The Science of Foresight, Strategy and Innovation. November 2014

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Lilian McCarthy
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1 The Science of Foresight, Strategy and Innovation November 2014

2 Cultural Foresight Every decision your consumer makes is an act of culture While people strive to add meaning to their lives, brands are artifacts of that journey. 2

3 How Do We Mean Culture Agency Focus Trends Fleeting, transient expressions of individuals interpretations of cultural rules Where trend spotting lives Cultural Rules The more durable unspoken rules that shape our behavior and change slowly over time Cultural Foundations Human Needs The unconscious values and lasting ethos that form the basis of a culture Fundamental Human Emotional Social and Physical Needs The focus of our expertise for cultural brand strategy development 3

4 Culture is a Marketer s Playground RULES OF BEHAVIOR RIFE WITH TENSIONS ALWAYS CHANGING Unconscious socially defined norms That shape how people think, feel and act Identity is crafted by testing combination of cultural forces to assess fit and comfort Conflicts and tensions create value and evokes passions Culture shifts over time, from one generation to another and from one circumstance to another A perpetual supply of opportunities for brands to renew themselves and build rich relationships 4

5 Cultural Landscape Is Usually Hidden We want to make the Cultural Landscape visible so our clients can build subconscious attraction with their marketing programs. 5

6 American Myth: The Self-Made (Man) Story: America was clawed from the tyranny of the British class and privilege and formed into an exceptional nation by men who believed in liberty, merit and selfdiscipline. Explanation: That s why opportunity for success and prosperity is open to every American. Meaning: If you work hard, you too will be rewarded. 6

The Collapse of The American Dream 2008.

7 The Collapse of The American Dream An officer in Cleveland, Ohio securing a home under foreclosure at gunpoint, begs the question What American Dream is there left? Anthony Suau, World Press Photo of the Year,

8 The Collapse of The American Dream THE AMERICAN DREAM DISSOLVES OCCUPY WALL STREET AND THE TEA PARTY The 2008 economic meltdown and government bailout of the too big to fail institutions meant the average citizen s rewards for a hard life s work had evaporated. The cherished story of the American Dream suddenly appeared a lie. Both movements were a battleground around the story of what America is. The Occupy Wall Street movement identified the villain as large corporations while the Tea Party fingered the government. These movements also provided explanation (telling us the cause of the meltdown is simple), meaning (they exhort the average person to stand up), and even ritual (they invited us to tent cities and tea parties.) 8

be able to transcend boundaries - physical, sexual, temporal As the economy collapsed, Zombies took over

9 Artifacts: The American Nightmare THE AMERICAN DREAM DISSOLVES VAMPIRES TO ZOMBIES!! Prior to 2008 American teens were obsessed with Vampires Very sexy creatures with the personal agency to be able to transcend boundaries - physical, sexual, temporal As the economy collapsed, Zombies took over pop culture No control over their labor or their actions They are mindless drones, taken over by others, that are 9 essentially powerless

inspiration and narratives for the stories of a new generation Cultural Foresight To do that

10 Myths in Transition Lost Myths The stories we used to make sense of our world no longer hold up under scrutiny Need for New Stories We need the stories our brands tell to generate the inspiration and narratives for the stories of a new generation Cultural Foresight To do that you need Cultural Foresight; the ability to identify the elements to create new enduring narratives 10

The Science of Foresight We have distilled the hidden landscape of culture down to its fundamental elements and have launched The Cultural Forces Lab.

11 The Science of Foresight We have distilled the hidden landscape of culture down to its fundamental elements and have launched The Cultural Forces Lab. VISIT >> When cultural elements combine they sometimes give rise to peculiar needs. These needs give rise to peculiar products and services. 11

Culture: An Opportunity to Empower Chipotle made a splash

industrialized food and successfully differentiates the

12 Culture: An Opportunity to Empower Chipotle made a splash with their animated film that sheds a light into the dark corners of the fast food system. This leverages cultural tensions around cheap, industrialized food and successfully differentiates the brand in the face of intense competition. NOTE the impact on stock price. 12 Watch at

Our Work Foresight Strategy Innovation 1 2 3 Anticipate changing needs and wants Spot risks Spot opportunities Take your stand

dissatisfaction Create new revenue streams $40M in sales in first quarter of availability. Today, the best selling car in the category.

13 Our Work Foresight Strategy Innovation Anticipate changing needs and wants Spot risks Spot opportunities Take your stand Integrate into Brand Strategy Activation Plan Spark new growth Create new points of engagement Create solutions to drivers of dissatisfaction Create new revenue streams $40M in sales in first quarter of availability. Today, the best selling car in the category % Revenue Growth Cinnamon & Brown Sugar Spreadable Butter Awarded one of 10 most innovative products in grocery 2014 Plus a full innovation pipeline

14 Contact John McGarr, President (416) x105

The Spiritual Laws of Money: T. Harv Eker's Secrets of A Spiritual Millionaire

The Spiritual Laws of Money: T. Harv Eker's Secrets of A Spiritual Millionaire 1 YOUR OFFICIAL ONLINE EVENT GUIDEBOOK 4 Simple Tips To Get The Most Out of This Class: 1. Print out this workbook before the class starts so you can write down your notes as you listen. 2. Review the