future perfect — mx conference 2013

Future PerfectBrandon Schauer

Let’s step back in time.

eras of our work

It began with simply making things work.

FunctioningHow do we make and sell something?

Software designer

“User interface”

Functioning Fixing

eras of our work

It expanded to making things work better.

How do we make and sell something?

How do we make things better, so we sell more of them?

Software designer

“User interface”

Usability

“User friendly”

Functioning Fixing Finding

eras of our work

And now it’s about finding new things.

How do we make and sell something?

How do we make things better, so we sell more of them?

How do we discover more things to sell?

Software designer

“User interface”

Usability

“User friendly”

Ethnography & Prototyping

“Design thinking”

Functioning Fixing Finding

eras of our work

It’s increasingly hard to apply the industrial past to the future.

today

20th Century Solutions 21st Century Problems

Functioning Fixing Finding

eras of our work

The 20th Century had a factory model, sell-a-product mentality.

today

20th Century Mentality

Manufacture Advertise Sell

Functioning Fixing Finding

eras of our work

One that heightens anticipation only to end in disappointment.

today

20th Century Mentality

Manufacture Advertise Sell

Disappoint

21st Century Problems

Functioning Fixing Finding

eras of our work

Disappointment is only a symptom of bigger challenges.

today

21st Century Problems20th Century Mentality

Manufacture Advertise Sell PEOPLE

PLANET

PROFIT

today

Advertise Sell

The purpose of a business isn’t to make a thing

Manufacture PEOPLE

PLANET

PROFIT

today

Manufacture Advertise Sell

The purpose of a business isn’t to make a profit

PEOPLE

PLANET

PROFIT

today

Manufacture Advertise Sell

The purpose of a business is to have and serve a customer.

Serve

PEOPLE

PLANET

PROFIT

today

Manufacture Advertise Sell

The purpose of a business is to have and serve a customer.

Serve

Profit is a by-product of good service.

PEOPLE

PLANET

PROFIT

W-w-Whaaaaa?

the downside of a profit mentality

Maybe the great thing about mobile is there's no space or time for ads,so a business has to provide avaluable service to get attention.

the downside of a profit mentality

Services are good for modern economies.the upside of a service mentality

+$195.3 BLN

2012 U.S. Trade Surplus for Services

-$735.3 BLN

2012 U.S. Trade Deficit for Goods

To serve is experiential.the upside of a service mentality

To serve is human.the upside of a service mentality

To serve is human.the upside of a service mentality

To serve is human.the upside of a service mentality

by Fra.Biancoshock

To serve is human.the upside of a service mentality

by Hikaru Imamura

Functioning Fixing Finding

eras of our work

Human

Serving people is about organizations creating human experiences.

today

SERVE PEOPLE

JOURNEYSTHROUGH TO

TRANSFORM YOU & THEM

Future Perfect“We will have...”

future perfect

We will have mastered planning for human experiences.

future perfect

We will have mastered planning for human experiences.

If your only plan is the one handed down to you, you’re already behind.

future perfect

We will have mastered planning for human experiences.

Next quarter Next year Next 3 years

M M M Q Q QQ Y Y Y

M M M M

M M M M

M M M M

Q Q Q

Q Q Q

Q Q Q

Locked and happening Planned and managing Envisioned and leading

Q Q Q

future perfect

We will have mastered planning for human experiences.

at Google —

Each quarter individuals and teams document their objectives for the next 90 days and grade the goals they set 90 days earlier. In Q4 teams also set metagoals for the next year.”

“

— Hunter Walk

future perfect

We will have mastered planning for human experiences.

Next 3 years

Y Y Y

Q Q Q

Q Q Q

Q Q Q

Envisioned and leading

Twelve big moves to change everything.

Q Q Q

future perfect

We will have mastered planning for human experiences.

★ ★ ★

★ ★ ★★ ★ ★

Twelve big moves to change everything.

