Friday, May 1, 2015

A World on Fire: New Report from AAI Foresight



AAI Foresight Inc.
1619 Main Street, #1172
Freeland, WA 98249

Contact: Timothy C. Mack, Managing Principal
Email tcmack333@gmail.com Mobile: 202-431-1652



FOR IMMEDIATE RELEASE

A World on Fire: New Report from AAI Foresight

Freeland, WA — May 1, 2015.  Megafires are on the rise worldwide, due not only to climate change but also to approaches to combatting fires that paradoxically increase their likelihood, according to a new report published by AAI Foresight Inc. Wildland fire managers need a new paradigm that proceeds from building a better relationship with nature rather than perpetually fighting a war on it. The focus should be on resilience rather than combat.

“A World on Fire” was prepared by futurists Robert L. Olson (Institute for Alternative Futures) and David N. Bengston (U.S. Forest Service, Northern Research Station, StrategicForesight and Rapid Response Group). It is the second report in AAI Foresight Inc.’s Foresight Reports initiative to produce in-depth foresight analysis on significant issues while demonstrating the futurist methodologies used.


The report summarizes the findings of a Foresight Panel convened in 2013 to address the growing incidence of wildland fires worldwide and to propose new strategies for managing them. The panel comprised seven foresight professionals—Peter C. Bishop, Jamais Cascio, James Dator, Elizabeth Hand, Michael Marien, Jonathan Peck, and David Rejeski—and two U.S. Forest Service experts on wildfire management—Sarah McCaffrey (Northern Research Station) and John Phipps (Rocky Mountain Research Station).

Panel facilitators Olson and Bengston outlined three scenarios to provide a framework for the participants’ deliberations:

·         In a Decline/Collapse scenario, governmental and economic resources are stretched, forcing communities to rely on self-management of fire issues.
·         In a Moderate Growth scenario, climate change and population growth in high-risk areas accelerate, contributing to increased incidence of megafires.
·         In a Technological Transformation scenario, progress in renewable energy and manufacturing technologies lead to high growth but more efficiency; society is mobilized to deal with climate change.

“The bottom line of the panelists’ thinking is that, as conditions change over time, the existing fire suppression approach will fail across the whole range of plausible future conditions, whereas the emerging fire resilience approach works in all those conditions,” the authors write.

“Foresight Reports aim to reveal the methodology of professional futurist analysis and not just predict the future or prescribe actions,” said Cynthia G. Wagner, editor of the series. Wagner is the former editor of The Futurist magazine and serves as AAI Foresight’s consulting editor. “‘A World on Fire’ describes the process that the Foresight Panel undertook and the distinctive characteristics of the scenarios that panelists weighed in their discussions, which took place over a six-month period. The process demonstrated true collaborative thinking.”

AAI Foresight Inc., Experts in Strategic Foresight, provides issues identification and tracking, strategic planning, organizational development, messaging, marketing, technological assessment, and strategic services for a broad range of clients.

“A World on Fire” is available to Foresight Signals readers as a free PDF download, as is AAI Foresight’s first report, “The Future of Retail Marketing” by Timothy C. Mack. Visit Foresight Reports at AAI Foresight Inc.


- AAI -


Tuesday, April 14, 2015

Signals: Living in (Smart) Glass Houses... and more

Vol. 1, No. 12 | April 16, 2015 | AAI Foresight

Inside Foresight Signals

> Living in a (Smart) Glass House
> Food Regulators Urged to Define “Natural”
> Marketing for a Better World: Report from Timothy C. Mack
> In Memoriam: Kenneth W. Harris

Living in a (Smart) Glass House


Colder winters and hotter summers are why living and working in glass-fronted buildings is not smart. These beautiful but energy-inefficient designs are costly for owners and waste tremendous amounts of energy.

Buildings account for a huge portion of overall energy consumption—some 40 percent in Germany, for instance. Fraunhofer Institute researchers in Dresden are now working with students and professors at Weissensee School of Art in Berlin to develop better materials for use in glass façades.

