Expect the Unexpected

Monday, October 5th

8:20 - 9:05 AM

About the Presenter:

Sheryl Connelly, Global Trends and Futuring, Ford Motor Company

Ms.Conelly’s key responsibility for the last five years has been to create a Center of Excellence for global consumer trend insights and futuring mindset that can support and inform strategy, design, product development, business and marketing functions throughout Ford Motor Company.

About the Workshop:

All too often, marketers are surprised by shifts in the marketplace, which, in retrospect, they should have seen coming. This is because most marketers spend their time thinking about the areas where they have the most comfort and control—their own field or organization. They think from the inside—the things they can control—out to the world they would like to shape.

In this session, Sheryl Connelly will discuss how the concept of control has never been more elusive than in today’s highly-fragmented, consumer-driven, volatile global economy. And, how if you want to learn to expect the unexpected, you have to begin by exploring the areas over which you have no control or influence. Only when you understand the consumer trends that are outside of your control, can you begin to understand the implications for the industry, companies and customers.

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