1. Innovation’s Disruption of Everything

2. Four Ideas to Ponder
 Pretext - Societal Confusion
 Consumer Confusion
 Organizational Confusion
 Future Confusion

3. The New Reality
“We no longer feel ourselves to be guests in someone
else’s home and therefore obliged to make our behavior
conform with a set of pre-existing cosmic rules. It is our
creation now. We make the rules. We establish the
parameters of reality. We create the world, and because
we do, we no longer feel beholden to outside forces. We
no longer have to justify our behavior, for we are now
the architects of the universe. We are responsible to
nothing outside ourselves, for we are the kingdom, the
power, and the glory for ever and ever.”
Jeremy Rifkin, Algeny, p. 244 (Viking Press, New York), 1983.

4. Pretext – Societal Confusion
 Technology and Innovation are merely the
enablers to a broader human experience…but
human nature remains the same
 The implication is that innovation and
technology have accelerated and in some
cases exaggerated both perception and
reality…
 This can be for the worse or the better – or we
can take a poll!

5. Perceptions Changed by
Reality

6. Reality vs. Perception

7. Pretext – Societal Confusion
Implications:
 Major societal trends that took decades to
advance may now advance in months
 The moral shifts this can and will create
present major dilemmas to markets and
society
 Thought: How do you market truth claims
when the definition of what is true can change
before your eyes?

8. Technology and Innovation are merely the enablers to a
broader human experience…but human nature remains the
same

9. Consumer Confusion
 Demographic presuppositions often
WRONG!
 Millennials rule?
 Boomer’s irrelevant?

10. Wrong!
Truth?: Millennials don’t like cars:
“There's a lot of evidence that millennials don't drive as much — or care as much for
cars in general — as previous generations their own age did. They're less likely to get
driver's licenses. They tend to take fewer car trips, and when they do, those trips are
shorter. They're also more likely than older generations to get around by alternative
means: by foot, by bike, or by transit.” Washington Post, October 14, 2014
Myth: Millennials don't like cars and don't find them essential.
Truth: Young people not only like cars but are passionate about them.
 70 percent of Millennials enjoy driving versus 58 percent of Boomers and 66 percent of
Gen Xers
 3 in 4 young people agree "they couldn't live without their current car" versus 62 percent
of Boomers and on par with Gen Xers (73 percent)
 6 in 10 Millennials said "they feel like losers among their peers without their cars“
MTV/Viacom Drive Study, January 2015

11. Wrong!

12. Consumer Confusion
 Demographic presuppositions often
WRONG!
 But the media flow like lemmings!
 Technology adoption is rarely contained
to a demographic group – but how
technology is used varies
 Apple proved that UI and Design trumps
everything

13. Consumer Confusion
 Demographic presuppositions often
WRONG!
 But the media flow like lemmings!
 Technology adoption and penetration is
vast – how technology is used is what’s
different
 Apple proved that UI and Design trumps
everything every time
 Whenever you hear “the death of …”

14. Buy!
SIRI

15. Organizational Confusion
 Human Nature and protecting my turf
 Agency confusion
 Revenge of the Nerds

16. Future Confusion
 Expect the unexpected
 Don’t buy into the going narrative
 The more things change….

17. About all this….
 “Often wrong, but never in doubt!”
Bob Lutz