Sessions at SXSW Interactive 2011 about Anthropology

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Friday 11th March 2011

  • Will Your New Technology Win? Ask a Tree

    by Ross Mclean

    Picking the right new technology to bet on and be on is a fundamental challenge in just about any business. But separating the future blockbuster from the flash-in-the-pan early enough in its lifespan to matter often baffles many of the smartest among us.

    This presentation proposes a simple analogy to help us dramatically improve our ability to predict which new technologies are destined to be the next Facebook, and which will be the next Second Life.

    By taking the audience on a historical tour of successes and failures in human technological innovation and filtering the cases through core principles of psychology, anthropology and other social sciences it makes two core points.

    First, it helps us understand why we are often blind to truly great and novel ideas and how we can learn to see them better.

    Second, it lays out a set of simple principles and a shockingly simple core analogy that anyone working in a field that requires getting humans and technology to interact can use every day.

    LEVEL: Advanced

    At 5:00pm to 6:00pm, Friday 11th March

    In Salon H, Hilton Austin Downtown

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