From Push to Pull:
Seven Trends Shaping the Future of
Specialty Advertising
ASI Power Summit
September 2014  Scottsdale, AZ
John Smart, President,
Acceleration Studies Foundation
johnsmart@accelerating.org
Be Fast (Strategic Agility) –
We Live in a World of Accelerating Change
Acceleration
Studies
Foundation
A 501(c)(3) Nonprofit
Los Angeles
New York
Palo Alto
Annual Growth Rates (Look for 5-50%, Use Rule of 72)
 3-4% US Economy, Most Markets
 6% Advertising Specialty Industry ($20.5B 2013, $38B 2020)
 9% China’s Economy, Some Emerging Markets
 14% Global Online eCommerce, Top Chinese Cities
 20% Global eCommerce Technology Market
 25% Health Care Analytics, India’s Organic Food Market
 35% Computing & Communication Ability, Per $ (“Moore’s law”)
 55% Creation and Sharing of Digital Info (“Tagging the World”)
Doz & Kosonen 2008
The Digital Universe and Big Data, EMC/IDC, 2014-2020
Toffler 2007
Be Contrarian –
It’s a Volatile World, With Big Up and Downcycles
Acceleration
Studies
Foundation
A 501(c)(3) Nonprofit
ASI, 2014
Navarro, 2006
Los Angeles
New York
Palo Alto
APP Industry Report, BIC Investor Relations, 2009
Be Foresighted –
See Possible, Probable, and Preferable Futures
“Landscapes”
Acceleration
Studies
Foundation
A 501(c)(3) Nonprofit
Strategy, Analysis, Planning
Smart, 2015
Los Angeles
New York
Palo Alto
“Trees”
“Funnels”
Innovation, Ideation
Design, Entrepreneurship
Forecasting, Financial,
Risk Mgmt., Security
Be Diverse –
Use Your Team’s Strengths
Acceleration
Studies
Foundation
A 501(c)(3) Nonprofit
Gallup’s 34 Workplace Strengths,
and Four Strength Clusters
Rath, 2007
Foresight
Los Angeles
New York
Palo Alto
Rath&Conchie, 2009
Page, 2008
Doing
1. Strategic Thinking
2. Executing
3. Influencing
4. Relating
“Knowing Where to Go”
“Getting Somewhere”
“Getting There With Others”
“Keeping Others on Your Team”
●
Analytical
●
Achiever
●
Activator
●
Adaptability
●
Context
●
Arranger
●
Command
●
Developer
●
Futuristic
●
Belief
●
Communication
●
Connectedness
●
Ideation
●
Consistency
●
Competition
●
Empathy
●
Input
●
Deliberative
●
Maximizer
●
Harmony
●
Intellection
●
Discipline
●
Self-Assurance
●
Includer
●
Learner
●
Focus
●
Significance
●
Individualization
●
Strategic
●
Responsibility
●
Woo
●
Positivity
●
Restorative
●
Relator
StrengthsFinder is $14 per employee. Start with this tool!
Eight Skills of Adaptive Foresight:
The Learn-See-Do-Review Cycle (“Do loop”)
LEARN
1. Learning – “Knowing Your
History and Status”
(Investigative thinking)
Intelligence (Research),
Learning & Development
(Training), Metrics (Triple Bottom
Line Accounting)
SEE
2. Innovation – “Possiblity Foresight”
(Divergent thinking)
Idea Generation (Alternatives, Stories,
Scenarios), Design, Innovation Mgmt,
Entrepreneurship
3. Anticipation – “Probability Foresight”
(Convergent thinking)
Forecasting (Models, Predictive Analytics),
Investing, Risk Management, Law &
Security
4. Strategy – “Preference Foresight”
(Adaptive thinking)
Strategy (Framing, Priorities, Goals, Strat.
Visions), Analysis (Decision Support),
Planning(Quick, Strategic, Roadmaps)
DO
5. Execution – “Getting Somewhere”
(Production thinking)
Product/Service/Project Management
(Operations, Engrg, Sourcing, ICT, KM)
6. Influence – “Recruiting Others”
(Market thinking)
Marketing Management (Sales, Biz
Dev, Market Research, Cust Svc, CRM)
7. Relating – “Keeping Others On
Your Team” (Team thinking)
Performance Management (HR,
Compensation, Ethics, Culture,
Advisors, CSR, Communications,
Public Relations)
REVIEW
8. Reviewing – “Staying On Target”
(Adjustment thinking)
Scorecards (Feedback), Quality,
Change Management (Critiquing,
Unlearning, Correcting)
Kouzes&Posner, 2012
From: The Foresight Guide: Being a Leader in Creating, Anticipating, and Managing the Future
by John Smart, with Susan Fant, Joshua Davis, Anna-Leena Vasamo and the FERN Practitioner Community.
Coming Jan 2015 at Amazon and ForesightGuide.com.
How to Sell in an Ever Faster World?
Acceleration
Studies
Foundation
The Do Loop
A 501(c)(3) Nonprofit
1. Know
Your History
and Current
Condition
4. Stay On
Target, or
Get Back On
Target
Los Angeles
New York
Palo Alto
Smart, The Foresight Guide, 2014
Learn
See
Review
Do
2. Use Possible
Probable &
Preferable
Foresight
(3 Ps)
3. Get
Somewhere,
with Others,
and Keep
Them Happy
© 2014 Accelerating.org
Seven Trends for the Future of Specialty Advertising
Acceleration
Studies
Foundation
A 501(c)(3) Nonprofit
1. Specialization – Profiting on an Ever Smarter Web
2. Trade – Working Globally, Acting Quickly
3. Automation – Cost Deflation & Innovation Will Continue
4. Social – Leading Your Customers
5. Personalization – Wearables to Environments
6. Collaboration – Groupnets to Global English
7. Empowerment – C.I. to the Digital Twin
Los Angeles
New York
Palo Alto
#1: Specialization –
Profiting on an Ever Smarter Web
Acceleration
Studies
Foundation
Distributors:
41% say Websites are top threat.
