Summary of my take outs from SXSW conference 2016: Nine trends that emerged and what is behind them.

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SXSW 2016
Nina Rieke for DDB, 21.03.2016!

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SUPERFICIAL

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SUBSTANTIAL

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AMBIGUITY
NEEDS
BALANCE

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ANALOG VS. DIGITAL
METRICS VS. EMOTION
MEN VS. WOMEN
PERSONALIZATION VS. PRIVACY
CAPITALIZE VS. SUSTAIN
FAST VS. SLOW
ARTIFICIAL VS. REAL
ENTERTAINMENT VS. ETHICS
ENGAGING VS. FRICTIONLESS

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9 OBSERVATIONS ON TRENDS:
COGNIFY
VIRTUALITY
TRACKING
SOCIAL INFLUENCE
HYPER-PERSONALIZE
CONVERGENT EXPERIENCES
EMOTION & AUTHENTICITY
VALUE, MEANING, ETHICS
PATTERNS OF DISRUPTION

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COGNIFY

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„COGNIFY“ WAS THE NO. 1 TREND IN KEVIN KELLY‘S
PRESENTATION ON „THE 12 TECH TRENDS THAT SHAPE OUR
FUTURE“.
IBM DOMINATED A WHOLE CORNER WITH THEIR „COGNITIVE“
HOUSE, INCLUDING A LOT OF EXAMPLES OF PUTTING AI TO
WORK. FROM WATSON TO MINI-ROBOTS THAT PLAY „ROCK,
PAPER, SICSSORS“ WITH YOU.
“THE NEED TO THINK DIFFERENT, NON-HUMAN LIKE TO SOLVE
OUR DIVERSE ISSUES” (K.KELLY) VS. „HUMANIZING
TECH“ (IBM)

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“Cognify things. Xrays, robo lawyers, AI in airline pilots, cars ... Watson is now becoming a doctor. What has changed in the last 10 years is a
convergence of 3 tech changes: Neural nets, GPUs, big data fuse together. 4 out of 5 beat the GO champion. Google’s AI can identify what is in
the pic - not as smart as a 4 year old .... Google teaches AI how to play a video game. This is narrow, but useful.” (K.Kelly, WIRED)

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“They are not human like, that is their virtue. They are driving, eg. self driving car. Free of consciousness, not distracted. We should not make AI
like humans, but unlike us. As many different types of thinking ... Many problems we will have that may be so difficult we require other kinds of
minds. The value of AI is it can think different. IQ will work as a service, flow like electricity.You will not have to make it, you can purchase it like
electricity, it will become a commodity. The formula for the next 10.000 start ups - take x and add AI.” (K.Kelly, WIRED)

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Any job about productivity will be taken by robots. If productivity is the measurement – then it goes to robots. But will make new jobs as
well...many of our jobs today where created by tech.... UX design, screen design etc. Jobs for humans are where productivity is not important.
Picasso was not efficient, healthcare is not about efficiency. Based on experience, relationship, creativity, will be human. Robots will make
things cheaper - we will be willing to pay for relationships, experiences - non productive stuff. (K.Kelly, WIRED)

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INTERNET OF
THINGS
AS PART OF THIS
“As the backbone of tomorrow’s connected world, the
Internet of Things will be a central point of conversation in numerous
sessions at SXSW Interactive. The problem is that we are still
searching for the killer app for this much-hyped technology.”
http://www.sxsw.com/interactive/trends

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VIRTUALITY

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BOTH PRE- AND POST-SXSW COVERAGE WAS HIGHLIGHTING
THE IMPORTANCE OF VR AS THE ONE MAINSTREAM TREND
THIS YEAR:
“VIRTUAL REALITY AND AUGMENTED REALITY ARE PREDICTED TO BE THE
BREAKOUT TECHNOLOGY OF 2016 — SO THE BUZZ SURROUNDING THESE
TWO CONCEPTS WILL BE SIGNIFICANT AT SXSW 2016. LEARN MORE ABOUT
WHAT IS HYPE AND WHAT IS SUBSTANCE AT THE NEW VR/AR TRACK AS
WELL AS THE NEW VR/AR EXPERIENCE”
„VIRTUAL REALITY WAS EVERYWHERE AT SXSW 2016. ONE COULD NOT
WALK TWO BLOCKS IN THE GREATER DOWNTOWN AUSTIN AREA WITHOUT
STUMBLING UPON AN EVENT ACTIVATION THAT INCORPORATED VR
EXPERIENCES. IF THERE WAS ANY DEBATE ABOUT THE VIABILITY OF VR IN
THE CONSUMER SPACE, PARTICIPATION AND ENTHUSIASM AT THIS YEAR’S
CONFERENCE ALL BUT SETTLED IT: THE MOMENTUM IS UNDENIABLE.“
http://www.sxsw.com/interactive/trends
http://blog.performics.com/sxsw-2016-wrap-up-3-hyper-trends-pn/

