUT THE
LONG HOURS
NICK BARHAM is the director of W+K Tomorrow, an initiative at the intersection of sustainability, emerging tech and story building.wk.com / @nickfbarham
ONE DAY
03Need To Know Vol. 2 ONE DAY
I HOPE HUMANITY WILL BE ABLE TO USE TECHNOLOGY EFFORTLESSLY SO THAT THEY CAN BE MORE PRESENT IN THE MOMENTS THAT MATTER MOST, NOT JUST TO BE IN MORE MOMENTS.
SCOTT BEDBURY is the CEO of Brandstream, an independent brand development consultancy. www.brandstream.com / @scottbedbury
ONE DAY
04 PSFK.com
ROHIT BHARGAVA is a marketing expert and leading voice on how to bring more humanity back to business. likeonomics.com / @rohitbhargava
COMPANIES WILL EMPOWER EMPLOYEES TO CREATE REAL & AMAZING EXPERIENCES FOR THEIR CUSTOMERS THAT GO ABOVE & BEYOND EXPECTATIONS
ONE DAY
They will operate in a way that is
dictated more by what is right than
what is told to them by lawyers.
Customers will have a closer relation-
ship to the brands and businesses they
love; customers will feel so associated
with brands that the ones they use
often and the ones they believe in will
become a closer and more powerful
part of their identity.
—ROHIT BHARGAVA
05Need To Know Vol. 2 ONE DAY
DAVID DEAL is VP of Marketing at iCrossing, a digital marketing agency that focuses on building connected brands.icrossing.com / @davidjdeal
PEOPLE WILL LAUNCH &
REINVENT BRANDS THROUGH
CO-CREATION
ONE DAY
06 PSFK.com
EVERYONE WILL UNDERSTAND THE DIFFERENCE BETWEEN SOCIAL NOTIFYING & SOCIAL NETWORKING
JERMAINE DUPRI is a Grammy award winning producer, artist, writer, and CEO of So So Def Recordings and Global 14, a social networking site dedicated to music and current events.global14.com / @mr_dupri
ONE DAY
07Need To Know Vol. 2 ONE DAY
REGINA ELLIS is CEO of JoyRx, a company that designs innovative pediatric resources delivered to children and teens with life threatening illnesses. joyrx.org / @joyrx
ALL KIDS WILL ENJOY
WONDERFUL LIVES, NO MATTER HOW LONG
ONE DAY
Kids deserve long, wonderful lives.
Or, at the very least short, wonderful
lives. One day kids that are diagnosed
with cancer or a terminal illness will be
delivered an inexhaustible infusion of
JoyRx alongside traditional treatments
and state of the art medical interven-
tions. Making room for JOY in the
moments between life and death will
changes lives for the better—yours,
mine, ours.
—REGINA ELLIS
08 PSFK.com
ERIC COREY FREED co-developed the Sustainable Design programs at the Academy of Art University and UC Berkeley Extension. organicarchitect.com / @ericcoreyfreed
THE DEMOCRATIC PROCESS WILL AFFECT THE DESIGN,
WILL AFFECT THE FUNDING, & WILL AFFECT THE OPERATION
OF A BUILDING
ONE DAY
09Need To Know Vol. 2 ONE DAY
SIVA KUMAR is the co-founder and CEO of TheFind, a company that uses social data to try to better the online shopping experience. thefind.com / @siva_v_kumar
SHOPPING WILL BE INSTANT PERSONAL EXPERIENCES THAT PEOPLE APPRECIATE & ENJOY
ONE DAY
10 PSFK.com
JASON OBERFEST is the CEO of Mango Health, a startup building mobile applications to help consumers better manage and improve their personal health.mangohealth.com / @joberfest
OUR PHONES WILL CARE FOR US
ONE DAY
We will see the mobile device as a
primary channel for care and a main
inspiration for improving personal
health. Mobile applications, always on
and always connected, will become
central tools in helping consumers
better manage and improve their
health. Consumers will increasingly
understand how their health compares
to the general population, and will be
more inspired to improve their lifestyle
as a result.
—JASON OBERFEST
11Need To Know Vol. 2 ONE DAY
GERALD RICHARDS is the CEO of 826 Nationa,l a nonprofit dedicated to helping students become better writers.826national.org / @gerald826ceo
EDUCATION WILL BE FUN &
ENGAGING
ONE DAY
We will put the creativity back in
education and learning.
