Category Archives: marketing

Guest Post: Reed and Bhs are inevitable collateral damage in today’s omni-channel sales and marketing world

Another guest post from Christopher Moseley, (details below)

Reed and Bhs are inevitable collateral damage in today’s omni-channel sales and marketing world

It’s not hard not to get a little bit nostalgic about the death throes of well-known British High Street brands. Woollies was the first big name in living memory to get killed off in the Great War of the Internet versus the High Street; Austin Reed and Bhs are the very latest casualties.

Philip Green’s soon to face a grilling from a Commons committee, and no doubt the sense of outrage and accusations of asset stripping will heighten the tensions and anger associated with job losses and the of dying British High Street brands. As to Austin Reed, it’s hard to see a well-heeled target figure stepping forward to face similar political brickbats: it just kind of, well, died away.

Asset stripping aside it’s hard to see how tired old brands like Bhs might have survived in a world where choice is a touch screen away. The venerable British High Street, and the myriad shops which struggle to stay solvent within the confines of her bricks and mortar structure, still has a white knight in the form of Mary Portas, but it’s clear that the writing is on the, er, shop window … it reads, ‘Closing Down’.

Twenty or so years ago if I had wanted to buy a set of headphones I would have strolled to my nearest retailers to make my purchase.  In the 2010s, close as I am to my local high street, I can simply go online. It’s the only viable decision – there’s simply a much bigger choice, and greater availability.

And with a smartphone in hand, or a laptop or tablet at my side, I’m able to quickly locate a wealth of information about my desired product before being given a list of potential suppliers – often ranked by reliability and item price.

Why would I ‘go’ bricks and mortar, when with a simple click my goods can be delivered to my house the very next day?

Why break into a bipedal sweat when one can surf?

Omni-channel selling provides consumers with numerous channels through which they can interact with and purchase from retail businesses. There’s all the attendant information about products, the means to interact with technical experts, and a giddy range of devices: smartphones, desktops, notebooks to browse on.

The 24-7 shopping experience

The obvious advantage of Internet shopping is that is that one can shop well after the High Street curfew of 5:30pm. We can all shop to heart’s content, on the couch, in the bath, or in a tent on Ben Nevis. Businesses that can’t cater for the around-the-clock punters face obliteration. Why walk?

The future’s bespoke, more interesting and built for humans

Around 16 years ago, when the first corrosive impact of the Internet was being felt in the High Street, I once tried to stage a media stunt. I proposed a debate between several well-known exponents of retail, pitted against some toughies (clients actually) who worked in e-commerce. If memory serves I’d wanted to co-opt a Selfridges or Harrods window to conduct the debate. It would have been fab I think.

It never happened – I guess the issue wasn’t quite sufficiently in the public eye back in ’00.

It’s a different story today. We’re right in the middle of a bloodbath and it’s hard to see a future for the great British High Street, other than, perhaps, this is an opportunity to return to something rather old-fashioned, something much more traditional.

If there is a future for the High Street, it won’t be a continuation of today’s confection of identikit chain stores, but rather much akin to the boutique butcher, baker and candlestick maker of yesteryear. Throw in some vibrant street markets, some residential housing, and one has something like the world of the Edwardian era.

So, the mantra of the High Street in the 2020s might just be, ‘Let’s party like it’s 1899 …’

Chris Moseley

Head of Public Relations, Merchant Marketing Group

Tel +44 238022 5478

The future of mind control headbands

Have you ever wanted to control millions of other people as your own personal slaves or army? How about somehow persuading lots of people to wear mind control headbands, that you control? Once they are wearing them, you can use them as your slaves, army or whatever. And you could put them into offline mode in between so they don’t cause trouble.

Amazingly, this might be feasible. It just requires a little marketing to fool them into accepting a device with extra capabilities that serve the seller rather than the buyer. Lots of big companies do that bit all the time. They get you to pay handsomely for something such as a smartphone and then they use it to monitor your preferences and behavior and then sell the data to advertisers to earn even more. So we just need a similar means of getting you to buy and wear a nice headband that can then be used to control your mind, using a confusingly worded clause hidden on page 325 of the small print.

