The Future of Everything

How to get to the future first

Coming up...

1. The elusive Future

2. A better way to navigate

3. Some results

Companies often lookfor the future in thestrangest of places...

Inside the heads of today's consumers...

Inside the data of a number cruncher ...

Inside the imagination of a mystical guru...

Inside the ego of a trendscout superstar...

Garbage in, garbage out

Curiously, tomorrow looks like today Curiously, tomorrow looks like a hockey stick

Curiously, tomorrow looks like the guru's own value system

Curiously, tomorrow looks like the 'cool' passions of today's minority culture

With so many poor guides,no wonder findingthe futureis so elusive

Coming up...

1. The elusive Future

2. A better way to navigate

3. Some results

Coming up...Follow some simple rules

• Accept that the future will be a different place than an extrapolation of today: always has been always will be

• Know that consumers can't anticipate what they have never seen

• Realise that trends are an input, not the output• Call upon a rare blend of futuring & business skills

Note: following the above will seriously save your budget - and your embarassment

Navigating the future : skillset

Worldview&

Sector vision

Theoretical&

Operational

Consumer Trends&

Business Strategy

Researcher&

Businessperson

Creativity&

Pragmatism

Navigating the future : approach

3.Search & filter key sector Drivers

of Values

2.Scan for all 'Mental Postures'

in sector

1.Load the system5.Derive

sector timeline &implications

4.Analyseunderlying market

logic

Use the method for the Future of Everything

the future of work, of services, of home, of emotions (Nokia)

the future of flying (Virgin Atlantic)

the future of health (Boots, Merck, AESGP)

the future of mobility (Ford, Michelin)

the future of London's West End (New West End Company)

the future of Christian education (Cook)

the sustainability of consumer credit (Egg)

leisure futures (Whitbread)

the future of fundraising (Cancer Research UK)

the future of supermarkets (Tesco)

The future of local newspapers (Associated News)

The future of banking (Halifax)

Client projects

Coming up...

1. The elusive Future

2. A better way to navigate

3. Some results

Brain Power

Learning Body

Health Experts

Mental Health FirstHealth Hobbyists

Health as FashionSocial Pressure

Health AlibisHedonistic Attitude

Vitality JunkiesHi-tech Health

Desire for Optimal Achievement

Desire for PerfectionDesire for Eternal Youth

Zero ToleranceBelief in Science

Quick Fix

Belief in Miracle Cure Treatment OverdoseNew Innovations Sceptics

Science Paradigm

Search for High-Performance

Carefree Pleasure

Focus on Appearance

Belief in Human Potential

Modesty in AgeingComplementary Medicine

Holistic View

Techno Nature

The Systemic Body

Perverse Desire to be UnhealthyPostponing Death

Desire to be Unhealthy

Religious Conviction

Belief in God

Ageing is NaturalCondition Controlled

Sense of Fatality

Completely ConfusedHealth Anxious

Health DisillusionedLack of Guidelines

New WitcheryBack to Mother Nature

Alternative Medicine

Natural Bio-Affinity

‘Health Capital’ Managers

Sacrificial Balancing

Rhythmic Credits and Debits

Body Purging

Lifestyle Management My Wonderful Body

Seeking Symptoms

Food Dominance

Body Piloting

The Environment is the EnemyObsession with Cleanliness

Cocoon Protection

50+ Consumer Health Postures

Belief in Bio-technology

Money Metric

New Spirituality

Allergy Obsessed

Hyper Focussed

17

Proactive

Grouping Mental Postures on 'Market Logic' axes

Reactive

SeekingNatural

Harmony

ManagingFor Good

Health

FollowingFaith

TreatingIll Health

Scientifically

BeingLess ThanHealthy

TakingHealth ForGranted

GoingBeyondHealth

EnablingSuccess

Long Term Health

Quick Fix

18

Proactive

Selected Drivers of Values

Reactive

Long Term Health

Quick Fix

Culture of Emotion

Feminisation

Learning Individual

Status Quest

Traditional Role Model

Safety Needs

NetworkCulture

ThrillPleasure

19

Proactive

Strategic implications

Reactive

SeekingNatural

Harmony

ManagingFor Good

Health

FollowingFaith

TreatingIll Health

Scientifically

BeingLess ThanHealthy

TakingHealth ForGranted

GoingBeyondHealth

EnablingSuccess

Long Term Health

Quick Fix

Health as end in itself

Health as meansEnd elsewhere

Background

About Chris Middleton 25 years strategic marketing and corporate

planning experience

“Chris has deep expertise around futuring, socio-cultural trends and consumer mindsets & is able to bring this complex data into effective guidance.” (Jim Fleming, Head of Innovation, Visteon)

Chris speaks around the world – from Toronto to Taipei, Paris to Prague. His style is engaging, informal and straight talking. Audiences particularly appreciate his fresh perspectives and the way he focuses on business implications and ideas generation

Chris is the founder of Futures Coaching, a network of international futuring specialists

An Inspiring Futurologist

* two blogs* press articles

* live media interviews* coaching

book

Feedback"Chris led the interactive session at which innovative step change initiatives for brand building and commercial activities were developed by 60 senior Merck attendees. Most have since been implemented with significant addition to revenues. He has carried out similar programmes for Merck CH in Latin America and Asia with similar results." (Chris Zanetti, VP EMEA, Merck CH)

"Chris has a great ability to use trends as an inspiring catalyst for helping companies generate ideas to build their brands. He also is a rare trends dude in that he is practical as well: he has his "head in the clouds, feet on the ground." (David Taylor, Brandgym)

"It was a pleasure to work with Chris and I recommend him as a dynamic speaker. Our [international] delegates found him easy to follow and feedback was that he delivered a frank and challenging presentation; not afraid of highlighting future dangers." (Micheala Hamm, Meeting Associate, International Council of Shopping Centres)

"Thank you for your engaging and challenging contribution. As always, well prepared and presented and added a different dimension." (Vince Prior, Retail Director, Jones Lang LaSalle)

"I really appreciated having you at the Brand Forum and I think you did a great job. I was impressed not only by your overall presentation and material, but also how you managed to place it into the Taiwanese context." (Magnus Lund, MD, Leap2Market)

"Chris is an inspriring, positive person, that can easily draw people in from very different cultural backgrounds and get them thinking about the future." (Petra Meyer, VP Global Marketing, Merck CH)  

Contactchris@futurescoaching.com

+ 00 33 1 3908 0542

+ 00 33 6 8404 1235

www.futurescoaching.com

http://futurescoaching.typepad.com

http://we-rejuvenate.blogspot.com

Chris Middleton