—GERALD RICHARDS
12 PSFK.com
MARC SHILLUM is a Principal at Method, where he works across disciplines to manage brand coherence in today’s iterative environment.method.com / @methodtweet
THE WORLD WILL BE ZERO MEANS, MAXIMUM MEANING
ONE DAY
I love that everyone says,
“Fail fast.” I say, “OK. Fail fast,
but try not to use any of the
world’s mineral resources to
do it, because we’re running
out of helium super fast.”
This is a challenge to all design-
ers. I think all of us have to be
designing a future that we want
our children to grow up in.
—MARC SHILLUM
How do we create more meaning
out of what’s there, instead of
constantly thinking that it is our
job to make new work? I look at
the greatest editors in the world
for that. I really like editors.
We have limited resources and do
not want to be wasting anything
on the planet at the moment. We
need to think very carefully about
everything we do, about stuff we
put out there. Failure really isn’t
an option.
13Need To Know Vol. 2 ONE DAY
JAMES TICHENOR & JOSH WALTON are Co-Chief of Rockwell Group’s LAB, an interactive design team dedicated to experimenting with interactive experiences.lab.rockwellgroup.com / @labatrockwell
In many ways, the web is the
backbone for what’s coming next.
We’ll see the integration of digital
services and apps into our real-world
environment.
The big question we will be asking
is, ‘Where do you live your life?’
Obviously, it’s in the physical world,
where you have your home, your
workplace, the train, and other
places. But you also live your life on
Facebook, email, Twitter and YouTube.
It’s all very natural, but our environ-
ments don’t necessarily reflect that.
It will be fascinating to watch the
programming, the use and the design
of spaces that people are actually en-
gaged in, and how digital technology
will allow us to reprogram and reuse
these spaces.
—JAMES TICHENOR & JOSH WALTON
WE’LL SEE A BLENDING
BETWEEN OUR VIRTUAL
IDENTITY & OUR PHYSICAL
IDENTITY
ONE DAY
14 PSFK.com
PEOPLE WILL CHOOSE PRODUCTS FROM COMPANIES THAT ACT WITH PURPOSE & AIM FOR CREATING A POSITIVE IMPACT ON SOCIETY...
ONE DAY
...in essence they will care about brands—
not just product features (although the
product has to fill a need)—and they will
stand ready to be engaged with the brand,
if they love it.
—MELISSA WAGGENER ZORKIN
MELISSA WAGGENER ZORKIN is the CEO, President & Founder of Waggener Edstrom Worldwide.waggeneredstrom.com / @melissawz
15Need To Know Vol. 2 ONE DAY
SO YOU WANT TO START A BUSINESS…
Last month for PSFK London, I outlined some
research Waggener Edstrom Worldwide conducted
that looked at Generation Connected (Gen C) and the
importance it places on innovation.
One of the core findings was that Gen C views
innovation as critical—not just because the latest
product, service or gadget is fun and cool (although
that is most often where these customers start)
but increasingly because of those innovations’
importance in helping make real social impact.
The research also suggested Gen C-ers prefer
companies and brands that they feel are equally as
committed to making a difference as they are.
So today, I would like to look at the other side
of the coin—what these insights might mean to
a startup that hopes to succeed with customers
who increasingly value the impact as well as
the innovation.
In the “dot-bomb” era, it seemed startup success was
initially judged solely on landing venture capitalist
funding. Achieving that meant coming up with an
idea and networking exhaustively to tell everyone
why your invention was better, faster and cooler
than anyone else’s widget. Eventually, if your idea
was strong enough and differentiated from others
in features and benefits, you secured funding and
brought it to market.
That just does not fly today. Today, if you have a fresh
new idea, your future customers (and investors) want
to know not just what it is, but, more importantly,
why they should care. They have a huge amount of
choice, and differentiation is more important than
ever. What will they be able to do with it and how can
they take your innovation and turn it into something
that can help the community. In other words, you
need to sell them on the social impact and not just
the specifications.
How does this look? Well, Twitter would have been
more than a microblogging site. Instead, it could
have been introduced as a platform for building
communities to coalesce around shared problems,
find new solutions and even topple regimes.
