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Marketing’s Higher Calling
At Percolate, we like to say we are both optimistic and deterministic.
What this means is we believe the future will be better than the present, and that our vision for it enables us to help build that future instead of sitting around waiting for it to happen.
What this also means is that we spend a lot of time deeply focused on building a product, a business, and a category based on long-term goals. While I certainly have no complaints about our progress, I also recognize that once in a while it’s important to pick your head up and look at where you are in the context of your broader mission. This is helpful in two ways: First it helps to refine the vision that supports your determinism and second it’s a chance to be reminded of why you are so damn optimistic in the first place.
That is why we created Transition, a day about how technology is reshaping marketing, the enterprise, and the world.
The day is going to revolve around a few key themes:
1. We are in a transition to a richer world.
In the next 15 years, the global middle class will grow from 1.8 billion to 5 billion people. Thanks in part to the the rising prevalence of information and communication technology, global poverty rates have been falling rapidly. It’s a trend that is shifting how households spend money—empowering women especially, who already control two-thirds of household incomes in the G7. Globally, 865 million women are set to join the economic mainstream in the next 10 years.
2. We are in a transition to a more connected world.
As a society, we are moving towards universal access to information, with the number of people with internet access around the world expected to double, largely from mobile devices. Growth in connectivity has slowed, but it is still increasing with rising investment in infrastructure (the global investment in infrastructure is projected to reach US$9 trillion by 2025—up from US$4 trillion in 2012) and increasing affordability (smartphones and prepaid data plans are getting cheaper everywhere as networks speed up).
3. We are in a transition to a world run on software.
In the famous words of Marc Andreessen, “Software is eating the world.” We’re seeing every industry, and their value chains transformed by software. The most valuable companies today have been built with technology at the backbone.
These themes are largely playing out in smooth, gradual ways. For that reason, if you aren’t conscious of them you might not even notice how profoundly our world is changing. But noticing, and even more than that understanding the implications, is the key to realizing our true potential.
We are going to take a stand at Transition and celebrate the fact that universal access to information has the power to unlock ideas that even science fiction couldn’t have predicted.
We are going to take a stand at Transition to discuss how we are living longer, healthier, and richer lives than any time in human history and the only thing holding us back from further progress is our imagination.
And for marketing leaders, at Transition we are going to take a stand to discuss how we are entering an era of the creative enterprise, where the challenge will be figuring out how jobs need to evolve so people can find a higher purpose alongside technology.
For the marketer, you sit right at the center of this transition. Managing some of the most creative people inside the enterprise, holding a front row seat where you can watch your addressable market more than double, and having the ability to systemize how your best ideas reach more customers opens up an entirely new set of professional possibilities.
I hope you will join us at Transition 2015 on September 24th at the Times Center in New York City. If you are already a Percolate client, please reach out to hold your RSVP.
To see more highlights from Transition, read the full collection of speaker profiles here.