The team is constructing a demonstration model of thermally reactive fabric blinds based on a concept by design student Bára Finnsdottir. The design consists of a matrix of 72 flowerlike fabric components with shape-memory actuators integrated into them. As sunlight hits the façade, the pieces move noiselessly to shield the building from heat.

The researchers hope to have a commercially available system by mid-2017. Looking beyond smarter façades, they envision even better energy capabilities for the concept.

“It might be possible to store solar thermal energy and then release it when needed to heat the interior, for instance at night,” says André Bucht, department head at Fraunhofer IWU. “Another idea is to coat the flower fabric components with malleable, organic solar cells in order to generate electricity that can be used within the building.”

Source: Fraunhofer IWU. Image: © Bára Finnsdóttir, Weissensee School of Art Berlin.

Signals: architecture, design, energy


Food Regulators Urged to Define “Natural”


Food producers, consumers, and regulators all want to know what’s natural, and no one seems to agree. “Artificial” ingredients are a little easier to understand, such as added colors and flavors, but these additives cast suspicions on many food products that may actually be harmless.

With more genetically modified organisms creeping into the food supply, marketers have been put on the defensive to reassure consumers and regulators. Consumers have resorted to lawsuits to demand complete and accurate information on the stuff they stuff into their mouths.

“Though natural food lawsuits to date have disappointed, they encourage marketers to drop the claim of being natural or reformulate their products to avoid future lawsuits,” writes Ross D. Petty of Babson College in the Journal of Public Policy & Marketing. “Perhaps this will persuade the [Food and Drug Administration] or [Federal Trade Commission] to consider creating, finally, a definition for the meaning of natural.”


Reference: Ross D. Petty, “‘Natural’ Claims in Food Advertising: Policy Implications of Filling the Regulatory Void with Consumer Class Action Lawsuits,” Journal of Public Policy & Marketing (In Press). DOI:10.1509/jppm.14.147 

Signals: consumers, food, GMO, marketing, regulation


Marketing for a Better World: Report from Timothy C. Mack


Psychology, behavioral economics, and even neuroscience are coming together with digital technology to change the mechanics of human decision making. The goal is to use feedback on consumers’ emotional reactions and to apply conditioning techniques (rewards) to promote the habits of pleasurable actions. Behavior engineering is flowering in such developments as Nir Eyal’s Habit Hook, driven by rapid advances in neuroscience and the emergence of continuous shopping.

But this approach isn’t just about reinforcing habitual consumption; it could also build habits that are actually good for you, such as encouraging more physical activity, getting more rest each night, or being more frugal. Nonprofit organizations could also use such benign behavior building techniques, benefiting from greater sharing of personal information and higher, more reactive transmissions speeds worldwide. Read more.

Timothy C. Mack is managing principal of AAI Foresight Inc. This report is adapted from the Foresight Signals blog. Download his Foresight Report “The Future of Retail Marketing” (Spring 2015).

Signals: addiction, AI, marketing, neuroscience, psychology

In Memoriam: Kenneth W. Harris


The foresight community was saddened to learn of the death earlier this year of Ken Harris, who served the World Future Society and its National Capital chapter for many years. He was also a field editor on transportation for TechCast Global and a member of the Association for Professional Futurists and the Lifeboat Foundation, in addition to his work as a consultant for the Consilience Group.

Ken was an avid sports and fitness fan, enjoying golf, biking, weight training, and numerous other activities, about which he wrote eloquently for The Futurist.

“His interests and expertise ranged from transportation to the sports industry to health, and worked on fundraising and outreach programs,” said AAI Foresight managing consultant Tim Mack. “He was diligent, reliable and indefatigable in his support of the interests of the World Future Society, and he will be greatly missed.”

Ken devoted more than 30 years to federal civil service, working principally at the Federal Aviation Administration. His work in helping the FAA navigate the future of aviation and the economy segued to his post-federal consulting and volunteer work, including leading book discussion groups.

