2. AGENDA
9:30 WELCOME
9:40 SCOTT BEDBURY, Brandstream
10:00 ERIC RYAN, Method Home
10:10 MARC SHILLUM, Method Design
10:30 ROHIT BHARGAVA, Author
10:40 DANA CHO & BEAU TRINCIA, IDEO
11:00 COFFEE BREAK
11:30 CHASE JARVIS, Photographer
11:50 JASON OBERFEST, Mango Health
12:00 GADI AMIT, New Deal Design
12:20 SIVA KUMAR & USHER LIEBERMAN, TheFind
12:30 JERMAINE DUPRI, Global 14 & DAVID DEAL, iCrossing
12:50 JOE GEBBIA, Airbnb
1:00 LUNCH
2:00 STEPHANIE HORSTMANSHOF & KRISTIN DEAN, Bing PARTNER TALK
2:20 ERIC COREY FREED, organicARCHITECT
2:30 MICHAEL MCDANIEL, frog
2:50 GERLAD RICHARDS, 826National
3:00 REGINA ELLIS, JoyRx
3:20 COFFEE BREAK
3:40 NEIL HARBISSON, Bio-technologist
4:00 NICK BARHAM, Wieden + Kennedy
4:10 JAMES TICHENOR & JOSH WALTON, Rockwell Group
4:30 CLOSING REMARKS
@psfk / #PSFKSF2012 / twitter.com/PSFK/psfk-sf-2012
3. TODAY
GADI AMIT NICK BARHAM SCOTT BEDBURY ROHIT BHARGAVA
New Deal Design Wieden Kennedy Author Author
01 @newdealdesign 02 @nickfbarham 03 @scottbedbury 04 @rohitbhargava
DANA CHO & JERMAIN DUPRI &
BEAU TRINCIA DAVID DEAL REGINA ELLIS ERIC COREY FREED
IDEO Global 14 / iCrossing JoyRx Architect
@ideo 05 / 06 @mr_dupri 07 @joyrx 08 @ericcoreyfreed
@davidjdeal
STEPHANIE
HORSTMANSHOF &
JOE GEBBIA NEIL HARBISSON KRISTIN DEAN CHASE JARVIS
Airbnb Biotechnologist bing Photographer
@jgebbia @neilharbisson @bing @chasejarvis
SIVA KUMAR MICHAEL MCDANIEL JASON OBERFEST GERALD RICHARDS
TheFind frog Mango Health 826National
09 @siva_v_kumar @mcdanyel @joberfest 10 @gerald826ceo
JAMES TICHENOR & MELISSA
ERIC RYAN MARC SHILLUM JOSH WALTON WAGGENER ZORKIN
Method Method Design Rockwell Group Waggener Edstrom
@methodguy 11 @methodtweet 13 @labsatrockwell 14 @melissawz
4. Since we’ve been at this thing for over 8 years
we thought it was time to call it something that
encompasses all that we do. Introducing...
PSFK LABS
“The consultancy of the future.”—CNN
At the heart of it we are a think tank seeking out, generating
and amplifying new ideas and creative solutions.
INNOVATION CONSULTING & PRODUCT CONCEPTING
We work with the world’s leading brands to help them plan a future.
New products, new services, new marketing, new retail.
Since 2007, we have delivered trends-led business innovation services for American Express,
Apple, BMW, InterContinental Hotels Group, Pepsi, Target and many more world-class
organizations.
By leveraging our in-depth and rapid processes, we can help you define what’s next for
your business.
CUSTOM EVENTS & BESPOKE EXPERIENCES
We create experiences that deliver thought leadership.
We produce inspirational events, trends tours, webinars that our partners use to inspire internal
stakeholders and external audiences.
Working with companies like Nissan and Microsoft, we have delivered events across the globe
and at major festivals such as SXSW and NY Design Week.
CUSTOM PUBLISHING & BRANDED CONTENT
We deliver thoughtful content for communication strategies.
Since 2004, our content team has been providing up-to-the-minute ideas and inspiration to
audiences. Our publishing experience allows us to understand what gets both clicked and shared.
