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EXPERIENCES ARE THE CURRENCY OF THE FUTURE.
AND THE FUTURE IS NOW.
DISRUPTIVE TECHNOLOGIES AND THE DIGITAL SHARING ECONOMY ARE WHAT’ S ON EVERYONE’ S LIPS RIGHT NOW. COUPLED WITH CRYPTOCURRENCIES AND THE NEED FOR A BUSINESS TO FUTURE PROOF AGAINST POSSIBLE EVENTUALITIES, IT HAS ALL THE MAKINGS OF A SCI-FI MOVIE. SO WHAT DOES THIS MEAN FOR MARKETING, MEDIA AND COMMUNICATION, AND WHAT DOES IT MEAN FOR AN ESTATE’ S POSITION IN A DIGITAL ECONOMY WHERE EXPERIENCES ARE THE LARGEST ASSET?
“ The Six Ds of Disruption are a chain reaction of technological progression, a road map of rapid development that always leads to enormous upheaval and opportunity,” says Peter Diamandis, founder of the Singularity University.“ Technology is disrupting traditional industrial processes, and they’ re never going back.”
We live in incredible times. News travels the globe in an instant and music, movies, games, communication and knowledge are ever available on always connected devices. From biotechnology to artificial intelligence, powerful technologies that were once only available to huge organisations and governments are now becoming more accessible and affordable thanks to digitisation.
This growth cycle takes place in six key steps, which Diamandis calls the Six Ds of Disruption. These are digitisation, deception, disruption, demonetisation, dematerialisation, and democratisation, and mean the following:
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Digitisation is anything that becomes digitised and sees the same exponential growth as computing. Digital information is easy to access, share and distribute.
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Deception looks at exponential trends which don’ t seem to grow very fast at first. Yet exponential growth really occurs once it breaks the linear model, and then tends to double, and quadruple over time.
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Disruption and digital technologies outperform in effectiveness and cost, breaking traditional models.
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Demonetisation means money is quickly removed from the equation as technology makes everything cheaper or almost free.
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Dematerialisation separates and removes physical products from the equation.
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Democratisation allows more people to have access to it, and powerful technologies are no longer only for governments, large organisations or the wealthy.
Truth be told, if a business is not disrupting, it will be disrupted. Tie this into the traditional way a business or estate has( or has not) been managing their brand, marketing and media.
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