A presentation exploring the big shift in business from push to pull (platforms). Originally presented at Marketing Rockstars 2015 in Graz, Austria. #thinkahead15

1. jeremy.abbett.net
Google Confidential and Proprietary
THE SHAPE OF
THINGS TO COMEJeremy Tai Abbett | Google, Creative Evangelist | jabbett@google.com | @jeremytai
Marketing Rockstars | Graz, Austria | May 08th, 2015

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Google Confidential and Proprietary
THE SHAPE OF
THINGS TO COME
Exploring the shift in business (and marketing)

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Google Confidential and Proprietary
@jeremytai

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INSPIRE
Flickr: Ciudad Yachay
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CREATE
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INNOVATE
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Digital technology
infrastructures
Global longterm
public policy shifts
1 2
Flickr: Jeremy Abbett
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Flickr: Gustavo Amorim
STATUS
UPDATES

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QUANTIFIED
SELF

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SELFIES

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Jeremy Abbett
DRONIES
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FOMO
Img: Caroline McSwain
Fear Of Missing Out

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FOMO

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INCREASING DISCONNECT
The way the world
is evolving
The way businesses
are operating

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Radio 40 years
Television 10 years
iPhone 3 years
YouTube 6 months
50 MILLION USERS
Evolution of adoption

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Billions
100
200
300
400
500
600
700
MEDIA PLATFORMS
Market value in billions
Viacom Disney ComcastCBS Twitter Facebook GoogleLinkedIn
Source> BI Intelligence

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YouTube, Instagram
Elle, Grazia, Vogue, Harpers
Bazaar and InStyle combined> 2x
THE QUESTION OF REACH
Still a topic?

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$29 Million $100 Million
Source:
EVOLVING EARNINGS
(2012 -2014)

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Niels Epting
Institutions will try to preserve the
problem to which they are the solution.”
“
- Clay Shirky, Professor and Author
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Niels Epting
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Humberama

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DYMAXION CAR 1933

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To accelerate the advent
of sustainable transport by bringing
compelling mass market electric
cars to market as soon as possible.

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TESLA

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Organize the world's
information and make
it universally accessible
and useful.

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Adapted via>

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To bring inspiration
and innovation to every
athlete* in the world.
*If you have a body you are an athlete

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Adapted via>

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INCREASING DISCONNECT
The way the world
is evolving
The way businesses
are operating

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Yesterday Marketing as “campaign”
20TH CENTURY COMPANIES

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Today Marketing is “platform”
PLATFORM FOCUSED COMPANIES

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FROM PUSH TO PULL
Plan/ Forecast
Acquire resources
Meet Demand
Access
Attract
Potential
Business model is “platform”Business model as “campaign”

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appetite for risklow high
Creative EdgeReplicability
small enterprise
large enterprise
global network
management consultancies
individual
small team
Source: Jan Chipcase
STATUS QUO CULTURE

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Starting with the most fundamental truths
First Principles
Flickr: Jeremy Abbett
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Experience, Gender, Age, Points of view
Team Diversity
Flickr: Jeremy Abbett
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Find ways to conquer complacency
Disruption
jeremy.abbett.netImg: Caroline McSwain

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Thank You.
Danke.
Jeremy Tai Abbett
Creative Evangelist
jabbett@google.com
@jeremytai
THE THINGS
WE CHOOSE
TO SURROUND OURSELVES
SHAPE WHAT WE BECOME
Artist: Tully Arnot