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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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