The future is unlikely to be where you are

The west has a navel gazing self-infatuation problem. This is particularly true in the United States, where adolescent self-obsession is sticking around long after adolescence should have been outgrown. This self-obsession is expressed in a conviction of American infallibility and social and cultural innovation.

Innovation requires a culture more intent on creating than on copying. In the U.S., technology is primarily used as a vehicle for imitation. Companies are intent on replicating the success of U.S. based startup companies while brands look to copy the behavior of successful social media influencers.

This myopic focus on copying western youth culture is unlikely to yield innovative results. The next big hit is as likely to come from Shimulia as it is from New York. Journalists from organizations such as Rest of the World and Roads and Kingdoms provide more insight into where the world is going than focus groups in Denver or LA while a thoughtful exploration of how people view geopolitical identity and culture is unlikely to be found in surveys.

Brand managers, innovation teams, and product owners must get out in the world if they are to be a part of creating it.