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STATEMENT CHARTS
SPLASH APP – STARTUP PRIZE 2016
MC DONALD‘S BRAND PAVILLION SAMSUNG #VRONDEMAND EVERYWHERE

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“I tried it 1889 – but it never hit it big. VR today is not that much better - but way cheaper. It got better, but mainly vastly cheaper because of
the smart phones. Cheap Hi res screens, location tracking, processors make super computers in phones. We need to split between immersion
VR vs. presence VR. And mixed reality. Swivel vs roam. High end vs low end.” (Kevin Kelly, WIRED)

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TRACKING

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METRICS ARE ANYWHERE.
TRACKING AS THE 3RD TREND IN KEVIN KELLY/ WIRED
PRESENTATION. „CO-VEILLANCE & „VANITY TRUMPS PRIVACY“
MANY PANELS & SESSIONS ON DATA DRIVEN MARKETING.
SPREDFAST & IBM WATSON METRICS.
YOUR BODY AS A DASHBOARD – IBM & UNDER ARMOUR.
http://www.sxsw.com/interactive/trends

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“Tracking is another big trend. Quantified self, tagging each other, checking in, but also government tracking. The smart phone is the modern
surveillance device, and VR is surveillance we are getting in. Life logging, Apple watch, self quantifying for medication, what you want is a
health machine that is tailored to your body. Pills that are personalized based on what happened before.“ (Kevin Kelly, WIRED)

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“Everything will be tracked and measured. Surveillance through outside and our selves
via phones. .. But we need to find more symmetry here. Co-veillance will give us
symmetry. Currently I do not get all the benefits…. “ (Kevin Kelly, WIRED)

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IBM & UNDER ARMOUR: YOUR BODYS DASHBOARD

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SOCIAL METRICS: SPREDFAST, IBM WATSON

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SOCIAL
INFLUENCE

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“SOCIAL MEDIA HAS BECOME A FACT OF LIFE, SO IT NO LONGER DOMINATES
THE DISCUSSION AT EVENTS LIKE SXSW. OF COURSE, WE SAID THE SAME
THING IN MARCH 2015 — AND LAST YEAR’S BIGGEST BREAKOUT TREND WAS
THE LIVE-STREAMING SOCIAL MEDIA APP MEERKAT.
LOTS OF TRACKS THAT REFERRED TO NEW APPS, KNOWME FOR EXAMPLE.
AND THAT OFFERED ENHANCED USE OF SOCIAL, E.G. WITH SNAPCHAT.”
NEVERTHELESS – THERE WAS A LOT ON SOCIAL AND THE
INFLUENCE IT ACHIEVES AT SXSW - FOR PEOPLE, BRANDS,
MARKETS & REVENUE.
http://www.sxsw.com/interactive/trends

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STATEMENT CHARTSSOCIAL = INFLUENCE
INFLUENCE MONETIZATION:
REWARDSTYLE & AMBER VENZ BOX (CEO)

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KERRY WASHINGTON,
ACTOR & SOCIAL
MEDIA STAR
SOCIAL = INFLUENCE
„... I AM ANTICIPATING
REACTIONS, COMMENTS.
MY ENGAGEMENT WITH
NEUTROGENA WAS ABOUT
HOW TO START OFF NEW
DARK FOUNDATIONS.
INTEGRATING NEGATIVE
FEEDBACK AND TURNING IT
INTO POSITIVE.“

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During a keynote at South by Southwest Interactive, BuzzFeed's
marketing chief Frank Cooper unveiled a beta test of an ad format
dubbed Swarm. It allows advertisers to run campaigns simult-
aneously across all of his company's Web and mobile
properties and six of its social platforms:
Snapchat Discover, Vine, YouTube, Facebook, Instagram and
Tumblr."Instead of forcing all your traffic and spending all your
resources to drive people to your owned and operated platforms, why
not go to where they are," Cooper said. "We've done it, and in doing
that we've built this power of an audience that crosses these different
platforms.“Cooper added that Swarm is a "cross-platform strategy
that's designed to light up our entire network in a big, coordinated
post."

