Kat Murray-Clark, the Director of Digital Transformation at Breakthrough Global summarises her key takeaways for Businesses from SXSW Interactive 2018. She highlights 10 trends and how they will impact the corporate world in the future. For more information visit https://www.breakthroughglobal.com/

1. TOP TREND:
KEY TREND:
TOP 10 TRENDS & TAKEAWAYS
BREAKTHROUGH GLOBAL

2. Summary:
Three days into SXSW the organisers tweeted that the
year’s theme was “Globally Connected”. However, the call
out that “we’re all in this together”, was more of a rallying
cry than a salute. A purposeful reaction against the
polarising geo-political climate, and a reminder that there
is no “Us vs Them”.
The only way we can take advantage of future
opportunities is if we work together.
Breakthrough Relevance:
We believe that to grow a business, we must grow it’s
people.
Companies that invest in their people before investing in
the latest “tech trends” will be the ones who create the
most opportunities.
GLOBALLY CONNECTED
“Politics is the great divider and
purpose is the uniter. We need to
move away from “us vs them”. We
can find common ground on
higher ground”.
- Roy Spence
© The Breakthrough Group 2018

3. ROBOTS ARE TAKING OUR JOBS
“Planes don’t fly by replicating
birds. Replicating human
intelligence is not how artificial
intelligence works.”
- Daphne Koller
© The Breakthrough Group 2018
Summary:
The use of artificial Intelligence will develop exponentially
over the next few years and will become more and more
integrated in our lives. Many jobs will be automated or
subsidised by AI.
But... why are we teaching humans to code and
computers to learn? We need to lean into what makes us
“human”, reframe how we see technology, and utilise
artificial intelligence to release us to use our intelligence
to innovate in ways we never could have imagined.
Breakthrough Relevance:
More than ever companies will need support to make the
most of the people and resources they have to drive
innovation and growth.
“Mark my words AI is more
dangerous than neuks”
- Elon Musk

4. RELATIONSHIPS & CONNECTION
“The quality of your relationships
is what determines the quality of
your life. Relationships are our
stories, write well and edit often”
- Esther Perel
“When we listen deeply to other
people, we reach into their
humanity”
- Esther Perel
Summary:
No matter what changes the future of technology will
bring, our businesses, culture and society as a whole is
built on people.
People need connection to thrive. Real connection
requires real presence. It means putting your devices
away and really listening. We know all this innately but
we are still guilty of doing it. We’re spreading ourselves
too thin.
Breakthrough Relevance:
Our Programmes are immersive experiences which
strengthen the relationships and connection between
teams and individuals.
© The Breakthrough Group 2018

5. VULNERABILITY IS GOOD FOR
BUSINESS
“Vulnerability is the first thing I
look for in you and the last thing I
want you to see in me”.
- Brene Brown
Examples of vulnerability at work:
● Requesting feedback when you don’t have to,
● Asking for help,
● Taking responsibility,
● Sharing insights and reflecting together as a team
Summary:
We need trust to be vulnerable, and vulnerability to
develop trust. In a business, individuals need to feel like
they can be open with their ideas; to be innovative, they
need to trust in a culture that sees the opportunity in
failure.
Vulnerability allows people to be authentically
themselves and share their ideas more freely, knowing
that they won’t be judged. When vulnerability is not
welcome in the workplace - ideas, growth and innovation
all suffer.
Breakthrough Relevance:
Our Tools and Programmes create cultures which
encourage vulnerability, innovation and growth. We see
failure as feedback.
We create common ways of working and a shared
language which inspires reflection, sharing and learning.
This in turns leads to an improved ability to take risks,
attract talent, and engage employees.
© The Breakthrough Group 2018

