The Killing Giants Mindset 2020 Global Survey explores how this global market of connected individuals is redefining their personal and work lives, compiling the inputs from over 7,000 interviews across 12 countries representing two-thirds of the world’s GDP to explore the future of the brand/consumer relationship, the future of the digital footprint, and the future of work.
The big, brave, and boundless future of a hyper-connected world where everything is connected to everything else and accessible on any device is an optimistic vision. And 2016 may be the year that the pendulum’s forward momentum slows while we wonder whether a bit of caution is in order. From data security to data sovereignty to personal safety, global consumers are showing the first signs of caution.
How do we balance the need to concentrate with the need to collaborate – particularly when we’re relying on technology platforms to connect colleagues in different cities, countries, and time zones? Does technology really take the place of being there? Or is there a degradation of the signal? How do we ensure we’re getting the most out of the investments we’re making?
Why do we study trends?
Why does consumer sentiment matter?
How do the attitudes of our ultimate end users impact our decision making today?
We study trends because understanding the mind-set of the consumer helps us speak the language of the market – even if the market can’t quite articulate its feelings in so many words.
We dig into consumer sentiment because thought leadership demands a rigorous framework through which the future can be interpreted.
We need to become experts in the prevailing sentiment of our users given its increasing importance in our professional and personal lives – because we are in the business of lifestyle marketing, whether we choose to acknowledge it or not.
We need to know our users, inside and out. We need to know their hopes, their fears and their expectations – and how we can best address each of them.
Paul Leinberger is a best-selling author, speaker and consultant helping companies craft market-leading brand strategies, develop competitive positioning, and understand the impact of changing consumer trends. He is the co-author of the international best-seller The New Individualists: The Generation After The Organization Man (New York: HarperCollins, 1996).
The roster of companies Paul has consulted for includes Apple, Hewlett-Packard, Intel, Symantec, Microsoft, Sony, Cisco, Starbucks, General Mills, Nestle, S.C. Johnson, Kimberly-Clark, Unilever, Nordstrom and Disney.
Paul holds a Ph.D. in organizational and social psychology and a Masters of Urban Planning (Highest Honors). He lives in Irvine, California.
Stephen Denny is an author, speaker and consultant helping emerging and well-established brands define (or re-define) their competitive positioning. He is the author of Killing Giants: 10 Strategies to Topple the Goliath in Your Industry (New York: Portfolio, 2011 and London: Penguin Books Ltd., 2011).
The roster of companies Stephen has consulted for and spoken to ranges from start-ups to Global 500 players, including Jabra, GN Resound, The North Face (a division of VF Corporation), Altria, Hewlett-Packard, Elsevier, Campbell’s Soup Company, Koodo Mobile, Vibram US and others. He is a frequent speaker on competitive strategy and marketing. Prior to consulting, Steve was a 20+ year senior marketing executive at Plantronics, Sony, OnStar (General Motors), and Iomega.
Stephen has lived and worked in both the United States and Japan, has an MBA from the Wharton School of the University of Pennsylvania, and lives near Santa Cruz, California.