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BREAKING CHAINS:
STEPPING OFF THE GRID
Understanding	
  the	
  
new	
  mainstream	
  
thesoundhq.com
FringeStream - Off The Grid
BREAKING CHAINS:
STEPPING OFF THE GRID
Welcome	
  to	
  our	
  Fringestream	
  series,	
  our	
  monthly	
  
magazine	
  exploring	
  how	
  the	
  fringes	
  of	
  culture	
  are	
  
shaping	
  mass	
  behaviors.	
  What	
  happens	
  when	
  
fragmentation,	
  diversity	
  and	
  the	
  choice	
  to	
  live	
  
differently	
  becomes	
  the	
  new	
  normal?
This	
  month	
  we	
  explore	
  Off	
  the	
  Grid,	
  where	
  more	
  
and	
  more	
  of	
  us	
  are	
  making	
  the	
  conscious	
  choice	
  to	
  
free	
  ourselves	
  from	
  the	
  Social,	
  Technological	
  and	
  
Economic	
  systems	
  and	
  structures	
  of	
  today.
“OFF THE GRID”What is it? Why is it? Where is it? So What?
THE GRID =
WHAT IS IT?
THE ESTABLISHED.
The	
  familiar.	
  	
  The	
  way	
  things	
  are	
  done.	
  	
  Grids	
  are	
  
any	
  systems	
  or	
  structures	
  Girmly	
  entrenched,	
  
widely	
  participated	
  in,	
  and	
  with	
  a	
  real	
  
opportunity	
  cost	
  to	
  step	
  away	
  from.
We	
  participate	
  in	
  dozens	
  of	
  grids	
  each	
  day.	
  	
  Every	
  
time	
  we	
  send	
  a	
  text,	
  ride	
  a	
  train	
  or	
  buy	
  a	
  piece	
  of	
  
fruit	
  we’re	
  giving	
  up	
  a	
  bit	
  of	
  autonomy	
  to	
  take	
  
part	
  in	
  a	
  system	
  much	
  larger	
  than	
  ourselves.
STEPPING OFF = “OPTING OUT”
Grids	
  are	
  not	
  new.	
  	
  They’re	
  as	
  old	
  as	
  we	
  are.	
  	
  What	
  
is	
  new	
  is	
  our	
  ability	
  to	
  see	
  them,	
  to	
  analyze	
  the	
  
real	
  cost	
  of	
  participation	
  and	
  make	
  a	
  choice	
  
whether	
  or	
  not	
  to	
  buy	
  in.	
  	
  
We’re	
  watching	
  as	
  more	
  and	
  more	
  of	
  us	
  take	
  a	
  
closer	
  look	
  at	
  these	
  previously	
  unquestioned	
  
systems,	
  and	
  it	
  seems	
  the	
  more	
  we	
  see,	
  the	
  more	
  
we’re	
  will	
  to	
  take	
  the	
  Girst	
  step	
  off	
  the	
  grid.
WHAT IS IT?
BROADLY ESTABLISHED SOCIAL, TECHNOLOGICAL AND ECONOMIC SYSTEMS & STRUCTURES
HOW WE POWER HOW WE SPEAK HOW WE SUSTAIN
HOW WE LEARNHOW WE SETTLE HOW WE LOVE
WHAT IS IT?
civilized	
  adj.
[siv-­‐uh-­‐layzd]
1.	
  having	
  an	
  advanced	
  or	
  human	
  culture,	
  society
2.	
  easy	
  to	
  manage	
  or	
  control;	
  well	
  ordered
STRUCTURED l SPECIALIZED l STABLE COMPLICATED l CROWDED l CLUNKY
BUILDING GRIDS IS HUMAN NATURE...
We	
  love	
  grids.	
  	
  We	
  can’t	
  stay	
  away	
  from	
  them.	
  	
  
They’re	
  our	
  go-­‐to	
  solution	
  to	
  an	
  ever	
  present	
  
problem	
  -­‐	
  how	
  to	
  make	
  sense	
  of	
  the	
  chaos	
  around	
  
us.
Grids	
  exist	
  because	
  they	
  serve	
  a	
  genuine	
  purpose.	
  	
  
They	
  help	
  us	
  organize,	
  socialize,	
  allow	
  us	
  to	
  share	
  
info	
  and	
  resources	
  efGiciently	
  and	
  predictably.	
  	
  
Ideally,	
  our	
  grids	
  exist	
  solely	
  to	
  make	
  our	
  lives	
  
better,	
  safer,	
  easier,	
  and	
  a	
  bit	
  more	
  civilized.
...BUT OUR GRIDS ARE OUT OF DATE
The	
  problem	
  is	
  not	
  that	
  these	
  systems	
  exist,	
  but	
  
that	
  over	
  time	
  they’ve	
  become	
  mismatched	
  with	
  
the	
  people	
  they	
  were	
  built	
  to	
  serve.
As	
  we’ve	
  built	
  larger,	
  more	
  complex	
  grids	
  they’ve	
  
become	
  cumbersome	
  and	
  resistant	
  to	
  change.	
  	
  
Ironically,	
  structures	
  built	
  for	
  efGiciency	
  and	
  
organization	
  are	
  now	
  clearly	
  broken	
  and	
  unable	
  
to	
  adapt.	
  	
  It	
  seems	
  we’re	
  evolving	
  at	
  a	
  pace	
  the	
  
traditional	
  systems	
  cannot	
  match.
THIS WASN’T AN OVERNIGHT EVENT.
It	
  was	
  slow	
  and	
  stealthy.	
  	
  Born	
  of	
  thousands	
  of	
  
small	
  tweaks,	
  upgrades,	
  and	
  shifts	
  each	
  
individually	
  benign	
  but	
  adding	
  up	
  until	
  their	
  
cumulative	
  impact	
  is	
  difGicult	
  to	
  ignore...
HOW DID WE
GET HERE?
For the first time in history,
FACE TO FACE INTERACTION
HAS DROPPED TO THIRD
BEHIND TEXTING, IM &
FACEBOOK messaging for
those those born from
IN 5 YEARS
141.94 DAYS
OF YOUR LIFE
WILL BE SPENT ON
THE SMARTPHONE
WE’RE EXPOSED TO AT
LEAST 250 IMAGES PER
DAY ON AVERAGE
We’ve created more information
in the last 10 years than in all of
human history before that
i
In the US, Public trust in the government
remains near historic lows. In February
2014, 75% said they trust the government in
Washington only some of the time or never.
September 2014 - Americans' confidence
in the media's ability to report "the news
fully, accurately, and fairly" has returned to
its previous all-time low of 40%
Experts report that the
typical American spends
up to 25% LESS TIME IN
NATURE THAN IN 1987,
and time spent in nature
dropped by about 1%
annually since then
PLAYING OUTSIDE
DECLINED BY 50%
BETWEEN 1997 AND 2003 THE
PROPORTION OF 9-12 YEAR
OLDS WHO SPENT TIME
In 2014, 54% of the world’s
population reside in urban areas.
BY 2050, 66 PER CENT OF THE WORLD’S
POPULATION IS PROJECTED TO BE URBAN.
WE SPEND 90%
of our lives within
buildings
OFF THE GRID
1990-1999
84% of people can’t go a
single day without their
mobile device in hand
1 IN 5 CHECK THEIR
PHONES EVERY 10MINS
GRIDS ARE HURTING
NOT HELPING
WHY IS IT?
BUILT WITH THE BEST OF INTENTIONS	
  (more	
  choices,	
  more	
  power,	
  more	
  convenience,	
  more	
  everything!)	
  
it	
  seems	
  our	
  grids	
  are	
  actually	
  quite	
  unhealthy.	
  They’re	
  restrictive,	
  overwhelming,	
  stiGling.	
  