“Ken Harris was among the most dedicated World Future Society volunteers relentlessly advocating for and actively supporting the activities of the futures community,” said former board chair Ken Hunter. “He worked tirelessly to support the WFS chapters and people around the world developing local groups. He also served on many special project teams always contributing time, talent and professionalism to enterprise. It was a pleasure serving with Ken over the decades.”

Ken lived in Bethesda, Maryland, with his wife, Carolyn. At the time of this writing, a date for memorial services had not been set. Condolences may be posted in the comments here or emailed to AAI Foresight and will be forwarded to Carolyn Harris.



Send us your signals! News about your work and other tips are welcome. Contact Cynthia G. Wagner, consulting editor.  

Want more signals from AAI Foresight? Check out the blog! Log in to add comments.

Feel free to share Foresight Signals with your networks and to submit any stories, tips, or “signals” of trends emerging on the horizon that we can share with other stakeholders and the foresight community. And if you’re interested in becoming a blogger for FS, please contact Cindy Wagner, our consulting editor, at CynthiaGWagner@gmail.com



© 2015 AAI Foresight

Foresight Signals is a publication of AAI Foresight

1619 Main Street #1172
Freeland, WA 98249

Managing Principal: Timothy C. Mack
tcmack333@gmail.com | 202-431-1652

Webmaster and IT Consultant: Tom Warner

Consulting Editor: Cynthia G. Wagner
 

Sunday, April 12, 2015

Marketing for a Better World

By Timothy C. Mack

While I have written in the past about the revolution that the world of retail is undergoing, one interesting thing about the future is that it keeps unfolding. Like any lively crossroads of converging technologies, the principles of retail choice (or should I say persuasion) brings psychology, behavioral economics, and even neuroscience together with digital technology to change the mechanics of human decision making.

Wiring the face muscles of subjects viewing Internet websites (looking for irritation from frowning or delight from smiling) is rather old hat, but what is new is using this feedback data to build habitual behavior out of the pleasure data, based on the half-century-old research of B.F. Skinner on positive conditioning. The goal is to transform the subject’s initial actions into to compelling urges to repeat pleasurable actions.

Nir Eyal is the developer of an approach called the Habit Hook, a progressive learning loop that begins with an action trigger, leading to a rewarding experience and ending with some sort of investment. The result is an increased likelihood that the subject will undertake the whole sequence again, thus moving smoothly from actions into urges.

What is most provocative about this new integration of the soft and hard sciences
(which increasingly involves smartphones and a wider range of apps than simple online retail) is that it could build habits that are actually good for you, such as increased participation in corporate wellness programs by encouraging not just more activity but more rest each night.


This arena is now being crowded not just by decision psychologists, but also by game theorists and predictive modelers. While better services and more suitable offers for consumers are hyped, what we are seeing is a brave new world for advertising. Firms like Rocket Fuel, are using AI programming to design ideal website ads that make upwards of $400 million annually. This is a long way from putting the “next best thing” into that Web stream to see if it went viral or faded away, with few clues of what the outcome would be.

Behavior engineering is flowering, driven by rapid advances in neuroscience and the emergence of continuous shopping. The constantly evolving Web is no longer an impediment to choice but a process of galvanization and inside information rewards (newest and best first); consumer participants will soon be able to continuously curate their commercial experiences, thereby educating both themselves and marketers.

Note: This is not a lament about our loss of personal freedom or psychic privacy (although that may be increasingly involved). It is an observation that positive behaviors such as healthier activity or increased frugality are also the outcomes of habit building. Moreover, nonprofit organizations could also use such benign behavior building techniques, benefiting from greater sharing of personal information and higher, more reactive transmissions speeds worldwide.

If activating the brain’s reward circuitry is “addiction,” whether or not substance abuse is involved, as the American Society of Addiction Medicine has determined, these techniques may cause concerns. But they also may suggest solutions to some of society’s most concerning health and public safety challenges.

Timothy C. Mack is managing principal of AAI Foresight Inc. Image: Steve Jurvetson, Flickr.

DownloadThe Future of Retail Marketing” by Timothy C. Mack, Foresight Report, AAI Foresight Inc., Spring 2015 (PDF).