Working with clients in the beverage, pharmaceutical and technology sectors, PSFK Labs’ team
has crafted content for a variety of platforms including Facebook, Twitter, Pinterest and more.
COMMUNICATION & MEDIA
We help partners reach our monthly audience of over 1 million influencers.
We work with brands to create inspiring, brand experiences targeted at our influential global
readership, positioning brands as innovators and experts.
PSFK’s media network consists of PSFK.com, email newsletters and our salons and conferences.
PSFK Labs, 42 Bond Street, 6th Floor, New York, NY 10012 USA
labs.psfk.com / @psfk / sales@psfk.com
5. NEED
TO
KNOW
VOL.2 ONE DAY
For this second issue of PSFK’s Need To Know magazine we asked some of
today’s creative minds from our London and San Francisco events to dream
a little. We solicited their views on a possible future as it applies to their particular
field of expertise.
In the pages that follow you’ll find a variety of ideas—all of them different—
but every one of them inspirational in some way.
We hope you’ll find a few visions that strike a chord with what you set out to
achieve in your own life every day.
Piers Fawkes is the Founder and Editor-in-Chief of PSFK.com
and its sister publication, Need To Know magazine.
www.psfk.com / @piers_fawkes
NEED TO KNOW MAGAZINE PUBLISHER & EDITOR-IN-CHIEF
c/o PSFK Piers Fawkes
42 Bond Street
6th floor CREATIVE DIRECTOR & PHOTOGRAPHY
New York, NY 10012 Peter Surrena
www.needtoknowmag.com
EDITORIAL
Timothy Ryan
6. LET’S GET READY TO
BING IT ON
SIDE-BY-SIDE SEARCH OFF
VS
PEOPLE CHOSE BING WEB SEARCH
RESULTS OVER GOOGLE NEARLY
2 1
IN BLIND COMPARISION TESTS*
TO
Take the challenge and learn more at BingItOn.com
*Based on a comparison of web search results pane only; excludes ads, Bing’s Snapshot and Social Search panes and Google’s Knowledge Graph.
7. Need To Know Vol. 2 ONE DAY 01
ONE DAY
TECHNOLOGY
WILL BE INVISIBLE
& IT WILL KNOW
WHAT YOU WANT
Electronics will be so sophisticated
that you won’t need to communicate
with them. Technology will know
what we want. We’ll somehow be able
to communicate with them without
interacting with them. Instead, we’ll
interact with one another.
—GADI AMIT
GADI AMIT is a SF based designer behind some of the most innovative and lasting products produced over the last decade.
newdealdesign.com / @newdealdesign
8. 02 PSFK.com
ONE DAY
ALL PEOPLE WILL
WORK WITH THE
ENERGY & PASSION
OF A START-UP CEO,
BUT WITHOUT THE
LONG HOURS
NICK BARHAM is the director of W+K Tomorrow, an initiative at the intersection of sustainability, emerging tech and story building.
wk.com / @nickfbarham
9. Need To Know Vol. 2 ONE DAY 03
ONE DAY
I HOPE HUMANITY
WILL BE ABLE TO USE
TECHNOLOGY EFFORTLESSLY
SO THAT THEY CAN BE MORE
PRESENT IN THE MOMENTS
THAT MATTER MOST,
NOT JUST TO BE
IN MORE MOMENTS.
SCOTT BEDBURY is the CEO of Brandstream, an independent brand development consultancy.
www.brandstream.com / @scottbedbury
10. 04 PSFK.com
ONE DAY
COMPANIES
WILL EMPOWER
EMPLOYEES
TO CREATE
REAL & AMAZING
EXPERIENCES FOR
THEIR CUSTOMERS
THAT GO
ABOVE & BEYOND
EXPECTATIONS
They will operate in a way that is
dictated more by what is right than
what is told to them by lawyers.
Customers will have a closer relation-
ship to the brands and businesses they
love; customers will feel so associated
with brands that the ones they use
often and the ones they believe in will
become a closer and more powerful
part of their identity.