Opting	
  out	
  is	
  costly	
  and	
  difGicult,	
  but	
  we’re	
  starting	
  to	
  see	
  the	
  true	
  cost	
  of	
  participation	
  might	
  be	
  even	
  higher...
STRESSFUL
Worn	
  out	
  by	
  navigating	
  increasingly	
  
large	
  and	
  complex	
  grids
STERILE
Unful8illed	
  by	
  our	
  new	
  synthetic	
  
environments	
  and	
  interactions
SHADY
Fed	
  up	
  with	
  hidden	
  systems	
  
operating	
  outside	
  our	
  best	
  interest
The	
  effects	
  of	
  national	
  economic	
  
disparities	
  and	
  turmoil	
  have	
  trickled	
  
down	
  to	
  our	
  schools	
  and	
  learning	
  
institutions,	
  resulting	
  in	
  uncertain	
  
stability.	
  	
  For	
  Gen	
  Edge,	
  not	
  knowing	
  if	
  a	
  
local	
  school	
  will	
  remain	
  open	
  next	
  
semester	
  or	
  if	
  teachers	
  will	
  be	
  present	
  
to	
  teach	
  a	
  lesson	
  has	
  become	
  an	
  all	
  to	
  
typical	
  dinnertime	
  conversation.	
  	
  
Furthermore,	
  conventional	
  	
  basics	
  can	
  
no	
  longer	
  be	
  taken	
  for	
  granted	
  -­‐	
  i.e.	
  
supplies,	
  resources,	
  and	
  extended	
  
school	
  hours	
  for	
  additional	
  help.	
  
UNRELIABLE
CONTEXTUAL FACTORS
We	
  have	
  never	
  lived	
  in	
  a	
  time	
  with	
  this	
  
level	
  of	
  connection.	
  	
  We	
  have	
  been	
  
gifted	
  nearly	
  unlimited	
  access	
  to	
  the	
  
world	
  around	
  us	
  at	
  any	
  given	
  time	
  from	
  
any	
  given	
  place.	
  	
  The	
  distance	
  between	
  
us	
  and	
  information,	
  entertainment,	
  or	
  
socialization	
  has	
  never	
  been	
  so	
  thin,	
  but	
  
it	
  would	
  seem	
  this	
  gap	
  has	
  not	
  only	
  
closed	
  for	
  the	
  better.
Unlimited	
  access	
  does	
  not	
  Gilter	
  itself,	
  
and	
  we’re	
  Glooded	
  with	
  misinformation,	
  
constant	
  comparison,	
  and	
  are	
  
overstimulated	
  from	
  Girst	
  moment	
  we	
  
wake	
  up	
  until	
  our	
  heads	
  hit	
  the	
  pillow.	
  	
  
It	
  would	
  seem	
  we	
  have	
  yet	
  to	
  perfect	
  
how	
  to	
  wield	
  this	
  new	
  power,	
  and	
  the	
  
impact	
  of	
  its	
  misuse	
  is	
  more	
  and	
  more	
  
evident.	
  	
  We’re	
  suffocated	
  by	
  it,	
  
addicted	
  to	
  it,	
  distracted	
  by	
  it,	
  and	
  
desperately	
  in	
  need	
  of	
  a	
  better	
  way	
  to	
  
manage	
  it.
STRESSFUL
"As our need for instant gratification increases, we are becoming more impatient and
addicted to the constant stimulation. The more "sped up" we are, we develop a lower
threshold for tolerating discomfort. In those moments of poor discomfort management, we
activate the fight or flight response. Instead of saving our lives, it can contribute to insomnia,
depression, panic attacks, and a host of other health concerns."
Dr. Patricia Fitzgerald, Huffington Post
‣ Connection Fatigue - There are no lack of
studies telling us the “always on” lifestyle is
mentally, spiritually, & physically draining.
‣ Paradox of Choice - An abundance of
options in every aspect of our lives requires
enormous energy to navigate, and we’re
trained to fear making the wrong choice.
‣ Constant Change - The rules have yet to be
written on how to handle many of our new
tech and social realities, but by the time
we catch up they’ll have evolved again.
CONTEXTUAL FACTORS
STERILE
Not	
  only	
  is	
  the	
  sheer	
  size	
  and	
  reach	
  of	
  
our	
  current	
  grids	
  overwhelming,	
  the	
  
nature	
  of	
  our	
  interaction	
  within	
  is	
  
lacking.	
  	
  We’re	
  spending	
  far	
  less	
  time	
  
with	
  the	
  tangible,	
  the	
  real,	
  the	
  random.	
  	
  
Less	
  time	
  out	
  in	
  “the	
  wild”,	
  wandering	
  
through	
  nature	
  or	
  learning	
  the	
  	
  
intricacies	
  of	
  navigating	
  a	
  face-­‐to-­‐face	
  
conversation.	
  	
  Less	
  time	
  with	
  things	
  we	
  
can	
  touch,	
  that	
  make	
  us	
  move,	
  that	
  
move	
  us.
What’s	
  being	
  lost	
  are	
  not	
  trivial	
  
experiences.	
  	
  They’re	
  critical	
  in	
  our	
  
social	
  development,	
  our	
  physical	
  health,	
  
and	
  ultimately	
  our	
  ability	
  to	
  achieve	
  a	
  
sense	
  of	
  humanity.	
  	