Facebook could have been about more than posting
pictures of the Internet meme de jour, but rather a
community where like-minded people become closer
to brands, causes and people to make their individual
voice heard.
LinkedIn, I think, has done this right by focusing on
building a community from the start. The mobile
industry is absolutely on this path when talking
about mobile payments, creating entrepreneurial
opportunities and empowering individuals in all
corners of the world.
Technology is a great enabler of societal change. So
when you start your business, tell your story with a
focus on impact—the innovation is just the tool that
brings impact to life.
MELISSA WAGGENER ZORKIN
CEO, President & Founder of
Waggener Edstrom Worldwide
waggeneredstrom.com / @melissawz
PARTNER PROVIDED CONTENT
16 PSFK.com
STAN STALNAKER is the Founding Director of the social network Hub Culture and digital currency Ven.www.hubculture.com / @stanstalnaker
...based on a basket that is more stable
than the local currency. This means
that you can do a forward contract for
your grain, or your wheat, or your oil—
or whatever—at a much more certain
rate than you can right now.
—STAN STALNAKER
BUYERS & SELLERS WILL TRADE WITH AN ALTERNATIVE DIGITAL CURRENCY...
ONE DAY
17Need To Know Vol. 2 ONE DAY
BUYERS & SELLERS WILL TRADE WITH AN ALTERNATIVE DIGITAL CURRENCY...
RICHARD BANKS is the Principal Interaction Designer for Microsoft Research in Cambridge, UK.richardbanks.com / @rbanks
WE MAY LIVE IN A WORLD IN WHICH POSSESSION DOESN’T MATTER...
...or that at the least it isn’t an issue.
What we share in the digital space will
become participatory by default. It
is the sense that within a close social
circle of sharing, ownership may be
something that just generally kind of
disappears.
—RICHARD BANKS
ONE DAY
18 PSFK.com
JESS BUTCHER is the co-founder and CMO of Blippar, an augmented reality platform for advertisers.blippar.com / @jessbutcher
ALL COLLATERAL, SHOP WINDOWS, BILLBOARDS& SIGNAGEWILL BE INTERPRETED THROUGH THE CAMERA OF A MOBILE PHONE
ONE DAY
19Need To Know Vol. 2 ONE DAY
JAMES FAIRBANK is Head of Brand Marketing at Rapha, a performance lifestyle brand. rapha.cc / @RaphaWorks
ROAD CYCLINGWILL BE SEEN AS THE MOST
POPULAR & BEAUTIFUL
SPORT
ONE DAY
20 PSFK.com
DEBBIE FORSTER is the COO of CDI Europe/Apps for Good, a group empowering Britain’s youth with skills to create apps.appsforgood.org / @debbieforster
WE WILL SEE A GENERATION OF
IMAGINEERSWHO HAVE THE
CAPACITY TO SEE THEIR VISION
UNFOLD
ONE DAY
One day we will see young
people, educators and industry
leaders regularly working
together and learning from each
other. A world with a generation
of imagineers who have that
capacity to hope and plan, and
then apply their skills to see their
vision unfold.
My hope is that we will someday
empower a generation of young
people who are creative and
skilled enough to understand
how to use, and build the tools
they need for addressing prob-
lems we haven’t even yet begun
to understand.
—DEBBIE FORSTER
21Need To Know Vol. 2 ONE DAY
JONATHAN FORD is a Creative Partner at Pearlfisher and uses his design philosophy to help the needy. pearlfisher.com / @Jforddesigns
THERE WILL BE PEACE
IN THE WORLD, EVERYWHERE
Today, innovative thinking seems
to be confined to high tech
progress. But big advancements
can come through low-tech
practical ideas that can happen
cheaply and easily if only there
was a groundswell of support for
them. Usually it is about finding
the catalyst for change.
Low tech innovation is a way
of making things happen very
quickly, and the ultimate low tech
innovation is an idea realized.
ONE DAY
A wonderful example of this is
Jeremy Gilley’s ‘Peace One Day’
initiative. He is campaigning so
that each year, on the 21st of
September, there will be World
Peace for one day, where all
fighting factions in the world l
ay down their arms. It’s a simple
low tech idea that can be
achieved. But only if people know
about it and understand when,
how and what.
At its heart, it’s about material-
izing ideas that can make a
big change, both socially and
sustainably for a positive impact
in the world. In a corporate
structure there are barriers to
freeing ideas all over the place.