—ROHIT BHARGAVA
ROHIT BHARGAVA is a marketing expert and leading voice on how to bring more humanity back to business.
likeonomics.com / @rohitbhargava
11. Need To Know Vol. 2 ONE DAY 05
ONE DAY
PEOPLE WILL
LAUNCH &
REINVENT BRANDS
THROUGH
CO-CREATION
DAVID DEAL is VP of Marketing at iCrossing, a digital marketing agency that focuses on building connected brands.
icrossing.com / @davidjdeal
12. 06 PSFK.com
ONE DAY
EVERYONE WILL
UNDERSTAND
THE DIFFERENCE
BETWEEN
SOCIAL NOTIFYING &
SOCIAL NETWORKING
JERMAINE DUPRI is a Grammy award winning producer, artist, writer, and CEO of So So Def Recordings and Global 14, a social
networking site dedicated to music and current events.
global14.com / @mr_dupri
13. Need To Know Vol. 2 ONE DAY 07
ONE DAY
ALL KIDS
WILL ENJOY
WONDERFUL LIVES,
NO MATTER
HOW LONG
Kids deserve long, wonderful lives.
Or, at the very least short, wonderful
lives. One day kids that are diagnosed
with cancer or a terminal illness will be
delivered an inexhaustible infusion of
JoyRx alongside traditional treatments
and state of the art medical interven-
tions. Making room for JOY in the
moments between life and death will
changes lives for the better—yours,
mine, ours.
—REGINA ELLIS
REGINA ELLIS is CEO of JoyRx, a company that designs innovative pediatric resources delivered to children and teens
with life threatening illnesses.
joyrx.org / @joyrx
14. 08 PSFK.com
ONE DAY
THE DEMOCRATIC PROCESS
WILL AFFECT THE DESIGN,
WILL AFFECT THE FUNDING, &
WILL AFFECT THE OPERATION
OF A BUILDING
ERIC COREY FREED co-developed the Sustainable Design programs at the Academy of Art University and UC Berkeley Extension.
organicarchitect.com / @ericcoreyfreed
15. Need To Know Vol. 2 ONE DAY 09
ONE DAY
SHOPPING
WILL BE
INSTANT
PERSONAL
EXPERIENCES
THAT PEOPLE
APPRECIATE
& ENJOY
SIVA KUMAR is the co-founder and CEO of TheFind, a company that uses social data to try to better the online shopping experience.
thefind.com / @siva_v_kumar
16. 10 PSFK.com
ONE DAY
OUR PHONES
WILL CARE
FOR US
We will see the mobile device as a
primary channel for care and a main
inspiration for improving personal
health. Mobile applications, always on
and always connected, will become
central tools in helping consumers
better manage and improve their
health. Consumers will increasingly
understand how their health compares
to the general population, and will be
more inspired to improve their lifestyle
as a result.
—JASON OBERFEST
JASON OBERFEST is the CEO of Mango Health, a startup building mobile applications to help consumers better manage
and improve their personal health.
mangohealth.com / @joberfest
17. Need To Know Vol. 2 ONE DAY 11
ONE DAY
EDUCATION
WILL BE FUN &
ENGAGING
We will put the creativity back in
education and learning.
—GERALD RICHARDS
GERALD RICHARDS is the CEO of 826 Nationa,l a nonprofit dedicated to helping students become better writers.
826national.org / @gerald826ceo
18. 12 PSFK.com
ONE DAY
THE WORLD
WILL BE
ZERO MEANS,
MAXIMUM
MEANING
How do we create more meaning I love that everyone says,
out of what’s there, instead of “Fail fast.” I say, “OK. Fail fast,
constantly thinking that it is our but try not to use any of the
job to make new work? I look at world’s mineral resources to
the greatest editors in the world do it, because we’re running
for that. I really like editors. out of helium super fast.”
We have limited resources and do This is a challenge to all design-
not want to be wasting anything ers. I think all of us have to be
on the planet at the moment. We designing a future that we want
need to think very carefully about our children to grow up in.
everything we do, about stuff we —MARC SHILLUM
put out there. Failure really isn’t
an option.
