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revolutiont h e
will not be
understanding
audiences in
the social era
by Tara @missrogue Hunt
CEO + Partner, Truly Social Inc.
(but, if you’re lucky, it will be memed!)
televised
cordnever
hello! i’m a
@missrogue / @trulysocial
canary
coalmine
i’m a 45 yr-old
in the
@missrogue / @trulysocial
@missrogue / @trulysocial
SOURCE: NIELSEN CREDIT: Jason Hirschhorn: @jasonhirschhorn / Matthew Ball: @ballmatthew / Tal Shachar: @tweettal, REDEF, 2016
Thinkbox is the marketing
body for commercial TV in
the UK, in all its forms. It
works with the marketing
community with a single
ambition: to help advertisers
get the best out of today’s TV.
UK Data 2017
@missrogue / @trulysocial
trend of the shift of video watching habits over time (ALL)
Live TV -6.0%
Playback TV 0.0%
Video On Demand 28.8%
User Uploaded Video 37.2%
@missrogue / @trulysocial
BUT the trend is very pronounced with 16-34s!
Live TV -17.3%
Playback TV -5.0%
Video On Demand 8.5%
User Uploaded Video 51.9%
@missrogue / @trulysocial
largely thanks to social media, the audience behaviours/expectations
have changed drastically.
here are:
fundamental
shifts
@missrogue / @trulysocial
affecting the audience
time
@missrogue / @trulysocial
power roles
time shifts
shift #1.
@missrogue / @trulysocial
ain’t nobody
got time for
that!
“
timeshift #1: attention scarcity
@missrogue / @trulysocial
4.75 billion
posts shared on Facebook.
500 million
tweets posted to Twitter.
95 million
photos are posted to Instagram.
25.9 million
minutes of video uploaded to YouTube.
every.single.day.
@missrogue / @trulysocial
CREDIT: Jason Hirschhorn: @jasonhirschhorn / Matthew Ball: @ballmatthew / Tal Shachar: @tweettal, REDEF, 2016
more and more content!
@missrogue / @trulysocial
i want it that
way!
“
timeshift #2: everything on demand
@missrogue / @trulysocial
1990
@missrogue / @trulysocial
In 1990, I:
• Heard this song on the radio
and fell in love (5:55pm on
Saturday)
• Ran directly to the HMV, but
it had just closed
• Ran all around town to find a
place that carried it. No luck.
• Slept by my ghetto blaster to
try and catch it again (to hit
play/record!)
• Had to be outside of HMV at
10am on Monday Morning
• Bought the entire album…not
just the single I wanted.
“Yes, Queen.”
“Here is George Michael’s Freedom
90 on Spotify!”
“Hey Google!”
“Can play George Michael’s Freedom on
Spotify?”
@missrogue / @trulysocial
now
Harnessing Change: The Future of Programming Distribution in Canada by the Canadian Radio-television and Telecommunications Commission, May 31, 2018
@missrogue / @trulysocial
“the more that's available on demand, the more we demand is available“
power shifts@missrogue / @trulysocial
shift #2.
let’s go here!
this one has
good reviews!
“
powershift #1: democratization
@missrogue / @trulysocial
@missrogue / @trulysocial
Reviews can make or break a business - and they don’t just exist on review sites.
"92 percent of people trust recommendations from other
people over brands. Teens have a seven times higher
emotional attachment to YouTube stars than to ‘traditional’
celebs. And 49 percent of people rely on influencer
recommendations when they’re making a purchase."
- Adweek: April 11, 2017
http://www.adweek.com/tv-video/its-time-for-marketers-to-change-how-they-select-and-reward-influencers/
@missrogue / @trulysocial
time’s
up!“
powershift #2: representation
@missrogue / @trulysocial
@missrogue / @trulysocial
For many years, this is pretty much what marketers (and networks)
thought of as “the audience”. Educated, straight, affluent white people.
Anyone else was seen as “niche”.
"By 2036, (StatsCan)
predicts, as many as 30%
of all residents will not
have been born in Canada.
Another 20% of the
population will be native-
born, but with at least one
immigrant parent."
http://www.cbc.ca/news/canada/minorities-to-rise-significantly-
by-2031-statscan-1.865985
@missrogue / @trulysocial
#BlackLivesMatter #MeToo #FamiliesBelongTogether
@missrogue / @trulysocial
there is an enormous call for pro-active representation
Niche IS the mainstream! We live in an increasingly diverse world. The beauty of Netflix is that the
audience can choose based on what they are drawn to. But Hollywood is taking notice, too, and
casting and the stories they tell are improving. AND IT’S PAYING IN $$$$$$!
@missrogue / @trulysocial
Cha-ching! People DO want diverse representations!
$1.2 BILLION
$700 MILLION
POPULAR SERIES!
POPULAR SERIES!
The backlash (anti-immigration, Alt-Right, etc) is evidence that the world
is changing at a pace that makes those who have enjoyed the comfort of
being the “mainstream” very upset. We have a long way to go.
@missrogue / @trulysocial
role shifts@missrogue / @trulysocial
shift #3.
all the
world’s a
stage!
“
roleshift #1: content creation
@missrogue / @trulysocial
@missrogue / @trulysocial
New online services have provided the tools and opportunities for
more Canadians to become creators than ever before. This has
resulted in the development of a large pool of Canadians who have
developed the creative and technical talent and skills necessary to
inform and entertain audiences large and small, within local
communities, across the country and around the globe.
Harnessing Change: The Future of Programming Distribution in Canada, CRTC
https://crtc.gc.ca/eng/publications/s15/eval.htm#o2
“
talent production
(high cost)
networks
(limited)
distribution
(tightly
controlled)
devices
(shared/not
portable)
audience
(captive)
THEN
@missrogue / @trulysocial
credit: REDEF on the Future of Video
https://redef.com/original/presentation-redef-on-the-future-of-video
talent
audienceproduction + network + distribution + device
credit: REDEF on the Future of Video (plus my modifications!)
https://redef.com/original/presentation-redef-on-the-future-of-video
@missrogue / @trulysocial
TODAY
“amateurs” are the
influencers
Variety Magazine did two studies in
2014 and then 2015 and found that, not
only are digital content creators more
influential than traditional celebrities,
they were also more consistent and
relatable.
@missrogue / @trulysocial
Internet use is about far more
than cultural consumption. Yet
the CRTC envisions the Internet
as little more than cable
television and wants to
implement a taxation system
akin to that used for cable and
satellite providers.
Michael Geist, Regulate Everything: The CRTC Goes All-In on
Internet Taxation and Regulation: http://www.michaelgeist.ca/2018/05/regulate-
everything-the-crtc-goes-all-in-on-internet-taxation-and-regulation/
😒dear CRTC,
do NOT ruin the internet.
“
The Internet has blurred the lines between
creator and consumer, introduced new
players and intermediaries, created a
more interconnected and open world and
altered consumers’ expectations and
opportunities.
Strengthening Canadian Television Content: Creation, Discovery and Export in a Digital World
C.D. Howe Institute, December 2017
“
@missrogue / @trulysocial
😒Only one mention of user-generated
content in the entire report
(but Netflix >50x).
@missrogue / @trulysocial
Conclusion:
The solution to the threats facing CanCon
are:
1. Need more high-quality shows (their
“idea” is to produce fewer at higher
“quality”)
2. Need to export more CanCon (hence
the need for “quality”)
3. Something something simplification
something something innovative
solutions
@missrogue / @trulysocial
check out all of the can-con!
@missrogue / @trulysocial
8,575,469,552
...combined views for these 6 YouTube creators on only
their main channels. Most of them have multiple channels
and connect with their audiences on multiple networks.
Combined following: 48 Million
06.17.18
@missrogue / @trulysocial
“User-Generated Video”
Look at this!
1. Lots of high-quality shows!

The kind of “quality” that consumers
….apparently… demand.
2. Exported! 

Both content and, unfortunately,
talent.
3. Something something simplification
something something innovative
solutions!
@missrogue / @trulysocial
dismiss at your own peril
@missrogue / @trulysocial
the ATTENTION is shifting
to user uploaded video
the AD DOLLARS are shifting to
digital AND user-uploaded video
(influencer marketing)
forget netflix. this is what should concern you.
thanks for the
inspiration. i’ll
take it from
here!
