MINDSET!

JohnNaisbitt
Resetyourthinkingandseethe future.

www.naisbitt.com

1. JohnNaisbitt

John_Naisbitt

UrbanResearch
Corporation

Method: monitoringand catatoguing160locatdaily newspapers. The sumof what

i s h a p p e n in lgo ca ttyw a sw h a t w a s happening
in the countr y.

1982Megotrends

2. elevenmindsets
Helpto adjustand correctour thinking.Cognitivetoolsthat removeour
constraints
ondhelpus to get the mostof the informotionwe collect.
# 1 Whilemany thingschange,most thingsremain constant.

Whatevelinformation you,distinguish
is assaiting betweenreaIandapparent
change,basicshiftsandfads,remembering that in the historyof the wortd,
mostthingsremaincontstant.
Differentiate
between: basics
andembettishment
rutesandtechniques
trendsandfadsbreakthroughs
andrefinements.
# 2 The future is embeddedin the present.

Thedirections andturnsthe wortdwitl takeare embedded in the pastandin

the present.Weoftenrecognize themretrospectivety, but our purpose is to
anticipatewhat liesahead.Newspapers hetpus do that succesfutty.Theyare
not onlythe first draft of historybut the first to giveusa gtimpseof the
future.

# 3 Focuson the scoreof the game.

Focuson the scoreof the gameyouare deatingwith, compared

with the box
scoresin basebatl
andbasketbatt.Comptexityis oftenusedasan instrument
of camouftage,simptifyingsupports
transpancency.
# 4 Understondhow powerful it is not to have to be right.
lf youhaveto be right,youput yourselfin a hedged[ane,but onceyou
experiencethe powerof not havingto be right,youwilt feel like youare
 watkingacrossopen fietds,the perspectivewide and your feet free to take
a n yt u r n .

# 5 Seethe future as a picture puzzle.

Mix and match the informationyou haveuntil you see the new picture.

#6 Don't gef so far ahead of the parade thot people don't know you're in
it.

The senderhasto staywithin the rangeof the receiver.

# 7 Resistanceto changefalls if benefits ore real.

Youdon't bend down untesssomethingis worth pickingup. Whenpeopte

r e s i stch a n g e- ch a n g eyo u think they oughtto r eadityem br ace- you have
either faited to make benefitstransparentor there are good reasonsto
resist.

#8 Things thot we expect to hoppen always happen more slowly.

E x p e cta ti o nastw a ystra ve Ia t higherspeeds.W ith inventions, we continuat ty

u n d ere sti ma te th e ti me sp a nr equir edfr om ideato their fut[ r eatization.

# 9 You don't get results by solving problems but by exploiting

opportunities.

O p p ortu n i tyse e ke rskn o wthe futur ewith its changesdetiver sthe

deatingwith yester day.
P ro b te mso tver sar e necessar ity
o p p ortu n i ti e s.

# 10 Don't add unlessyou subtract.

LaoTzu : "To attain knowtedge,add thingseveryday. To attain wisdom,

removethingsevery day."

# l1 Don't forget the ecologyof technology.

W h e na n e w te ch n o to g iys i n tr oduced,makeit a r ute to ask : W hatwitt be

e n h an ce d? Wh a tw i tt b e d i minished ? W hatwitt be r eptaced? W hat new
opportunitiesdoesit present?

3. picturesof the future

Fivepicturesof the future, framedby JohanNaisbitt.Theyare the resultof
putting singlepiecestogetheruntil the picturesis completed.

# I A visualculture is takingover the world.

1. Thestowdeathof the newspaper
cutture.
- backto "a pictureis worththousands
2. Advertising of words".
 3 . U p sca ted e si g nfo r c omm ongoods.

C f r . N o k i a ,l p o d ,. . .

4 . A rch i te ctu rea s vi suaIar t. .

C fr. i mp a cto f Gu g g e nheim

Bitbaoon the whoteof Spain.

The succesof FrankGehry,RemKoothaas, SantiagoCatatrava,Daniel

L i b e ski n dN, o rma nF o ster ,Richar dM eier ,ZahaHadid.

5 . T h e symb i o siosf fa shion,ar chitectur eand ar t.

C fr. B a zL u h rma n nd i rectingNicoleKidmanin a spotfor Chanet.

Cfr. An art gatteryin LouisVuitton'sArt Decoftagshipstore.

Cfr. RemKoohaas's
Pradastorein Soho,New York.

6 . Mu si c,vi d e oa n d fi tm .

MTV,video gamesas art form.

P e o p tew i tt b e a b teto watchwhateverthey want, wheneverthey

w a n t o n w h a te ve rd e v icethey want.

7. The changingrote of photography.

8 . T h e d e mo cra ti za tion
of the Am er icanAr t Museum .

Museumar e spr eading

C fr. B ra n ch eos f N e wYor k' sGuggenheim ar ound
th e w o rtd l i ke mu sh roomsin the woods.

A rt cu ra to rsa re i n b i g dem and.

Thereis unprecedented visualassertivenessin the wortd today, from

a rt a n d a rch i te ctu reto high- endfashionand the designof com m on
goods.

#2 From nation-statesto economicdomains.

The economicbordertinesof our wortd wi[[ not be drawn betweencountries,

but aroundeconomicdomains.Atongthe twin pathsof gtobatization and
decentralization, the economicpiecesof the future are beingassembted in a
new way. Not wat is producedby a countryor in a countrywitt be of
i m p orta n ceb, u t th e p ro d u ctionwithingthe gtobateconomicdomains,
a s Gro sD o ma i nP roducts.
m e a s u re d

Sportsteam are assembted not with nativeptayersbut with ptayersfrom

a r o u n dth e g l o b e .

N o nGo ve rn me nOrg
t a n i za tions.
Bu s i n e ss
d e ce n tra ti za ti o n .

Outsourcing
acrossthe street or on the other sideof the wortd.

The privatizationof nationaIcurrencies& atternativecurrencies.

#3 Chino : the periphery is the center.

C h i n ai s w a tki n gth e tw i n p ath of gtobatizationand decentr atizationmor e

t h a n a n y o th e r co u n tryi n th e wor td.Thispr ocessis essentialto China' s
sustainabitity, givingmore effeciencyand powerto its parts - cities,
provinces,and regions.The peripheryis the center.

#4 Europe : mutually assured decline.

Europecan not choosebetween economicsupremacyond social welfare.

Europeis likely to becomea history theme park.

l e tfa rei s g o i n gto m akeEur opebankr upt.

I t ' ss o ci a w

I t c o n si d e rs
i mmi g ra ti o na s a fr ight, not as a chance.

M u t ti ta te raEI u ro p eve rsu su nitater aIAmer ica.

# 5 Our evolutionary era : reservoir of innovation.

We are the beneficiaries of the revolutionarybreakthroughs of the last years

o f t he tw e n ti e thce n tu ry.T he next hatf of this centur ywitt be an er a of
a b s orb i n ge, xte n d i n ga, n d p er fectingthosegr eatbr eakthr oughs.

Updt- 29.07.2007)