Workshop presentation to US Farm Cooperatives marketing leaders.

1. Will the Future
Like You?
CML Workshop
Patricia Martin
August 2013

2. © 2013 Patricia Martin. All rights reserved.
This is what it
looks like
right before a
renaissance.

3. Photo: Håkon M.E. Sundaune
progress
Hyper-progress renders
aspects of the culture
irrelevant. What’s irrelevant
gets shed. Shedding creates instability.

4. three
indicators of a
renaissance
• Death comes first
• Facilitating medium
• Age of enlightenment
© 2013 Patricia Martin. All rights reserved.

5. Millennial
relevance:
secrets of
global
brands
© 2013 Patricia Martin. All rights reserved.

6. psychographic
Knowledge is power—Wisdom is super power
uncertain Creative
Idealists Self expressive
collaborators Sensualists: emotional truth
© 2013 Patricia Martin. All rights reserved.

7. cultural tremors
© 2013 Patricia Martin. All rights reserved.

8. farm chic—Mary Jane Butters
© 2013 Patricia Martin. All rights reserved.

9. Pioneer Woman, Inc. © 2013 Patricia Martin. All rights reserved.

10. Michael Pollan--Farm to fork
© 2013 Patricia Martin. All rights reserved.

11. “Farmer Style” 13M views
© 2013 Patricia Martin. All rights reserved.

12. lightening round:
what are you seeing?

13. to be relevant:
believe feed a broader belief system.
belong facilitate bonds between people.
create help them make something
meaningful.
© 2013 Patricia Martin. All rights reserved.

14. witness
empathize
imagine
act
© 2013 Patricia Martin. All rights reserved.
believe

15. http://www.watchmoviedb.com/2010/11/22/watch-fight-club-online/fight-club-3-jpg/
hitting a nerve:
emotional truth

16. BOM’s moment of truth
Photo: Eugene O’Neill Theatre, Book of Mormon
http://www.bookofmormonbroadway.com/photos.php

17. convey
emotional
truth
© 2013 Patricia Martin. All rights reserved.

18. to be relevant:
believe feed a broader belief system.
belong facilitate bonds between people.
create help them make something
meaningful.
© 2013 Patricia Martin. All rights reserved.

19. © 2013 Patricia Martin. All rights reserved.
belong

20. Copernican
moment
© 2013 Patricia Martin. All rights reserved.

21. BRAND
old way
© 2013 Patricia Martin. All rights reserved.

22. USER
new way
© 2013 Patricia Martin. All rights reserved.

23. user at the
center of the
universe
© 2013 Patricia Martin. All rights reserved.

24. who is the Millennial farmer?
© 2013 Patricia Martin. All rights reserved.

25. inheritors
© 2013 Patricia Martin. All rights reserved.

26. Source:BUILDING A FUTURE WITH FARMERS: Challenges Faced by Young,
American Farmers and a National Strategy to Help Them Succeed. November, 2011

27. organic
self-reliant
isolated
© 2013 Patricia Martin. All rights reserved.

28. what else
do we
know
about their
emotional
drivers?
© 2013 Patricia Martin. All rights reserved.

29. how do you
communicate
them?
© 2013 Patricia Martin. All rights reserved.

30. lifestyle
ritual
connection
© 2013 Patricia Martin. All rights reserved.

31. tell lifestyle stories
© 2013 Patricia Martin. All rights reserved.

32. tell stories of belonging
© 2013 Patricia Martin. All rights reserved.

33. © 2013 Patricia Martin. All rights reserved.
ritualize

34. everything
communicates
© 2013 Patricia Martin. All rights reserved.

35. to be relevant:
believe  feed a broader belief system.
belong  facilitate bonds.
create  offer experiences for people
to make and discover their
story of the future.
© 2013 Patricia Martin. All rights reserved.

36. “The problem is that there’s
no new story of the future.”
Peter Thiel, Wired 2010
© 2013 Patricia Martin. All rights reserved.

37. create
new
stories of
the future
© 2013 Patricia Martin. All rights reserved.

39. Gen Y’s uncertain future
© 2013 Patricia Martin. All rights reserved.

40. poised to commit
© 2013 Patricia Martin. All rights reserved.

41. barriers to
retention
© 2013 Patricia Martin. All rights reserved.

42. inheritors vs newbies
© 2013 Patricia Martin. All rights reserved.

43. gig life vs
careers
© 2013 Patricia Martin. All rights reserved.

44. make it easier to commit
© 2013 Patricia Martin. All rights reserved.

45. teach them
how to
succeed
© 2013 Patricia Martin. All rights reserved.

47. © 2013 Patricia Martin. All rights reserved.
show alternative business models

48. try before they buy
© 2013 Patricia Martin. All rights reserved.

49. try before you buy
© 2013 Patricia Martin. All rights reserved.

50. try before you buy
© 2013 Patricia Martin. All rights reserved.

51. Review-what:
believe
belong
create
© 2013 Patricia Martin. All rights reserved.

52. how?
© 2013 Patricia Martin. All rights reserved.

53. put user at the
center of the
universe
© 2013 Patricia Martin. All rights reserved.

54. convey
emotional
truth
© 2013 Patricia Martin. All rights reserved.

55. everything
communicates
© 2013 Patricia Martin. All rights reserved.

56. thank you!
pat@litlamp.com
@patriciamartin