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SOCIAL
=
OPEN ACCESS
=
SUCCESS

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NEW YORK PUBLIC LIBRARY
OPEN ACCESS: EXAMPLES OF
RE-MIX AND RE-USE

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REMEMBER SECOND LIFE?
„Experiences are something that gains by being shared.
We will figure out how to have more people in there.
The future of your VR platform is social.“
(K.Kelly, WIRED)

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HYPER-
PERSONALISATION

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WAVE OF CONNECTION: FROM
COLLECTIVE TO
(SUB-)CULTURE TO YOUR
INNER CIRCLE TO YOU.
(F.COOPER, BUZZFEED)
FROM 1ST PERSON TO YOU-
PERSON. YOU ARE UNIQUE –
LIKE EVERYONE ELSE. SELF
MEASUREMENT AND THE
CONTROL OF THE SELF.
(K.KELLY, WIRED)

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„EMPATHY IS WHAT DRIVES
IT ALL...WHAT CONNECTS
TO YOU, WHAT MATTTERS
TO YOU. WE LIKE YOU TO
CREATE THE CURRENTS.
AND FROM THERE MOVE TO
CULTURE AT LARGE. HOW
YOU WANT TO DEFINE
YOURSELF. WE RECOGNIZE
YOU ARE MULTI-
DIMENSIONAL. I AM BLACK
BUT I AM NOT. I AM MUSLIM
BUT I AM NOT.“
FRANK COOPER, BUZZFEED

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VR LEADS TO
THE BETTER ME
TRACKING LEADS TO HIGHLY PERSONALIZED
OFFERS & PRODUCTS,
E.G. MEDICATION
TECH DRIVES PERSONALIZATION
FROM MANY DIRECTIONS

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CONVERGENT
EXPERIENCES

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“THE CONTINUED DISINTEGRATION OF BOUNDARIES BETWEEN THE MUSIC,
FILM AND TECHNOLOGY INDUSTRIES IS IMPOSSIBLE TO IGNORE…. THIS
TREND WILL CONTINUE. …THE EXTENSIVE SCHEDULE OF CONVERGENCE
PROGRAMMING.”
SXSW HAD MANY PANELS ON THE SENSES IN CONNECTION TO
DIGITAL, LIKE TOUCH & SMELL. THE CONVERGENCE BETWEEN
DIGITAL AND REAL WORLD IS A TOPIC THAT UNDERLINES A
LOT OF WHAT WAS PRESENTED.
http://www.sxsw.com/interactive/trends

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“Internet of experience - from the internet of information we go to there. Experiences are the currency we get when we log on. In 20 years
we will not think of the internet is a place we go to, but a dialogue we have. Sell, trade, talk about experiences. Not 1st person, but you-
person. It shifts your point of view in VR. From “kind of watching it” to “it is happening to you”. Some things become too strong when things
are happening to you. It is not happening in your head but much deeper, it resides in a deeper place. Fooling your body, not making
imagery, tactile, hands etc are at least 50% of the experience. Smell, skin, temperature ... It will also be about how to directed walking, re-
directed touch.You think you walk straight, but its circles, you keep touching the same bottle but feels like different objects.You are
tricked .... This will make experiences powerful. AI will capture for 3 D for you to see fabric on their clothes, give a high degree of realism.
Eye contact will be the secret that someone is actually there, looking close enough.”
(Kevin Kelly, WIRED)

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STATEMENT CHARTS
DELTA SOCIAL SOULMATE: A WALK-IN EXPERIENCE OF
YOUR SOCIAL FEED, CONNECTING TO WHO MATCHES YOU

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PELOTON FITNESS APP
AND STATIONARY BIKE

