Silence is gold The last straw Data minimalism Ahead of the curb The inclusivity paradox Space odyssey Synthetic realities Fjord Trends 2019 01 02 03 04 05 06 07 45 Introduction Our annual Trends reportis here, born from plenty ofPost-it notes, more coffeethan we care to mention, lotsof healthy debate and quite afew laughs. Trends is alwaysa labor of love, crowdsourcedfrom Fjordians (all 1,000 ofus) from around the world –from San Francisco to Berlin,Hong Kong to Johannesburg,Dubai to So Paulo and 22other places in between. This process results in thetrends we expect to affectbusiness, technology anddesign in the year ahead. Today, we stand at atechnological, political andenvironmental infectionpoint. Two decades of rapidtechnology growth andinnovation have generatedenormous physical and digitalclutter. The steep demand onthe planet’s resources mirrorsthe demand on two otherprecious human resources –our time and attention. As aresult, employees, consumersand organizations are doingsome serious soul-searchingabout where they stand with itall, which leads us to our metatheme for 2019: the searchfor value and relevance. Value and relevance Digital is now so widelyadopted that its noveltyhas worn off. We are at aninnovation plateau – a fatpoint in the S-curve beforenew products and servicesbecome mainstream. Somewill be powered by artifcialintelligence, such as hyper- personal Living Services;others will be driven by a shiftto the circular economy andnew cultural norms arounddata, identity and well-being. Digital is facing a bigspring-cleaning: a timewhen we decide whethersomething still has valueand relevance to our lives.This is a question about thelong term, not just the sugarhigh of instant gratifcation. As you read through theTrends, you will see that theyraise plenty of fundamentalquestions. Does the branddeserve a space in my lifeand in the world Is thevalue exchange two-wayIs it doing something morethan straining the planetIf the answer is no, thenunsubscribe or delete. It hasnever been easier to do so. The plateau is an opportunity,though, to get our houses inorder. Once the pace picksup again, the winners will beorganizations that navigatedthe shift from monoliths to ecosystems, providinghyper-relevance to peopleand going beyond the labelsof customers, consumers,commuters and citizens. Success lies in providingvalue relevant not only toindividual contexts, but alsoto the world. This requiresa mindset shift that feelscounterintuitive: Be quiet,don’t shout. Be relevantor don’t be there at all.Know your customers, butonly on their terms – notyours. Do less, not more. Value creation will not comefrom simply growing bigger,but by being better. In busylives and on a crowded planet,only the relevant will remain. Happy reading! 7601 We’re seeing a dramatic escalation in the rate at whichpeople disconnect, unsubscribe and opt out to stem thebarrage of content and messages that clutter daily life.As consumers, we’ve come to realize that it’s no longersimply a lifestyle choice, but a serious mental healthissue. As we put up more barriers between ourselves anddigital technologies, organizations must learn how tooffer value to users who crave quiet in a noisy world.Silence is gold 01 。。。。。。