6. Summary:
Captivating people is no longer a passive experience.
People look to brands to reflect and reinforce the values
that they have in themselves and culture.
● Brands have the power to impact and change
culture, especially when there’s a need and a
vacancy.
● People pay attention to culture, not advertising.
● 60% of millennials identity as belief driven buyers.
They care about and value transparency. They
want to change the world very optimistically; they
want to participate and engage with brands.
Breakthrough Relevance:
We can support our clients to align their business
strategy to their Purpose.
It’s important for engagement for people to see where
they’re going and why, and how their work relates to the
broader strategy of the business.
PURPOSE DRIVEN, VALUES LED
“Being purpose driven is having
real focus on the end user. By re-
framing your brand to something
that’s more meaningful It elevates
the brand to a more emotional
space with more relevance to
people.”
- A J Hassan
© The Breakthrough Group 2018

7. DIVERSITY AND INCLUSION
The metoo movement is causing a
reckoning. I think a bunch of guys
are waiting for this to be over. It’s
never going to be over.”
- Nina Shaw
Founder of the Time’s Up movement
Summary:
The benefits of having a diverse workplace have been
proven categorically. Finally companies are starting to
realize that diversity and inclusion is an integral part of a
market acceleration and globalization strategy. Now the
next stage is to create inclusive cultures that support this
diversity.
There is an acceleration of tying diversity and inclusion to
the bottom line and companies are looking to tie the
financial goals of a company with Chief Diversity Officer
business goals.
Breakthrough Relevance:
If there is to be a sustainable shift in an organisation’s
culture, everyone in the business must demand change
and embody inclusion.
We show leaders how they can lead with authenticity and
make links between supporting diverse thinking and
business growth.
© The Breakthrough Group 2018

8. SCREENS ARE DEAD
The internet used to be an escape
from reality, now reality is an escape
from the internet.
In the not so distant future, digital
will no longer be the focus, it will
become an invisible enabler of
physical experiences.
Summary:
When focusing on the technology, we run the risk of
missing the bigger picture, and focusing too heavily on
the process. Futurist and science fiction writer Bruce
Sterling used his closing speech to remind SXSW that we
need art and philosophy to function as a working society.
More than ever we are searching for escape, play and real
connection. Children learn through play, and so too do
adults. We need to step back from trying to find a way to
“fix” the future and engage with what we have now… and
simply play about with it a bit.
Creativity is essential to innovation. We need to create for
the joy of invention, not for the next “solution”.
Breakthrough Relevance:
Our experiential Programmes inspire clients to focus on
the Outcome not the process.
© The Breakthrough Group 2018

9. Summary:
We’re in a loneliness epidemic, and are in the midst of an
employee engagement crisis. According to a Gallup
study, only 13% of employees are engaged - meaning they
are involved in, enthusiastic about and committed to
their work and workplace.
The quality of employees’ interpersonal relationships has
been shown to have a significant impact on how they
perceive and connect with their organisation. The level of
human social engagement therefore determines
whether a person is engaged with the business’s
outcomes.
With the speed of technological advances, individuals are
being left behind, and the importance of the people
driving the need for innovation is lost.
Breakthrough Relevance:
To tackle loneliness we need to encourage real
connection.
THE LONELINESS EPIDEMIC
“If the opposite of addiction is
connection, then the opposite of
loneliness is community”
- Liz Elam
© The Breakthrough Group 2018

10. REGULATION VS INNOVATION
“Our biggest shared challenge is
ensuring the advancing of
technology is for the benefit of
society”
- Sadiq Khan
Summary:
The failure of policy makers to adapt to the speed of
technological innovation has created a disconnect and
could lead to missed opportunities and over-regulation
across all sectors.
The idea that some people are being “left behind” is
creating fear, uncertainty and knee jerk reactions to
protect the “old way of doing things”. When people feel
left behind, the door is left open for others to come in and
take advantage.
Breakthrough Relevance:
We can help companies develop the mindset needed to
see challenges as opportunities and stay ahead of the
constant development of new technologies.
A Digital Mindset
● Is about putting people at the centre of
everything you do.
● Uses technology to achieve an Outcome.
● Puts the customer’s experience first.
● Views challenges and failures as an opportunity
for learning. © The Breakthrough Group 2018