The uncanny predictions about the internet by futurist Mark Bonchek

Some futurists might be embarrassed to look back at their predictions.

But Mark Bonchek, who's led two Time for Transformation masterclasses, made predictions in the 1990s that seem uncanny today.

Here are just a few:

“We are entering an era of unprecedented consumer power. ‘What I want, where I want it, when I want it, and how I want it’ is the credo of the emerging consumer.” – Mark Bonchek, 1998.

“Whereas television creates an audience, the Internet creates community. No other medium provides the same opportunity for such immediate interaction, collaboration, and participation.” – Mark Bonchek, 1995.a

“Politicians who capitalize on the community-building capabilities of the Internet will emerge victorious in the politics of the 21st century.” – Mark Bonchek, 1996.

”The press no longer has a monopoly position as an information source. The role of the press will be as an information broker, rather than a gatekeeper, connecting suppliers and consumers of information by providing expertise, context, and credibility.” – Mark Bonchek, 1997.

Mark is an expert at using research to understand leaders and the consumers they're trying to reach. 

As far back as the early 1990s, he was researching digital engagement and political participation for MIT. Remember, the World Wide Web (the internet as we know it) was only invented in 1990.

In 1997, the year social media was invented, Harvard University granted Mark its first doctorate on the topic of social media.  

A pioneer in disruptive business models

Mark then held various research and strategy roles before, in 2000, becoming COO of TomorrowLab for McKinsey & Company. There, he designed a new offering using digital media and collaborative community to help leaders build disruptive business models. 

Later, he joined Sears Holdings, and was responsible for creating a strategic narrative for the company’s transformation and the SHOP (Store/Home/Online/Phone) framework for multi-channel retail. 

Not enough to do digital, had to think digital

Mark’s experience at Sears Holdings revealed that it wasn’t enough to do digital. You also had to think digital. And this new kind of thinking wasn’t about how to use technology. It was about the core insight that Mark discovered in his original research: digital technology fundamentally changes the flow of communication and the relationship between individuals and organisations.

“It’s easy to blame a failed business on doing the wrong things, but rarely do leaders realise that the failure lies in their own thinking.” - Mark Bonchek, Shift Thinking founder.

Four mental shifts needed to succeed

Shift Thinking was established after Mark’s research showed four mental shifts were required to succeed in our digital age:

1. Strategic Narrative - A point of view on how the purpose will be achieved, aligned to your brand DNA. A shift from Consumer to Co-Creator.
2. Shared Purpose - The mission that your stakeholders will achieve by working together. A shift from FOR to WITH.
3. Brand Orbits® - Attracting customers into relationships beyond individual transactions. A shift from Push to Pull.
4. Decision Doctrine™ -The principles that empower employees to take action with alignment and autonomy. A shift from Hierarchy to Network.

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