MARC SHILLUM is a Principal at Method, where he works across disciplines to manage brand coherence in today’s iterative environment.
method.com / @methodtweet
19. Need To Know Vol. 2 ONE DAY 13
ONE DAY
WE’LL SEE A
BLENDING
BETWEEN OUR
VIRTUAL
IDENTITY &
OUR PHYSICAL
IDENTITY
In many ways, the web is the It will be fascinating to watch the
backbone for what’s coming next. programming, the use and the design
We’ll see the integration of digital of spaces that people are actually en-
services and apps into our real-world gaged in, and how digital technology
environment. will allow us to reprogram and reuse
these spaces.
The big question we will be asking
—JAMES TICHENOR & JOSH WALTON
is, ‘Where do you live your life?’
Obviously, it’s in the physical world,
where you have your home, your
workplace, the train, and other
places. But you also live your life on
Facebook, email, Twitter and YouTube.
It’s all very natural, but our environ-
ments don’t necessarily reflect that.
JAMES TICHENOR & JOSH WALTON are Co-Chief of Rockwell Group’s LAB, an interactive design team dedicated to
experimenting with interactive experiences.
lab.rockwellgroup.com / @labatrockwell
20. 14 PSFK.com
ONE DAY
PEOPLE WILL
CHOOSE PRODUCTS
FROM COMPANIES
THAT ACT WITH
PURPOSE & AIM
FOR CREATING
A POSITIVE IMPACT
ON SOCIETY...
...in essence they will care about brands—
not just product features (although the
product has to fill a need)—and they will
stand ready to be engaged with the brand,
if they love it.
—MELISSA WAGGENER ZORKIN
MELISSA WAGGENER ZORKIN is the CEO, President & Founder of Waggener Edstrom Worldwide.
waggeneredstrom.com / @melissawz
21. Need To Know Vol. 2 ONE DAY 15
SO YOU
WANT TO
START A
BUSINESS…
That just does not fly today. Today, if you have a fresh
new idea, your future customers (and investors) want
to know not just what it is, but, more importantly,
why they should care. They have a huge amount of
choice, and differentiation is more important than
ever. What will they be able to do with it and how can
they take your innovation and turn it into something
Last month for PSFK London, I outlined some
that can help the community. In other words, you
research Waggener Edstrom Worldwide conducted
need to sell them on the social impact and not just
that looked at Generation Connected (Gen C) and the
the specifications.
importance it places on innovation.
How does this look? Well, Twitter would have been
One of the core findings was that Gen C views
more than a microblogging site. Instead, it could
innovation as critical—not just because the latest
have been introduced as a platform for building
product, service or gadget is fun and cool (although
communities to coalesce around shared problems,
that is most often where these customers start)
find new solutions and even topple regimes.
but increasingly because of those innovations’
Facebook could have been about more than posting
importance in helping make real social impact.
pictures of the Internet meme de jour, but rather a
The research also suggested Gen C-ers prefer community where like-minded people become closer
companies and brands that they feel are equally as to brands, causes and people to make their individual
committed to making a difference as they are. voice heard.
So today, I would like to look at the other side LinkedIn, I think, has done this right by focusing on
of the coin—what these insights might mean to building a community from the start. The mobile
a startup that hopes to succeed with customers industry is absolutely on this path when talking
who increasingly value the impact as well as about mobile payments, creating entrepreneurial
the innovation. opportunities and empowering individuals in all
In the “dot-bomb” era, it seemed startup success was corners of the world.
initially judged solely on landing venture capitalist Technology is a great enabler of societal change. So
funding. Achieving that meant coming up with an when you start your business, tell your story with a
idea and networking exhaustively to tell everyone focus on impact—the innovation is just the tool that
why your invention was better, faster and cooler brings impact to life.
than anyone else’s widget. Eventually, if your idea
MELISSA WAGGENER ZORKIN
was strong enough and differentiated from others
CEO, President & Founder of
in features and benefits, you secured funding and Waggener Edstrom Worldwide
brought it to market. waggeneredstrom.com / @melissawz
PARTNER PROVIDED CONTENT
22. 16 PSFK.com
ONE DAY
BUYERS
& SELLERS
WILL TRADE WITH
AN ALTERNATIVE
DIGITAL
CURRENCY...