I did some googling about TMS- trans-cranial magnetic stimulation, which can produce some interesting effects in the brain by using magnetic coils to generate strong magnetic fields to create electrical currents in specific parts of your brain without needing to insert probes. Claimed effects vary from reducing inhibitions, pain control, activating muscles, assisting learning, but that is just today, it will be far easier to get the right field shapes and strengths in the future, so the range of effects will increase dramatically. While doing so, I also discovered numerous pages about producing religious experiences via magnetic fields too. I also recalled an earlier blog I wrote a couple of year ago about switching people off, which relied on applying high frequency stimulation to the claustrum region.

The source I cited for that is still online:

So… suppose you make a nice headband that helps people get in touch with their spiritual side. The time is certainly right. Millennials apparently believe in the afterlife far more than older generations, but they don’t believe in gods. They are begging for nice vague spiritual experiences that fit nicely into their safe spaces mentality, that are disconnected from anything specific that might offend someone or appropriate someone’s culture, that bring universal peace and love feelings without the difficult bits of having to actually believe in something or follow some sort of behavioral code. This headband will help them feel at one with the universe, and with other people, to be effortlessly part of a universal human collective, to share the feeling of belonging and truth. You know as well as I do that anyone could get millions of millennials or lefties to wear such a thing. The headband needs some magnetic coils and field shaping/steering technology. Today TMS uses old tech such as metal wires, tomorrow they will use graphene to get far more current and much better fields, and they will use nice IoT biotech feedback loops to monitor thoughts emotions and feelings to create just the right sorts of sensations. A 2030 headband will be able to create high strength fields in almost any part of the brain, creating the means for stimulation, emotional generation, accentuation or attenuation, muscle control, memory recall and a wide variety of other capabilities. So zillions of people will want one and happily wear it.  All the joys of spirituality without the terrorism or awkward dogma. It will probably work well with a range of legal or semi-legal smart drugs to make experiences even more rich. There might be a range of apps that work with them too, and you might have a sideline in a company supplying some of them.

And thanks to clause P325e paragraph 2, the headband will also be able to switch people off. And while they are switched off, unconscious, it will be able to use them as robots, walking them around and making them do stuff. When they wake up, they won’t remember anything about it so they won’t mind. If they have done nothing wrong, they have nothing to fear, and they are nor responsible for what someone else does using their body.

You could rent out some of your unconscious people as living statues or art-works or mannequins or ornaments. You could make shows with them, synchronised dances. Or demonstrations or marches, or maybe you could invade somewhere. Or get them all to turn up and vote for you at the election.  Or any of 1000 mass mind control dystopian acts. Or just get them to bow down and worship you. After all, you’re worth it, right? Or maybe you could get them doing nice things, your choice.


Inspired by the Doomsday Clock, the 1984 clock is at July 1st 1983

The Doomsday clock was recently re-assessed and stays at 23.57. See

I have occasionally written or ranted about 1984. The last weeks have taken us a little closer to Orwell’s dystopian future. So, even though we are long past 1984, the basket of concepts it introduces is well established in common culture.

The doomsday committee set far too pessimistic a time. Nuclear war and a few other risks are significant threats, and extinction level events are possible, but they are far from likely. My own estimate puts the combined risk from all threats growing to around 2% by about 2050. That is quite pessimistic enough I think, but surely that would give us reason to act, but doesn’t justify the level of urgency that extinction is happening any minute now. 11pm would have been quite enough to be a wake-up call but not enough to look like doom-mongering.

So I won’t make the same mistake with my 1984 clock. Before we start working out the time, we need to identify those ideas from 1984 that will be used. My choice would be:

Hijacking or perversion of language to limit debate and constrain it to those views considered acceptable

Use of language while reporting news of events or facts that omits, conceals, hides, distorts or otherwise impedes clear vision of inconvenient aspects of the truth while emphasizing those events, views or aspects that align with acceptable views

Hijacking or control of the media to emphasize acceptable views and block unacceptable ones

Making laws or selecting judiciary according to their individual views to achieve a bias

Blocking of views considered unacceptable or inconvenient by legal or procedural means

Imposing maximum surveillance, via state, social or private enterprises

Encouraging people to police their contacts to expose those holding or expressing inconvenient or unacceptable views

Shaming of those who express unacceptable views as widely as possible

Imposing extreme sanctions such as loss of job or liberty on those expressing unacceptable views

That’s enough to be going on with. Already, you should recognize many instances of each of these flags being raised in recent times. If you don’t follow the news, then I can assist you by highlighting a few instances, some as recent as this week. Please note that in this blog, I am not siding for or against any issue in the following text, I am just considering whether there is evidence of 1984. I make my views on the various issue very clear when I write blogs about those issues.