Sources:Technology and Persuasion” by Nanette Byrnes and “Compulsive Behavior Sells” by Ted Greenwald in MIT Technology Review Business Report: Paths of Persuasion, March 23, 2015. 

Sunday, March 29, 2015

Signals: The Consequences of Adaptation... and more

Vol. 1, No. 11 | April 1, 2015 | AAI Foresight

Inside Foresight Signals

> Adaptation and Its Consequences
> From Natural Gas to Biogas
> Contingency Exercises Urged for Power Companies
> Nanotech and Cancer: Report from Timothy C. Mack
> News for the Foresight Community


Adaptation and Its Consequences


The efforts that societies put into adapting to climate change may in themselves put even more pressure on the environment, warns a study led by Carlo Fezzi of the University of East Anglia’s School of Environmental Sciences.

The researchers used computer models based on data since the 1970s to predict how climate change would alter agricultural practices in Britain, and how those changes would in turn affect river water quality. They found that, though moderate increases in temperature could boost agricultural productivity and allow for more livestock in the eastern uplands and midlands, the increased intensity in farming and herding would generate more runoff of nitrates and phosphates in rivers and streams.

Similarly, other industries that are forced to adapt to climate change, such as energy, forestry, fisheries, and even health services, will also have to beware of the “knock on” effects of adaptation, the researchers warn.

“We need to take into account not only the direct impact of climate change, but also how people will respond to such change—the impact of adaptation,” Fezzi said in a press statement. “Climate change is a long-term process and science allows us to anticipate its impact on both the environment and society. This should encourage the development of forward-looking policies.”

Source: University of East Anglia. Reference: Carlo Fezzi et al., “The environmental impact of climate change adaptation on land use and water quality,” Nature Climate Change (March 2015), pp. 255-260. DOI: 10.1038/nclimate2525. Image: Graeme Law, via Flickr (Creative Commons license).

Signals: adaptation, agriculture, climate change


From Natural Gas to Biogas


Pilgrim’s, a chicken-processing plant in Mexico, has been able to purify fats, waste, and other residues to produce a biogas capable of replacing natural gas as its energy source. And Xaquixe, a pottery and glass-art maker, has generated biogas from pig and cow manure, providing energy for its operations.

The two companies were participants in pilot projects to demonstrate techniques developed by Mexico’s Center for Research and Technological Development in Electrochemistry (CIDETEQ), in partnership with specialists from the University of Brandenburg in Germany.

The biogas generated is a mixture of methane, carbon dioxide, nitrogen, and water vapor, as well as potentially harmful compounds like hydrogen sulfide. As such, the biogas must be properly assessed and treated before it can be used.

Distillers of mescal, a liquor similar to tequila, may also benefit from the process, using biogas to replace firewood.

Details (in Spanish): Investigación y Desarrollo.

Signals: bioprocessing, energy, recycling


Contingency Exercises Urged for Power Companies


A hacking attack on a power distribution company isn’t just the IT department’s problem, and in a crisis, everyone needs to be prepared, warn Maria Line and Nils Brede Moe of the research consortium SINTEF.

In Norway, the power industry has been too “laid back,” despite experiencing the country’s first attack in the summer of 2014. Line and Moe observed contingency exercises with three power-distribution companies and found them largely unprepared for a variety of scenarios.

“One of the companies we talked to had an agreement simply to call and rely on its supplier if a crisis occurred,” Line said in a press statement. “And even then, the supplier didn't take part in the exercise.”

Based on their observations, Line and Moe recommend that as many employees as possible participate in contingency exercises, especially including upper management who would be the key decision makers if the call must be made to shut down a plant.

Frequent scenario exercises are also important, but the same exercises should not be repeated; rather, new contingencies must continually be imagined and prepared for, the researchers conclude.

Source: SINTEF via AlphaGalileo

Signals: emergency management, hackers, IT, power distribution, scenario planning, utilities


Nanotech and Cancer: Report from Timothy C. Mack


One of the most encouraging trends in medicine in recent years is the growth of systemic approaches to problem solving, such as in improving chemotherapy delivery in cancer treatment.

