Why The Day after Tomorrow? - Ep. 1 the day after tomorrow with peter hinssen

>> Hi. I'm Xavier Pereira from Microsoft Services and I'm very pleased today to welcome Peter Hinssen. Peter, can you introduce yourself? >> Sure. My name is Peter Hinssen. I did technology startups for almost 15 years and then I switched gears. I teach at London Business School and at MIT focusing on disruption and I wrote the book, The Day After Tomorrow. >> So tell us about The Day After Tomorrow. How did you come up with this idea? >> Well I saw that companies were struggling to look at the future and primarily they were looking at tomorrow by basically extrapolating today and in a world that's moving fast in this volatile, uncertain, complex, ambiguous world that we live in where we see that technology is accelerating the pace of change, if you look at tomorrow by extrapolating today you're always going to be too late. So, you have to look at this day after tomorrow, which is new ideas, new concepts, new business models that could really change the rules of the game. >> So based on your experience, where do you see the customers spending their time? Are they more in the today? The tomorrow? The day after tomorrow? >> In my opinion, I think we live in a time where the customers might be the guiding light to actually show the day after tomorrow because customers adopt new concepts very quickly. Customers adopt new business models, new behaviors, and I think it's about understanding that flow. What I think is happening at this moment is our old idea of markets are disappearing, but markets are turning into networks, networks of information, networks of consumers. They have a different way of sharing. They have a different way of exchanging. They have a different way of flowing and I think for a traditional marketer, it's abandoning that old concept of a market and embracing the concept of a network, I think is going to be fundamental. >> What are some of the struggle on opportunities you see with organizations? >> Well, I think most companies are struggling with the fact that if the outside world is becoming a network and you see the speed of change on the outside, it's actually the slowness of change inside organisation that is the most frustrating for business leaders. In the same way, I think if the outside world becomes a network, I think the inside has to become a network as well to become as information driven as what we're trying to do with customers on the outside. That's a big challenge because most HR professionals and most organisations, they aren't ready for that. I would say that what happened in marketing in the last 10 years became data driven. Ten years ago, you would walk into a marketing department, there would be no data scientist. You wouldn't really understand the behavior of customers. Probably that's what needs to happen in the next 10 years inside organizations. >> We're very excited with this because this is a way for us to rethink our personal value proposition. It's about the way to rethink collectively how we collaborate to help our customers to become a digital business. Thank you, Peter. >> My pleasure.