The Guardian has just decided to bar comments on any articles about race, Muslims, migrants or immigration. It is easy to see why they have done so even if I disagree with such a policy, but nonetheless it is a foundation stone in their 1984 wall.

Again on the migrant theme, which is a very rich seam for 1984 evidence, Denmark, Germany and Sweden have all attempted to censor  news of the involvement of migrants or Muslims in many recent attacks. Further back in time, the UK has had problems with police allowing child abuse to continue rather than address it because of the racial/religious origins of the culprits.

Choice of language by the media has deliberately conflated ‘migrants’ with ‘refugees’, conflated desperation  to escape violent oppression with searching for a wealthier life, and excessively biased coverage towards those events that solicit sympathy with migrants.

Moving to racism, Oriel College has just had an extremely embarrassing climb-down from considering removal of a statue of Cecil Rhodes, because he is considered racist by today’s standards by some students. Attempting to censor history is 1984-ish but so is the fact that involvement of the campaign instigators in their own anti-white racism such as links to the Black Supremacy movement has been largely concealed.

Attempted hijacking of language by the black community is evident in the recent enforcement of the phrase ‘people of color’, and illogical and highly manufactured simultaneous offence at use of the term ‘colored’. The rules only apply to white commentators, so it could be considered a black supremacy power struggle rather than an attempt to deal with any actual anti-black racism. Meanwhile, here in the UK, ‘black’ and ‘people of color’ seem both to be in equally common use so far.

David Cameron and some ministers have this week accused Oxford University of racism because it accepts too few black students. A range of potential causes were officially suggested but none include any criticism of the black community such as cultural issues that devalue educational achievement. In the same sentence, Cameron implied that it necessarily racist that a higher proportion of blacks are in prison. There was no mention that this could be caused by different crime incidence, as is quickly learned by inspection of official government statistics. This 1984-style distortion of the truth by marketing spin is one of Cameron’s most dominant characteristics.

Those statistics are inconvenient and ignoring them is 1984-ish already, but further 1984 evidence is that some statistics that show certain communities in a bad light are no longer collected.

Europe is another are where 1984-style operations are in vogue. Wild exaggeration of the benefits of staying in and extreme warnings of the dangers of leaving dominate most government output and media coverage. Even the initial decision to word the referendum question with a yes and no answer to capitalise on the well-known preference for voting yes is an abuse of language, but that at least was spotted early and the referendum question has been reworded with less bias, though ‘remain’ can still be considered a more positive word than ‘leave’ and remain still takes the first place on the voting slip, so it is still biased in favor of staying in the EU.

Gender is another area where language hijacking is becoming a key weapon. Attempts to force use of the terms ‘cis’ and ‘trans’ accompany attempts to pretend that the transgender community is far larger than reality. Creation of the term ‘transphobic’ clearly attempts to build on the huge success of the gay equality movement’s use of the term homophobic. This provides an easy weapon to use against anyone who doesn’t fully back all of the transgender community’s demands. Very 1984. As recently pointed out by Melanie Phillips, UK government response to such demands has been very politically correct, and will needlessly magnify the numbers experiencing gender dysphoria, but being accompanied by a thorough lack of understanding of the trans community, will very likely make things worse for many genuine transgender people.

As for surveillance, shaming, career destruction etc., we all see how well Twitter fills that role all by itself. Other media and the law add to that, but social media backlash is already a massive force even without official additions.

Climate change has even become a brick in the 1984 wall. Many media outlets censor views from scientists that don’t agree that doom caused by human emissions of CO2 is imminent. The language used, with words such as ‘denier’ are similarly evidence of 1984 influence.

Enough examples. If you look for them, you’ll soon spot them every day.

What time to set out clock then? I think we already see a large momentum towards 1984, with the rate of incidents of new policies pushing that direction increasing rapidly. A lot of pieces are already in place, though some need shaped or cemented. We are not there yet though, and we still have some freedom of expression, still escape being locked up for saying the wrong thing unless it is extreme. We don’t quite have the thought police, or even ID cards yet. I think we are close, but not so close we can’t recover. Let’s start with a comfortable enough margin so that movement in either direction can be taken account of in future assessments. We are getting close though, so I don’t want too big a margin. 6 month might be a nice compromise, then we can watch as it gets every closer without the next piece of evidence taking us all the way.

The 1984 clock is at July 1st 1983.


