1. 2 Hidden In Plain View 3 4 5 All In The Same Boat.

2

Hidden In Plain View

3


4


5

All In The Same Boat

6

Globalization

5 Forces Reshaping America

7

Innovation


8


Individualization

Taurean Green

Joevan Catron

Reyshawn Terry

RouSean Cromwel

Rashanda McCants

Jaleesa Hardrick

Kalika France

RaShonta LeBlac

9


Saturation

10

Personalization


11

Can You Trust A Tabloid?

12

Putting U.S. Growth In Perspective

Since Ronald Reagan was elected, China and India’s populations have grown by

715 million

+

13

51 Nations Will Lose Population

2005 - 2050

JapanItalyGermany

PolandRussiaSouth Korea

-9 mil -8 mil -28 mil

-3 mil -33 mil -6 mil

14

9 Countries WillGrow World Population

U.S.NigeriaEthiopia

Dem. Rep. of CongoUgandaBangladesh

PakistanChinaIndia

Will add50%+ of

populationgrowth

2005 -2050

15

“Firsts”

• In 2005, America became a majority non-Protestant nation

• 2006 U of California system admitted more Asian than white students

• There are now more people on the planet over 60 than under 4

• 51% of women now live without a spouse

• By 2007, more people globally will live in urban environments than rural environments

17

New Audiences

White Multiethnic

Source: Securities Industry Association, U.S. Census Bureau

2000

75 Million50 Million

1980 2010 America

100 Million

2040

200 Million

?

18

What Is An American Family?

6.1 million children live with a grandparent

19


36.8 million

people are over age 65

20


26% of all households consist of one person

21

Love Child

“Love ChildNever meant to be…

My father left he never even married mama”

22

Love Child

10.718.4

36.8

56.1

69.5

1970 1980 2005

All Black

Births to single mothers

37.6

23

What Qualities Matter Most?

Gender

23%

Religion

38%

Age

30%

Race

13%

Marriage

20%

25

We Just Can’t Get Enough

• 1.2 million power scooters in use nationwide

• “Now waiting in line at the buffet is no problem. You just sit there.” – Judy Stark, 65

26

There Is No “Camera Free Zone”

27

An Industry In Chaos

Sold for:

1998: $1.3 billion

2006: $530 million

Google buys YouTube for

$1.65 billion

“I really don't know whether we'll be printing the Times in 5 years"

- Arthur Sulzberger

28

This Is A BIG Story

29

71%Who Cares?

Or Maybe Not

5%Bad Idea

22%Good Idea

What do you think of Katie Couric’s anchor appointment?

30

Or Big In The Wrong Way

•Ratings declined 6% from Feb ‘06 to Feb ‘07

32

Who Is Your Neighbor?

• More than $34 billion spent on pets in 2004, double the amount spent a decade earlier.

• 570 vets certified as animal chiropractors.

• 52% know their neighbor’s pet - but not their neighbor.

33

We Love Our “Children”

$14.3 Billion

$4.3 Billion

34

Politicians Understand

35

Start Your Engines

2006

36 HP

1949

30 HP

36

Everyone Can Be Rich

$1.94 Billion

$20.5 Billion

$3.8 Billion

$6.4 Billion

$54.5 Billion$32.6 Billion

TotalSales

37

Casino Gambling

1988 2005

39

There Are No Rules

Old New

40

There Are No Rules

Craigslist gets 8 million unique users and is expanding at more than 100% per year

Craigslist.org

Old New

U.S. Classified advertising revenues decreased 9.5% from 2000 to 2005

41

There Are No Rules

• Enrollment topped 40,000 in ‘06

Old New

• Enrollment is over 300,000 in 2006

Founded 1817 Founded 1976

42

Play-off game

Miami vs. Chicago

Which Would You Watch?

NASCAR drew 60% more viewers

Sunday, April 30

Rain delayed/postponed

Aaron’s 499

43

Conditioned To Change

• Cremations were 5% of services in 1975;

46% in 2006.

• 50,000 Latinos leave the Catholic Church every month.

• 27% of cell phone users switched service last year.

• 2.7 million divorced Americans over 65 –

up 60% in 10 years.

44

New Persuasion Insights

• The riskiest positions are oldest, biggest, best, and first

• Competition and opportunity are no longer where they were

• Brand ownership has shifted from organizations to their customers

• Winning and losing are magnified and accelerated

• The answer: Deep listening

45

Questions

1. If tennis had never been invented, and you were starting the game new tomorrow, how would it be different?

2. Which societal shift is most encouraging for tennis? And which shift is most threatening?

3. If the leadership of tennis were "on trial" and they had to prove that they were good listeners, what evidence would they produce?

4. What are the most important changes to the game of tennis in the last 25 years? Has tennis changed more or less than other sports?

5. Has Wii opened the door on a new way to learn tennis or is it just a fad?

1. 2 Hidden In Plain View 3 4 5 All In The Same Boat.

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