Future Marketing

Winning in the Prosumer Age

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by Jon Wuebben - Founder and CEO of Content Launch

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In his epic 2016 book, “The Inevitable: Understanding the 12 Technological Forces That Will Shape the Future“, Kevin Kelly explains that “the wide, fast-moving system of technology bends the culture subtly, but steadily, so it amplifies the following forces: Becoming, Cognifying, Flowing, Screening, Accessing, Sharing, Filtering, Remixing, Interacting, Tracking, Questioning, and then Beginning.

Kelly uses these powerful (and spot-on) terms to define the way the future will play out. Each of them have far-reaching implications for how we will work, live and play, individually and collectively. And each will help us redefine and re-interpret what marketing is and could be in ten or fifteen years. In 2017, we’ve already seen the power of flowing, sharing, and filtering on the Web. But what about cognifying, remixing, and beginning? Exciting times truly beckon.

Kelly goes on to say that, “in the coming 30 years the tendency toward the dematerialized, the decentralized, the simultaneous, the platform enabled, and the cloud will continue unabated.” Again, a masterful and succinct way of categorizing what will be our new reality. We know about the platform and the cloud, but what about the rest? AOL cofounder Steve Case predicts that the “future Internet will be defined not by the Internet of Things; it will be defined by the Internet of Everything.” He sees the Internet becoming part of our life, our education, our health, our finances, our ways transporting ourselves, and even our daily meals.

Like Toffler, Case uses the metaphor of a “third wave,” one that threatens to disrupt the entire economy and the companies that presently lead it. Many of us will naturally rise to this challenge and adjust accordingly. And beyond the disruption lies a collective actualization and that rising consciousness I referred to earlier. The potential for all of us is simply breathtaking.

So if you’re looking for a really amazing book to dive into and you love the study of the future, pick up The Inevitable on Amazon. It’s one of the best books I’ve ever read.


bookIn 1984, Futurist John Naisbitt wrote MegaTrends, a best selling book that became a landmark study.

To craft his epic book, he used the research technique known as “content analysis,” employed by the American intelligence services during World War II. Naisbitt and his team read thousands of newspaper articles (the Internet then) in the late 1970s and early 1980s to see what ideas and issues were being discussed. By 1982, he came up with the final list of ten massively influential ideas that he called “megatrends.”

What did he say and what was he right about when we consider current business and marketing related issues?

1. He said: “We have shifted from an industrial society to one based on the creation and distribution of information.” Naisbitt hit the nail on the head here. As his most important and most accurate prediction, some say now that it was a forgone conclusion. But it wasn’t. Again, the Internet was nowhere close to being made a reality in 1982. We were using Apple II and Commodore 64 computers at the time! The fact that Apple is now worth more than Ford, US Steel and General Electric clearly illustrates high tech’s achievement.

2. He said: “We are moving from being a self-sufficient national economy to being part of a global economy.” Absolutely dead on correct. We now buy American-designed cars with electronics from Asia and steel and plastic parts made in Latin America, with the final assembly plants in Canada. Money and jobs flow freely across national borders.

3. He said: “The new information technology will revitalize participatory democracy.” This is definitely true because the last three national U.S. elections have seen record amounts of votes cast. The Internet has greatly enhanced democracy and will continue to do so around the globe. Lets just hope we can come up with ideas and solutions that will bring resolution and compromise to the extreme political polarization we see currently.

4. He said: “Society will shift from hierarchical structures to informal networks.” Bingo! The decline of the old mass-production industries like auto and steel, followed by the rise of small high-tech companies (Apple, Microsoft, Dell and more) that ballooned into nimble, highly adaptable enterprises shows us how this mega trend has played out and become real. Another proof point: The classified sections of major newspapers have been replaced by something way better, easier and cheaper: Craigslist. Big marketing impact, right?

5. He said: “Society is changing from a narrow “either/or” perspective with a limited range of personal choices to one of “free-wheeling” multiple options.” Correct again. See the shift from three television networks in the 1970s to 500-plus channels today on a typical cable package. The development of specialty foods and restaurants, cars, clothes, music and family structures all prove that this prediction was right on the money. Huge ramifications for marketing, correct?

Naisbitt was clearly correct on the growth of high-tech industries, globalization, the information explosion enhancing democracy, the boom in social networking and the massive increases in consumer choices. Its great learning for anyone involved in marketing, as it begins to open the eyes to the possibilities and potential of current trends. As innovation is becoming central to both the organization as a whole as well as the marketing practice, its critical to adopt the “visionary mindset”.

I discuss the book, MegaTrends, in my new book Future Marketing, along with many other predictions from current futurists. If you ask me, its pretty interesting stuff.

So, Im curious…What do you think about all of this? I’d love to hear your feedback.


What is the “Prosumer”?


The prosumer is the new consumer.

One of the key ideas that Futurist Alvin Toffler wrote about in his book, The Third Wave, which came out in 1980, was a revolutionary idea that he called the “Prosumer”. He said, “in the future, the role of producers and consumers would begin to blur and merge.” Toffler envisioned a post-Capitalist world where people were serving themselves and serving each other.

And isn’t this exactly what Linux and the entire open source software movement is? And isn’t Uber people helping other people? We can also see it in social media, where we post content and consume it as well. Additionally, “prosumer” can mean “product and brand advocate.” Rather than simply “consuming” products, people are becoming the voices of those products and significantly impacting the success or failure of companies, products, and brands, particularly through their involvement on the social web.

Of course, we can agree that businesses are no longer completely in control of their products, brands and messages. The consumer, or prosumer is now in control. Prosumers are the online influencers that business leaders and marketers must not just identify but also acknowledge, respect and develop relationships with in order for their products and brands to thrive. In fact, it’s so important and so significant a change from what we once had, that it really is a movement, a cultural shift.

What are your thoughts? Are YOU a prosumer?