The future of ISIS

I was going to write about the future of intelligence but I just saw a nice graphic by The Economist on the spread of ISIS:

so I’ll write about them instead.

The main Economist article is

I won’t summarize their article about the current state of affairs; read it yourself. I can add a few comments to highlight the future though.

Surveys on Muslim attitudes to violence consistently show that most Muslims reject violence done in the name of Islam: 65-75%. That is the numeric range that describes the reality of ‘the vast overwhelming majority of peace-loving Muslims’ we see emphasized by politicians and media whenever an Islamic terrorist act occurs, two thirds to three quarters according to when and where the surveys have been done. The last high quality survey in the UK arrived at the figure 68%, comfortably in that range. The other side of the same statistics is that 32% of British Muslims stated some support for violence.

ISIS draws from that quarter or third of Muslims who are comfortable with using violent means to further or defend Islamic interests. Like the IRA in the Northern Ireland ‘Troubles’, with very similar support statistics, a small number of actual front-line terrorists can rely on about a third of their host population for their support, even though those most of those people will never actually join in the actual violence. The key factors in both situations are that a group feels aggrieved about something, and some people have stepped forward to fight under the banner against that something. For the IRA, it was perceived oppression of the Catholic republican community that wanted to return to a United Ireland. For ISIS, it is initially the perceived war against Islam, even if no-one else has admitted to there being one, amplified by the dream of producing a strict, fully Islamic state that can act as a hub for stricter Islamification of other regions.

Like the IRA, ISIS offers potential glory, a perverted form of status and glamour, excitement, and even a promise of paradise to young people with otherwise few opportunities in life who want to be someone. Picking up a gun and joining jihad compares favorably to some people to standing unemployed on a street corner, surrounded by a nation of people of whom almost all are doing better than you in life.

That lack of hope is abundant and growing, but in the UK at least, it is largely self-inflicted, since immigrant Muslim communities often separate themselves from the rest of their host society and thereby the opportunities otherwise on offer. Muslims who integrate with the rest of society cope happily, but many choose not to integrate and for them, it is a spiral downwards that provides a fertile ground for radicalization. Detecting and subduing radicalization is more difficult if the underlying causes are increasing.

The Middle East has huge problems, and many of them increase hostility to the West as well as between countries in the region. That also will increase. Current income from oil will reduce greatly in the next decades as the world moves away from oil towards shale gas, nuclear and renewables for energy. As income shrinks in an already unstable environment, the number of that third willing to turn to violence will increase. Add to that better communications, growing awareness of western freedoms and lifestyles and potential for new forms of government and those pressures are amplified further.

That will increase the supply for ISIS. it is easy to manipulate attitudes in a community and turn people to violence if an oppressor can be identified and blamed for all the problems, and pretty much the entire West ticks that box if the facts are cherry-picked or omitted, distorted and spun enough in the right way by skilled marketers. ISIS are good marketers.

Extreme violence by a large enough minority can force most peace-loving people into submission. ISIS have shown quite enough barbarity to scare many into compliance, terrifying communities and making them easier to conquer long before their forces’ arrival. Many of the hopeless young people in those newly conquered territories are willing to join in to gain status and rewards for themselves. Many others will join in to avoid punishment for themselves or their families. And so it rolls on.

The West’s approach to holding them back so far has been airstrikes on front lines and drone attacks on leaders. However, ISIS is something of a cloud based leadership. Although they have a somewhat centralized base in Iraq and Syria, they make their appeal to Islamists everywhere, cultivating support and initiating actions even before they enter an area. It is easy enough to kill a few leaders but every extremist preacher everywhere is another potential leader and if there is a steady stream of new recruits, some of those will be good leadership material too.

As the Economist says, ISIS have limited success so far outside of Iraq and Syria, but that could change swiftly if critical mass can be achieved in countries already showing some support. Worldwide, Muslim communities feel a strong disconnect from other cultures, which skilled manipulators can easily turn into a feeling of oppression. Without major modernization from within Islam, and of which there is little sign so far, that disconnect will greatly increase as the rest of the world’s population sees accelerating change technologically, economically, socially, culturally and politically. With so much apparently incompatible with Islamic doctrines as interpreted and presented by many of today’s Islamic leaders, it is hard to see how it could be otherwise from increasing disconnect. The gap between Islam and non-Islam won’t close, it will widen.

ISIS welcomes and encourages that growing gap. It provides much of the increasing pressure needed to convert a discontented young person into an Islamic extremist and potential recruit. It pushes a community closer to the critical mass or resentment and anger they need.

