The world is being rocked today by a seismic shift created by life forces all converging into a new way of looking at things.
Design, technology, entertainment, and well-being are all converging at record speeds to influence our culture, our markets, our businesses, and our lives in ways we’ve never experienced before. And it’s all happening in real time, from moment-to-moment from person-to-person, with intimacy never before possible.
The fact that communities can be formed on the Web overnight to react either to world events or simply to a new product introduction is an amazing phenomenon. This and other radical cultural evolutions must be harnessed if a company hopes to survive with any consistent measure of future success.
Right now, today, most companies have their eyes trained on exactly the wrong thing. They are fixated on their equity when they should be focused on the insights that will drive their futures.
Corporate executives concentrate on their equity because that’s what they must protect; but it’s the new, relevant, fresh insights that are emerging from our culture that will determine and dictate future success. It’s not how much equity you have now that matters, it’s what insights you have in the pipeline that matter most.
When a company makes the flip from being equity driven to insight driven, success becomes the byproduct of not only serving the public, but also entering into a real and relevant partnership with the consumer.
Looking beyond the lifeless numbers, the daily back-and-forth dialogue with people in the marketplace, making the connections between design, technology, entertainment, and well-being insights—it all adds up to decisions that affect how products are developed, how stores are laid out, and how communications are written; in short, how businesses can be run in a new model for success.
CultureWaves™ is a renewable resource for companies that see the need to face the future based on insights they don’t have today but know they will need—daily, quarterly, and customized to their businesses. The insights resonate with the consumer because they come from the consumer, from the living, breathing, emerging, building, and mainstreaming culture of life.
From equity myopia to a vision animated by insights, it’s the difference between an empty pipeline and one brimming with products and services created both by and for the culture to come.
That’s it, from the edge of the world.
Bob
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