16% of revs come from eCommerce
What’s Your Specialty, and Story?
A 501(c)(3) Nonprofit



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Los Angeles
New York
Are
Palo Alto
Beauty
Creativity/Novelty
Utility
Sustainability
Wikipedia, 2013
you English language only?
PP
Promo Something Useful…
Acceleration
Studies
Foundation
Cyclops LED cap light, $4
A 501(c)(3) Nonprofit
iXoundWear cap, $5
JLab Jbuds, $6
Los Angeles
New York
Palo Alto
Sansa Clip,
$26 Refurb, $33 New
Tube Sock
Phone Armband, $1
Utility:
Pre-wrap the earbuds, add bit of elastic to tuck in the buds.
Preload the Clip with free, DRM-free music and podcasts.
Plug your cap in to charge it once or twice a month.
#2: Trade –
Working Globally, Acting Quickly
Acceleration
Studies
Foundation
What’s Your Global Trade Strategy, By Need?
A 501(c)(3) Nonprofit
iPhone 3G Value Added by Country, 2009
Sloane 2012
Los Angeles
New York
Palo Alto
Promo Products By Need, John Herceg, 1999
Ries 2011
Wearable Battery Belts
Acceleration
Studies
Foundation
A 501(c)(3) Nonprofit
Prototype Promo Item.
Need magnetic induction charging for phone and belt, like Powermat
Need multiple sizes, styles, and thicknesses.
Lithium polymer can be woven, like fabric.
Los Angeles
New York
Palo Alto
http://www.instructables.com/id/Stylish-Battery-Belt/
Powermat, 2012.
#3: Automation –
More Cost Deflation and Innovation Ahead
Acceleration
Studies
Foundation
A 501(c)(3) Nonprofit
Los Angeles
New York
Palo Alto
What’s Your Automation Strategy?
Productive
 Sales Force Automation, Database Marketing
 Business Mgmt Software (ERP, Social CRM)
 Digital and Machine Tools (CAD, Laser)
Overhyped Today, Niche Uses to 2020.
 3D Printing
 Holograms
 Drones
Fenn&Raskino 2008
#4: Social Change –
Leading Your Customers
Acceleration
Studies
Foundation
A 501(c)(3) Nonprofit
 Millennials.
1/3 of US adults, 46% of US workforce by 2020.
 Women. Pushing towards pay and representation parity.
 Hispanics. 17% of US Pop (53M). Next doubling (100M) in 2050.
 Local. Growing in direct proportion to Mobile Digital.
Fromm&Garton 2013
What’s Your Cause? Is it Obvious?
Los Angeles
New York
Palo Alto
Brennan 2011
#5: Personalization –
Wearables to Environments
150 Friends. 20M Users
Acceleration
Studies
Foundation
Wearable Electronics. $4B today. $20-60B by 2020.
A 501(c)(3) Nonprofit
Fitbit
Jawbone
Apple
What’s Your Personalization Strategy?
13 Million Users
Mostly Young Women
Valued at $5B
Los Angeles
New York
Palo Alto
Brandon Laskowski,
Evolved-Footware.com
Kansas City, MO
Marketing Suite for “Visual Web”
Pinterest, Instagram, Tumblr
Rechargeable LED Belt,
$1.5-3.5, YZG, Shenzhen
25M Users, $1B Revs in 2013
Getting Major “Mobile Lift”
Gametables:
A New Product Category
Acceleration
Studies
Foundation
A 501(c)(3) Nonprofit
PixelSense SUR40, $8,400
Los Angeles
New York
Palo Alto
Lenovo Horizon 2, $1,300
Microsoft-Samsung PixelSense (40”D)
- 1st Gen (2008). 22 inch thick table top, 200 lbs, $18,000
- 2nd Gen (2012) 4 inch table top, 80 lbs, $8,400.
Lenovo Horizon (27”D)
1st Gen 2013, $1500. 2nd Gen 2014, 17 lbs, $1,300
Not kid, game focused. Picture viewing app is “feature creep.”
Just nine games. No “Pong”. Air hockey still has lag. Ouch!
No marketing. No IKEA table. No Apple.
Promo in schools, bars, game ctrs. Client game on App store?
#6: Collaboration –
Groupnets to Global English
Acceleration
Studies
Foundation
A 501(c)(3) Nonprofit
Groupnets: In the Future,
Everyone has a “Lifeline”.
Best-Connected Groups Win.
$500
Wristphone
Global English: 600M new English speakers by 2030?
Global eTutoring: $12B in 2014.
India. $12-$20/hr
What’s Your Collaboration Strategy?
Los Angeles
New York
Palo Alto
FREE
Proto-Crowdfounding Sites
Innovation Management Platforms
#7: Empowerment –
Conversational Interface to the Digital Twin
Acceleration
Studies
Foundation
A 501(c)(3) Nonprofit
IBM Watson Jeopardy Challenge, 2011
In 2006 Watson got 13% of Jeopardy! Q’s.
By 2011, Watson got 90% of Q’s correct.
Apple’s Siri on
iPhone 4, 2011
Next IT’s Virtual Agents
What’s Your Digital Strategy? Does it Empower Customers?
Los Angeles
New York
Palo Alto
Learn More
Acceleration
Studies
Foundation
A 501(c)(3) Nonprofit
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Jan 2015 on Amazon
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Free e-Draft (email me!).
Questions?
johnsmart@accelerating.org
Thanks!
Los Angeles
New York
Palo Alto