The rest of the world can’t change Islam. No matter how much politicians try to appease Islamists, offer concessions to Muslim communities, or indeed to repeatedly assert that Islamic violence has ‘nothing to do with Islam’, the gap will grow between strict Islamic values and everyone else’s. ISIS will be guaranteed a stream of enthusiastic recruits. Those Muslims to whom stricter interpretations of their religion appeal are diluted throughout Muslim populations, they are not separate groups that live apart, that can easily be identified and addressed with outreach campaigns or surveillance. Only by reducing advocacy of strict Islamic values can the gap stop widening and begin to close. That obviously can only be done by Muslim communities themselves. Any attempt to do so by those outside of Islam would simply add to perceived oppression and act as justification towards extremism. Furthermore, that reduction of advocacy of extremist interpretations of Islam would have to be global. If it persists anywhere, then that region will act as a source of violence and a draw to wannabe terrorists.

So like most other observers, it seems obvious to me that the solution to ISIS or any other extremist Islamic groups yet to emerge has to come from within Islam. Muslims will eventually have to adapt to the 21st century. They will have to modernize. That won’t be easy and it won’t happen quickly, but ISIS and its variants will thrive and multiply until that happens.

The future of air

Time for a second alphabetic ‘The future of’ set. Air is a good starter.

Air is mostly a mixture of gases, mainly nitrogen and oxygen, but it also contains a lot of suspended dust, pollen and other particulates, flying creatures such as insects and birds, and of course bacteria and viruses. These days we also have a lot of radio waves, optical signals, and the cyber-content carried on them. Air isn’t as empty as it seems. But it is getting busier all the time.

Internet-of-things, location-based marketing data and other location-based services and exchanges will fill the air digitally with fixed and wandering data. I called that digital air when I wrote a full technical paper on it and I don’t intend to repeat it all now a decade later. Some of the ideas have made it into reality, many are still waiting for marketers and app writers to catch up.

The most significant recent addition is drones. There are already lots of them, in a wide range of sizes from insect size to aeroplane size. Some are toys, some airborne cameras for surveillance, aerial photography, monitoring and surveillance, and increasingly they are appearing for sports photography and tracking or other leisure pursuits. We will see a lot more of them in coming years. Drone-based delivery is being explored too, though I am skeptical of its likely success in domestic built up areas.

Personal swarms of follower drones will become common too. It’s already possible to have a drone follow you and keep you on video, mainly for sports uses, but as drones become smaller, you may one day have a small swarm of tiny drones around you, recording video from many angles, so you will be able to recreate events from any time in an entire 3D area around you, a 3D permasuperselfie. These could also be extremely useful for military and policing purposes, and it will make the decline of privacy terminal. Almost everything going on in public in a built up environment will be recorded, and a great deal of what happens elsewhere too.

We may see lots of virtual objects or creatures once augmented reality develops a bit more. Some computer games will merge with real world environments, so we’ll have aliens, zombies and various mythical creatures from any game populating our streets and skies. People may also use avatars that fly around like fairies or witches or aliens or mythical creatures, so they won’t all be AI entities, some will have direct human control. And then there are buildings that might also have virtual appearances and some of those might include parts of buildings that float around, or even some entire cities possibly like those buildings and city areas in the game Bioshock Infinite.

Further in the future, it is possible that physical structures might sometimes levitate, perhaps using magnets, or lighter than air construction materials such as graphene foam. Plasma may also be used as a building material one day, albeit far in the future.

I’m bored with air now. Time for B.

Morality inversion. You will be an outcast before you’re old

I did my religious studies exams in 1970s Ireland. We were asked us to consider euthanasia and abortion and how relevant attitudes and laws might change during our lifetimes. Looking back, I’d say we’ve seen a full inversion in both.

My point in this blog isn’t right or wrong but how quickly the random walk of acceptability in modern Western society can take someone from proper to pariah.

I believe it is dangerous for society if its views on morality swing fully and quickly between extremes, especially since technology ensures that people can access decades-old material and records and views easily. What you do today may be judged today by today’s morality, but will also be judged by the very different morality of 2050. You could well become a pariah for activities or views that are perfectly acceptable and normal today. Today’s photos, videos, selfies, tweets, chat records and blogs will all still be easily searchable and they might damn you. The worst thing is you can’t reliably predict which values will invert, so nobody is safe.

