This week, we sit down with Gavin Heaton, digital strategist for IBM, Fujitsu, and McDonalds and now the founder of the Disruptor’s Handbook, a network that helps companies unlock the potential of disruptive business models. In this interview, Gavin mentions a conversation he has with a futurist friend on predicting trends. His friend says, “When change is accelerating, to look five years into the future, you have to look ten years into the past and that will give you a sense of how much things have changed.”
So let’s flash back to 2005 for a moment. Wi-Fi came of age in 2005. Radio frequency identification (RFID), blogs, and hybrid cars were heralded as the “next big things.” Mass marketing ruled and marketing was heavily focused on brand awareness. Marketing’s come a long way, but where’s it heading next?