...based on a basket that is more stable
than the local currency. This means
that you can do a forward contract for
your grain, or your wheat, or your oil—
or whatever—at a much more certain
rate than you can right now.
—STAN STALNAKER
STAN STALNAKER is the Founding Director of the social network Hub Culture and digital currency Ven.
www.hubculture.com / @stanstalnaker
23. Need To Know Vol. 2 ONE DAY 17
ONE DAY
WE MAY
LIVE IN A
WORLD
IN WHICH
POSSESSION
DOESN’T
MATTER...
...or that at the least it isn’t an issue.
What we share in the digital space will
become participatory by default. It
is the sense that within a close social
circle of sharing, ownership may be
something that just generally kind of
disappears.
—RICHARD BANKS
RICHARD BANKS is the Principal Interaction Designer for Microsoft Research in Cambridge, UK.
richardbanks.com / @rbanks
24. 18 PSFK.com
ONE DAY
ALL COLLATERAL,
SHOP WINDOWS,
BILLBOARDS
& SIGNAGE
WILL BE
INTERPRETED
THROUGH
THE CAMERA OF
A MOBILE PHONE
JESS BUTCHER is the co-founder and CMO of Blippar, an augmented reality platform for advertisers.
blippar.com / @jessbutcher
25. Need To Know Vol. 2 ONE DAY 19
ONE DAY
ROAD CYCLING
WILL BE SEEN
AS THE MOST
POPULAR
& BEAUTIFUL
SPORT
JAMES FAIRBANK is Head of Brand Marketing at Rapha, a performance lifestyle brand.
rapha.cc / @RaphaWorks
26. 20 PSFK.com
ONE DAY
WE WILL SEE A
GENERATION OF
IMAGINEERS
WHO HAVE THE
CAPACITY TO
SEE THEIR VISION
UNFOLD
One day we will see young My hope is that we will someday
people, educators and industry empower a generation of young
leaders regularly working people who are creative and
together and learning from each skilled enough to understand
other. A world with a generation how to use, and build the tools
of imagineers who have that they need for addressing prob-
capacity to hope and plan, and lems we haven’t even yet begun
then apply their skills to see their to understand.
vision unfold. —DEBBIE FORSTER
DEBBIE FORSTER is the COO of CDI Europe/Apps for Good, a group empowering Britain’s youth with skills to create apps.
appsforgood.org / @debbieforster
27. Need To Know Vol. 2 ONE DAY 21
ONE DAY
THERE WILL
BE PEACE
IN THE WORLD,
EVERYWHERE
Today, innovative thinking seems A wonderful example of this is At its heart, it’s about material-
to be confined to high tech Jeremy Gilley’s ‘Peace One Day’ izing ideas that can make a
progress. But big advancements initiative. He is campaigning so big change, both socially and
can come through low-tech that each year, on the 21st of sustainably for a positive impact
practical ideas that can happen September, there will be World in the world. In a corporate
cheaply and easily if only there Peace for one day, where all structure there are barriers to
was a groundswell of support for fighting factions in the world l freeing ideas all over the place.
them. Usually it is about finding ay down their arms. It’s a simple —JONATHAN FORD
the catalyst for change. low tech idea that can be
achieved. But only if people know
Low tech innovation is a way
about it and understand when,
of making things happen very
how and what.
quickly, and the ultimate low tech
innovation is an idea realized.
JONATHAN FORD is a Creative Partner at Pearlfisher and uses his design philosophy to help the needy.
pearlfisher.com / @Jforddesigns
28. 22 PSFK.com
ONE DAY
COMPANIES
WILL SOUND LIKE
INTERESTING
PEOPLE
Too often companies don’t sound
like themselves. They sound like what
the agency told them to say or they
sound like what the CEO wants them
to sound like. In every business, every
organization, there are interesting
people who have a passion for the
product or the brand. You really want
the business to sound like those peo-
ple. You want the business to sound
authentic and interesting and useful.
