Welcome to Ideas That Spread!

Ideas That Spread was started over 12 years ago by me Jon Cronin and since that time a LOT has changed.  I believe that businesses and the people that run them should strive for something bigger than just making a profit. We should strive to change the world for the better and give back as well as create products and services that revolutionize the way that humanity interacts with each other. My focus is not just on the people and companies that are doing great things from a corporate responsibility standpoint but also people that are making things that will "Change The World". 

Please note that anything I post on this site is my opinion and does not reflect the views of my employers or any of my clients.

2017 Innovation Trends

  Technology and consumer trends are evolving so quickly, it’s difficult to see what’s next. Here’s a quick 2017 trend report summary to help you navigate the vast sea of change.   Your smartphone battery life is about to double which will help us when we ride 15,000 miles on the world’s longest bike trail in Canada, or when we take a private trip to the the moon with Moon Express, or when we watch the total solar eclipse pass over the US in August - all while checking Instagram Live to see what President Trump is broadcasting from the oval office. Needless to say, 2017 is going to be a wild ride. Get ready people! 

Technology and consumer trends are evolving so quickly, it’s difficult to see what’s next. Here’s a quick 2017 trend report summary to help you navigate the vast sea of change.

Your smartphone battery life is about to double which will help us when we ride 15,000 miles on the world’s longest bike trail in Canada, or when we take a private trip to the the moon with Moon Express, or when we watch the total solar eclipse pass over the US in August - all while checking Instagram Live to see what President Trump is broadcasting from the oval office. Needless to say, 2017 is going to be a wild ride. Get ready people! 

  AR / VR  is quickly becoming mainstream and the ability to layer an augmented virtual experience over a real experience is the future. We will begin to see Pokemon GO like mobile apps in all aspects of our lives. Office, retail, school and public spaces will all allow us to dive deeper into what goes on around us. Imagine a gamified world where we compete against fellow students and coworkers all while learning and experiencing a deeper connection to our environment.   Top 20 AR Apps  

AR / VR is quickly becoming mainstream and the ability to layer an augmented virtual experience over a real experience is the future. We will begin to see Pokemon GO like mobile apps in all aspects of our lives. Office, retail, school and public spaces will all allow us to dive deeper into what goes on around us. Imagine a gamified world where we compete against fellow students and coworkers all while learning and experiencing a deeper connection to our environment.  Top 20 AR Apps 

 Marketers must tell stories across all retail touch points and all  c  ontent m  ust s  ell by being connected to a direct path to purchase. Retail brands will immerse  potential customers into their ecosystem of social content, influencers, product experts, loyalty tools, AI bots and REAL customer service people.  The ability to buy at any point online and/or walk out of the store frictionless like Amazon Go will transform retail forever.  Stores will feel more like home, inviting people to relax, touch and talk to knowledgeable staff all while incorporating their mobile device in a sophisticated but simple customer experience. The future of retail is the future of technology. 

Marketers must tell stories across all retail touch points and all content must sell by being connected to a direct path to purchase. Retail brands will immerse potential customers into their ecosystem of social content, influencers, product experts, loyalty tools, AI bots and REAL customer service people.  The ability to buy at any point online and/or walk out of the store frictionless like Amazon Go will transform retail forever.  Stores will feel more like home, inviting people to relax, touch and talk to knowledgeable staff all while incorporating their mobile device in a sophisticated but simple customer experience. The future of retail is the future of technology. 

 Did you know the world’s population is is almost 7.5 billion and 2.5 of them are on social media? It’s no wonder brands have spent almost 10.9 billion dollars trying to connect with them there. It’s where we all live and social is evolving quickly with each new update of Instagram and Snapchat.  Live Video  is here and it’s growing more each day. Youtube Live, Instagram Live, Facebook Live, Periscope Pro are front and center and if you don’t have a Live strategy yet you are missing the boat. It’s no longer just pretty pictures, clever copy and beautiful produced video, it’s  Live  and it’s now. As brands are now publishers, they also need to be  Live  broadcasters.  

