The Biggest Tech Trend for 2020

The biggest tech trend in 2020 won’t be a new widget or a shiny piece of glass. It will be one of the oldest technologies from civilised society: governance.

One of our species’ oldest and most important technologies is language itself. Our ability to write and document knowledge is what puts us on top of the food chain. Part of the documentation process is the rules, regulations and boundaries we use to govern the market place. 2020 will be the year we remember for how we ‘civilised’ the technology we all love so much.

In the past 20 years we have metaphorically discovered fire. The internet has become a tool which is so vital for mere economic participation, that no one dared asked if we should be careful about its consequences. But this fire has got a little out of control recently. While we want its heat, we need to make sure we don’t all get burned in the long run. Fire can keep our houses warm, cook our food and power a combustion engine, but it can also burn down a city if we don’t build in thoughtful safeguards.

Finally activists and governments are starting to take notice. Next year we’ll see actions which will make the GDPR look like child’s play. We can expect a number of market changing actions to commence. Things like antitrust action, algorithmic regulation, digital advertising standards, tax on data holdings, bans on data surveillance, outlawing of facial recognition and social media content standards, to name a few. Ironically, this will be a huge challenge for the disrupters themselves, as they have built entire business models around this largely unregulated territory. When it comes to tech, the ‘EPA’ is about to arrive to take a good close look at how they’ve been polluting our society with their data economy externalities.

So will there be any big tech shifts in 2020? Of course, they’ll keep coming thick and fast: digital twins, mesh architecture, hyper automation, human augmentation,  bio-tech interfaces, and autonomous things. But next year, the big issue will be the management of the political, social and economic consequences of the exponential technology in businesses.

Good news:

Tommy McCubbin and I have developed a new session we call 2020 Vision.

A year in review – A year in preview.

In this session, we review 2019 and preview 2020 by looking at what happened, what it means and what’s next. Many of the insights will surprise even the most agile of technology observers. The entire thing is presented in GIFs – yep, you read that right. It’s a fun session to end the year with your team, and sew the seeds of the thinking needed to thrive in 2020. We only have 6 slots available and I expect them to be gone by Monday.

If your team is up for it, hit me back with reply email and get ready to have your mind blown.

Steve.

The people we want to meet

The people we want to meet, would probably be happy to meet us too, before everyone wanted to meet them. The problem with the people we want to meet, is really in the timing of when we want to meet them. Because we usually only want to meet them after they have done something notable. It’s not uncommon to read about a lunch with Warren Buffett being auctioned for more than a million dollars. Or for people having a list of people they want to meet who inspire them. But what’s interesting is that no one wanted to meet those people before their fame and success was evident. Yet they are the same person. Add to this that sometimes a persons success is not due to specific, unusual or dramatic insight, but probably more effort and circumstance.

Right now, there is a lot of pre-famous people out there whose advice no one seeks, yet. Right now, we all have friends and colleagues who give great council and thoughts, despite the fact they’ve never fronted the cover of a magazine or featured in a human listacle. Often the people we should want to meet, are the people we already know.

Maxibon Manchew – Radvertising

This is the best advertising I’ve seen so far this year. Really love the concept and the execution. Made me hungry.

[youtube=http://www.youtube.com/watch?v=-9EL_naUHtY]

If you’re going to advertise your startup then I reckon we can learn something form the radvertising above. And the lesson is this:

Don’t get lost in the middle. Go as close the edge as possible. Make outrageous tongue in check claims and be hilarious, or be 100% authentic and truthful. Everything in the middle of either of these two extreme edges is simply, wallpaper.

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A pharmaceutical mashup – Vitamints

Sometimes a startup just make sense. Logical in hindsight to the point where it feels like we should have done it.

Vitamints is one such startup. It is what it says – Vitamins which are also mints.

This Australian startup has taken some really clever insights to form the basis of the product format and it goes a little deeper than vitamins that taste nice. They found that houses were graveyards for half used vitamin bottles (I know mine is!!). The basic idea was to get vitamins out of the kitchen cupboard and into peoples pockets, like gum. So why not package it like gum? Why not make it taste nice? Why not distribute it in more convenient locations?

They did.

And aside from the fact that mints in convenience stores are almost the fastest growing impulse purchase, Vitamints taps beautifully into the mobile society we now live in. Your vitamins now live in your pocket people. Sounds a bit like a classic web mashup business, but in an old tired category. Once again industry incumbents need to take a lesson from an innovative new business – maybe that’s why I like it so much.

I can’t wait to read about them getting bought out by a multinational pharmaceutical company in 10 years time.

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It’s our audience, not a target

There’s quite a few bad words used in business and marketing. Words which quantify, extract and segment. They dehumanise business. I’d like to see them removed from our vernacular. Here’s two examples worth sharing.

Target & Consumer. I prefer Audience and People and here’s why:

A Target is something we aim for, shoot at, maybe even kill. An Audience is something we try to impress. An audience gives us a chance to prove our worth, they invest their time in us and we must respect it by trying to over deliver to their expectations. In the hope that, they throw flowers on the stage, cheer and ask for an encore. But we enter the stage knowing we may get rotten tomatoes thrown at us, if that’s what we deserve. The onus is on us.

A Consumer is someone who buys stuff. Their primary purpose is to devour whatever we provide. They are faceless, nameless and irrelevant. We want as many of them as possible to fulfill our financial needs. A Person however, is someone we know. A person has emotions, ambitions and meaning in their life. They have opinions which we must value, and a life which we need to enhance. A person is someone we hope to relate to on a human level. A consumer is machine like and undervalued.

The best startups and brands, know that they need to perform for their audience. They know that audiences are made up of people.

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How not to run a promotion – the Chef’s Hat

I had a discussion with Luke Waldren who had a very poor customer service experience from the Chef’s Hat in Melbourne. For those who don’t know, the Chef’s Hat is regardred as the premier retailer in our city for restraunters, cafe owners and hard core Foodies. They sell a range of appliances and all things related to food retailing – except for the actual food.

Luke went down to buy a a Kitchen Aid appliance, for which he knew there was a promotion at the Chef’s Hat retail store. The offer was pretty simple: Buy a Kitchen Aid blender and recieve a free Kicthen Aid knife worth $49.95. A nice bonus offer for consumers. The offer is below – which mind you is on the front page of their website.

So when Luke arrives at the cash register to pay, there is no mention of the free knife. He then proceeds to ask and says. “Hey, isn’t there a free knife that comes with the blender.” The retail assistant claims no knowledge of the promotion. But luke brings out the iPhone and shows the bonus offer straight from their website as proof. The retail assistant then asks for the manager over the load speaker to come and help. When the manager arrives this is the conversation that transpired:

Retail assistant: “Are we giving away knives with these blenders?”

Manager: “if we have to…”

The manager then leans over to a draw filled with said knives, grabs one and throws it across the table to give to Luke. As though he got caught out. As though he lost one of his precious inventory to god forbid, a customer who entered the store because of the promotion.

If you are going to run a promotion. You have to mean it.

We have to advise those who didn’t know about it. We need to share the benefit with delight. We have to share the message that we go the extra mile and create more value than our competitors. If we are going to act like we don’t really want to participate, then we shouldn’t. Or worse, if we are going to treat our customers with disdain, then we’ll end up on blogs like this spreading the bad word.

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Convention busting – retail

Long held wisdom in the retail industry is that items must be displayed on shelves by category. Idea being that we know what thing we are looking when we shop. But what if we’re just browsing? What if we don’t want anything in particular? Bring on Smiggle – stationary retailer who display their range by color.

Eyeball worthy…. I better go check out what they have in purple.

They aren’t the only ones moving towards it, as  on line retailer etsy also display their range on line by color, with an amazing interface – check it out. It just works.

What other conventions need to be busted in your startup category?