The document discusses how technology is accelerating change and disrupting industries. It notes that digital connections now occur through multiple screens and devices. People connect online at "moments that matter" to find information they need. These moments provide opportunities for businesses to be present and relevant. The document advocates embracing change, seeking to constantly disrupt yourself before others can, and having an inclusive definition of innovation.

1. 11
Embracing the change
Duncan Watts
Industry Manager, Google

2. 22
BeFirst to
theFUTURE
(my) Get…..To…..By…..
duncanwatts@google.com

3. 33
BeFirst to
theFUTURE
Get you beautiful, clever people to think about ways to
embrace the change that technology is driving in your industry
by providing a range of thought-provoking insights and opinion
that may influence your marketing activity
duncanwatts@google.com

4. 44
Some
thoughts on
change
Disruptive &
accelerating
trends
Moments that
matter

5. 55
Lets play a game!

6. 66
You don’t have to
always be serious to
innovate

7. 77
Get uncomfortably
excited

8. 88

9. 99
Constantly seek to disrupt
yourself

10. 1010

11. 1111
What history
tells us
1. Almost every market or sector
gets disrupted eventually
2. Very rarely does an incumbent
manage to disrupt itself

12. 1212

13. 1313

14. 1414

15. 1515
A more inclusive definition of
innovation

16. 1616

17. 1717
Some
thoughts on
change
Disruptive &
accelerating
trends
Moments that
matter

18. 1818
ACCELERATING
EVERYTHING
The pace of technology is

19. 1919
A MULTI-SCREEN WORLD
WEARABLEMOBILE TABLETDESKTOP IN-CARTV

20. 2020
Close to a square foot of screen for
every adult on earth

21. 2121
In the UK, we are addicted to devices

22. 2222
TECHNOLOGICAL ADVANCES
Never cease to surprise us
2008: Beijing Olympics
0
2012: London Olympics

23. 2323

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25. 2525

26. 2626

27. 2727
Some
thoughts on
change
Disruptive &
accelerating
trends
Moments that
matter

28. 2828
We asked 1,500 business owners
And 1,500 adults some questions…

29. 2929
B2B
As a business, to find a specialist legal support, where do you START?

30. 3030
B2B
If using the Internet to find a lawyer, would you

31. 3131
B2C
If you happened to need a lawyer, where would you START?

32. 3232
B2C
If using the Internet to find a lawyer, would you

33. 3333
Legal search queries, UK, Year-on-Year

34. 3434
Mobile search query growth in legal

35. 3535
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Desktop/Tablet Smartphone
Legal search queries by device, UK

36. 3636
We turn to digital at the moments that matter

37. 3737
We are constantly connected

38. 3838
We connect at the moments that matter to us

39. 3939
8:30am
nearest
cash machine
We connect at the moments that matter to us
9:45am
best outdoor
pizza places
11:23am
Car rental
deals
12:31pm
breaking bad
episodes online
12:35pm
Holiday spots
in Barbados
1:54pm
top resorts
in Barbados
3:26pm
coffee near
me
5:45pm
Research that
legal issue…
6:32pm
leather flats
on sale

40. 4040
8:30am
Nearest cash
machine 9:45am
best outdoor
pizza places
11:23am
Car rental deals
12:31pm
breaking bad
episodes online
12:35pm
vacation spots
in Barbados
1:54pm
top resorts
in Barbados
3:26pm
coffee near
me
5:45pm
how to shape
eyebrows
6:32pm
leather flats
on sale
12:22pm
barbeque
recipes
9:45am
outdoor
fitness2:23pm
cheap car
rentals
4:13pm
women’s
shoe sales
1:17pm
tourist
hot spots
9:53pm
best sf
hotels
1:11pm
local toy
stores
11:11pm
cheap boat
rentals
6:45am
local coffee
shops
1:11pm
fun dog
training
3:13pm
kite
flying
10:03am
local dog
parks
8:45am
new movie
trailers
5:15pm
sailing
lessons
12:03pm
sight-seeing
tours
6:19pm
how to
cook fish
4:13pm
nearest fast
food places
1:23pm
furniture
deals
6:45pm
cheap taxi
services
3:00pm
how to
skateboard
12:23pm
sandwich
shops
8:45am
sf bay boat
tours
1:03pm
fun party
ideas
9::38am
closest tyre
shop
4:29pm
Football
tickets
2:11pm
chocolate
stores
5:37pm
local fast
food
1:13pm
children’s
dance classes
8:17am
cooking
classes
2:15pm
new running
shoes
10:45am
art
galleries
2:13pm
sf museum
tours
6:37am
outdoor
activities
All these moments have contextMillions of people, billions of moments
10:45am
scuba diving
bahamas
1:54pm
top resorts
in Barbados
12:35pm
Holiday spots
in Barbados
7:46pm
Caribbean
cruises
9:27pm
flights to
Jamaica
3:15pm
tropical
holiday ideas

41. 4141
A simple way to think about this

42. 4242
8:30am
Nearest cash
machine 9:45am
best outdoor
pizza places
11:23am
Car rental deals
12:31pm
breaking bad
episodes online
12:35pm
vacation spots
in Barbados
1:54pm
top resorts
in Barbados
3:26pm
coffee near
me
5:45pm
how to shape
eyebrows
6:32pm
leather flats
on sale
12:22pm
barbeque
recipes
9:45am
outdoor
fitness2:23pm
cheap car
rentals
4:13pm
women’s
shoe sales
1:17pm
tourist
hot spots
9:53pm
best sf
hotels
1:11pm
local toy
stores
11:11pm
cheap boat
rentals
6:45am
local coffee
shops
1:11pm
fun dog
training
3:13pm
kite
flying
10:03am
local dog
parks
8:45am
new movie
trailers
5:15pm
sailing
lessons
12:03pm
sight-seeing
tours
6:19pm
how to
cook fish
4:13pm
nearest fast
food places
1:23pm
furniture
deals
6:45pm
cheap taxi
services
3:00pm
how to
skateboard
12:23pm
sandwich
shops
8:45am
sf bay boat
tours
1:03pm
fun party
ideas
9::38am
closest tyre
shop
4:29pm
Football
tickets
2:11pm
chocolate
stores
5:37pm
local fast
food
1:13pm
children’s
dance classes
8:17am
cooking
classes
2:15pm
new running
shoes
10:45am
art
galleries
2:13pm
sf museum
tours
6:37am
outdoor
activities
Which of them matter to your business?
10:45am
scuba diving
bahamas
1:54pm
top resorts
in Barbados
12:35pm
Holiday spots
in Barbados
7:46pm
Caribbean
cruises
9:27pm
flights to
Jamaica
3:15pm
tropical
holiday ideas

43. 4343
Be There Be Relevant Be Optimized

44. 4444
Thank You
Duncan Watts
Industry Manager, Google