Did you know the world’s population is is almost 7.5 billion and 2.5 of them are on social media? It’s no wonder brands have spent almost 10.9 billion dollars trying to connect with them there. It’s where we all live and social is evolving quickly with each new update of Instagram and Snapchat. Live Video is here and it’s growing more each day. Youtube Live, Instagram Live, Facebook Live, Periscope Pro are front and center and if you don’t have a Live strategy yet you are missing the boat. It’s no longer just pretty pictures, clever copy and beautiful produced video, it’s Live and it’s now. As brands are now publishers, they also need to be Live broadcasters.  

  Messaging Apps  are the holy grail of that one on one connection that marketers salivate for. Getting to the most personal of spaces is a tricky business and Facebook, Apple, WeChat and many others   are sending in the bots to take on this challenge. The bots are coming, the bots are coming, everyone open up your Messaging App of choice and let them in because you know, robots are so personal.   

Messaging Apps are the holy grail of that one on one connection that marketers salivate for. Getting to the most personal of spaces is a tricky business and Facebook, Apple, WeChat and many others are sending in the bots to take on this challenge. The bots are coming, the bots are coming, everyone open up your Messaging App of choice and let them in because you know, robots are so personal.   

  Internet of Things:  50 billion “Things” will be on the Internet  by 2020 . If you have walked into a Best Buy lately you will see that the first section is all IoT related. Connected devices, Wearables, Amazon Echo and Dash buttons, Google Home, Apple Watches, Fitbits, lightbulbs, speakers, locks, security camera’s, refrigerators, toasters, toothbrushes… You name it and its going to be connected to the Internet of Things. If you make anything moving forward it must connect to the IoT or be left behind. 

Internet of Things: 50 billion “Things” will be on the Internet by 2020. If you have walked into a Best Buy lately you will see that the first section is all IoT related. Connected devices, Wearables, Amazon Echo and Dash buttons, Google Home, Apple Watches, Fitbits, lightbulbs, speakers, locks, security camera’s, refrigerators, toasters, toothbrushes… You name it and its going to be connected to the Internet of Things. If you make anything moving forward it must connect to the IoT or be left behind. 

  Transformative Spaces -  Interactive walls and immersive digital experiences lead by technology are becoming almost expected in the experiential world. Interactive wallpaper, 3D art wall paintings that move, 3D retail touchscreen walls, touch screen kitchens, talking walls, musical walls, sports walls - It's all about transforming spaces with technology and interactivity baby.  http://www.trendhunter.com/slideshow/interactive-walls

Transformative Spaces - Interactive walls and immersive digital experiences lead by technology are becoming almost expected in the experiential world. Interactive wallpaper, 3D art wall paintings that move, 3D retail touchscreen walls, touch screen kitchens, talking walls, musical walls, sports walls - It's all about transforming spaces with technology and interactivity baby. http://www.trendhunter.com/slideshow/interactive-walls

 I spent my Thanksgiving yelling over my nephew and son trying to control Alexa. They wanted her/it to play “My House” at volume level 6 and I wanted “Holiday Music” at level 3. It was fun and annoying at the same time and much like yelling at my Xbox for the past three years, only this time she/it talked back to me. My sister says she uses it to order things all the time from Amazon and now I’m stuffing stockings this year with Google Home and Amazon Echo's, including one for myself. Even though we have Siri with us at all time, we love the idea of yelling across the room to a AI speaker. Much like bots, voice activated AI is the future. “Computer, set a course for the future...”      Happy Holidays Everyone!

I spent my Thanksgiving yelling over my nephew and son trying to control Alexa. They wanted her/it to play “My House” at volume level 6 and I wanted “Holiday Music” at level 3. It was fun and annoying at the same time and much like yelling at my Xbox for the past three years, only this time she/it talked back to me. My sister says she uses it to order things all the time from Amazon and now I’m stuffing stockings this year with Google Home and Amazon Echo's, including one for myself. Even though we have Siri with us at all time, we love the idea of yelling across the room to a AI speaker. Much like bots, voice activated AI is the future. “Computer, set a course for the future...” 