“
roleshift #2: ownership
@missrogue / @trulysocial
@missrogue / @trulysocial
“STAN CULTURE”
a fan so dedicated to an artist, show or genre that he or she does ridiculous things like driving for 4 hours to buy szechuan sauce.
https://patch.com/new-jersey/newarknj/1-day-get-mcdonald-s-szechuan-sauce-n-j-thank-rick-morty
@missrogue / @trulysocial
https://www.polygon.com/2017/9/13/16301174/rick-and-morty-youtube-livestream-adult-swim
“REMIX CULTURE”
the act of taking existing popular culture and remixing or remaking it into something else altogether original. generally, but not
always, covered by fair use (fair dealing in canada) laws. it’s the ultimate homage to one’s favourite shows and characters.
COSPLAY FAN THEORIES MEMES
@missrogue / @trulysocial
the book the movie the fanfiction
@missrogue / @trulysocial
none of this is
new or because
of the internet
people participate. they create. that’s what they do.
@missrogue / @trulysocial
time
attention is more
scarce than ever
---
we want stuff
when we want it,
delivered how we
want it.
power
word-of-mouth is
amplified
---
diversity +
representation is no
longer a nice-to-
have
roles
consumers are
now creators
---
the idea of
ownership is
squishy
@missrogue / @trulysocial
The Revolution will not be Televised...but if you're lucky, it'll be memed.
so then? now what? what can YOU do?
@missrogue / @trulysocial
it’s not going to be
a simple solution.
but…here is a little idea…
your new metrics of success:
➔ # of gifs and memes made by fans
➔ # of bootlegs of your shows uploaded
➔ # of cosplays at Comic Con of your
characters
➔ # of crazy fan theories
➔ cost of the fan art for sale
@missrogue / @trulysocial
@missrogue / @trulysocial https://nineteeneightyeight.com/collections/bojack-horseman/products/rezatron-bojack-bust?variant=51471978259WANT
contentisn’t where the value lies…
audienceisn’t even really where the value lies…
(especially in a world where FB makes pay to reach your
own followers!)
attentionis valuable.
And, even better:
RELATIONSHIPS/TRUST and longer
term results of positive, real attention.
if they’re not
stealing your
content, you have
failed.
- Tara Hunt, right now
“
@missrogue / @trulysocial
Thank
you!
Tara Hunt
CEO + Partner
tara@trulysocial.ca
www.trulysocial.ca
I removed the following slides from my
original presentation…as I felt that the
“solution” is more complicated and
nuanced.
I started to riff originally on where the
industry could shift their thinking to
start to understand where things go
from here…
Excuse the mess… ;)
rethink
first, you need to
the way things have “always been done”
@missrogue / @trulysocial
Deleted addendum:
rethink
time
@missrogue / @trulysocial
instead of…
seasons
short-term
campaigns
think…
always-on
long-term
building relationships
@missrogue / @trulysocial
instead of…
portals
apps
pipelines
think…
transmedia
feeds
community
@missrogue / @trulysocial
rethink
audience
@missrogue / @trulysocial
instead of…
pushing messages at
think…
listening to
@missrogue / @trulysocial
instead of…
trying to appeal to everyone
think…
connecting with a specific
audience
@missrogue / @trulysocial
instead of…
counting views and
impressions and paying
influencers to talk about you
(or “manage” your
reputation).
think…
aiming for engagements,
creating more conversations
and helping your audience
tell the stories organically.
@missrogue / @trulysocial
rethink
content
@missrogue / @trulysocial
instead of…
high-level production
“professional” actors/
writers/etc.
polish + perfection
think…
connecting to the audience
directly, with real people and
stories
@missrogue / @trulysocial
instead of…
intellectual property
+
ownership
think…
content that is so awesome
that your audience wants to
steal it
@missrogue / @trulysocial
innovate
then you can
SUSTAINING ADJACENT DISRUPTIVE DISCONTINUOUS
Normal competition.
Incremental streamlining
of the current product,
market, and/or methods.
Altering the mix.
New product, new
market, new method.
Changing how you
make money.
The old way won’t
survive.
Changing the world.
“I can’t imagine what life was
like before.”
DOING YOUR JOB.
SOMETHING IS
AFOOT.
SOMEONE IS
GONNA GET HURT.
THE WORLD HAS
CHANGED.
4 kinds of innovation:
credit: Alistair Croll
SUSTAINING ADJACENT DISRUPTIVE DISCONTINUOUS
DOING YOUR JOB.
SOMETHING IS
AFOOT.
SOMEONE IS
GONNA GET HURT.
