Blog  Well-Formed

Media Content Consumption – frogs Are Cutting the Cord

At frog, we are often asked to think about the future. Clients come to us and ask us to think about “the future of X,” and we have developed a series of methods and techniques to study possible futures. One method to understand possible futures is to look at “lead users.” The assumption here is eloquently summed by writer William Gibson, “The future is already here — it's just not very evenly distributed.”  That insight, combined with Everett Rogers’s classic diffusion of innovation framework created in the 1960s and popularized in high tech by Geoffrey Moore in the 90s, and we arrive at the notion that some things that lead users do will become mainstream down the road.