—DAN GERMAIN
DAN GERMAIN is Creative Director at innocent, the healthy food and drink company.
innocentdrinks.co.uk / @dangermain
29. Need To Know Vol. 2 ONE DAY 23
ONE DAY
GLOBAL
CORPORATE
BUSINESS
WILL BE
MADE UP OF
MANY, MANY,
SMALL VENTURES...
...that it has an interest in or a
partnership or joint venture with.
We won’t have a global corpor-
ation head office staff in one place.
We’ll have a global corporation
continually investing in emerging
stocks of opportunities, some of
which will be solving significant
challenges locally and globally.
—TAMARA GILTSOFF
TAMARA GILTSOFF is a business development and innovation leader, strategy consultant, and entrepreneur.
tamaragiltsoff.com / @TamaraGiltsoff
30. 24 PSFK.com
ONE DAY
PEOPLE WILL
HAVE THE
SKILLS & CONFIDENCE
TO MAKE THEIR
OWN GADGETS...
...and solve their own challenges We imagine a world where people
through the use of technology. In can actually make and produce things,
the same way that people currently and design and create their own gad-
plant their own gardens or bake gets and their own solutions, because
their own bread, the understanding they have the skills and the resources
of technology will become second to do so.
nature to people. —BETHANY KOBY
& DANIEL HIRSCHMANN
Right now, we think that people are
essentially lacking in either the confi-
dence or the skills to actually create
something using technology. Most of
us blindly use technology as is with
very little understanding of how to fix
it when it’s broken, let alone how to
actually make something which could
be useful for the rest of us.
BETHANY KOBY & DANIEL HIRSCHMANN are founders of Tech Will Save Us, a group educating people to produce, and not just
consume, technology. technologywillsaveus.org / @techwillsaveus
31. Need To Know Vol. 2 ONE DAY 25
ONE DAY
DRIVING IN
A VEHICLE
WILL BE LIKE
HAVING A
CONCIERGE
OR A BUTLER...
...in terms of how we connect our
car and the customer to the outside
world. Our cars will provide a mix of
luxurious features that blend with the
lifestyle of the owner in a much more
subtle and predictive manner.
—JULIAN THOMSON
JULIAN THOMSON is Director of Advanced Design for Jaguar.
jaguarusa.com / @thomsondesign
32. 26 PSFK.com
ONE DAY
YOU WON’T
THINK TWICE
ABOUT MIXING
VIRTUAL WITH
REAL LIFE
Augmented reality will become so
normal that the technology will simply
be everywhere.
—MIKKO MARTIKAINEN
MIKKO MARTIKAINEN is the CEO of Sayduck, a group using AR to augment the e-commerce purchase path.
sayduck.com / @sayduckltd
33. Need To Know Vol. 2 ONE DAY 27
ONE DAY
THERE WILL
BE NO
MOBILE PHONES
There will be mobile devices but they
will be something that you would wear
discreetly, without making you look
out of place. Instead of constantly
looking down at a screen, people
will wear something discreetly. Your
interaction with technology won’t
be gone, but it will be seamlessly
integrated and we will therefore look
up and interact in a human way with
one another.
—DHANI SUTANTO
DHANI SUTANTO is a Senior Digital Art Director and the creator of the Oyster Card Ring.
ds72.com / @dhanisutanto
34. 28 PSFK.com
R B W L E
A U E
EA E A ES
TO S R S
TH E AY
A E ’LL
Y
W NE D
O
E
V
TI
C
When restrictions are placed upon us,
we have to be much more innovative
about how we achieve things.
—JOHN PUGH
JOHN PUGH is Director of Digital Communications at Boehringer Ingelheim, and creator of the social game Syrum.
boehringer-ingelheim.com / @johnpugh
35. Need To Know Vol. 2 ONE DAY 29
ONE DAY
THE COFFEE MACHINE
WILL TELL US
ITS NEEDS
ON A HUMAN LEVEL
KATRIN BAUMGARTEN is a London based technology artist and interaction designer.
katrinbaumgarten.de
36. 30 PSFK.com
ONE DAY
PEOPLE WILL
BE ABLE TO
VOTE WITH
THEIR MONEY
They’ll care about what they wear and
what they eat, and how they behave,
and really choose the brands that
are being good citizens and allowing
those communities that they live in,
and other communities, to flourish.
—DIANA VERDE NIETO
DIANA VERDE NIETO is the founder and CEO of PositiveLuxury.com, a website inspiring responsible purchases
without compromising on quality or style. positiveluxury.com / @DianaVerdeNieto
37. Need To Know Vol. 2 ONE DAY 31
THE FUTURE
OF WORK PREVIEW
Packed with inspiration and insights FEATURING
to help Executives, Managers, Human ▪▪ 16 Trends shaping how, where and
Resources and Employees succeed with whom we work
amidst the change. ▪▪ Insights from industry leaders and key stats
▪▪ 64 Best-In-Class Examples that are
Launching November 2012. Sign up changing the workplace
to receive early details of the Future ▪▪ Innovative Concepts from Top Creative
Of Work report: Agencies that imagine and inspire an
www.psfk.com/future-of-work exciting future
“Companies need to break out and do skunk works because they’re going to get
innovation and ideas that they can’t really get internally, and they’ll get long‑term
capability of growth. You have people that are learning and building new muscles
in those environments that they can bring back to the mother ship.”
AARON DIGNAN. CEO, Undercurrent
“The true entrepreneur wants to exchange. They want to be in that exchange. Intrapreneurs
don’t want to go off on their own. They don’t want to build their own company, they want
to do things that are like that, at their own company.”
DAVID ARMANO. Managing Director, Edelman Digital
“Tools are becoming smarter, more intelligent, more flexible, adapting to workflows
and allowing for work styles that are much more accommodating to the way that people
really want to work. We’ll be living in a world where it will become a lot more intuitive
and natural to access information and do things while you’re on the go or while you’re
on different devices.”
HARALD BECKER. Senior Business Strategist, Microsoft’s Office labs
“People want to work on their back porch. They want to work overlooking a lake.
They want to go places where they love to be. There is tremendous opportunity to
make the office something much less sedated and much less focused on order, and
much more organic, interesting, and desirable. The workplace now has to support
this fluidity, this range of movement, and it’s causing everyone to rethink the old
one‑size‑fits‑all assumption that you do most of your work in one place.”
RYAN ANDERSON. Director of Future Technologies, Herman Miller
38. 32 PSFK.com
A SNAPSHOT
MAJOR WORKPLACE SHIFTS
WORKFORCE
The marketplace for talent has changed as employees and companies
look not only to fill a role, but find the perfect fit. With an increased level of
unemployment and a decrease in length of employment for any one company,
there is an increase of qualified candidates constantly in flux. Companies
and employees are looking for ways to work together and grow collectively
and individually.
CULTURE
In an effort to appeal to the attitudes and expectations of a younger,
digitally-savvy workforce, companies are reshaping their internal policies
and management styles. The top-down, closed door thinking of the
past is making way for company cultures based on shared responsibility,
openness and trust. These initiatives are aimed at empowering and engaging
employees by enabling them to have a more direct say in the direction of
the company and their careers.
TOOLS
As multidisciplinary teams located around the world work together across
complex projects, requiring a new set of collaborative and communications
tools to streamline processes. Intelligent platforms are combining previously
disparate tasks, analyzing data to bring more context to conversations and
create new ways for visualizing workflows, which help people work smarter
and more efficient.
WORKPLACES
Over the last two decades, open office designs and campuses have changed
how employees meet and interact, with a goal of spurring spontaneous cre-
ativity and collaboration. As the range of work that happens within a space
continues to grow and evolve, layout and design are stretching to meet the
needs of each stage within a work process, adding flexibility and fluidity to
the workplace.
Launching November 2012. Sign up to receive
early details of the Future Of Work report:
www.psfk.com/future-of-work
39. Every bold idea needs someone brave enough to make it happen
“NO RULES
THERE AIN’T
AROUND HERE;
WE’RE TRYING
TO ACCOMPLISH
SOMETHING
”
-Thomas Edison
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