With the 47-hour virtual sell-out of the all-new XC90, we saw that people were ready to buy a car online without physically experiencing it. In this What's Next session, we’ll look beyond technology itself, to the behavioral transformation taking place now and in the future. We’ve handpicked cases from across sectors to show what’s next in creative innovation. Get ready to explore groundbreaking ideas that shape behavior and create new marketplaces. Welcome to the DigitasLBi Breakfast Club.

1. Exploring ideas that shake, rattle and rock industries
CREATE. DESTROY.
REINVENT.

2. OUR BREAKFAST MENU
1. Introduction
2. Life, made simple
3. Products know us, intimately
4. Tech-inspired behaviors
5. Tools for change
6. Q&A
7. Oculus Rift demo

3. WHAT YOU CAN
EXPECT TODAY

4. 1
Payments become a platform that provide personalized and
rewarding brand experiences, not simply transactions.
2
A new wave of tech will radically improve our ability
to meet many business and human needs.
Our behavior is being shaped by innovations in technology and
data from smart, connected products.
3
4
KEY FINDINGS
Access is more powerful than ownership. We’re moving from an
ownership to a sharing and subscription economy.
Companies will be forced to rethink a fundamental question:
“What business am I in?”
5

5. Recent breakthroughs in performance, miniaturization,
low cost processing power and data storage, rapid
software development and big data analytics, and
ubiquitous, low-cost wireless connectivity and internet
access almost everywhere create the perfect innovation
storm.
WHY NOW?

6. A new wave of tech will not only improve product
capabilities, but will radically improve our ability to
meet many human
and business needs.
OUR NEEDS
REMAIN THE SAME

7. LIFE, MADE SIMPLE:
THE END OF NEEDLES,
WAITING & WALLETS.

8. THERANOS
Revolutionizing the blood test. Theranos has set up
a system where people can walk into a Walgreens
for a painless finger prick that draws a tiny drop of
blood with results available within a few hours.

10. Digital technology is opening up new ways to pay, many
of them more seamless and secure than traditional
methods. From ApplePay to Google Wallet to
TransferWise to Lending Club, the banking industry is
ripe for disruption.
WALLET WARS

12. END OF WAITING
It’s the internet’s fault. Everything’s on demand. Coffee,
pizza, groceries, taxis & entertainment. Welcome to the
era of instant gratification.

14. PRODUCTS KNOW US, INTIMATELY:
THE ‘COACH’ RACKET, GOOGLE’S
IN HOMES &
THE STICKY WEARABLE.

15. THE ‘COACH’ RACKET
Babolat’s Play Pure Drive product system puts sensors and
connectivity in the tennis racket handle, allowing users to
track and analyze ball speed, spin and impact location to
improve their game.

16. “IN JUST OVER FIVE YEARS, WE
COULD SEE OVER 30 BILLION DEVICES
CONNECTED TO THE WEB, THE
MAJORITY OF WHICH WON’T
BE A SMARTPHONE, TABLET OR PC.”
- Garner Research

17. GOOGLE’S NEST
This time last year, Google bought Nest, the
digital thermostat company, for $3.2 billion. Nest
digitizes the entire home-temperature-control
process and connects it to Nest’s cloud data
services. The potential for new applications and
services is astonishing (and frightening).

18. WEARABLES
People might not see the return on
exchanging data around their every
movement – sleeping, dreaming, walking,
running, etc. for insights into their behavior.

20. “WHAT IF WE COULD IMPLANT
THESE SENSORS, MAKING THEM
THE NEXT GENERATION OF
PACEMAKERS THAT COULD BE PUT
INSIDE THE HEART?
THAT’S WHERE WE’RE GOING.”
- Roozbeh Ghaffari, Director of Advanced Technology and Co-Founder, MC10

22. TECH-INSPIRED BEHAVIORS:
CHICKENLESS EGGS,
LEASING LIFE, 3D KNITTING
& VIRTUAL TEST-DRIVES

23. THE CHICKEN-LESS EGG
Hampton Creek uses technology to make healthier food. Its data
scientists are weeding out billions of proteins from hundreds of
thousands of plants to learn what could form the equivalent of a
chicken's egg.

24. THE END OF OWNERSHIP
Borrowing or sharing things is probably one of the oldest behaviors in nature,
and we are making it easier through technology. Millions of people use
websites and apps like Airbnb to share their homes and Uber and Lyft to
transport people in their cars. And it’s big business.

26. 3D KNITTING
Just as the sewing machine brought clothes-making into the 20th-
century home, a new generation of low-cost 3D knitting tools is about to
open up fashion. Three-dimensional knitting machines, like the open-
sourced OpenKnit, are already available and growth is on the up.

27. VIRTUAL SELL-OUT
How we launched and sold a car that didn’t exist yet.

29. USE MARKETING TO
PILOT THE FUTURE
1. What’s the business truth/consumer insight and how would
you use tech to do something about it?
2. Leverage data to know your audience
3. Pilot to test behavior
4. Adapt and refine
5. Deploy beta

30. TOOL FOR CHANGE
A NEW BRAINSTORMING
TECHNIQUE

31. CATALYTIC QUESTIONING
1. Pick a problem your team cares deeply about and ask nothing but
questions until you reach at least 50.
2. Identify three or four questions that are the most “catalytic” – the
startling ones that force you to change your perspective.
3. Seek solutions to these questions until you uncover extraordinary
insights and answers.

32. IS IT TIME TO SHIFT YOUR FOCUS TO
THE BROADER NEED YOUR
COMPANY MEETS, RATHER THAN
YOUR TRADITIONAL PRODUCT
DEFINITION?

33. QUESTION-STARTERS
1. Are we there for customers in the moments they need us?
2. Are we gathering the right data and insights and getting smarter
and better with each customer interaction?
3. Are we embracing speed as a value in everything we do?
4. Can we reimagine our business to create breakthroughs?

34. “IF YOU UNDERSTAND THE
CONNECTED HUMAN ACROSS
EVERY TOUCH POINT, IT DOESN'T
MATTER WHAT THE FUTURE
BRINGS; YOU WILL BE READY
FOR IT.”
- Avinash Kaushik, Google digital marketing evangelist

35. WE BELIEVE IT TAKESALITTLE
MAGIC TO CREATE THE FUTURE.

39. ARE YOU READY TO
CREATE THE FUTURE?

40. QUESTIONS?

41. LET’S GET INSIDE
THE ALL-NEW XC90