THE WORLD HAS
CHANGED.
credit: Alistair Croll
auto industry example:
SUSTAINING ADJACENT DISRUPTIVE DISCONTINUOUS
DOING YOUR JOB.
SOMETHING IS
AFOOT.
SOMEONE IS
GONNA GET HURT.
THE WORLD HAS
CHANGED.
credit: Alistair Croll
entertainment example:
https://d2dpa77enk4uif.cloudfront.net/app/uploads/20160926174555/REDEF_MasterDeck_vPUBLIC2.pdf
Addendum: there are a lot of interesting ideas in here!

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The Revolution will not be Televised...but if you're lucky, it'll be memed.

  • 1. revolutiont h e will not be understanding audiences in the social era by Tara @missrogue Hunt CEO + Partner, Truly Social Inc. (but, if you’re lucky, it will be memed!) televised
  • 3. canary coalmine i’m a 45 yr-old in the @missrogue / @trulysocial
  • 4. @missrogue / @trulysocial SOURCE: NIELSEN CREDIT: Jason Hirschhorn: @jasonhirschhorn / Matthew Ball: @ballmatthew / Tal Shachar: @tweettal, REDEF, 2016
  • 5. Thinkbox is the marketing body for commercial TV in the UK, in all its forms. It works with the marketing community with a single ambition: to help advertisers get the best out of today’s TV. UK Data 2017 @missrogue / @trulysocial
  • 6. trend of the shift of video watching habits over time (ALL) Live TV -6.0% Playback TV 0.0% Video On Demand 28.8% User Uploaded Video 37.2% @missrogue / @trulysocial
  • 7. BUT the trend is very pronounced with 16-34s! Live TV -17.3% Playback TV -5.0% Video On Demand 8.5% User Uploaded Video 51.9% @missrogue / @trulysocial
  • 8. largely thanks to social media, the audience behaviours/expectations have changed drastically. here are: fundamental shifts @missrogue / @trulysocial affecting the audience
  • 11. ain’t nobody got time for that! “ timeshift #1: attention scarcity @missrogue / @trulysocial
  • 12. 4.75 billion posts shared on Facebook. 500 million tweets posted to Twitter. 95 million photos are posted to Instagram. 25.9 million minutes of video uploaded to YouTube. every.single.day. @missrogue / @trulysocial
  • 13. CREDIT: Jason Hirschhorn: @jasonhirschhorn / Matthew Ball: @ballmatthew / Tal Shachar: @tweettal, REDEF, 2016 more and more content! @missrogue / @trulysocial
  • 14. i want it that way! “ timeshift #2: everything on demand @missrogue / @trulysocial
  • 15. 1990 @missrogue / @trulysocial In 1990, I: • Heard this song on the radio and fell in love (5:55pm on Saturday) • Ran directly to the HMV, but it had just closed • Ran all around town to find a place that carried it. No luck. • Slept by my ghetto blaster to try and catch it again (to hit play/record!) • Had to be outside of HMV at 10am on Monday Morning • Bought the entire album…not just the single I wanted.
  • 16. “Yes, Queen.” “Here is George Michael’s Freedom 90 on Spotify!” “Hey Google!” “Can play George Michael’s Freedom on Spotify?” @missrogue / @trulysocial now
  • 17. Harnessing Change: The Future of Programming Distribution in Canada by the Canadian Radio-television and Telecommunications Commission, May 31, 2018
  • 18. @missrogue / @trulysocial “the more that's available on demand, the more we demand is available“
  • 19. power shifts@missrogue / @trulysocial shift #2.
  • 20. let’s go here! this one has good reviews! “ powershift #1: democratization @missrogue / @trulysocial
  • 21. @missrogue / @trulysocial Reviews can make or break a business - and they don’t just exist on review sites.
  • 22. "92 percent of people trust recommendations from other people over brands. Teens have a seven times higher emotional attachment to YouTube stars than to ‘traditional’ celebs. And 49 percent of people rely on influencer recommendations when they’re making a purchase." - Adweek: April 11, 2017 http://www.adweek.com/tv-video/its-time-for-marketers-to-change-how-they-select-and-reward-influencers/ @missrogue / @trulysocial
  • 24. @missrogue / @trulysocial For many years, this is pretty much what marketers (and networks) thought of as “the audience”. Educated, straight, affluent white people. Anyone else was seen as “niche”.
  • 25. "By 2036, (StatsCan) predicts, as many as 30% of all residents will not have been born in Canada. Another 20% of the population will be native- born, but with at least one immigrant parent." http://www.cbc.ca/news/canada/minorities-to-rise-significantly- by-2031-statscan-1.865985 @missrogue / @trulysocial
  • 26. #BlackLivesMatter #MeToo #FamiliesBelongTogether @missrogue / @trulysocial there is an enormous call for pro-active representation
  • 27. Niche IS the mainstream! We live in an increasingly diverse world. The beauty of Netflix is that the audience can choose based on what they are drawn to. But Hollywood is taking notice, too, and casting and the stories they tell are improving. AND IT’S PAYING IN $$$$$$! @missrogue / @trulysocial
  • 28. Cha-ching! People DO want diverse representations! $1.2 BILLION $700 MILLION POPULAR SERIES! POPULAR SERIES!
  • 29. The backlash (anti-immigration, Alt-Right, etc) is evidence that the world is changing at a pace that makes those who have enjoyed the comfort of being the “mainstream” very upset. We have a long way to go. @missrogue / @trulysocial
  • 30. role shifts@missrogue / @trulysocial shift #3.
  • 31. all the world’s a stage! “ roleshift #1: content creation @missrogue / @trulysocial
  • 32. @missrogue / @trulysocial New online services have provided the tools and opportunities for more Canadians to become creators than ever before. This has resulted in the development of a large pool of Canadians who have developed the creative and technical talent and skills necessary to inform and entertain audiences large and small, within local communities, across the country and around the globe. Harnessing Change: The Future of Programming Distribution in Canada, CRTC https://crtc.gc.ca/eng/publications/s15/eval.htm#o2 “
  • 33. talent production (high cost) networks (limited) distribution (tightly controlled) devices (shared/not portable) audience (captive) THEN @missrogue / @trulysocial credit: REDEF on the Future of Video https://redef.com/original/presentation-redef-on-the-future-of-video
  • 34. talent audienceproduction + network + distribution + device credit: REDEF on the Future of Video (plus my modifications!) https://redef.com/original/presentation-redef-on-the-future-of-video @missrogue / @trulysocial TODAY
  • 35. “amateurs” are the influencers Variety Magazine did two studies in 2014 and then 2015 and found that, not only are digital content creators more influential than traditional celebrities, they were also more consistent and relatable. @missrogue / @trulysocial
  • 36. Internet use is about far more than cultural consumption. Yet the CRTC envisions the Internet as little more than cable television and wants to implement a taxation system akin to that used for cable and satellite providers. Michael Geist, Regulate Everything: The CRTC Goes All-In on Internet Taxation and Regulation: http://www.michaelgeist.ca/2018/05/regulate- everything-the-crtc-goes-all-in-on-internet-taxation-and-regulation/ 😒dear CRTC, do NOT ruin the internet. “
  • 37. The Internet has blurred the lines between creator and consumer, introduced new players and intermediaries, created a more interconnected and open world and altered consumers’ expectations and opportunities. Strengthening Canadian Television Content: Creation, Discovery and Export in a Digital World C.D. Howe Institute, December 2017 “ @missrogue / @trulysocial
  • 38. 😒Only one mention of user-generated content in the entire report (but Netflix >50x). @missrogue / @trulysocial
  • 39. Conclusion: The solution to the threats facing CanCon are: 1. Need more high-quality shows (their “idea” is to produce fewer at higher “quality”) 2. Need to export more CanCon (hence the need for “quality”) 3. Something something simplification something something innovative solutions @missrogue / @trulysocial
  • 40. check out all of the can-con! @missrogue / @trulysocial
  • 41. 8,575,469,552 ...combined views for these 6 YouTube creators on only their main channels. Most of them have multiple channels and connect with their audiences on multiple networks. Combined following: 48 Million 06.17.18 @missrogue / @trulysocial
  • 42. “User-Generated Video” Look at this! 1. Lots of high-quality shows!
 The kind of “quality” that consumers ….apparently… demand. 2. Exported! 
 Both content and, unfortunately, talent. 3. Something something simplification something something innovative solutions! @missrogue / @trulysocial
  • 43. dismiss at your own peril @missrogue / @trulysocial
  • 44. the ATTENTION is shifting to user uploaded video the AD DOLLARS are shifting to digital AND user-uploaded video (influencer marketing) forget netflix. this is what should concern you.