 

Happy Holidays Everyone!

What a time...

To be alive...

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I headed to SF last week to enjoy the wine country and spend time with my best friends and instead I landed to a new reality and got pulled into some real shit. My best friend works for mayors office and so I spent the week helping him shape a community based plan of social impact and resolve for the city in the midsts of demonstrations and Trump effigy burning. It was eye opening and it got me thinking about changes in our society, new expectations, how our behaviors should change and what this means for people, marketers and brands. Brand missions must now stand for issues that connect us to each other and the communities we live in. We must go beyond the wedge issues that divide us and focus on what makes us all interconnected. Brands have focused a lot on individual issues like self-esteem, empowerment and stereotypes - which are all amazing issues and shouldn’t be neglected, but what we need right now as a country are more community based programs that brands can help lead. Connecting us to opinions outside of our bubble and getting people to stand together is critical. It’s up to us as marketers to ensure that our brands are prepared to get involved with helping people and communities connect with each other in a productive not destructive two-way conversation. True dialogue is needed and it’s up to all of us to foster that dialogue in the face of a new political reality. 

Purpose Driven Mission

I had the pleasure of attending the Fast Company Innovation Festival in NYC and one of my favorite panels was "Can Dolls and Watches Save The World? A Study in Purposeful Brand Transformations." hosted by Weber Shandwick's Social Impact Team.
The discussion was centered around Lisa McKnight, SVP at Mattel/Barbie, Jaques Panis, President at Shinola and Paul Massey EVP, Global Lead of Social Impact at Weber and the question I kept asking myself was:

Is it mandatory to now structure your business to center around your Social Impact Mission?

The answer that kept coming back from the panel was YES. The future of business is a Purpose Driven Mission that makes an impact. Investors are seeking Purposeful Brands, Millennials are looking to work for Purpose Driven Brands, and companies are all transforming their entire operating structure to fulfill their Purpose Driven Mission. It doesn't take much more convincing that a all brands need to transform. 

Here are 5 tips for Communicating Purpose that were shared: 

  1. Be Bold - Communications need to elevate a strong heart-pulsing vision of purpose
  2. Be Authentic - The story can’t be invented. It has to be in the DNA of the company. 
  3. Be Creative - the best work captures imaginations and shows what’s possible when brands contribute to a better world
  4. Be Transparent - The most powerful stories of purpose are often about the unexpected lessons learned along the way
  5. Be Sustained - Delivering on a core purpose is a life-long ambition. Communications need to deliver for the long term

How Grover Inspired My Career!

The truth is that every few years I get "The Itch."  You know the one. "The Itch" that makes you question where you are, where is your career going and where to go next? The one that motivates you to make a big move—usually "The Itch" pushed me into a new role, new industry, new company and sometimes even a new city.

Last year "The Itch" was stronger than ever. After 19 years of working at either an agency or brand, I needed time to figure out who I was professionally outside of an organization. So, after five great years, I ended my full-time relationship with my employer and started my marketing consultancy.

At the time, I was nervous about paying for health insurance, chasing checks and getting new business, not to mention, networking full time and figuring out how to be independently motivated. Fear of the unknown! Not knowing what's around the corner is both scary and exhilarating at the same time.

It's no wonder one of my favorite books as a kid was "The Monster at the End of This Book: Starring Lovable, Furry Old Grover." That's right Grover! Grover is terrified that there is a monster at the end of the book. He begs you not to finish the book to avoid meeting the scary monster. He constructs obstacles to keep you from turning the page, but nothing works as you turn the page with ease, smashing each obstacle. Finally, at the end of the book, we learn that the monster is none other than Grover himself!

In fact, the unknown has been what has motivated me throughout my life, not knowing what is at the end of the book has forced me to turn the page and find out. And what I found over the past few months, after starting my own consultancy, has been incredible.

Being able to focus on the things that are most important to me— family, friends and personal relationships. I mean there is nothing better than being able to chaperon my son Miles field trip or picking him up from school instead of hiring a full-time babysitter. Not to mention, time to understand what I'm passionate about, time to network and time to further master this shifting industry landscape. Being fully present and connecting with every new opportunity at any moment is life changing. Having the time to reconnect with old and new friends, while facing the fear of the unknown with quiet strength and an open mind is the best thing I could have ever done for myself. It's not easy, but it is inspiring.

So for anyone who is on the fence and afraid to turn the page and start your own thing, remember that the monster at the end of the book is none other than your lovable, furry old pal Grover!

Everything For Sale, Act Now! - How Impulse Shopping Is Changing In The Mobile First World.

As you enter into La Merced Market, one the worlds largest public markets in Mexico City, your adrenaline pumps, your senses heighten, and you are swept up by the collective frenetic energy of the space. Sooo many items… Fried grasshoppers, cactus pads, crispy pig skins, corn fungus, 10 pound bags of bright orange cheese puffs, Oaxacan cheeses, banana leaves, endless varieties of chile peppers, candies, pots, pans and livestock! Your shopper impulse is on high alert, you want to buy EVERYTHING and EVERYTHING is a possibility. You have to act NOW and you don’t worry about the consequences of your purchase, nor do you care how you will get that 10 pound bag of cheese puffs back home. 

A Journal of Consumer Research study suggests that people are more susceptible to making impulsive purchases if they are distracted while shopping. This is obvious if you are in a Mexican Market, The Mall, Trader Joe’s, 5th Ave or IKEA. The basic concept of putting people into a frenetic environment, distracting them with mazes, meatballs, Cinna-Bons, free samples, lots of people and endless selection of goods is the best recipe to get people to buy stuff they don’t need. It’s been going on for centuries and it works. 

Comparatively, the online marketplace is also insanely frenetic, maze like, endless, always open and is available in your pocket on a mobile device anytime. If the more products a potential customer sees the higher the urge or impulse to buy becomes, then we can see how sites like Amazon are crushing it.

While Amazon continues to have record breaking numbers, new online shopping experiences are making impulse buying so easy it's scary. Companies like Spring, a fashion lifestyle shopping app that looks similar Instagram is changing the game. Once you sign up, simply swipe right on an item you like and and boom, it drop ships from the retailer. Wanelo, a 550,000 store mall curated by people like you on your phone, has been a pioneer for sometime. Others like Polyvore, Luvocracy (Acquired by Walmart Labs)  and Faveable are also disrupting the scene and making it easier for you to buy the things you like with a quick tap, click or swipe. There are so many new shopping experiences out there and the one that figure out how to pump the smell of grilled corn, steak or warm Cinna-Bons in while you shop will definitely be the winner :)

What is your favorite new and old shopping experience?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Coworking Space For Social Good

30 percent of Americans are working remotely and 40% will be by 2020. That's a huge number and this has led to the rise in collaborative work environments that have evolved beyond the coffee shop and home office. Coworking spaces like wework are skyrocketing because people are seeking community, collaboration, tech support,  educational and social benefits and because working from home can be really lonely.

At the same time, many businesses are striving for something bigger than just making a profit, they are trying to make an impact and change the world for the better. They are creating products and services that revolutionize the way that humanity interacts with each other. 

So it makes total sense that coworking spaces like Impact Bazaar are popping up and synthesizing these two trends. Impact Bazaar is a physical marketplace in NYC where innovators and entrepreneurs can access & offer premium resources to accelerate their ideas & impact. The goal is to provide critical access to knowledge, resources, community and opportunity for all who are working in social impact and building solutions to address our world's greatest social and environmental challenges. 

Impact Bazaar is open to the public and encourages walk-ins. With a cost of $10 a day, you get access to the 5,000 square foot space and a set of daily activities offering critical knowledge, resources and insights into the community.

Some Impact Bazaar Partners: