~ by Aaron Keller
Let's look forward to FUSE 2016. Brad Kreit from The Institute for the Future will go there and bring a photograph back.
The Institute for the Future and Brad Kreit give us a ride on the 'near future' train. Some of the items we start with today? Big data is gathered on shopping and living behaviors, brands are looking for new ways to be an important part of their customers' lives and the automation of mundane tasks is accelerating at an accelerating pace. The Institute for the Future looks ten years forward. Just far enough to stretch planning cycles and close enough to extrapolate reasonable patterns forward.
Looking one decade forward, what do they see?
They see ubiquitous moments of truth. The phrase 'Moment of Truth' was popularized by P&G design driven leadership. The idea is that all marketing expenditures lead up to one essential moment of truth. In the case of P&G, standing at the shelf in a store making a product decision (or just buying what you always do) is the physical and sociological place of focus. In the future photographed by Brad Kreit, these moments are ubiquitous.
If you're like many grocery shoppers, the idea of ubiquitous 'at the shelf' moments of truth would feel overwhelming and exhausting. Yet, look around, our world is becoming a store as you can rent and watch the movie 'SuperSize Me' while standing in line at McDonalds. Though, the line at McDonalds isn't ever long enough to see much beyond the opening credits. Brad also points to <a href="https://www.amazon.com/oc/dash-button?tag=googhydr-20&hvadid=61070155123&hvpos=1t1&hvexid=&hvnetw=g&hvrand=14379750877486489984&hvpone=&hvptwo=&hvqmt=b&hvdev=c&ref=pd_sl_6yjusagz2p_b" style="text-decoration: none;"'dash' buttons by Amazon, allowing you to order laundry detergent from your washer at the press of a button. Layer in the efforts by cities to 'design more meaningful experiences' for tourists, business travelers and their citizens. Now, we're starting to see the future photograph Brad has brought back for us.
From just these factors it is easy to see a future where all the moments in your life (space and time) will be designed for you (whether you know it or not). Add to this the data gathered at each moment and you get a hyper personalized experience in a not too distant future.
If you enjoyed FUSE 15 as much as we did, share this with friends.
Aaron Keller
Managing Principal
Capsule
@kellerofcapsule