  If	
  our	
  focus	
  and	
  
energy	
  is	
  a	
  limited	
  resource,	
  we’re	
  far	
  
overspending	
  in	
  areas	
  that	
  oppose	
  our	
  
natural	
  wiring	
  leaving	
  us	
  feeling	
  a	
  bit	
  
empty.
‣ Living Indoors - In a relatively short period
of time, we’ve built a dramatically indoor-
centric society, with startling low time spent
experiencing nature and our planet.
‣ Alone Together - Not only are we
distracted, but we’re losing our ability to
improv, read social cues, and make
meaningful connections with each other.
‣ Feeling Lost - The self-improvement market
is $10 billion industry in the US, showing no
sign of slowing down and fueled by repeat
purchases.
“The magnitude of these modern changes should not be underestimated. For instance, for
350,000 generations humans lived close to the land as hunter–gatherers, and for that we
had a sense of belonging, place, and feeling embedded within the broader natural world
that is an integral characteristic of those cultures.” - Chris Walker, Ecopsychologist
CONTEXTUAL FACTORS
SHADY
‣ Demand for Transparency - Nicknamed the
“Unreasonable Consumer”, a better-
informed public wants to see behind the
curtain before choosing to sign up.
‣ Demand for Privacy - Edward Snowden
started a public dialogue about our right to
privacy that is still unfolding.
‣ Demand for Quality - Be it the ingredients
on the label, respect on the phone, or how
a company treats its workers, the bar is
being raised for what “good” means.
“There’s some serious shit about to go down in D.C., and if you are one of the 180 million
Americans out there using a smartphone, and you are not pissed off right now, then you are
not paying attention, but you need to. They don’t give a damn about you, or about making
this industry better. They just want to jack up your bill and line their pockets. It is the same old
crap, on a different day.”
John Legere, CEO T-Mobile, June 2015
Over	
  the	
  last	
  few	
  years	
  we’ve	
  watched	
  
as	
  the	
  demand	
  for	
  open	
  information	
  has	
  
been	
  met,	
  and	
  the	
  stories	
  that	
  emerged	
  
were	
  repeatedly	
  unsettling.	
  	
  It	
  seems	
  
the	
  more	
  questions	
  are	
  asked,	
  the	
  more	
  
the	
  answers	
  erode	
  the	
  view	
  of	
  
traditional	
  systems	
  and	
  structures.
We’re	
  in	
  the	
  the	
  midst	
  of	
  an	
  endless	
  
Glow	
  of	
  headlines,	
  documentaries,	
  TED	
  
talks,	
  investigations	
  and	
  interviews	
  
digging	
  into	
  the	
  way	
  grids	
  work	
  behind	
  
the	
  scenes,	
  and	
  there	
  are	
  serious	
  trust	
  
issues	
  with	
  all	
  things	
  big.	
  
The	
  beneGit	
  of	
  the	
  doubt	
  is	
  long	
  gone,	
  
and	
  in	
  its	
  place	
  is	
  a	
  growing	
  group	
  of	
  
skeptics	
  demanding	
  truth.	
  Where	
  does	
  
this	
  come	
  from?	
  What	
  went	
  into	
  it?	
  
How	
  safe	
  is	
  my	
  info?	
  	
  
Right	
  or	
  wrong,	
  the	
  conversation	
  has	
  
turned	
  personal,	
  tension	
  is	
  high	
  and	
  the	
  
burden	
  of	
  proof	
  is	
  on	
  the	
  established.
We	
  grew	
  up	
  with	
  digital	
  technology	
  and	
  so	
  we	
  
see	
  it	
  as	
  all	
  grown	
  up.	
  But	
  it's	
  not,	
  it's	
  early	
  days.	
  
There's	
  plenty	
  of	
  time	
  for	
  us	
  to	
  reconsider	
  how	
  
we	
  use	
  it,	
  how	
  we	
  build	
  it.	
  I'm	
  not	
  suggesting	
  
that	
  we	
  turn	
  away	
  from	
  our	
  devices,	
  just	
  that	
  we	
  
develop	
  a	
  more	
  self-­‐aware	
  relationship	
  with	
  
them,	
  with	
  each	
  other	
  and	
  with	
  ourselves
Sherry Turkle, TED Talk - Connected, but alone?
In	
  it’s	
  most	
  extreme	
  sense,	
  being	
  off	
  the	
  grid	
  can	
  mean	
  completely	
  detaching	
  from	
  the	
  structures	
  of	
  society.
However,	
  living	
  FringeStream	
  is	
  not	
  about	
  abandoning	
  the	
  big	
  pillars	
  of	
  life	
  as	
  we	
  know	
  it.	
  	
  Rather	
  it’s	
  about	
  
taking	
  these	
  fringe	
  values	
  and	
  adapting	
  them	
  to	
  our	
  everyday.
It’s	
  about	
  looking	
  at	
  stressful,	
  sterile,	
  and	
  shady	
  grids	
  and	
  making	
  a	
  choice...
The choice to cut out the unnecessary...
The choice to reconnect with what’s real...
The choice to make something your own...
And ultimately find a new sense of freedom. FREEDOM to...
WHERE IS IT?
FILTER BE REAL BE IN CHARGE
OFF THE GRID DOES
NOT MEAN LIVING ON
AN ISLAND...
IT’S AS MUCH ABOUT
THE SMALLER
EVERYDAY CHOICES
SIMPLER GRID
FREEDOM TO FILTER
In	
  a	
  world	
  where	
  it	
  is	
  commonly	
  
assumed	
  that	
  more	
  information,	
  
faster	
  must	
  be	
  better,	
  and	
  constant	
  
connectivity	
  is	
  the	
  norm,	
  people	
  are	
  
realizing	
  that	
  reducing	
  connectivity	
  
and	
  consumption	
  means	
  reducing	
  
stress	
  and	
  gaining	
  freedom...
1.	
  Freedom	
  from	
  the	
  addiction	
  of	
  
technology	
  
2.	
  Freedom	
  from	
  the	
  distraction	
  
of	
  beeps	
  and	
  rings
3.	
  Freedom	
  to	
  be	
  totally	
  
immersed	
  in	
  one	
  activity
4.	
  Freedom	
  to	
  be	
  more	
  creative
By	
  Giltering	
  out	
  what’s	
  unnecessary	
  
we	
  are	
  free	
  to	
  live	
  simpler,	
  slower,	
  
more	
  substantial,	
  stress-­‐free	
  lives.	
  
Lite phone
The anti-smart phone. It is thin, light, lasts
20 days on a charge, and literally does
nothing but make and answer calls.
Unplugged San Francisco
A digital detox and device free party that
requires attendees to hand in their
devices at the door.
Moment iOS app
Automatically tracks how much you use
your iPhone and iPad each day, and set
limits.
Camp Grounded: A Summer Camp for Adults - where you’re required to trade in your
digital devices, schedules, and work lives for an off-the-grid weekend in the woods.
AUTHENTIC GRID
FREEDOM TO BE REAL
Aside	
  from	
  the	
  information	
  overload	
  and	
  
complexity	
  that	
  the	
  online	
  world	
  brings,	
  
an	
  increasing	
  number	
  of	
  our	
  interactions	
  
today	
  occur	
  between	
  screens,	
  placing	
  a	
  
barrier	
  between	
  ourselves	
  and	
  the	
  
physical	
  world	
  around	
  us.	
  
This	
  expansion	
  of	
  digital	
  everything	
  has	
  
resulted	
  in	
  a	
  desire	
  to	
  step	
  away	
  from	
  the	
  
virtual,	
  and	
  make	
  efforts	
  to	
  be	
  present	
  
with	
  ones	
  surroundings	
  and	
  have	
  tactile	
  
experiences.	
  We	
  see	
  this,	
  for	
  example	
  in	
  
the	
  resurgence	
  of	
  analog	
  systems	
  such	
  as	
  
vinyl	
  records,	
  physical	
  books	
  and	
  book-­‐
stores,	
  and	
  hand-­‐written	
  notebooks.
By	
  being	
  free	
  from	
  the	
  virtual	
  world,	
  we	
  
are	
  able	
  to	
  refresh	
  and	
  reconnect	
  with	
  
nature	
  and	
  8ind	
  ful8illment	
  in	
  tangible,	
  
sensory	
  experiences.	
  
