A presentation by Jim Stolze at the kick off meeting for the Sanoma / Maker Street "Content Accelerator" in Budapest (11/3), Helsinki (15/3) and Amsterdam (17/3).

1. A DY E?
RE AV
OU EX TW
A REY EN
TH
FOR
photo (cc) via www.flickr.com/photos/zachd1_618/7198148850/
Jim Stolze - March 2013 - Content Accelerator - Amsterdam Budapest Helsinki

2. The Hype Cycle is a graphic that depicts public
expectations of new and emerging (often not so
new) technologies in the form of a graph. It is
updated annually and produced by a research and
advisory company called Gartner, Inc.

3. 010"
"2

4. photo (cc) via www.flickr.com/photos/toddbinger/3114789556/
TT HE
A ...
LOO
K VES
T'S WA
LE MING
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Disruptive technologies seem useless if they don't provide
meaningful improvements to our lives. With this presentation I hope
to provide context and inspiration for these needed -useful-
innovations. The document is the result of clustering some of the
world's trendreports, hypecycles, insights from
thoughtleaders and many TEDtalks into 5 macro trends, or
"waves" as I call them. Disclaimer: The result is higly subjective, not
an absolute truth :-)

5. VE #1
WA S"
ORLD
KEDW
" NA
photo (cc) via www.flickr.com/photos/rosemania/5383446201/
It's very hard to keep a secret in today's world. This is the result
of the rise of the social web, a global call for transparency
and the work of old fashion -but decent- journalism. It's like
the coffee machine has gone viral.

6. CRETS
E
ORES
NOM

7. At some point the anonymity of the internet transformed into a
social networking clearinghouse of daily minutiae…and most
of us willingly opted in, choosing the ease and comfort of
virtual intimacy over a lonely existence of real world
disconnectedness. _Scott Lachut
This means that brands are naked again. They have to rethink
their values, their belief system and communicate this in a
authenthic and consistent way. _Jim Stolze

9. ncy
ns iste
Co
Brand

10. VE #2 Y"
WA OLOG
HN
E TEC
AT
"INTIM
photo (cc) vihttp://www.flickr.com/photos/dr_john2005/431452053/
In the olden days, technology used to be something distant. In fact
the computer was rather a place where you went to. Because of
Moore's law computers became smaller and found their way to our
desktops and later even on our lap. The tablet generation proves that
our new relationship with technology is more like that with a pet.
We stroke it, we cuddle it. We pet it like the house dog. Soon we'll
be wearing technology, from 3D printed clothing to intelligent wrist
watches and nano-tattoos.

12. Ten years ago the public reaction would have been that
Robocop and the Terminator were not welcome. But
slowly we see our approach and appreciation of
technology changing. Google is letting us getting used
to wearable technology with their project Glass by
public appearances.

13. Marshall McLuhan sees every medium as an extension of
some human faculty, with the media of communication
thus exaggerating this or that particular sense.

14. TECHNOLOGY AS AN EXTENSION OF OUR SENSES

15. IFE
FORL
TE
REMO

16. WA
VE
"B
#3
RA ND
UTILIT Y
'S"
photo (cc) via http://www.flickr.com/photos/vlastula/2891440893

17. E?
UA SIV
PERS
so if you look at this new
relationship that we have with
technology. and you combine
this with the stuff we said
about useful and honest
branding... can we use brands
to do more than just be a
service, more than just
advertising?
17

18. Frustration Aspiration
high involvement
Brands can make Brands can inspire
things simpler
Irritation Fun
low involvement
Brands can make Brands can make
things easier things more fun
negative motivation positive motivation
Model by Rossiter & Percy.
Adaptation by Ingmar de Lange

19. LIT Y'S
UTI
RAND
B
19

20. LIT Y'S
UTI
RAND
B
20

22. @jimstolze
jimstolze@gmail.com
www.jimstolze.nl/weblog
SU P!
SURF
Jim Stolze - March 2013 - Content Accelerator - Amsterdam Budapest Helsinki