Why focus on ‘Digital Expectations’.
Decades of incremental digital intrusions have made their mark on our lives. Skipping the birth of computers and media evolutions, there are many tools and transformations that drive this Point of View.
The internet that moves information to knowledge, the Web that connects people & emotions, the mobile phone revolution that liberates us from space & time, the digital economy allowing us to share & collaborate, augmented and virtual layers of our life, the transformative power of 3D printing, the advancements of AI, the Internet of Things and wearables, …
Expectations frame our choices. In a connected world our choices are no longer solely functional and personal, but increasingly emotional and social. For instance, the reason why all brand research reveals the growing consumer demand for socially relevant and responsible brands, in my opinion, is driven by the digital transformation.
So what is its influence on our expectations of the world around us?
4 Drivers Behind our Digital Expectations.
Currently I’m building upon 4 key drivers that shape a paradigm view. These drivers are a result of our digital transformation, have an impact on how we look at the world around us, and reshape how we engage with brands and beyond.
We expect more things to be present, to be available. As much as we do expect things to be more present.
It is the age of abundance, instant gratification and of access over ownership.
These exponentially increased instances of Presence lead to increased expectations of Interaction. The magic of the click has led to the expectation to be able to interact more with things and people. We expect responsiveness.
The increase of an interacting and responsive world requires a shared, mutual objective; a benefit that is derived from that interaction. That objective is Assistance. In a social, interacting world, Assistance has become a basic expectation. This is where ‘digital becomes human‘.
Where assistance is driven by personal benefit, hacking leads to social and societal benefit seeking.
Beyond Assistance in the now lies advancement for tomorrow. Hacking shapes purpose. We live in a beta state, that rewards risk and continuously seeks improvement for all.
Crafting a Paradigm.
The 4 drivers enable a new way of looking & thinking at the world around us. How can we create valuable platforms for each other? How can brands frame and value their strategy? How can we improve the world around us through digital assets?
Since I defined these four drivers of expectations, I see them actively all around us. I see them in how businesses transform, how successful products are designed, and how people are unified around brands. Their answer to our expectations, or some of them, define their role and importance in our lives.
The intention is not to create a static model. “All models are wrong, but some are useful” said George E. P. Box. I believe more in the way how @Gapingvoid put it, “If you understand the principles, you can choose your own method”.
This blog will further explore on how we can play with these 4 drivers throughout various useful views. They can be ladders, pyramids or diagrams. The application might differ, the essence will remain. And I’m looking forward to have you play along.