prospectiva

1. The Future of Everything
How to get to the future first

2. Coming up...
1. The elusive Future
2. A better way to navigate
3. Some results

3. Companies often look
for the future in the
strangest of places...

4. Inside the heads of today's
consumers...

5. Inside the data of a
number cruncher ...

6. Inside the imagination of
a mystical guru...

7. Inside the ego of a
trendscout superstar...

8. Garbage in, garbage out
Curiously, tomorrow looks like today Curiously, tomorrow looks like a hockey stick
Curiously, tomorrow looks like the 'cool' Curiously, tomorrow looks like the guru's
passions of today's minority culture own value system

9. With so many poor guides,
no wonder finding
the future
is so elusive

10. Coming up...
1. The elusive Future
2. A better way to navigate
3. Some results

11. Follow some simple rules
Coming up...
• 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

12. Navigating the future : skillset
Researcher Consumer Trends
& &
Businessperson Business Strategy
Worldview
&
Sector vision
Creativity Theoretical
& &
Pragmatism Operational

13. Navigating the future : approach
5.Derive
sector timeline & 1.Load the system
implications
4.Analyse
2.Scan for all
underlying market
'Mental Postures'
logic
in sector
3.Search & filter
key sector Drivers
of Values

14. 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)
Client
projects
The future of banking (Halifax)

15. Coming up...
1. The elusive Future
2. A better way to navigate
3. Some results

16. Natural
50+ Consumer Search for High-Performance Bio-Affinity
Health Postures Desire for Optimal Achievement
New Witchery
Back to Mother Nature
Hi-tech Health Vitality Junkies Alternative Medicine
Desire for Eternal Youth New Spirituality
The Systemic Body
Desire for Perfection
Modesty in Ageing Holistic View
Complementary Medicine Desire to be Unhealthy Sense of Fatality
Techno Nature Perverse Desire to be Unhealthy Condition Controlled
Postponing Death Money Metric Ageing is Natural
Quick Fix
Carefree Pleasure Body Piloting
Lack of Guidelines
Hedonistic Attitude ‘Health Capital’ Managers Hyper Focussed Health Disillusioned
Health Alibis Completely Confused
Sacrificial Balancing Body Purging
Health Anxious
Rhythmic Credits and Debits Seeking Symptoms
Belief in God Lifestyle Management My Wonderful Body
Cocoon Protection
Religious Conviction Food Dominance Allergy Obsessed
The Environment is the Enemy
Obsession with Cleanliness
Belief in Human Potential Science Paradigm
Learning Body Mental Health First Belief in Science Zero Tolerance Focus on
Health Hobbyists New Innovations Sceptics Appearance
Brain Power Belief in Miracle Cure Treatment Overdose Health as Fashion
Health Experts Belief in Bio-technology Social Pressure

17. Grouping Mental Postures on 'Market Logic' axes
Proactive
Seeking Managing Going Enabling
Natural For Good Beyond Success
Harmony Health Health
Long Term Quick Fix
Health
Following Treating Being Taking
Faith Ill Health Less Than Health For
Scientifically Healthy Granted
Reactive 17

18. Selected Drivers of Values
Proactive
Feminisation Status Quest
Culture of Learning
Emotion Individual
Long Term Quick Fix
Health
Safety Network
Needs Culture
Traditional Thrill
Role Model Pleasure
Reactive 18

19. Strategic implications
Proactive
Seeking Managing Going Enabling
Natural For Good Health as means
Beyond Success
Harmony Health Health elsewhere
End
Long Term Quick Fix
Health
Following Treating Being Taking
Faith
Health as end Health
Ill Less Than Health For
Scientifically
in itself Healthy Granted
Reactive 19

20. Background

21. 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

22. An Inspiring Futurologist
* two blogs
* press
articles
* live media
interviews
* coaching
book

23. 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)

24. Contact
chris@futurescoaching.com
+ 00 33 1 3908 0542
+ 00 33 6 8404 1235
www.futurescoaching.com
http://futurescoaching.typepad.com
http://we-rejuvenate.blogspot.com

25. Chris Middleton