Soulcycle
Offers an immersive experience, that engages
all of the senses. Dim lighting, candles and
custom music set the ambience.
DUST store, Melbourne
A “multi-sensory concept label”, that stocks
products that appeal to each of the five
senses E.g.printed shirts, imported records, a
fragrance and more.
Moleskin Livescribe
Write on a real page with a real pen, but easily
store and recall notes and sketches later
through a paired app.
“	
  Tens	
  is	
  a	
  “Real life photo filter" that "lend[s] an uplifting tint to the world
beyond the lens....	
  The	
  lens	
  de.ines	
  the	
  ethos	
  of	
  our	
  brand,	
  summer,	
  outdoors	
  and	
  
adventure.”	
  -­‐	
  Tom Welsh, Tens Lens
‘MY’ GRID
FREEDOM TO BE IN CHARGE
Growing	
  awareness	
  as	
  well	
  as	
  choice	
  in	
  
todays	
  society	
  means	
  that	
  within	
  all	
  
facets	
  of	
  their	
  lives,	
  people	
  not	
  only	
  want	
  
but	
  expect	
  higher	
  levels	
  of	
  customization	
  
and	
  control.	
  
Food	
  corporations	
  are	
  having	
  to	
  become	
  
more	
  transparent	
  about	
  where	
  their	
  food	
  
comes	
  from,	
  utility	
  providers	
  are	
  having	
  
to	
  become	
  more	
  Glexible	
  with	
  their	
  
contracts,	
  and	
  media	
  companies	
  are	
  
having	
  to	
  become	
  more	
  personalized	
  in	
  
their	
  offerings.	
  
By	
  creating	
  their	
  own	
  more	
  nimble,	
  
personalized	
  systems	
  people	
  are	
  free	
  
to	
  regain	
  independence,	
  cut	
  out	
  
inef8iciency,	
  and	
  have	
  more	
  
assurance	
  in	
  the	
  end	
  product.
Urban Agriculture + Farming
Urban Garden NYC uses environmentally
responsible methods and strives to keep locally
grown and organic plants and garden
supplies.
Practical Home Solar Power
Time magazine states residential solar power
has hit a tipping point where it’s now an
affordable, reliable clean energy source.
Virgin Group Rewriting the Workplace
Richard Branson places vacation time in the
hands of his employees, free to take as much
as they’d like if the job is getting done. goTenna - A Brooklyn based start-up that allows your phone to work off the grid,
communicating with other connected devices without the need of a carrier service.
“OFF THE GRID” REALLY MEANS REDEFINE THE GRID...
SIMPLER
AUTHENTIC
MY-OWN
The	
  access	
  to	
  information,	
  technology	
  and	
  Glexibility	
  
of	
  our	
  world	
  today	
  means	
  that	
  reconGiguring	
  or	
  
redesigning	
  an	
  existing	
  system	
  is	
  now	
  easier	
  than	
  
ever.	
  
With	
  the	
  ease	
  of	
  discovering	
  new	
  ideas	
  and	
  
alternatives	
  comes	
  the	
  desire	
  to	
  redeGine	
  or	
  build	
  a	
  
new	
  grid	
  if	
  it	
  will	
  ultimately	
  improve	
  upon	
  the	
  
current	
  solution.
This	
  is	
  an	
  optimistic	
  movement.	
  	
  It’s	
  about	
  looking	
  
at	
  something	
  broken	
  and	
  taking	
  ownership	
  of	
  the	
  
solution.	
  	
  It’s	
  making	
  the	
  choice	
  to	
  update	
  the	
  
structures	
  of	
  society	
  to	
  match	
  the	
  evolution	
  of	
  its	
  
people.
SMARTER
GRIDS
We	
  look	
  at	
  our	
  business	
  and	
  say,	
  
‘How	
  can	
  we	
  remake	
  ourselves?’
Richard Smucker, CEO Smuckers, May 2015
WHY DOES
THIS MATTER?
BECAUSE YOU’RE PART OF A GRID.
As consumers continue to redefine their
relationship with larger systems and structures,
their view and usage of the brands within will
inevitably follow suit....
SO WHAT?
NATURE VALLEY - shows us a chilling
picture of tech addiction by asking 3
generations - “When you were a kid, what
did you do for fun?”, then encourages us
to find a park and get back outdoors.
BE AWARE, BE EMPATHETIC
BRAND IMPLICATIONS
Stepping	
  off	
  the	
  grid	
  is	
  uncomfortable.	
  	
  
Whether	
  a	
  giant	
  leap	
  or	
  a	
  set	
  of	
  smaller	
  
everyday	
  shifts,	
  breaking	
  away	
  from	
  
long	
  established	
  systems	
  requires	
  the	
  
commitment	
  of	
  time,	
  effort,	
  and	
  a	
  fair	
  
amount	
  of	
  guts.
But	
  they	
  are	
  willing	
  to	
  give	
  up	
  plenty	
  of	
  
ease	
  and	
  familiarity	
  for	
  the	
  hope	
  of	
  
reconnecting	
  with	
  something	
  better,	
  
richer,	
  more	
  fulGilling.
There	
  is	
  plenty	
  of	
  room	
  on	
  the	
  new	
  
grids	
  for	
  brands,	
  as	
  long	
  as	
  they	
  
are	
  willing	
  to	
  be	
  8lexible	
  to	
  new	
  
ideas	
  and	
  help	
  work	
  towards	
  the	
  
solution	
  not	
  add	
  to	
  the	
  problem.	
  	
  
Tell	
  them	
  which	
  side	
  you’re	
  on.
Tell	
  them	
  they’re	
  not	
  crazy	
  for	
  doing	
  
so.
Most	
  of	
  their	
  friends	
  and	
  family	
  are	
  on	
  
the	
  grid,	
  and	
  any	
  small	
  head	
  nod	
  of	
  
encouragement	
  would	
  be	
  welcomed.	
  	
  
Show	
  them	
  you	
  “get	
  it.”	
  	
  Show	
  them	
  
you	
  see	
  the	
  stressful,	
  sterile,	
  and	
  shady	
  
side	
  of	
  the	
  grids	
  they	
  see,	
  and	
  
empathize	
  with	
  their	
  choice	
  to	
  break	
  
away.
USE THEIR MOTIVATION AS INSPIRATION
BRAND IMPLICATIONS
This	
  is	
  not	
  (only)	
  a	
  tech	
  story.	
  	
