I did wrote a blogpost about consumers who were building and showing their electric cars. Since they had their exhibition in town I went there this weekend. I talked with electric car fan Mats Dahlberg. He has rebuild a Mercedes A140 from 1998 into an electric car. He did this without being an technician! Only having an interest and a curiosity to see if it was possible was enough for Mats. And as you see on this picture it was possible.
I asked Mats how it came that he could build an electric car but the car industry couldn’t? His answer was clear: “Because they don’t want it! The profit of repairing petroleum cars are 0,4 Euros per mile.”
As an environmental friend, he called Toyota Prius a joke! as I interpreted it he meant that the Prius is a smart way to pack the demand for environmental friendly product which let consumers feel and look green. But perhaps for “real” fans of electric cars it is not an good solution but only a good enough start of what is to come. In other words, Toyota Prius is a “look green product,” that makes consumers look and feel green in their community.
Here is a picture of an electric car which was build in the beginning of the 20th century. In other words it is an industry which develops slowly.
The question is if finally the time has come for electric cars? With social platforms as Evcast.com and innovative cars as Tesla the future is becoming greener and developing faster thanks to fans as Mats & co.
Right now 200 owners of electric cars are showing and fulling others to take the step over to the environmental friendly side of the road at the National Museum of Science and Technology. This is an really good move, combine early adopters with and audience that will follow this 200 believers and their experience.
Sadly I think most of the time the National Museum of Science and Technology manage to do something interesting as science and technology boring. Only kids are allowed to play and have fun with technology – why? Well this time they showed how users can spread passion for both technology and environmental solutions. It would be even better if kids and adults could build an electric car live at the exhibition – why not?
Our planet has up until now been the context for how we have lived our lives. But nature is out of control, life on this planet is threaten (at least as it is today). The damage control we are doing today to change consumption into becoming green is good but many experts say it may be to less.
I have discovered something chocking but at the same time very logical. There is a large business field growing under the surface. I choose to call it “beyond climate control.” It is simple the big business that is growing as we are destroying this planet. perhaps it comes as a chock to some of you but large corporations are not equal with Green Peace. Construction corporations are planing to sell new and adapted housing solutions as a consequence of the constant rising water levels in the world. Others are planing for living solutions in space. Big changes mean big business. Survival needs is the new big business of our time. It’s cynical but “beyond climate control” is a business field that is growing. I may be the first to discover this as a business field, but not the last to consume it. Or as master mind Stephen Hawking points out:
If we want to continue beyond the next hundred years, our future is in space.
Stephen Hawking, Ted.com
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Some of the best minds in the knowledge of innovation is coming to European Innovation conference, 15–17 September in Lund. The price for listening to speakers as Henry Chesbrough
and Eric Von Hippel is low. But if you want to listen to master minds for free you will find Erik lecturing about innovation at MIT here at Google Video.
Today, the goal for many corporations is more or less to get money from consumers. This is old school management. Here is an update:
We don’t do things to be good. Green is green [the color of the US dollar].
Jeffrey Immelt, CEO, General Electric
Well, Jeffrey, that sounds really great, but if you instead said: “We are making green dollars by saving money for consumers and together in one common goal can save the earth” then you would have one common goal with your consumers. That is one clear goal which both consumers and employees are looking for to achieve. Instead, most brands are saying today: Buy more green stuff. That is passive, consumers of today want to take part actively.
Here is an idea for how Hilton ore SAS that could develop common goals for their guests at their hotels. Contact a software developer who can solve the following challenge: If the consumers are saving energy when staying in the hotel room, they will get a better price when checking out. Then the hotel would save energy/money and the guest would feel inspiration to do so too. Earth would be a winner and the hotel would get fans as they are offering consumers to get more involved with the brand (from the inside).
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Today is the digital game industry having an turn around over 30 billion Euro. To be successful in this business field you need to hunt for talent al the time. Thats why Ubisoft’s fonder, Yves Guillemot today are visiting Sweden. He is meeting up with politicians in Malmoe. Why? Because Ubisoft only have 1 billion Euro which is only 1 of 30 that is not the way to win the game in their business field.
Ubisoft has been one of the industry’s greatest success stories in the past decad.
Gamesindustry.biz
Recently in Sweden has one of the game corporations Grin, stop smiling. So right now here talent to headhunt and without talent its game over in an industry that are changing faster than maybe any other industry.
Traditional the Internet, with its screen and keyboard, is old news and an old user experience. Entire regions go online without computers – it’s all about mobile phones. This changes everything from a business point of view and opens up new opportunities for advertising to become a direct part of the actual consumption. Today’s advertising budgets are quite small compared with the total amounts spent on consumption in general. The retail and packaging sectors don’t have the ad industry’s visibility and flashy awards ceremonies, but they produce much more in revenues.
There are enormous amounts of innovation and creativity in all areas that lead directly to high sales figures. For example, the Smurfit Kappa Group is a cardboard manufacturing company that has sales of over €7 billion, results that speak for themselves. In time, the boxes themselves will actually talk to us as well – they have already more or less perfected a paper material that will store sound! A musician I know who has been having trouble getting his music heard listened to my advice that he should set his sights on becoming the first singing cardboard box. It now looks like he has succeeded in getting his voice “on paper” and the next time you open a magazine you may very well hear Anthony Mills voice.
These sorts of technological changes mean that the advertising industry must enter new areas such as R&D to give them more channels and better communication potential from the very beginning for packaging, paper and other products. As for mobile technology, these sorts of solutions make it easy to track the result of advertising and make it viable for communicators and ad agencies to work on some sort of commission basis.
By broadening your picture of what advertising is, advertising budgets will increase. In the digital
universe, half the advertising is never wasted.
Show the wold your vision of the future, at imagine2009.eu.
Today is the deadline so you need to be both quick and creative.
Today’s advertising budgets may seem like big money, but it’s all chump change compared to the money that moves at every level of the chain of consumption. Unfortunately, doing business today can often resemble working with countless islands with no connection to the mainland. This is where advertising has a role to play.
Broadening the definition of advertising will create greater resources both for others and the ad industry itself. In the digital world, you never waste half your advertising budget.
Life today is digital.
Alan Rosenfeld, BusinessDevelopment Manager, Apple
Selling the future today is too expensive. Why? The mental gap between present time and future is too far away. History is a part of our today life, it’s our context and history is visible but the future is not visible. The line between future and science-fiction is what we believe in. It’s like in the old saying: What you see is what you get. This is a problem for the future, because we can’t see it in our modern world. So what happens is that most people feel more comfortable looking back than forward to an uncertain future.
Closing the gap to the future
A solution for selling the future today is simply to create a context where we feel comfortable to consume the future within that context. The first step is to make future visible. It is as in the report “Closing the Gaps” from The international Commission on Climate Change and Development. In that report they point out that the present adult generation only care about their next generation, their children. Why? Because that is the generation we can see, others to come is invisible (in our time).
How can we make future generation a part of our present life?
Create architectural design (buildings, towns etc), were we all live together with future generations. We can see the pyramids but where is the future monuments? Make DNA mirrors (a mirror that shows a version of the future you)?
Commercial dimensions
Brand future dimensions? A good example is Audi who product placement of future product in the science fiction-action movie I, Robot (2004). In that movie they also showed a future business that will be enormous: Technical body part which is also exposed in Puma’s commercial.
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