Historically, the challenge has been to target drugs accurately at cancer cells; the powerful drugs may often cause damage to surrounding healthy tissue. The body may also treat these medical interventions as intruders, attacking and disabling them through human immune mechanisms.

Recently, researchers have used nanotech to create protective vehicles and delivery mechanisms that now appear to overcome these obstacles. After delivering drugs to their targets, these vehicles dissolve in the high-acid cores of cancer tumors. As is often the case in new and converging technological developments, developments such as this are likely to further accelerate advances in related technology solutions. Read more.

Timothy C. Mack is managing principal of AAI Foresight Inc. This report is excerpted from the Foresight Signals blog. Image: Rhoda Baer, National Cancer Institute.

Signals: cancer, medicine, nanotechnology


News for the Foresight Community


• Honors: Young Futurists of 2015. Influential media company The Root has named 25 young African Americans to its 2015 Young Futurists list honoring social activism and academic and entrepreneurial achievements of students ages 16 to 22. Among this year’s honorees is Allyson Carpenter, 18, of Howard University, who became the youngest elected official in Washington, D.C. The Root covers news, opinion, and culture from an African American perspective.


 • Book: The Naked Future. Technology journalist Patrick Tucker’s 2014 book The Naked Future: What Happens in a World That Anticipates Your Every Move? is now out in paperback! (Current, 2015, $16.) The cloth edition released last year was named Amazon’s book of the month for March: “Tucker has penned a big data book that can be understood by both technophiles and luddites alike,” wrote Amazon reviewer Kevin Nguyen. And Ray Kurzweil, author of How to Create a Mind, called it “Thought-provoking, eye-opening, and highly entertaining.” Patrick Tucker is the technology reporter/editor with Defense One; follow him on Twitter, @DefTechPat.

 


• Petition: Open Letter on AI. The Boston-based Future of Life Institute has posted an open letter on research priorities for artificial intelligence, aiming to ensure “that increasingly capable AI systems are robust and beneficial.” Among the dozens of signatories to the letter are theoretical physicist Stephen Hawking, SpaceX and Tesla Motors founder Elon Musk, Google research director Peter Norvig, philosophy professor Nick Bostrom, io9 contributing editor George Dvorsky, and science-fiction author David Brin. Details: Future of Life. Download PDF: Research Priorities for Robust and Beneficial Artificial Intelligence.

• Signal of the Month: DEAL. The jobs outlook in the United States faces a new DEAL: the combined forces of Demographics, Education, Automation, and Longevity (The Gordon Report, March 2015). Baby boomers will be living longer, and they’ll need to be replaced in the workforce. If they wish to continue working, they’ll need appropriate training, as automation takes over many low-skill and middle-skill jobs. Signal courtesy of Edward E. Gordon, president of Imperial Consulting Corporation.



Send us your signals! News about your work and other tips are welcome. Contact Cynthia G. Wagner, consulting editor.  

Want more signals from AAI Foresight? Check out the blog! Log in to add comments.

Feel free to share Foresight Signals with your networks and to submit any stories, tips, or “signals” of trends emerging on the horizon that we can share with other stakeholders and the foresight community. And if you’re interested in becoming a blogger for FS, please contact Cindy Wagner, our consulting editor, at CynthiaGWagner@gmail.com



© 2015 AAI Foresight

Foresight Signals is a publication of AAI Foresight

1619 Main Street #1172
Freeland, WA 98249

Managing Principal: Timothy C. Mack
tcmack333@gmail.com | 202-431-1652

Webmaster and IT Consultant: Tom Warner

Consulting Editor: Cynthia G. Wagner

Designer: Lisa Mathias



Nanotech and Cancer

By Timothy C. Mack

One of the most encouraging trends in medicine in recent years is the growth of systemic approaches to problem solving, much like approaches in foresight. In other words, a range of factors often affect an outcome, each requiring a solution that must work effectively in combination with other related solutions.

