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Trend watching: John Hagel

I wanted to mention John Hagel’s post a few days ago, but couldn’t find time till now. He presents agenda for the new year, mentioning couple of things which might be inspiring.

Increasing value of deeper relationships, against the background of social “transactions” dominating the Internet.

Diminishing value of advertising. “Longer-term, I anticipate that most businesses online will have to make money the old fashioned way ? by offering products, services and experiences so valuable that people will actually pay money for them.”

Increasing value of leadership. “In times of great uncertainty and rapid change, unprecedented opportunities arise to shape our environments to create even more value. Shaping requires deep insight into the fundamental forces at work and powerful personalities to communicate conviction and persuade many who are on the sidelines that the rewards outweigh the risks.”

Trend watching for 2008

My colleagues shared with me two resources for latest trends. Thanks. – 8 important consumer trends for 2008:

  1. Status spheres – there are different “status spheres”, or “a variety of lifestyles, activities and persuasions, which can be mixed and matched by consumers looking for recognition from various crowds and scenes”. Examples: traditional sphere (status by luxury), transient sphere (collect as many experiences as possible), etc.
  2. Premiumization – trend to create premium versions of products and services
  3. Snack culture – “embodies the phenomenon of products, services and experiences becoming more temporary and transient; products that are being deconstructed in easier to digest, easier to afford bits, making it possible to collect even more experiences, as often as possible, in an even shorter timeframe”
  4. Online oxygen – “consumers needing online access as much as they need oxygen”
  5. Eco-iconic- “Eco-friendly goods and services sporting bold, iconic design and markers, that help their eco-conscious owners to visibly tout their eco-credentials to peers”
  6. Brand butlers – companies going out to provide useful services to potential customers (e.g. toilets at the concert) instead of advertising. Hmmmm.
  7. Make it yourself – “the next frontier will be digitally designing products from scratch, then having them turned into real physical goods as well”
  8. Crowd mining – rewarding crowds for valuable deliverables (fellowforce would fall into this category)

The second is an article on BBC – The shape of things to come. They list following trends, some are overlapping with the above:

  • Make it yourself
  • Local networking
  • See-hear-buy (ability to buy product instantly, like a song playing in the restaurant)
  • Think blue (from the sky – carbon labeling)
  • Secret bling (less obvious exclusivity, “being in the known” required to recognize the value of the objects)
  • Radical transparency (services to remove unwanted personal information from the open web)
  • Body language (devices understanding gestures)