will the future like you? cml workshop

Will the Future Like You?

CML Workshop

Patricia Martin

August 2013

© 2013 Patricia Martin. All rights reserved.

This is what it looks like right before a renaissance.

Photo: Håkon M.E. Sundaune

progress

Hyper-progress rendersaspects of the cultureirrelevant. What’s irrelevantgets shed. Shedding creates instability.

three indicators of a renaissance

• Death comes first

• Facilitating medium

• Age of enlightenment

© 2013 Patricia Martin. All rights reserved.

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

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cultural tremors

© 2013 Patricia Martin. All rights reserved.

farm chic—Mary Jane Butters

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Pioneer Woman, Inc.© 2013 Patricia Martin. All rights reserved.

Michael Pollan--Farm to fork

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“Farmer Style” 13M views

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lightening round:what are you seeing?

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.

witness

empathize

imagine

act

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believe

http://www.watchmoviedb.com/2010/11/22/watch-fight-club-online/fight-club-3-jpg/

hitting a nerve: emotional truth

BOM’s moment of truth•

Photo: Eugene O’Neill Theatre, Book of Mormon http://www.bookofmormonbroadway.com/photos.php

convey emotional

truth

© 2013 Patricia Martin. All rights reserved.

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.

© 2013 Patricia Martin. All rights reserved.

belong

Copernican moment

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BRAND

old way

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USER

new way

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user at the center of the

universe

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who is the Millennial farmer?

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inheritors

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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

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.

lifestyle

ritual

connection© 2013 Patricia Martin. All rights reserved.

tell lifestyle stories

© 2013 Patricia Martin. All rights reserved.

tell stories of belonging© 2013 Patricia Martin. All rights reserved.

© 2013 Patricia Martin. All rights reserved.

ritualize

everything

communicates

© 2013 Patricia Martin. All rights reserved.

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.

“The problem is that there’s no new story of the future.”

Peter Thiel, Wired 2010

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create new stories of the future

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Gen Y’s uncertain future

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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

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make it easier to commit

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teach themhow to succeed

© 2013 Patricia Martin. All rights reserved.

© 2013 Patricia Martin. All rights reserved.

show alternative business models

try before they buy

© 2013 Patricia Martin. All rights reserved.

try before you buy

© 2013 Patricia Martin. All rights reserved.

try before you buy

© 2013 Patricia Martin. All rights reserved.

Review-what:believe

belong

create

© 2013 Patricia Martin. All rights reserved.

how?

© 2013 Patricia Martin. All rights reserved.

put user at the center of the

universe

© 2013 Patricia Martin. All rights reserved.

convey emotional

truth

© 2013 Patricia Martin. All rights reserved.

everything communicates

© 2013 Patricia Martin. All rights reserved.

thank you!pat@litlamp.com

@patriciamartin