Craig Rispin Keynote - Australian Veterinary Association 2013 Convention

2. Know First • Be First • Profit First
Craig Rispin
Business Futurist & Innovation Expert
www.FutureTrendsGroup.com

3. Survival of the
Veterinary Profession?

4. FLASHBACK-1998
Where were you?
What was your work/life
like in 1998?

5. Just imagine what it will be like
15 years from now...

6. Globally - From All Accounts:
Education Costs are Soaring
Starting Wages are Declining
You’re Working Harder & Longer Hours
You’re Not Making What You’re Worth
Government Support is Declining
Any More? - Share with a Partner

7. “Some of the trends are, quite
frankly, alarming.”
- Ian Spinks, president and general
manager of Bayer Animal Health

11. Karl Fisch - Educational Futurist

13. Discuss with a Partner:
What Did You Find Most
Surprising in the Video?

14. “If change is
happening on the
outside faster
than on the inside
the end is in
sight.”
-Jack Welch

15. Up
People
Business Technology
Life
SciencesW
ork/Life
Shift
Globalised
Acceleration
Age Gap
Education
Re-Engineering
Global
Mobility
Free
Agency
End of
Retirement
Un-Bell Curve
Outrageous
Outsourcing
Marketing
Megatrend
Practice
Management 2.0
Innovation
Imperative
Speed & Size
Cloud
Computing
Robots
Rise
Coworking
Unbreakable
Tech
Mobile
Madness

16. Your mobile phone has
all of NASA in 1969.
more computing power than

17. How Big is Mobile Today?
7B People in the World
6B Mobile Subscribers
1B 3G/LTE Subscribers

18. 20
40
60
80
100
120
Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19
Quarters Since Launch
Subscribers(MM)
iPhone + iTouch NTT docomo i-mode AOL Netscape
8
iPhone + iTouch vs. NTT docomo i-mode vs. AOL vs. Netscape Users
First 20 Quarters Since Launch
Note: *AOL subscribers data not available before CQ3:94; Netscape users limited to US only. Morgan Stanley Research estimates
~65MM+ netbooks have shipped in first 11 quarters since launch (10/07). Source: Company Reports , Morgan Stanley Research.
Desktop Internet
AOL*
v 2.0 Launched 9/94
Mobile Internet
NTT docomo i-mode
Launched 6/99
Mobile Internet
iPhone + iTouch + iPad
Launched 6/07
~120MM+
~32MM
~9MM
Desktop Internet
Netscape*
Launched 12/94
~27MM
Apple iPhone + iTouch + iPad Ramp –
The Likes of Which We Haven’t Seen Before

19. 20
40
60
80
100
Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19
Quarters Since Launch
Subscribers(MM)
iPhone + iTouch NTT docomo i-mode AOL Netscape
7
iPhone + iTouch vs. NTT docomo i-mode vs. AOL vs. Netscape Users
First 20 Quarters Since Launch
Note: *AOL subscribers data not available before CQ3:94; Netscape users limited to US only. Morgan Stanley Research estimates
~50MM netbooks have shipped in first 10 quarters since launch (10/07). Source: Company Reports , Morgan Stanley Research.
Desktop Internet
AOL*
v 2.0 Launched 9/94
Mobile Internet
NTT docomo i-mode
Launched 6/99
Mobile Internet
iPhone + iTouch
Launched 6/07
~85MM
~31MM
~8MM
Desktop Internet
Netscape*
Launched 12/94
~18MM
Mobile Internet Ramping Faster than Desktop Internet Did –
Apple Leading Charge
380M

20. 20
40
60
80
100
Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19
Quarters Since Launch
Subscribers(MM)
iPhone + iTouch NTT docomo i-mode AOL Netscape
7
iPhone + iTouch vs. NTT docomo i-mode vs. AOL vs. Netscape Users
First 20 Quarters Since Launch
Note: *AOL subscribers data not available before CQ3:94; Netscape users limited to US only. Morgan Stanley Research estimates
~50MM netbooks have shipped in first 10 quarters since launch (10/07). Source: Company Reports , Morgan Stanley Research.
Desktop Internet
AOL*
v 2.0 Launched 9/94
Mobile Internet
NTT docomo i-mode
Launched 6/99
Mobile Internet
iPhone + iTouch
Launched 6/07
~85MM
~31MM
~8MM
Desktop Internet
Netscape*
Launched 12/94
~18MM
Mobile Internet Ramping Faster than Desktop Internet Did –
Apple Leading Charge
468M

25. Search for “ios apps vet”:
2,850,000 results
Search for “ios apps pet”:
123,000,000 results
Search for “ios apps equine”:
346,000 results

27. Money
Access
Body
Engines
Metering
Control
Security

29. alth Awareness…
NOW…
(Nike+ / Jawbone UP)
Always-On Tracking + Syncing + Analytics /
Quantified Self
The Quantified Self

30. The Quantified Herd Coming Next...

34. Bio-Sensors Boom - Link to Mobiles

35. Ultra-Sensitive Electrical Biosensor Unlocks
Potential for Instant Diagnostic Devices
Source: University of California, Santa Barbara April 17, 2012

36. Partner Questions:
What’s your favorite mobile App and why?
If you could create a Vet App that does
anything what would it do?
How important do you think this mobile
trend is to your industry or practice?
Do you have mobile strategy at your
practice or organisation?

