will the future like you? cml workshop
DESCRIPTION
Workshop presentation to US Farm Cooperatives marketing leaders.TRANSCRIPT
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
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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
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© 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 [email protected]
@patriciamartin