★ ★ ★

future perfect

Let me give you a start…

1. Build a Super Friends team.Q

— Margaret Gould Stewart, MX 2008

future perfect

Let me give you a start…

2. Delegate your entire job.

Grow others while creating room for your new job description, which you’ll be writing yourself.

Q

future perfect

Let me give you a start…

3. Make a vision of the future.

Research it.Shop it around.Disprove it.Improve it.It’s your next 9 moves.

Q

future perfect

We will havemastered organizing for human experiences.

future perfect

We will have mastered organizing for human experiences.

P&G solved this years ago with brands.

Brand Man

1. Study carefully shipments of his br

ands by units.

2. Where brand development is heavy an

d where it is progressive, examine

carefully the combination of effort

that seems to be clicking and try to

appeal this same treatment to other

territories that are comparable.

3. Where brand development is light:

a. Study past advertising and promo

tional history of the brand: study the

territory personality at first h

and–both dealers and consumers–in orde

r

to find out the trouble.

b. After uncovering our weakness, d

evelop a plan that can be applied to

this local sore spot. It is nece

ssary, of course not simply to work ou

t

the plan but also to be sure tha

t the amount of money proposed can be

expected to produce results at a

reasonable cost per case.

c. Outline this plan in detail to t

he Division Manager under whose

jurisdiction the weak territory

is, obtain his authority and support f

or

the corrective action.

d. Prepare sales helps and all othe

r necessary material for carrying out

the plan. Pass is on the distric

ts. Work with salesmen while they are

getting started. Follow through

to the very finish to be sure that the

re

is no letdown in sales operation

of the plan.

e. Keep whatever records are necess

ary, and make whatever field studies a

re

necessary to determine whether t

he plan has produced the expected

results.

4. Take full responsibility, not simpl

y for criticizing individual pieces of

printed word copy, but also for the

general printed word plans for his

brands.

5. Take full responsibility for all ot

her advertising expenditures on his

brands (author’s note – in-store di

splays and promotions).

6. Experiment with and recommend wrapp

er (author’s note – packaging)

revisions.

7. See each District Manager a number

of times a year to discuss with him an

y

possible faults in our promotion pl

ans for that territory.

Neil McElroy

future perfect

We will have mastered organizing for human experiences.

P&G solved this years ago with brands.

How soap is MADE was no longer as important as how it was MARKETED and how it was bought.

future perfect

We will have mastered organizing for human experiences.

How things are MADE is no longer as important as how they’re EXPERIENCED.

A manager for each experience, each journey?

future perfect

We will havemastered stories for human experiences.

future perfect

We will have mastered stories for human experiences.

Experience Map for Rail Europe | August 2011

STAGES

DOING

FEELING

Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel

People choose rail travel because it is convenient, easy, and flexible.

Rail booking is only one part of people’s larger travel process.

People build their travel plans over time. People value service that is respectful, effective and personable.

EXPERIENCE

Rail Europe Experience Map

Kayak, compare

airfare

Google searches

Research hotels

Talk with friends

Relevance of Rail Europe

Enjoyability

Helpfulness of Rail Europe

Paper tickets arrive in mail

• I’m excited to go to Europe! • Will I be able to see everything I can?• What if I can’t afford this?• I don’t want to make the wrong choice.

• It’s hard to trust Trip Advisor. Everyone is so negative.

• Keeping track of all the different products is confusing.

• Am I sure this is the trip I want to take?

• Website experience is easy and friendly!• Frustrated to not know sooner about which

tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time.

• Stressed that I’m about to leave the country and Rail Europe won’t answer the phone.

• Frustrated that Rail Europe won’t ship tickets to Europe.

• Happy to receive my tickets in the mail!

• I am feeling vulnerable to be in an unknown place in the middle of the night.

• Stressed that the train won’t arrive on time for my connection.

• Meeting people who want to show us around is fun, serendipitous, and special.

• Excited to share my vacation story with my friends.

• A bit annoyed to be dealing with ticket refund issues when I just got home.