—JONATHAN FORD
22 PSFK.com
DAN GERMAIN is Creative Director at innocent, the healthy food and drink company.innocentdrinks.co.uk / @dangermain
COMPANIES WILL SOUND LIKEINTERESTING PEOPLE
Too often companies don’t sound
like themselves. They sound like what
the agency told them to say or they
sound like what the CEO wants them
to sound like. In every business, every
organization, there are interesting
people who have a passion for the
product or the brand. You really want
the business to sound like those peo-
ple. You want the business to sound
authentic and interesting and useful.
—DAN GERMAIN
ONE DAY
23Need To Know Vol. 2 ONE DAY
TAMARA GILTSOFF is a business development and innovation leader, strategy consultant, and entrepreneur.tamaragiltsoff.com / @TamaraGiltsoff
...that it has an interest in or a
partnership or joint venture with.
We won’t have a global corpor-
ation head office staff in one place.
We’ll have a global corporation
continually investing in emerging
stocks of opportunities, some of
which will be solving significant
challenges locally and globally.
—TAMARA GILTSOFF
GLOBAL CORPORATE BUSINESS WILL BE MADE UP OF MANY, MANY, SMALL VENTURES...
ONE DAY
24 PSFK.com
BETHANY KOBY & DANIEL HIRSCHMANN are founders of Tech Will Save Us, a group educating people to produce, and not just consume, technology. technologywillsaveus.org / @techwillsaveus
...and solve their own challenges
through the use of technology. In
the same way that people currently
plant their own gardens or bake
their own bread, the understanding
of technology will become second
nature to people.
Right now, we think that people are
essentially lacking in either the confi-
dence or the skills to actually create
something using technology. Most of
us blindly use technology as is with
very little understanding of how to fix
it when it’s broken, let alone how to
actually make something which could
be useful for the rest of us.
We imagine a world where people
can actually make and produce things,
and design and create their own gad-
gets and their own solutions, because
they have the skills and the resources
to do so.
—BETHANY KOBY & DANIEL HIRSCHMANN
PEOPLE WILL HAVE THE SKILLS & CONFIDENCE TO MAKE THEIR OWN GADGETS...
ONE DAY
25Need To Know Vol. 2 ONE DAY
JULIAN THOMSON is Director of Advanced Design for Jaguar.jaguarusa.com / @thomsondesign
...in terms of how we connect our
car and the customer to the outside
world. Our cars will provide a mix of
luxurious features that blend with the
lifestyle of the owner in a much more
subtle and predictive manner.
—JULIAN THOMSON
DRIVING IN A VEHICLE WILL BE LIKEHAVING A CONCIERGE OR A BUTLER...
ONE DAY
26 PSFK.com
MIKKO MARTIKAINEN is the CEO of Sayduck, a group using AR to augment the e-commerce purchase path.sayduck.com / @sayduckltd
YOU WON’T THINK TWICE
ABOUT MIXING VIRTUAL WITH
REAL LIFE
Augmented reality will become so
normal that the technology will simply
be everywhere.
—MIKKO MARTIKAINEN
ONE DAY
27Need To Know Vol. 2 ONE DAY
DHANI SUTANTO is a Senior Digital Art Director and the creator of the Oyster Card Ring.ds72.com / @dhanisutanto
There will be mobile devices but they
will be something that you would wear
discreetly, without making you look
out of place. Instead of constantly
looking down at a screen, people
will wear something discreetly. Your
interaction with technology won’t
be gone, but it will be seamlessly
integrated and we will therefore look
up and interact in a human way with
one another.
—DHANI SUTANTO
THERE WILL BE NO
MOBILE PHONES
ONE DAY
28 PSFK.com
JOHN PUGH is Director of Digital Communications at Boehringer Ingelheim, and creator of the social game Syrum.boehringer-ingelheim.com / @johnpugh
WE’L
L SEE
THE RULES
AS A
WAY
TO B
E
CREATIVE
When restrictions are placed upon us,
we have to be much more innovative
about how we achieve things.