A critical example of this multiple-problem challenge is improving chemotherapy delivery in cancer treatment. Historically, the challenge has been to target drugs accurately at cancer cells; the powerful drugs may often cause damage to surrounding healthy tissue. The body may also treat these medical interventions as intruders, attacking and disabling them through human immune mechanisms. Moreover, even drug packages that actually reach the targeted tumor may be entangled in the dense outer structures of a malignant mass, and thus unable to reach and fully affect its critical internal structures.

Recently, researchers have used nanotech to create protective vehicles and delivery mechanisms that now appear to overcome these obstacles. For example, a team at the University of Tokyo has developed nano-level sheaths out of glycol that can contain drug packages 200 times smaller than a red-blood cell. Called polymeric micelles, these drug-delivery packages can penetrate tumors by slipping through the irregular tumor surface; their smooth and neutral coating prevents antibody defenses from activating. After delivering drugs to their targets, the packages then dissolve in the high-acid cores of cancer tumors.

There is hope that these nanotech sheaths can be now combined with cancer-seeking antibodies already developed and may also offer the ability to slip through the blood-brain barrier, which has continued to resist traditional drug delivery. As is often the case in new and converging technological developments, each of these developments is likely to further accelerate advances in related technology solutions.

Timothy C. Mack is managing principal of AAI Foresight Inc. 

Source: Horacio Cabral and Kazunori Kataoka, “Progress of Drug-Loaded Polymeric Micelles into Clinical Studies,” Journal of Controlled Release (September 28, 2014), Volume 190, pages 465-476.

Thursday, March 12, 2015

Signals: Energy for Mars... Deforestation and Species Loss... Customers Too Engaged? and more

Vol. 1, No. 10 | March 18, 2015 | AAI Foresight

Inside Foresight Signals

> Harvesting Energy on Mars
> Deforestation and Species Loss in the Amazon
> Can Customers Be Too Engaged?
> Jumping Technology Categories: Report from Timothy C. Mack
> News for the Foresight Community

Harvesting Energy on Mars


A major technological hurdle to colonizing Mars is providing a sustainable source of energy for travelers and inhabitants. Researchers at Northumbria University are developing an engine that can harvest energy from carbon dioxide, which is apparently abundant on Mars in the form of dry ice. The breakthrough also means that a ticket to Mars need not be one way, according to scientists.

The technique, described in the journal Nature Communications, exploits a phenomenon known as the Leidenfrost effect, which produces energy when a liquid comes in contact with a surface much hotter than the liquid’s boiling point. With solid carbon dioxide (dry ice), the Leidenfrost effect creates a vapor, which the Northumbria team believes can be captured to power an engine with significantly less friction.

“One thing is certain, our future on other planets depends on our ability to adapt our knowledge to the constraints imposed by strange worlds, and to devise creative ways to exploit natural resources that do not naturally occur here on Earth,” said co-author Rodrigo Ledesma-Aguilar in a press statement.


Reference: Gary G. Wells, Rodrigo Ledesma-Aguilar, Glen McHale, and Khellil Sefiane, “A sublimation heat engine,” Nature Communications 6, Article number: 6390, DOI: 10.1038/ncomms7390

Signals: energy harvesting, Mars



Deforestation and Species Loss in the Amazon


A third of the Amazon is approaching a tipping point in deforestation that will accelerate species loss. By 2030, these endangered areas could lose 31 percent to 44 percent of species, predicts a team of Cambridge University researchers.


Historically, just one or two species is lost for every 10 percent loss of forest coverage; however, when an area dips below a threshold of 43 percent of forest coverage, species loss accelerates to two to eight species per 10 percent forest loss.

Pressure on land use comes largely from agriculture, as farmers work to meet the demands of growing (and increasingly affluent) human populations. In Brazil, individual landowners are required to retain 80% forest cover, but this is rarely achieved, according to the researchers. A more successful approach might be to consider entire landscapes rather than individual farms, and to promote practices that stop deforestation above the threshold.