Let’s looks at some examples, starting with the two examples we did for Religious Studies – abortion and euthanasia. Remember, the point is not whether something is right or wrong, it is that the perception of it being right or wrong has changed. i.e what is the ‘correct’ fashionable view to hold?

Abortion was legal in 1970s Great Britain, but was far from socially accepted. A woman who had an abortion back then may well have felt a social outcast. Today, it is ‘a woman’s right to choose’ and anyone wanting to restrain that right would be the social outcast.

Euthanasia was universally accepted as wrong in the 1970s. Today the UK’s NHS already implements it via ‘The Liverpool Care Pathway’, almost 1984’s Doublespeak in its level of inversion. Recently some regions have rolled euthanasia out still further, asking patients over 75 years old whether they want to be resuscitated. Euthanasia is not only accepted but encouraged.

Meanwhile, assisted suicide has also become accepted. Very clearly wrong in the 1970s, perfectly fine and understandable today.

Homosexuality in the 1970s forced people to hide deep in a closet. Today, it’s a job requirement for reality TV, chat show hosting and singing in the Eurovision Song Contest.

Gay marriage would have been utterly unimaginable in 1970s Ireland but it would be very brave indeed to admit being in the No camp in today’s referendum campaign there.

Casual sex had its inversion decades earlier of course, but a single person still a virgin at 20 feels ashamed today, whereas anyone having sex outside of marriage before the 1960s would be the one made to feel ashamed.

A committed Christian in the 1970s was the gold standard of morality. Today, being a Christian labels someone as a bigoted dinosaur who should be denied a career. By contrast, being Muslim generates many competing moral inversions that currently results in a net social approval.

The West in the 1970s was the accepted definition of civilization. Now, the West is responsible for all the World’s troubles. Even history is not immune, and the morality of old wars is often up for renewed debate.

Even humor isn’t immune. Some TV comedies of the 1970s are seen as totally unacceptable today. Comedians have to be very careful about topics in their jokes, with today’s restrictions very different from and often even opposite to 1970s restrictions.

These areas have all seen total inversions of social acceptability. Many others, such as drugs, smoking, drinking, gambling, hunting and vegetarianism, see more frequent swings, though not usually full inversion. Still more practices are simultaneously acceptable for some social groups but not for others, such as oppression of women, mutilation, violence, sexualization of children, and even pedophilia.

In every case, attitude change has been gradual. In most, there have been some successful pressure groups that have successfully managed to change the direction of shame, one case at a time. Orwell’s 1984 has proven superbly insightful, realizing how social interaction, the need to feel accepted and the desire for status, and even language can be manipulated to achieve a goal. So successful has that been that shame and doublespeak have become the weapons of choice in left-wing politics, though the right haven’t quite worked out how to use them yet.

With these forces of inversion proven to be highly effective, we must question where they might be used in the future. What do you do or say today that will make future generations despise you? What things are wrong that will become right? What things that are right will become wrong? And what will be the arguments?

In case, you haven’t read the preceding text, I am not condoning any of the following, merely listing them as campaigns we may well see in the next few decades that might completely invert morality and social acceptance by the 2050s.

Drugs in sport – not taking them once adverse health effects have been conquered could be seen as lack of commitment. It is your duty to achieve the best performance you can.

Genetic modification and selection for babies – If you don’t approve, you are forcing people to live a life less than they could, to be less than they should. If you don’t give your kids the best possible genetic start in life, you are an irresponsible parent.

Owning a larger house or car than you need – You are not successful and high status, you are a greedy, utterly selfish, environment destroyer denying poorer people a decent life and home.

Resisting theft – the thief obviously was deprived, almost certainly by an oppressive society. It is you who are stealing from them by preventing social disadvantage from being addressed. Your property should be confiscated and given to them.

Pedophilia – Based on the failed 1970s PIE campaign which may find the field is soon ready for a rematch, if you don’t support reducing the age of consent to 9 or even less, you may soon be portrayed as a bigot trying to prevent young people from experiencing love.

Eating meat – you are utterly without compassion for other lives that are just as valuable as yours. What makes you think nature gives you the right to torture another creature?

Making jokes – all humor comes from taking pleasure at someone else’s misfortune. Laughing is violence. Take that smile off your face. You are a contemptible Neanderthal!

Managing a company – employment is exploitation. All decent people work with others as equals. What makes you think you have the right to exploit other people? Shame on you!