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QUALCOMM
„INVISIBLE MUSEUM“

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FROM THE PANEL OF “INNOVATIVE BRANDS USING DATA
DRIVEN MARKETING”:
“THE MOMENT IN THE DRESSING ROOM – PARING A PANT WITH A TOP. WE DEVELOP A
CONVERSATION AROUND THE FITTING ROOM AND THE IMAGES CAPTURED. LITTLE
TWO-WAY-CONVERSATIONS.” (THEORY/ HELMUT LANG)
WE HAVE TO DELIVER A HIGHLY PERSONALIZED, CUSTOMIZED EXPERIENCE. DATA,
IDEAS…ALL OUT THERE, BUT WE STILL DON’T BRING IT ALL TOGETHER.” (360I ON
JAMESON AND INFLUENTIAL BARTENDERS)
DIGITAL IS OFTEN UTILIZED AS A PR STUNT INSTEAD HELPING THE CUSTOMER
ENGAGE WITH THE BRAND…ESP. IN FASHION. IT DESERVES A MUCH DEEPER
EXPERIENCE.” (THEORY/ HELMUT LANG)
http://www.sxsw.com/interactive/trends

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ANALOG EXPERIENCE
MEETS DIGITAL WORLD

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CRAVING EMOTION &
AUTHENTICITY

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SO MANY SIGNS THAT MAKE THIS A LARGE TREND AT SXSW:
WITH ALL THE DATA AND DIGITAL A STRONG ENFORCEMENT
ON HOW IMPORTANT IT IS TO „HUMANIZE“, BE EMOTIONAL,
LIKEABLE, AIM AT THE LIMBIC SYSTEM, NUDGING BEHAVIOR,
HOW TO PITCH WITH NEUROSCIENCE.
„ANALOG EXPERIENCES“ E.G. CARDS TO MAKE OR GIVE AWAY.
(MOO, AMERICAN GREETINGS). BEHAVIOUR TALK BY AUTHOR
OF „HAPPINESS PROJECT“. MR. ROBOT ON AUTHENTIC
CODING ON SCREEN. DESIGN THINKING EMPATHY MAP AT IBM.
„THE HUMAN FACTOR IN DIGITAL COMMUNICATIONS“ - TOPIC
IN JJ ABRAMS PANEL.

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IBM DESIGN THINKING

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EMBRACING
OPTIMISM
& ADAPTIVITY
“ITS DAY ONE” – THE MOST IMPORTANT THINGS OF
THE NEXT 20 YRS ARE NOT HERE YET AND THESE
THINGS WILL BE INVENTED BY YOU.”
(K. KELLY, WIRED)
“WE HAVE FALLEN INTO THREAT BASED NARRATIVE - ‘we
are under attack ... If we don’t mobilize now we are dead' is a
very dis-functional narrative. AN OPPORTUNITY BASED
NARRATIVE IS MUCH BETTER.”
(J. HAGEL, DELOITTE)

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BUZZFEED/ TASTY DEVELOPMENT

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https://www.ted.com/talks/brene_brown_on_vulnerability?language=de
PSYCHOLOGIST BRENÉ
BROWN* ON VULNERABILITY
AND HER PROCESS DEALING
WITH IT:
RECKONING – RUMBLE –
REVOLUTION
„IF YOU ARE BRAVE WITH YOUR LIFE,
WITH YOUR WORK, YOU WILL GET
YOUR ASS KICKED. CHOOSING
COURAGE OVER COMFORT, IS WHAT I
DO EVERY DAY. VULNERABILITY IS NOT
WEAKNESS. TRUTH IS NEVER
WEAKNESS.“
* HER TED TALK HAS MORE THAN 24 M VIEWS

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VALUE, MEANING, ETHICS

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“WHILE MILLENNIALS ARE MORE COMFORTABLE WITH BRANDS, THEY ALSO
WANT A WORLD THAT IS MORE SOCIALLY CONSCIOUS. THIS DESIRE FOR
GREATER MEANING IS MORE FULLY EXPLORED WITHIN SXGOOD, THE
SXGOOD HUB AND THE DEWEY WINBURNE COMMUNITY SERVICE AWARDS.”
LEILA JANAH, CEO OF SAMA: “WE DO IMAGE TAGGING IN
DEVELOPING COUNTRIES. TRAINING LOW INCOME PEOPLE
BASIC TECH SKILLS, RAISING THEIR INCOME. MILLENIALS ARE
YEARNING FOR MEANING…THAT GOES BEYOND A DONATION ”
DOUGLAS RUSHKOFF ON „THROWING STONES AT THE
GOOGLE BUS“ – ASKING FOR SUSTAINBLE BIZ GROWTH
INSTEAD OF VC SUCKING CAPITAL.
THE TV SERIES MR.ROBOT = ANONYMOUS REFERENCE, EVIL
VS. GOOD. SIGNS LIKE PRESIDENT OBAMA AT SXSW. ONLINE
HARRASSMENT SUMMIT ARE FURTHER INDICATORS.
http://www.sxsw.com/interactive/trends