  It’s	
  a	
  
movement	
  of	
  people	
  seeking	
  more	
  
freedom	
  in	
  the	
  way	
  they	
  spend	
  their	
  
time,	
  energy,	
  and	
  money	
  -­‐	
  whatever	
  
and	
  wherever	
  that	
  may	
  look	
  like	
  to	
  
them.
Luckily	
  there’s	
  a	
  simple	
  way	
  to	
  think	
  
about	
  this	
  -­‐	
  the	
  fundamental	
  drivers	
  
behind	
  the	
  decision	
  to	
  step	
  off	
  grid	
  
make	
  for	
  easy	
  innovation	
  inspiration:
Consider	
  ways	
  to	
  encourage	
  and	
  
enable	
  the	
  step	
  off	
  grid	
  in	
  the	
  little,	
  
everyday	
  choices	
  they	
  make.
‣ Help	
  them	
  FILTER	
  -­‐	
  Are	
  you	
  just	
  adding	
  
to	
  the	
  mountain	
  of	
  overstimulation,	
  or	
  can	
  
you	
  play	
  a	
  role	
  in	
  simplifying	
  the	
  noise?
‣ Make	
  them	
  GET	
  REAL	
  -­‐	
  How	
  can	
  you	
  
nudge	
  them	
  into	
  something	
  tangible?	
  Pull	
  
them	
  off	
  a	
  screen	
  and	
  into	
  somewhere	
  real.
‣ Put	
  them	
  IN	
  CHARGE	
  -­‐	
  Give	
  them	
  a	
  
platform,	
  not	
  a	
  product.	
  Put	
  the	
  tools	
  and	
  
trust	
  in	
  their	
  hands	
  to	
  own	
  the	
  end	
  result.
IKEA - With placemats designed to hide
cell phones during meals, a home
furniture line inspired by bringing the
outdoors in, and kitchen pieces
specifically to shelve homegrown
vegetables and herbs, IKEA has
embraced each element of the off the
grid story.
SHOW THEM YOUR GRID
BRAND IMPLICATIONS
Over	
  time	
  large	
  systems	
  have	
  become	
  
synonymous	
  with	
  overly	
  complex,	
  
inefGicient,	
  and	
  untrustworthy.	
  	
  Newer	
  
entrants	
  are	
  showing	
  that	
  this	
  doesn’t	
  
have	
  to	
  be	
  the	
  case.	
  	
  
By	
  pulling	
  back	
  the	
  curtain	
  and	
  
demystifying	
  the	
  process,	
  brands	
  are	
  
rebuilding	
  conGidence	
  through	
  
legitimate	
  transparency.
Shrink	
  the	
  perceived	
  size	
  of	
  your	
  
grid	
  by	
  openly	
  displaying	
  and	
  
breaking	
  down	
  the	
  pieces	
  in	
  a	
  
straightforward	
  manner.
Everlane - Full Disclosure Fashion
With a mission of ‘Radical Transparency’,
this retailer displays production costs
alongside prices, openly discusses
factory conditions, and encourages
customers to ask more questions.
No	
  one	
  said	
  “big”	
  has	
  to	
  be	
  bad.	
  	
  
Specialization	
  helps	
  everyone	
  when	
  
done	
  right,	
  with	
  integrity,	
  and	
  without	
  
the	
  need	
  for	
  cover.
Figure	
  out	
  what	
  pieces	
  of	
  your	
  grid	
  
tend	
  to	
  be	
  tucked	
  and	
  way	
  and	
  show	
  
them	
  proudly.	
  	
  You’ll	
  be	
  thanked	
  for	
  
the	
  honesty.
THANK YOU!BREAKING CHAINS:
STEPPING OFF THE GRID
Understanding	
  the	
  
new	
  mainstream	
  
thesoundhq.com
VANCOUVER TORONTO CHICAGO NEW YORK LONDON MUMBAI
SLIDE SITE
6
http://securityaffairs.co/wordpress/wp-content/uploads/2015/01/uk-power-grid.jpg
http://blog.lyris.com/wp-content/uploads/2014/04/Gmail-promotional-tabs.png
https://c1.staticflickr.com/3/2325/2504102306_5d7284e1c8.jpg
http://i.dailymail.co.uk/i/pix/2015/02/25/2612128E00000578-2968574-image-m-19_1424872893050.jpg
http://www.mywindowsphone.com/wp-content/uploads/2014/01/Tinder-app.jpg
http://cdn29.elitedaily.com/wp-content/uploads/2014/01/shutterstock_571403081.jpg
11 http://thumb9.shutterstock.com/display_pic_with_logo/78238/196145192/stock-photo-fragility-of-a-human-creature-conceptual-body-art-on-a-woman-196145192.jpg
12 https://theinternetoffendsme.files.wordpress.com/2013/04/facebook_2349612b.jpg
13
http://cypheravenue.com/vice-documentary-on-black-french-voguers-why-is-this-gross-to-me/
http://ecx.images-amazon.com/images/I/51KDRVF1JGL.jpg
https://tedconfblog.files.wordpress.com/2013/12/8506166674_27b6649d38_b.jpeg?w=900&h=600
https://jpgreenword.files.wordpress.com/2012/06/bbc-planetearthmftbtsfront.jpg
http://www.projectaware.org/sites/default/files/the-cove.jpg
http://newhope360.com/site-files/newhope360.com/files/uploads/2013/07/GMO%20OMG_0.jpg
http://www.epicurious.com/images/articlesguides/healthy/news/detox-diet-recipes.jpg
http://www.veteranstoday.com/wp-content/uploads/2015/03/citizen-four.jpg
16
http://rack.2.mshcdn.com/media/ZgkyMDE1LzA3LzA2LzJmL3NpZ25zNi4zODI5NS5qcGcKcAl0aHVtYgkxMjAweDk2MDA-/f2bf8732/57d/signs-6.jpg
http://12r8td1xbpiu1hjerh2dvn7x.wpengine.netdna-cdn.com/wp-content/uploads/2014/10/sponsors-w-filter.png
17
http://thecreatorsproject-images.vice.com/content-images/article/these-sunglasses-transform-the-world-around-you-into-a-photo-filter/e8c53124c8f6822bb8d1e109dea4f7a8.jpg?1xw:
0.4413793103448276xh;*,*&resize=1200:*
18
http://www.sharingame.org/media/urban_agriculture1.jpg
http://media2.s-nbcnews.com/j/newscms/2014_29/569646/gotenna2_b6b19abc7d8bd7d6e465279b3a02cc30.nbcnews-fp-1200-800.jpg
22 https://www.youtube.com/watch?v=is5W6GxAI3c
24 https://ca.everlane.com/
IMAGE REFERENCES

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FringeStream - Off The Grid

  • 1. BREAKING CHAINS: STEPPING OFF THE GRID Understanding  the   new  mainstream   thesoundhq.com
  • 3. BREAKING CHAINS: STEPPING OFF THE GRID Welcome  to  our  Fringestream  series,  our  monthly   magazine  exploring  how  the  fringes  of  culture  are   shaping  mass  behaviors.  What  happens  when   fragmentation,  diversity  and  the  choice  to  live   differently  becomes  the  new  normal? This  month  we  explore  Off  the  Grid,  where  more   and  more  of  us  are  making  the  conscious  choice  to   free  ourselves  from  the  Social,  Technological  and   Economic  systems  and  structures  of  today.
  • 4. “OFF THE GRID”What is it? Why is it? Where is it? So What?
  • 5. THE GRID = WHAT IS IT? THE ESTABLISHED. The  familiar.    The  way  things  are  done.    Grids  are   any  systems  or  structures  Girmly  entrenched,   widely  participated  in,  and  with  a  real   opportunity  cost  to  step  away  from. We  participate  in  dozens  of  grids  each  day.    Every   time  we  send  a  text,  ride  a  train  or  buy  a  piece  of   fruit  we’re  giving  up  a  bit  of  autonomy  to  take   part  in  a  system  much  larger  than  ourselves. STEPPING OFF = “OPTING OUT” Grids  are  not  new.    They’re  as  old  as  we  are.    What   is  new  is  our  ability  to  see  them,  to  analyze  the   real  cost  of  participation  and  make  a  choice   whether  or  not  to  buy  in.     We’re  watching  as  more  and  more  of  us  take  a   closer  look  at  these  previously  unquestioned   systems,  and  it  seems  the  more  we  see,  the  more   we’re  will  to  take  the  Girst  step  off  the  grid.
  • 6. WHAT IS IT? BROADLY ESTABLISHED SOCIAL, TECHNOLOGICAL AND ECONOMIC SYSTEMS & STRUCTURES HOW WE POWER HOW WE SPEAK HOW WE SUSTAIN HOW WE LEARNHOW WE SETTLE HOW WE LOVE
  • 7. WHAT IS IT? civilized  adj. [siv-­‐uh-­‐layzd] 1.  having  an  advanced  or  human  culture,  society 2.  easy  to  manage  or  control;  well  ordered STRUCTURED l SPECIALIZED l STABLE COMPLICATED l CROWDED l CLUNKY BUILDING GRIDS IS HUMAN NATURE... We  love  grids.    We  can’t  stay  away  from  them.     They’re  our  go-­‐to  solution  to  an  ever  present   problem  -­‐  how  to  make  sense  of  the  chaos  around   us. Grids  exist  because  they  serve  a  genuine  purpose.     They  help  us  organize,  socialize,  allow  us  to  share   info  and  resources  efGiciently  and  predictably.     Ideally,  our  grids  exist  solely  to  make  our  lives   better,  safer,  easier,  and  a  bit  more  civilized. ...BUT OUR GRIDS ARE OUT OF DATE The  problem  is  not  that  these  systems  exist,  but   that  over  time  they’ve  become  mismatched  with   the  people  they  were  built  to  serve. As  we’ve  built  larger,  more  complex  grids  they’ve   become  cumbersome  and  resistant  to  change.     Ironically,  structures  built  for  efGiciency  and   organization  are  now  clearly  broken  and  unable   to  adapt.    It  seems  we’re  evolving  at  a  pace  the   traditional  systems  cannot  match.
  • 8. THIS WASN’T AN OVERNIGHT EVENT. It  was  slow  and  stealthy.    Born  of  thousands  of   small  tweaks,  upgrades,  and  shifts  each   individually  benign  but  adding  up  until  their   cumulative  impact  is  difGicult  to  ignore... HOW DID WE GET HERE?
  • 9. For the first time in history, FACE TO FACE INTERACTION HAS DROPPED TO THIRD BEHIND TEXTING, IM & FACEBOOK messaging for those those born from IN 5 YEARS 141.94 DAYS OF YOUR LIFE WILL BE SPENT ON THE SMARTPHONE WE’RE EXPOSED TO AT LEAST 250 IMAGES PER DAY ON AVERAGE We’ve created more information in the last 10 years than in all of human history before that i In the US, Public trust in the government remains near historic lows. In February 2014, 75% said they trust the government in Washington only some of the time or never. September 2014 - Americans' confidence in the media's ability to report "the news fully, accurately, and fairly" has returned to its previous all-time low of 40% Experts report that the typical American spends up to 25% LESS TIME IN NATURE THAN IN 1987, and time spent in nature dropped by about 1% annually since then PLAYING OUTSIDE DECLINED BY 50% BETWEEN 1997 AND 2003 THE PROPORTION OF 9-12 YEAR OLDS WHO SPENT TIME In 2014, 54% of the world’s population reside in urban areas. BY 2050, 66 PER CENT OF THE WORLD’S POPULATION IS PROJECTED TO BE URBAN. WE SPEND 90% of our lives within buildings OFF THE GRID 1990-1999 84% of people can’t go a single day without their mobile device in hand 1 IN 5 CHECK THEIR PHONES EVERY 10MINS
  • 10. GRIDS ARE HURTING NOT HELPING WHY IS IT? BUILT WITH THE BEST OF INTENTIONS  (more  choices,  more  power,  more  convenience,  more  everything!)   it  seems  our  grids  are  actually  quite  unhealthy.  They’re  restrictive,  overwhelming,  stiGling.   Opting  out  is  costly  and  difGicult,  but  we’re  starting  to  see  the  true  cost  of  participation  might  be  even  higher... STRESSFUL Worn  out  by  navigating  increasingly   large  and  complex  grids STERILE Unful8illed  by  our  new  synthetic   environments  and  interactions SHADY Fed  up  with  hidden  systems   operating  outside  our  best  interest
  • 11. The  effects  of  national  economic   disparities  and  turmoil  have  trickled   down  to  our  schools  and  learning   institutions,  resulting  in  uncertain   stability.    For  Gen  Edge,  not  knowing  if  a   local  school  will  remain  open  next   semester  or  if  teachers  will  be  present   to  teach  a  lesson  has  become  an  all  to   typical  dinnertime  conversation.     Furthermore,  conventional    basics  can   no  longer  be  taken  for  granted  -­‐  i.e.   supplies,  resources,  and  extended   school  hours  for  additional  help.   UNRELIABLE CONTEXTUAL FACTORS We  have  never  lived  in  a  time  with  this   level  of  connection.    We  have  been   gifted  nearly  unlimited  access  to  the   world  around  us  at  any  given  time  from   any  given  place.    The  distance  between   us  and  information,  entertainment,  or   socialization  has  never  been  so  thin,  but   it  would  seem  this  gap  has  not  only   closed  for  the  better. Unlimited  access  does  not  Gilter  itself,   and  we’re  Glooded  with  misinformation,   constant  comparison,  and  are   overstimulated  from  Girst  moment  we   wake  up  until  our  heads  hit  the  pillow.     It  would  seem  we  have  yet  to  perfect   how  to  wield  this  new  power,  and  the   impact  of  its  misuse  is  more  and  more   evident.    We’re  suffocated  by  it,   addicted  to  it,  distracted  by  it,  and   desperately  in  need  of  a  better  way  to   manage  it. STRESSFUL "As our need for instant gratification increases, we are becoming more impatient and addicted to the constant stimulation. The more "sped up" we are, we develop a lower threshold for tolerating discomfort. In those moments of poor discomfort management, we activate the fight or flight response. Instead of saving our lives, it can contribute to insomnia, depression, panic attacks, and a host of other health concerns." Dr. Patricia Fitzgerald, Huffington Post ‣ Connection Fatigue - There are no lack of studies telling us the “always on” lifestyle is mentally, spiritually, & physically draining. ‣ Paradox of Choice - An abundance of options in every aspect of our lives requires enormous energy to navigate, and we’re trained to fear making the wrong choice. ‣ Constant Change - The rules have yet to be written on how to handle many of our new tech and social realities, but by the time we catch up they’ll have evolved again.
  • 12. CONTEXTUAL FACTORS STERILE Not  only  is  the  sheer  size  and  reach  of   our  current  grids  overwhelming,  the   nature  of  our  interaction  within  is   lacking.    We’re  spending  far  less  time   with  the  tangible,  the  real,  the  random.     Less  time  out  in  “the  wild”,  wandering   through  nature  or  learning  the     intricacies  of  navigating  a  face-­‐to-­‐face   conversation.    Less  time  with  things  we   can  touch,  that  make  us  move,  that   move  us. What’s  being  lost  are  not  trivial   experiences.    They’re  critical  in  our   social  development,  our  physical  health,   and  ultimately  our  ability  to  achieve  a   sense  of  humanity.    If  our  focus  and   energy  is  a  limited  resource,  we’re  far   overspending  in  areas  that  oppose  our   natural  wiring  leaving  us  feeling  a  bit   empty. ‣ Living Indoors - In a relatively short period of time, we’ve built a dramatically indoor- centric society, with startling low time spent experiencing nature and our planet. ‣ Alone Together - Not only are we distracted, but we’re losing our ability to improv, read social cues, and make meaningful connections with each other. ‣ Feeling Lost - The self-improvement market is $10 billion industry in the US, showing no sign of slowing down and fueled by repeat purchases. “The magnitude of these modern changes should not be underestimated. For instance, for 350,000 generations humans lived close to the land as hunter–gatherers, and for that we had a sense of belonging, place, and feeling embedded within the broader natural world that is an integral characteristic of those cultures.” - Chris Walker, Ecopsychologist
  • 13. CONTEXTUAL FACTORS SHADY ‣ Demand for Transparency - Nicknamed the “Unreasonable Consumer”, a better- informed public wants to see behind the curtain before choosing to sign up. ‣ Demand for Privacy - Edward Snowden started a public dialogue about our right to privacy that is still unfolding. ‣ Demand for Quality - Be it the ingredients on the label, respect on the phone, or how a company treats its workers, the bar is being raised for what “good” means. “There’s some serious shit about to go down in D.C., and if you are one of the 180 million Americans out there using a smartphone, and you are not pissed off right now, then you are not paying attention, but you need to. They don’t give a damn about you, or about making this industry better. They just want to jack up your bill and line their pockets. It is the same old crap, on a different day.” John Legere, CEO T-Mobile, June 2015 Over  the  last  few  years  we’ve  watched   as  the  demand  for  open  information  has   been  met,  and  the  stories  that  emerged   were  repeatedly  unsettling.    It  seems   the  more  questions  are  asked,  the  more   the  answers  erode  the  view  of   traditional  systems  and  structures. We’re  in  the  the  midst  of  an  endless   Glow  of  headlines,  documentaries,  TED   talks,  investigations  and  interviews   digging  into  the  way  grids  work  behind   the  scenes,  and  there  are  serious  trust   issues  with  all  things  big.   The  beneGit  of  the  doubt  is  long  gone,   and  in  its  place  is  a  growing  group  of   skeptics  demanding  truth.  Where  does   this  come  from?  What  went  into  it?   How  safe  is  my  info?     Right  or  wrong,  the  conversation  has   turned  personal,  tension  is  high  and  the   burden  of  proof  is  on  the  established.
  • 14. We  grew  up  with  digital  technology  and  so  we   see  it  as  all  grown  up.  But  it's  not,  it's  early  days.   There's  plenty  of  time  for  us  to  reconsider  how   we  use  it,  how  we  build  it.  I'm  not  suggesting   that  we  turn  away  from  our  devices,  just  that  we   develop  a  more  self-­‐aware  relationship  with   them,  with  each  other  and  with  ourselves Sherry Turkle, TED Talk - Connected, but alone?
  • 15. In  it’s  most  extreme  sense,  being  off  the  grid  can  mean  completely  detaching  from  the  structures  of  society. However,  living  FringeStream  is  not  about  abandoning  the  big  pillars  of  life  as  we  know  it.    Rather  it’s  about   taking  these  fringe  values  and  adapting  them  to  our  everyday. It’s  about  looking  at  stressful,  sterile,  and  shady  grids  and  making  a  choice... The choice to cut out the unnecessary... The choice to reconnect with what’s real... The choice to make something your own... And ultimately find a new sense of freedom. FREEDOM to... WHERE IS IT? FILTER BE REAL BE IN CHARGE OFF THE GRID DOES NOT MEAN LIVING ON AN ISLAND... IT’S AS MUCH ABOUT THE SMALLER EVERYDAY CHOICES
  • 16. SIMPLER GRID FREEDOM TO FILTER In  a  world  where  it  is  commonly   assumed  that  more  information,   faster  must  be  better,  and  constant   connectivity  is  the  norm,  people  are   realizing  that  reducing  connectivity   and  consumption  means  reducing   stress  and  gaining  freedom... 1.  Freedom  from  the  addiction  of   technology   2.  Freedom  from  the  distraction   of  beeps  and  rings 3.  Freedom  to  be  totally   immersed  in  one  activity 4.  Freedom  to  be  more  creative By  Giltering  out  what’s  unnecessary   we  are  free  to  live  simpler,  slower,   more  substantial,  stress-­‐free  lives.   Lite phone The anti-smart phone. It is thin, light, lasts 20 days on a charge, and literally does nothing but make and answer calls. Unplugged San Francisco A digital detox and device free party that requires attendees to hand in their devices at the door. Moment iOS app Automatically tracks how much you use your iPhone and iPad each day, and set limits. Camp Grounded: A Summer Camp for Adults - where you’re required to trade in your digital devices, schedules, and work lives for an off-the-grid weekend in the woods.
  • 17. AUTHENTIC GRID FREEDOM TO BE REAL Aside  from  the  information  overload  and   complexity  that  the  online  world  brings,   an  increasing  number  of  our  interactions   today  occur  between  screens,  placing  a   barrier  between  ourselves  and  the   physical  world  around  us.   This  expansion  of  digital  everything  has   resulted  in  a  desire  to  step  away  from  the   virtual,  and  make  efforts  to  be  present   with  ones  surroundings  and  have  tactile   experiences.  We  see  this,  for  example  in   the  resurgence  of  analog  systems  such  as   vinyl  records,  physical  books  and  book-­‐ stores,  and  hand-­‐written  notebooks. By  being  free  from  the  virtual  world,  we   are  able  to  refresh  and  reconnect  with   nature  and  8ind  ful8illment  in  tangible,   sensory  experiences.   Soulcycle Offers an immersive experience, that engages all of the senses. Dim lighting, candles and custom music set the ambience. DUST store, Melbourne A “multi-sensory concept label”, that stocks products that appeal to each of the five senses E.g.printed shirts, imported records, a fragrance and more. Moleskin Livescribe Write on a real page with a real pen, but easily store and recall notes and sketches later through a paired app. “  Tens  is  a  “Real life photo filter" that "lend[s] an uplifting tint to the world beyond the lens....  The  lens  de.ines  the  ethos  of  our  brand,  summer,  outdoors  and   adventure.”  -­‐  Tom Welsh, Tens Lens
  • 18. ‘MY’ GRID FREEDOM TO BE IN CHARGE Growing  awareness  as  well  as  choice  in   todays  society  means  that  within  all   facets  of  their  lives,  people  not  only  want   but  expect  higher  levels  of  customization   and  control.   Food  corporations  are  having  to  become   more  transparent  about  where  their  food   comes  from,  utility  providers  are  having   to  become  more  Glexible  with  their   contracts,  and  media  companies  are   having  to  become  more  personalized  in   their  offerings.   By  creating  their  own  more  nimble,   personalized  systems  people  are  free   to  regain  independence,  cut  out   inef8iciency,  and  have  more   assurance  in  the  end  product. Urban Agriculture + Farming Urban Garden NYC uses environmentally responsible methods and strives to keep locally grown and organic plants and garden supplies. Practical Home Solar Power Time magazine states residential solar power has hit a tipping point where it’s now an affordable, reliable clean energy source. Virgin Group Rewriting the Workplace Richard Branson places vacation time in the hands of his employees, free to take as much as they’d like if the job is getting done. goTenna - A Brooklyn based start-up that allows your phone to work off the grid, communicating with other connected devices without the need of a carrier service.
  • 19. “OFF THE GRID” REALLY MEANS REDEFINE THE GRID... SIMPLER AUTHENTIC MY-OWN The  access  to  information,  technology  and  Glexibility   of  our  world  today  means  that  reconGiguring  or   redesigning  an  existing  system  is  now  easier  than   ever.   With  the  ease  of  discovering  new  ideas  and   alternatives  comes  the  desire  to  redeGine  or  build  a   new  grid  if  it  will  ultimately  improve  upon  the   current  solution. This  is  an  optimistic  movement.    It’s  about  looking   at  something  broken  and  taking  ownership  of  the   solution.    It’s  making  the  choice  to  update  the   structures  of  society  to  match  the  evolution  of  its   people. SMARTER GRIDS
  • 20. We  look  at  our  business  and  say,   ‘How  can  we  remake  ourselves?’ Richard Smucker, CEO Smuckers, May 2015
  • 21. WHY DOES THIS MATTER? BECAUSE YOU’RE PART OF A GRID. As consumers continue to redefine their relationship with larger systems and structures, their view and usage of the brands within will inevitably follow suit.... SO WHAT?
  • 22. NATURE VALLEY - shows us a chilling picture of tech addiction by asking 3 generations - “When you were a kid, what did you do for fun?”, then encourages us to find a park and get back outdoors. BE AWARE, BE EMPATHETIC BRAND IMPLICATIONS Stepping  off  the  grid  is  uncomfortable.     Whether  a  giant  leap  or  a  set  of  smaller   everyday  shifts,  breaking  away  from   long  established  systems  requires  the   commitment  of  time,  effort,  and  a  fair   amount  of  guts. But  they  are  willing  to  give  up  plenty  of   ease  and  familiarity  for  the  hope  of   reconnecting  with  something  better,   richer,  more  fulGilling. There  is  plenty  of  room  on  the  new   grids  for  brands,  as  long  as  they   are  willing  to  be  8lexible  to  new   ideas  and  help  work  towards  the   solution  not  add  to  the  problem.     Tell  them  which  side  you’re  on. Tell  them  they’re  not  crazy  for  doing   so. Most  of  their  friends  and  family  are  on   the  grid,  and  any  small  head  nod  of   encouragement  would  be  welcomed.     Show  them  you  “get  it.”    Show  them   you  see  the  stressful,  sterile,  and  shady   side  of  the  grids  they  see,  and   empathize  with  their  choice  to  break   away.
  • 23. USE THEIR MOTIVATION AS INSPIRATION BRAND IMPLICATIONS This  is  not  (only)  a  tech  story.    It’s  a   movement  of  people  seeking  more   freedom  in  the  way  they  spend  their   time,  energy,  and  money  -­‐  whatever   and  wherever  that  may  look  like  to   them. Luckily  there’s  a  simple  way  to  think   about  this  -­‐  the  fundamental  drivers   behind  the  decision  to  step  off  grid   make  for  easy  innovation  inspiration: Consider  ways  to  encourage  and   enable  the  step  off  grid  in  the  little,   everyday  choices  they  make. ‣ Help  them  FILTER  -­‐  Are  you  just  adding   to  the  mountain  of  overstimulation,  or  can   you  play  a  role  in  simplifying  the  noise? ‣ Make  them  GET  REAL  -­‐  How  can  you   nudge  them  into  something  tangible?  Pull   them  off  a  screen  and  into  somewhere  real. ‣ Put  them  IN  CHARGE  -­‐  Give  them  a   platform,  not  a  product.  Put  the  tools  and   trust  in  their  hands  to  own  the  end  result. IKEA - With placemats designed to hide cell phones during meals, a home furniture line inspired by bringing the outdoors in, and kitchen pieces specifically to shelve homegrown vegetables and herbs, IKEA has embraced each element of the off the grid story.
  • 24. SHOW THEM YOUR GRID BRAND IMPLICATIONS Over  time  large  systems  have  become   synonymous  with  overly  complex,   inefGicient,  and  untrustworthy.    Newer   entrants  are  showing  that  this  doesn’t   have  to  be  the  case.     By  pulling  back  the  curtain  and   demystifying  the  process,  brands  are   rebuilding  conGidence  through   legitimate  transparency. Shrink  the  perceived  size  of  your   grid  by  openly  displaying  and   breaking  down  the  pieces  in  a   straightforward  manner. Everlane - Full Disclosure Fashion With a mission of ‘Radical Transparency’, this retailer displays production costs alongside prices, openly discusses factory conditions, and encourages customers to ask more questions. No  one  said  “big”  has  to  be  bad.     Specialization  helps  everyone  when   done  right,  with  integrity,  and  without   the  need  for  cover. Figure  out  what  pieces  of  your  grid   tend  to  be  tucked  and  way  and  show   them  proudly.    You’ll  be  thanked  for   the  honesty.
  • 25. THANK YOU!BREAKING CHAINS: STEPPING OFF THE GRID Understanding  the   new  mainstream   thesoundhq.com VANCOUVER TORONTO CHICAGO NEW YORK LONDON MUMBAI
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