37. Up
People
Business Technology
Life
Sciences
W
ork/Life
Shift
Globalised
Acceleration
Age Gap
Education
Re-Engineering
Global
Mobility
Free
Agency
End of
Retirement
Un-Bell Curve
Outrageous
Outsourcing
Marketing
Megatrend
Practice
Management 2.0
Innovation
Imperative
Speed & Size
Cloud
Computing
Robots
Rise
Coworking
Unbreakable
Tech
Mobile
Madness

38. Life Sci - Meet Juan Enriquez

39. Up

40. Up

41. Up

42. 3D Printed Organs

43. BioSteel

45. NASA’s Space Elevator Concept

46. Up
People
Business Technology
Life
SciencesW
ork/Life
Shift
Globalised
Acceleration
Age Gap
Education
Re-Engineering
Global
Mobility
Free
Agency
End of
Retirement
Un-Bell Curve
Outrageous
Outsourcing
Marketing
Megatrend
Practice
Management 2.0
Innovation
Imperative
Speed & Size
Cloud
Computing
Robots
Rise
Coworking
Unbreakable
Tech
Mobile
Madness

48. “Dr. Parkinson is perhaps the most
prominent of the city’s 2.0 doctors,
who are rethinking the health care
model along 21st-century lines.”
- The New York Times

49. Dr. Jay Parkinson on Huff Post Live

50. Dr. Jay Asks:
“I’m friends with my patients on Facebook
- they can IM me, or book an appointment
on my iPhone App.
Don’t you run your practice this way too?”
Discuss with a Partner

56. Here’s My Practice 2.0
Google Apps for Business
- $50/user per year replacement for M$ Office
Google Apps Marketplace
- Hundreds of Business Apps installed in seconds
Google+ Hangouts for free Voice/Video Calls
- Hangouts-on-Air adds 1,000 viewers + YouTube
Apple iPhone & iPad Mini

60. Up
People
Business Technology
Life
Sciences
W
ork/Life
Shift
Globalised
Acceleration
Age Gap
Education
Re-Engineering
Global
Mobility
Free
Agency
End of
Retirement
Un-Bell Curve
Outrageous
Outsourcing
Marketing
Megatrend
Practice
Management 2.0
Innovation
Imperative
Speed & Size
Cloud
Computing
Robots
Rise
Coworking
Unbreakable
Tech
Mobile
Madness

61. Reaching Global Executives:
12Megatrends in B2B Marketing

62. sked to rate the value of various marketing
activities on a five-point scale, meetings/
conferences and research/surveys top the list.
Today B2B providers view a broad array of
sponsored programmes, such as conferences and
white papers, as a valuable means of capturing
attention and persuading decision makers.
This is not to say that traditional advertising
has lost its appeal. Instead, the conclusion is that
organisations seeking to promote their businesses
are increasingly relying on a range of channels,
including print.
user communities) and passive (print) promotional
channels.
The way forward is clearly a heavier reliance on
creating a programme of thought leadership that
takes advantage of multiple-entry-point messaging.
The shift to 360º thought leadership
1. How important are the following non-traditional categories
of marketing activity to your organisation?
(Mean score out of 5)
Meetings/conferences
Research/surveys
White papers, executive summaries, articles
3.76
3.85
3.61
1M E G A T R E N D O N E
A

63. Thought Leadership Defined
The term was first coined in 1994, by Joel Kurtzman, editor-in-
chief of the magazine, Strategy+Business
“Thought leaders are individuals or organisations that are
recognised by peers, customers and industry experts as
someone who deeply understand the business they are in, the
needs of their customers, and the broader marketplace in which
they operate.”
“Thought leaders have a distinctively original idea,
a unique point of view or an insight.”

65. 9'of'the'top'11'effective'ways'of'getting'a'
of'involve'Thought'
Leadership'Marketing
How would you rate the effectiveness of the following marketing vehicles in getting your attention?
Mean Rating (N~344)
Speech or presentation at a conference or trade show
Case studies describing successful customer solution implementations
Article in the business or trade press
Invitation to a Webinar, seminar, or workshop
Sporting or cultural event sponsorship
Online advertisement
Vendor's blog
TV or print advertisement
Phone call from a sales representative from the service firm
Email from a sales representative from the service firm
Direct mail brochure
Conference sponsorship
Electronic newsletter from the service firm
White paper offered on the Internet
Search engine hits when doing research or surfing the Web
Analyst firm recommendation (such as Gartner/IDC/Forrester)
Speech or presentation at a conference or trade show
Case studies describing successful customer solution implementations
Article in the business or trade press
Invitation to a Webinar, seminar, or workshop
Sporting or cultural event sponsorship
Online advertisement
Vendor's blog
TV or print advertisement
Phone call from a sales representative from the service firm
Email from a sales representative from the service firm
Direct mail brochure
Conference sponsorship
Electronic newsletter from the service firm
White paper offered on the Internet
Search engine hits when doing research or surfing the Web
Analyst firm recommendation (such as Gartner/IDC/Forrester)
2.0
2.2
2.3
2.3
2.3
2.3
2.5
2.8
2.9
3.1
3.2
3.3
3.4
3.4
3.7
3.7
Source: ITSMA, How Customers Choose Study, North America, 2007

72. Up
People
Business Technology
Life
SciencesW
ork/Life
Shift
Globalised
Acceleration
Age Gap
Education
Re-Engineering
Global
Mobility
Free
Agency
End of
Retirement
Un-Bell Curve
Outrageous
Outsourcing
Marketing
Megatrend
Practice
Management 2.0
Innovation
Imperative
Speed & Size
Cloud
Computing
Robots
Rise
Coworking
Unbreakable
Tech
Mobile
Madness

76. Will Robot Pets Ever Take
the Place of Real Pets?

77. Robots Rise - Robot Pets in the Future?

78. No Way...
But They Will Have
Fun Together!

79. Download My eBook Free - http://is.gd/think