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THE CALL FOR VALUE AND ETHICS RANGED
FROM „PERSONAL VALUE“ TO „BRAND ETHICS“
TO POLITICAL ACTIVATION:
“WHAT DOES REALLY ADD VALUE TO PEOPLE’S
LIVES? PRIVATE INFORMATION IS PUBLIC FOR
THE YOUNGER GENERATION AS LONG AS THEY
GET VALUE IN RETURN.” G. HORWOOD, J&J
“YOU CAN NOT MARKET ON THE BACK OF
DAVID BOWIES PASSING. DON’T HIJACK
SOMEONE’S DEATH.” J.BURKHART, TBC
„THERE ARE 1 M REPORTS ON HATE SPEECH A
DAY AT FACEBOOK. SOCIAL MEDIA
HARASSEMENT IS BROAD, NOT JUST
COMMENTS.“ K.WASHINGTON

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„THE START UP PIVOT IS TRANSITIONING
A PROBABLY SUBSTANTIOUS COMPANY
TO A CASINO LIKE THING.“
„MAKE YOUR CUSTOMERS RICH!
GOOGLE ALMOST GOT THAT INSIGHT
WITH YOUTUBE. EVEN EBAY WAS A
BETTER BIZ MODEL THAN AMAZON.“
„BERNIE, CRAFT BEERS, ... ALL THIS
SIGNS OF GETTING CLOSER TO VALUE
CREATION. TECH ALWAYS DELIVERS
MORE VALUE TO CAPITAL AND TAKES IT
AWAY FROM LABOUR....RE-BOOT THE
ECONOMY FOR DISTRIBUTED VALUE
ECONOMY.“ DOUGLAS RUSHKOFF

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PATTERNS OF DISRUPTION

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JOHN HAGEL OF DELOITTE CENTER OF THE EDGE REFERS TO
„PATTERNS OF DISRUPTION“ AS WHAT CHANGES MANY
INDUSTRIES, NOT JUST AUTOMOTIVE. AT SXSW FOR MOBILITY
AS WELL FOR FASHION, FOOD, HEALTH.
“NUMEROUS PANELS AND PRESENTATIONS AT SXSW INTERACTIVE WILL
ADDRESS SELF-DRIVING CARS AND EVEN MORE FUTURISTIC SYSTEMS
(SUCH AS THE HYPERLOOP). NEED MORE EVIDENCE OF THE IMPORTANCE OF
THIS TREND IN AUSTIN IN MARCH?“
http://www.sxsw.com/interactive/trends

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„LIFE EXPECTANCY OF
S&P500 COMPANY IN 1937:
75 YEARS. TODAY: 15
YEARS.“
„PATTERNS OF
DISRUPTION THAT ARE
LIKELY TO HIT MULTIPLE
MARKETS, BUT NOT ALL.“
JOHN HAGEL, DELOITTE

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http://dupress.com/articles/anticipating-disruptive-strategy-of-market-entrants/?coll=16071
9 PATTERNS OF DISRUPTION
JOHN HAGEL, DELOITTE

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MANY CATEGORY SPECIFIC
TRACKS FOR THE INDUSTRY:
FOOD IN UBER-MODE.
FASHION GOES WEARABLES.
HEALTH IS ALL DATA.
MOBILITY LEAPING
FORWARD IN SELF DRIVING –
NOT JUST DRIVEN BY
GOOGLE.

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THE EXAMPLE OF COMMA.AI & GEORGE HOTZ:
MAKING A SELF-DRIVING CAR KIT FOR ABOUT
1,000 $ IS DEFINETLY USING “PATTERNS OF
DISRUPTION”. WATCH HIM ON BLOOMBERG TV.
http://www.bloomberg.com/features/2015-george-hotz-self-driving-car/
TRANSFORMING THE
VALUE-PRICE-EQUATION

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KEVIN KELLY, WIRED

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THANK YOU!