The research supports a new approach to environmental legislation in Brazil and the tropics, said study leader Jose Manuel Ochoa-Quintero in a press statement. “We need to move from thinking in terms of compliance at a farm scale to compliance at a landscape scale if we are to save as many species as we can from extinction,” he concluded.

Source: University of Cambridge. Image: Jose Manuel Ochoa-Quintero

Reference: Jose Manuel Ochoa-Quintero, Toby A. Gardner, Isabel Rosa, Silvio Frosini de Barros Ferraz, and William J. Sutherland, “Thresholds of species loss in Amazonian deforestation frontier landscapes,” Conservation Biology, 2015 (Vol. 29, issue 1).  DOI: 10.1111/cobi.12446

Signals: agriculture, Amazon, biodiversity, deforestation, species loss


Can Customers Be Too Engaged?


Increasing audience engagement has long been a mantra in brand promotion, but a new study in the Journal of Consumer Research suggests that some audience members may be too engaged for a brand’s good.

Using the popular American reality TV series America’s Next Top Model as a case study, researchers Marie-Agnès Parmentier (HEC Montréal) and Eileen Fischer (York University) examined how social media enabled and encouraged fans to interact with the show and with other fans. Though the show encouraged this engagement, its consequences were often out of the producers’ control.

Thanks to their engagement, many fans felt encouraged to persistently and passionately offer their advice regarding things they didn’t like about the show (change of format, new judges, etc.). The unintended consequence was to contribute to a negative image of the show among other fans. The researchers conclude that the most enthusiastic fans may have thus inadvertently contributed to the show’s declining popularity.

The lesson for brands: Beware of what you wish for. “Ironically, fans may contribute to the destabilization of a brand even as they are trying to help prevent this,” write Parmentier and Fischer. “While fans can be conducive to brand value creation or co-creation, they can equally contribute to value co-destruction.”

Reference: Marie-Agnès Parmentier and Eileen Fischer, “Things Fall Apart: The Dynamics of Brand Audience Dissipation,” Journal of Consumer Research, February 2015 (Vol. 41, No. 5). DOI: 10.1086/678907

Signals: audience engagement, brands, marketing, social media


Jumping Technology Categories: Report from Timothy C. Mack


In Silicon Valley, the blessing (or curse) of vast disposable resources appears to be leading a number of companies out of the arena of computer software and hardware development into such terra incognita as Google’s self-driving, electric-powered car.


Google already has five years of R&D invested in this self-driving car project. However, how well would Google find its way in an entirely new marketplace with technology of a distinctly new level? As Mashable writer Lance Ulanoff notes, there are as many as 6,000 parts in an automobile, and there is a much higher standard for drivability and driver safety than is required for software and hardware.

The price points involved in such a quantum shift are quite intimidating, considering both the overhead investment per unit and the volume of units that would need to be sold to make the numbers work.

As I have observed elsewhere, the liability issues for self-driving cars are likely to take years and maybe even decades to sort out. Unintended consequences arise from even small shifts in direction. The outcomes of such an adventure are difficult to estimate, but they are likely to be substantial and messy. Read more

Timothy C. Mack is the managing principal of AAI Foresight Inc. This report was excerpted from the Foresight Signals Blog. Image: Google Blog


News for the Foresight Community


• Book: The Great Transition. Earth Policy Institute President Lester Brown’s latest book, The Great Transition: Shifting From Fossil Fuels to Solar and Wind Energy
(W.W. Norton, 2015), is now available for pre-order. Co-authored with EPI researchers Janet Larsen, J. Matthew Roney, and Emily E. Adams, The Great Transition documents the global movement toward the energy choices that are leading to a new economy. As the costs of solar and wind power fall, their spread will accelerate. Read Chapter 1, Changing Direction. Order the book. 

• Conference: Tackling Wicked Problems. The World Conference of Futures Research 2015, to be held June 11-12, 2015, in Turku, Finland, will explore how the study of the future can be used to address today’s most perplexing problems. Among the featured speakers at “Futures Studies Tackling Wicked Problems” will be Thomas Lombardo of the Center for Future Consciousness; Kerstin Cuhls, scientific manager at Fraunhofer ISI; and Sirkka Heinonen of the  Finland Futures Research Centre at the University of Turku. Details.