  • 45. thanks for the inspiration. i’ll take it from here! “ roleshift #2: ownership @missrogue / @trulysocial
  • 46. @missrogue / @trulysocial “STAN CULTURE” a fan so dedicated to an artist, show or genre that he or she does ridiculous things like driving for 4 hours to buy szechuan sauce.
  • 49. “REMIX CULTURE” the act of taking existing popular culture and remixing or remaking it into something else altogether original. generally, but not always, covered by fair use (fair dealing in canada) laws. it’s the ultimate homage to one’s favourite shows and characters. COSPLAY FAN THEORIES MEMES @missrogue / @trulysocial
  • 50. the book the movie the fanfiction @missrogue / @trulysocial
  • 51. none of this is new or because of the internet people participate. they create. that’s what they do. @missrogue / @trulysocial
  • 52. time attention is more scarce than ever --- we want stuff when we want it, delivered how we want it. power word-of-mouth is amplified --- diversity + representation is no longer a nice-to- have roles consumers are now creators --- the idea of ownership is squishy @missrogue / @trulysocial
  • 54. so then? now what? what can YOU do? @missrogue / @trulysocial it’s not going to be a simple solution.
  • 55. but…here is a little idea… your new metrics of success: ➔ # of gifs and memes made by fans ➔ # of bootlegs of your shows uploaded ➔ # of cosplays at Comic Con of your characters ➔ # of crazy fan theories ➔ cost of the fan art for sale @missrogue / @trulysocial
  • 56. @missrogue / @trulysocial https://nineteeneightyeight.com/collections/bojack-horseman/products/rezatron-bojack-bust?variant=51471978259WANT
  • 57. contentisn’t where the value lies…
  • 58. audienceisn’t even really where the value lies… (especially in a world where FB makes pay to reach your own followers!)
  • 59. attentionis valuable. And, even better: RELATIONSHIPS/TRUST and longer term results of positive, real attention.
  • 60. if they’re not stealing your content, you have failed. - Tara Hunt, right now “ @missrogue / @trulysocial
  • 61. Thank you! Tara Hunt CEO + Partner tara@trulysocial.ca www.trulysocial.ca
  • 62. I removed the following slides from my original presentation…as I felt that the “solution” is more complicated and nuanced. I started to riff originally on where the industry could shift their thinking to start to understand where things go from here… Excuse the mess… ;)
  • 63. rethink first, you need to the way things have “always been done” @missrogue / @trulysocial Deleted addendum:
  • 68. instead of… pushing messages at think… listening to @missrogue / @trulysocial
  • 69. instead of… trying to appeal to everyone think… connecting with a specific audience @missrogue / @trulysocial
  • 70. instead of… counting views and impressions and paying influencers to talk about you (or “manage” your reputation). think… aiming for engagements, creating more conversations and helping your audience tell the stories organically. @missrogue / @trulysocial
  • 72. instead of… high-level production “professional” actors/ writers/etc. polish + perfection think… connecting to the audience directly, with real people and stories @missrogue / @trulysocial
  • 73. instead of… intellectual property + ownership think… content that is so awesome that your audience wants to steal it @missrogue / @trulysocial
  • 75. SUSTAINING ADJACENT DISRUPTIVE DISCONTINUOUS Normal competition. Incremental streamlining of the current product, market, and/or methods. Altering the mix. New product, new market, new method. Changing how you make money. The old way won’t survive. Changing the world. “I can’t imagine what life was like before.” DOING YOUR JOB. SOMETHING IS AFOOT. SOMEONE IS GONNA GET HURT. THE WORLD HAS CHANGED. 4 kinds of innovation: credit: Alistair Croll
  • 76. SUSTAINING ADJACENT DISRUPTIVE DISCONTINUOUS DOING YOUR JOB. SOMETHING IS AFOOT. SOMEONE IS GONNA GET HURT. THE WORLD HAS CHANGED. credit: Alistair Croll auto industry example:
  • 77. SUSTAINING ADJACENT DISRUPTIVE DISCONTINUOUS DOING YOUR JOB. SOMETHING IS AFOOT. SOMEONE IS GONNA GET HURT. THE WORLD HAS CHANGED. credit: Alistair Croll entertainment example: