Another scenario what might happen in the future and like many other scenarios we will not take this serious. Obviously it won’t happen in exact this way because most of the scenarios are an forecast of extremes and don’t pay enough attention to variables that can influence the development, but it might turn out in a similar way. One of the biggest problems of the human brain is that we are unable to imagine and anticipate the speed of development. Who would have thought of Twitter 2,5 years ago? Nobody. Who would have thought that everybody in developed countries will own a mobile and that it will influence the way we are communicating and living dramatically. Remember the 3 things you are right now always carrying without: keys, money & mobile. In the near future there might be just your mobile left.

I think we already started with the selling of experiences, feelings and memories and probably a lot of products and services will have a way much bigger human touch in the future. This will not happen because of the technological development this will happen because humans deep in their unconscious minds looking for human services and products.

At Breitenbach und Brown (I can’t link to the actual post, only the page. So the post might be somewhere completely different when you click on it) I found a great post about Misfits and a link to Malcolm Gladwell’s speech about the mismatch problem. This might be one of the biggest barriers that keeps our society back because I believe in every industry you need creativity to overcome barriers. If we don’t know what it takes to judge creativity, we can’t ensure that we have the right talents at the right place. Years ago one of my professor told us:

“The only reason why you (students) are here is to learn things that you will need in the future to solve problems where you don’t even know right now that they exist and what they are about.”

To judge people and there abilities to solve problems that we don’t know yet is one of these things.

This Businessweek article at I found at GarethK shows on the one side how desperately Martin Sorrell & WPP are trying to understand the digital world and on the other side it’s sad they they just started 2 months ago. At least they understood that only digital can save the future of their holding but I’m not sure if this is enough. Because more important is that they know what kind of talent/creativity they need to overcome the problem. Up till now Martin only identified the problem and the playground but not how to solve it, which is the critical part. Luckily for him he has not the only major network that’s struggling with this.

To understand what people we need to take fully advantage of the digital world, we first need to understand what kind of mindset, talent and creativity this kind of people need have. Facebook and Twitter are not the key to this but the people behind it. We rather study Mark Zuckerberg and Evan Williams than how to run a viral campaign on Facebook or how to use fake Twitter accounts to promote XYZ.