• Call for Papers: Innovation and Degrowth. A special issue of Prometheus: Critical Studies in Innovation will explore the concept of sustainable degrowth as an alternative approach to human progress that decouples innovation and economic growth. Guest editors for the issue are Steffen Roth, ESC Rennes School of Business, France; Miguel Pérez-Valls, University of Almeria, Spain; and Jari Kaivo-oja, University of Turku, Finland. Submission details.




Send us your signals! News about your work and other tips are welcome. Contact Cynthia G. Wagner, consulting editor.  

Want more signals from AAI Foresight? Check out the blog! Log in to add comments.

Feel free to share Foresight Signals with your networks and to submit any stories, tips, or “signals” of trends emerging on the horizon that we can share with other stakeholders and the foresight community. And if you’re interested in becoming a blogger for FS, please contact Cindy Wagner, our consulting editor, at CynthiaGWagner@gmail.com




Foresight Signals is a publication of AAI Foresight

1619 Main Street #1172
Freeland, WA 98249

Managing Principal: Timothy C. Mack
tcmack333@gmail.com | 202-431-1652

Webmaster and IT Consultant: Tom Warner

Consulting Editor: Cynthia G. Wagner

Designer: Lisa Mathias


Sunday, March 8, 2015

Jumping Technology Categories

By Timothy C. Mack

Over the years, I have written concerning the unexpected consequences for companies of moving into technologies completely new to them, encouraged by their success in other, unrelated arenas. The illusion that success is a quality that travels with its recipient to new endeavors is a form of hubris that seems most endemic to areas like Silicon Valley in California. There, the blessing (or curse) of vast disposable resources appears to be leading a number of companies out of the arena of computer software and hardware development into such terra incognita as Google’s self-driving, electric-powered car.



Vox’s Timothy B. Lee has observed that the data being collected for a number of years by the Google Street View program—which has built the detailed 3-D maps of streets worldwide that could guide such a car—and a corporate “moon shot” culture that encourages broad-based engineering endeavors provide some baseline for such an undertaking. But even breakthrough innovations in batteries and power management would be within the range of possibility.

Google already has five years of R&D invested in this self-driving car project. However, how well would Google find its way in an entirely new marketplace with technology of a distinctly new level? As Mashable writer Lance Ulanoff notes, there are as many as 6,000 parts in an automobile (although battery power does reduce that number a bit), and there is a much higher standard for drivability and driver safety than is required for software and hardware. Finally, this undertaking would require a whole new universe of suppliers and logistics.



The price points involved in such a quantum shift are quite intimidating, considering both the overhead investment per unit and the volume of units that would need to be sold to make the numbers work. While overseas production is an option (perhaps with partners), that choice could become a political football within the United States.

Competitors like Apple are in fact entering the automotive market, but by working from existing strengths, such as the CarPlay dashboard interface, says Lee. While Apple has been hiring from within the auto industry to better understand that marketplace and technology, moving from the Apple Store model to the automobile showroom floor is also tough to imagine. Google does not even have brick and mortar sales structures, meaning sales might have to go entirely digital. Then what happens to the automobile test drive?


New technology and the tight integration of hardware and software is a compelling story, as Apple demonstrates. But self-driving software for conventional cars is also compelling, and this latter approach more closely matches Google’s history of building products that run on other people’s devices.

Note: As I have observed elsewhere, the liability issues for self-driving cars are likely to take years and maybe even decades to sort out. Unintended consequences arise from even small shifts in direction. The outcomes of such an adventure are difficult to estimate, but they are likely to be substantial and messy.

Timothy C. Mack is managing principal of AAI Foresight Inc.

Further reading: Is Apple building a self-driving vehicle or is it not?


  • Timothy B. Lee, Vox (updated February 19, 2015).

  • 6 reasons why Apple is not building a car,” Lance Ulanoff, Mashable (February 18, 2015).

  • Images:  Google Blog; Apple.