View maps

Arrange travel

Blogs & Travel sites

Plan with interactive map

Review fares

Select pass(es)

Enter trips Confirm itinerary

Delivery options

Payment options

Review & confirm

Map itinerary(finding pass)

Destination pages

May call if difficulties

occur

E-ticket Print at Station

Web

raileurope.com

Wait for paper tickets to arriveResearch destinations, routes and products

Live chat for questions

Activities, unexpected changes

Change plans

Check ticket status

Print e-tickets at home

web/apps

Look up timetables

Plan/confirm activities

Web

Share photos

Share experience (reviews)

Request refunds

Follow-up on refunds for booking changes

Share experience

Buy additional tickets

Look up time tables

Opportunities

Guiding Principles

Customer Journey

Information sources

RAIL EUROPE

THINKING

• What is the easiest way to get around Europe?• Where do I want to go?• How much time should I/we spend in each

place for site seeing and activities?

• I want to get the best price, but I’m willing to pay a little more for first class.

• How much will my whole trip cost me? What are my trade-offs?

• Are there other activities I can add to my plan?

• Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping?

• Rail Europe is not answering the phone. How else can I get my question answered?

• Do I have everything I need?• Rail Europe website was easy and friendly, but

when an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?

• I just figured we could grab a train but there are not more trains. What can we do now?

• Am I on the right train? If not, what next?• I want to make more travel plans. How do I

do that?

• Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not.

• People are going to love these photos!• Next time, we will explore routes and availability

more carefully.

Ongoing, non-linear

Linear process

Non-linear, but time based

Communicate a clear value proposition.

STAGE: Initial visit

Connect planning, shopping and booking on the web.

STAGES: Planning, Shopping, Booking

Arm customers with information for making decisions.

STAGES: Shopping, Booking

Improve the paper ticket experience.

STAGES: Post-Booking, Travel, Post-Travel

Make your customers into better, more savvy travelers.

STAGES: Global

Proactively help people deal with change.

STAGES: Post-Booking, Traveling

Support people in creating their own solutions.

STAGES: Global

Visualize the trip for planning and booking.

STAGES: Planning, Shopping

Enable people to plan over time.

STAGES: Planning, Shopping

Engage in social media with explicit purposes.

STAGES: Global

Communicate status clearly at all times.

STAGES: Post-Booking, Post Travel

Accommodate planning and booking in Europe too.

STAGE: Traveling

Aggregate shipping with a reasonable timeline.

STAGE: Booking

Help people get the help they need.

STAGES: Global

GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL

Relevance of Rail Europe

Enjoyability

Helpfulness of Rail Europe

Relevance of Rail Europe

Enjoyability

Helpfulness of Rail Europe

Relevance of Rail Europe

Enjoyability

Helpfulness of Rail Europe

Relevance of Rail Europe

Enjoyability

Helpfulness of Rail Europe

Relevance of Rail Europe

Enjoyability

Helpfulness of Rail Europe

Mail tickets for refund

Get stamp for refund

future perfect

We will have mastered stories for human experiences.

Stories give meaning.Meaningfulness is why people perform.

I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the Earth.

I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the Earth.

future perfect

We will have mastered stories for human experiences.

Stories inspire people.New words change culture.Narratives are sticky.Narratives are experiential.

— See Made to Stick, Chip & Dane Heath

future perfect

We will have mastered stories for human experiences.

Here’s my story...

While it's possible to have more data and information on people than ever before, it's also easier and easier to treat them like a number and never really connect in a human way.

people aren’t data

In 12 moves, we will have created human experiences by creating the systems and stories that produce them.

★ ★ ★

★ ★ ★★ ★ ★★ ★ ★

make business human

In 12 moves, we will have created human experiences by creating the systems and stories that produce them.

make business human

SERVE PEOPLE

JOURNEYSTHROUGH TO

TRANSFORM YOU & THEM

Human

today

Systems that serve people.

Experiences that matter.by Hikaru Imamura

Will your story, team, and system have the empathy and humanness in it to serve people through journeys to transform you and them?

We all need it. So I hope you do.

We all need it. So I hope you do.

So feel free to share it: http://shortlinks.adaptivepath.com/mx2013