—JOHN PUGH
ONE D
AY
29Need To Know Vol. 2 ONE DAY
KATRIN BAUMGARTEN is a London based technology artist and interaction designer.katrinbaumgarten.de
THE COFFEE MACHINE WILL TELL US
ITS NEEDS ON A HUMAN LEVEL
ONE DAY
30 PSFK.com
DIANA VERDE NIETO is the founder and CEO of PositiveLuxury.com, a website inspiring responsible purchases without compromising on quality or style. positiveluxury.com / @DianaVerdeNieto
PEOPLE WILL BE ABLE TO VOTE WITH THEIR MONEY
ONE DAY
They’ll care about what they wear and
what they eat, and how they behave,
and really choose the brands that
are being good citizens and allowing
those communities that they live in,
and other communities, to flourish.
—DIANA VERDE NIETO
31Need To Know Vol. 2 ONE DAY
Packed with inspiration and insights
to help Executives, Managers, Human
Resources and Employees succeed
amidst the change.
Launching November 2012. Sign up
to receive early details of the Future
Of Work report:
www.psfk.com/future-of-work
FEATURING ▪ 16 Trends shaping how, where and
with whom we work
▪ Insights from industry leaders and key stats
▪ 64 Best-In-Class Examples that are
changing the workplace
▪ Innovative Concepts from Top Creative
Agencies that imagine and inspire an
exciting future
“Companies need to break out and do skunk works because they’re going to get
innovation and ideas that they can’t really get internally, and they’ll get long-term
capability of growth. You have people that are learning and building new muscles
in those environments that they can bring back to the mother ship.”
AARON DIGNAN. CEO, Undercurrent
“The true entrepreneur wants to exchange. They want to be in that exchange. Intrapreneurs
don’t want to go off on their own. They don’t want to build their own company, they want
to do things that are like that, at their own company.”
DAVID ARMANO. Managing Director, Edelman Digital
“Tools are becoming smarter, more intelligent, more flexible, adapting to workflows
and allowing for work styles that are much more accommodating to the way that people
really want to work. We’ll be living in a world where it will become a lot more intuitive
and natural to access information and do things while you’re on the go or while you’re
on different devices.”
HARALD BECKER. Senior Business Strategist, Microsoft’s Office labs
“People want to work on their back porch. They want to work overlooking a lake.
They want to go places where they love to be. There is tremendous opportunity to
make the office something much less sedated and much less focused on order, and
much more organic, interesting, and desirable. The workplace now has to support
this fluidity, this range of movement, and it’s causing everyone to rethink the old
one-size-fits-all assumption that you do most of your work in one place.”
RYAN ANDERSON. Director of Future Technologies, Herman Miller
THE FUTURE OF WORK PREVIEW
32 PSFK.com
WORKFORCEThe marketplace for talent has changed as employees and companies
look not only to fill a role, but find the perfect fit. With an increased level of
unemployment and a decrease in length of employment for any one company,
there is an increase of qualified candidates constantly in flux. Companies
and employees are looking for ways to work together and grow collectively
and individually.
CULTUREIn an effort to appeal to the attitudes and expectations of a younger,
digitally-savvy workforce, companies are reshaping their internal policies
and management styles. The top-down, closed door thinking of the
past is making way for company cultures based on shared responsibility,
openness and trust. These initiatives are aimed at empowering and engaging
employees by enabling them to have a more direct say in the direction of
the company and their careers.
TOOLSAs multidisciplinary teams located around the world work together across
complex projects, requiring a new set of collaborative and communications
tools to streamline processes. Intelligent platforms are combining previously
disparate tasks, analyzing data to bring more context to conversations and
create new ways for visualizing workflows, which help people work smarter
and more efficient.
WORKPLACESOver the last two decades, open office designs and campuses have changed
how employees meet and interact, with a goal of spurring spontaneous cre-
ativity and collaboration. As the range of work that happens within a space
continues to grow and evolve, layout and design are stretching to meet the
needs of each stage within a work process, adding flexibility and fluidity to
the workplace.
A SNAPSHOT MAJOR WORKPLACE SHIFTS
Launching November 2012. Sign up to receive early details of the Future Of Work report: www.psfk.com/future-of-work
waggeneredstrom.com
Every bold idea needs someone brave enough to make it happen
THERE AIN’T NO RULES AROUND HERE; WE’RE TRYING TO ACCOMPLISH SOMETHING
“
”-Thomas Edison
needtoknowmag.com / @NeedToKnowMag
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