Having a full-time job – don’t you know some people don’t have any work? Why can’t you share your job with someone else? Why should you get paid loads when some people hardly get anything? Why are you so special? You disgust me!

Polygamy – who made you God? If these people want to be together, who the hell are you to say they shouldn’t be? Geez! Go take your Dodo for a walk!

Getting old – you seem to think you are entitled to respect just because you haven’t died yet. Don’t you realize millions of babies are having to be aborted just because people like you so selfishly cling on to another few years of your worthless life? The sooner we get this new limit enforced at 50 the sooner we can get rid of nasty people like you.

Patriotism – all people are equal. You want to favor your country over others, protect your borders, defend your people, uphold your way of life? That is no more than thinly veiled excuse for oppression and racism. Your views have no place in a civilized society.

Well, by now I think you get the point. A free run of values with no anchor other than current fashion can take us anywhere, and in time such a free-wandering society may eventually encounter a cliff.

In modern atheistic Western society, right and wrong is decided, it is no longer absolute. Moral relativism is a highly effective lubricant for moral change. The debate will start from whatever is the existing state and then steered by anyone in an influential position highlighting or putting a new spin on any arbitrary cherry-picked case or situation to further any agenda they wish. Future culture is governed by the mathematics of chaos and though there are attractors, there are also regions of very high instability. As chaos dictates that a butterfly wing-beat can lead to a hurricane, so feeble attention seeking by any celebrity could set a chain of events in motion that inverts yet another pillar of acceptability.

A related question – for which I don’t have any useful insight – is how long moral stability can exist before another inversion becomes possible. If and when the pendulum does start to swing back, will it go as far, as fast, or further and faster?






Prejudice is an essential predictive tool

Prejudice has a bad name but it is an essential tool evolution has given us to help our survival. It is not a bad thing in itself, but it can cause errors of judgement and misuse so it needs to be treated with care. It’s worth thinking it through from first principles, so that you aren’t too prejudiced about prejudice.

I like a few people, dislike a few others, but don’t have any first hand opinion on almost everyone. With over 7 billion people, no-one can ever meet more than a tiny proportion. We see a few more on TV or other media and may form a narrow-channel opinion on some aspects of their character from what is shown in their appearances. Otherwise, any opinion we may have on anyone we have not actually met or spent any time with is prejudice – pre-judgment based on experiences we have had with people who share similarities.

Prejudice isn’t always a bad thing

Humans are good at using patterns and similarities as indicators, because it improves our chances of survival. If you see a flame, even though you have never encountered that particular flame before, you are prejudiced about how it might feel if you stick your hand in it. You don’t go all politically correct and assume that making such a pre-judgment is wrong and put your hand in it anyway, since it may well be a very nice flame that tickles and feels good. If you see a tiger running towards you, you probably won’t assume it just wants to cuddle you or get stroked. Prejudices keep us alive. Used correctly, they are a good thing.

Taking examples from human culture, if a salesman smiles at you, you may reasonably engage some filters rather than just treating the forthcoming conversation like any other. Similarly, if a politician promises you milk and honey, you may reasonable wonder who will pay for it, or what they are not telling you. Some salesmen and politicians don’t conform to the prejudice, but enough do to make it worthwhile engaging the filters.

Prejudices can be positive too. If you see some nice strawberries, you probably don’t worry too much that they have been poisoned. If someone smiles at you, you will probably feel warmer emotions towards them. We usually talk about prejudice when we are talking about race or nationality or religion but all prejudice is is pre-judgement of a person or object or situation based on any clues we can pick up. If we didn’t prejudge things at all we would waste a great deal of time and effort starting from scratch at every encounter.

Error sources

People interpret situations differently, and of course experience different situations, and therefore build up quite different prejudice databases. Some people notice things that others don’t. Then they allocate different weightings to all the different inputs they do notice. Then they file them differently. Some will connect experiences with others to build more complex mindsets and the quality of those connections will vary enormously. As an inevitable result of growing up, people make mental models of the world so that they can make useful predictions that enable them to take advantage of opportunities and avoid threats. The prejudices in those models are essentially equations, variables, weightings and coefficients. Some people will use poor equations that ignore some variables completely, use poor weightings for others and also assign poor quality coefficients to what they have left. (A bit like climate modelling really, it is common to give too high weightings to a few fashionable variables while totally ignoring others of equal importance.)

Virtues and dangers in sharing prejudices

People communicate and learn prejudices from each other too, good and bad. Your parents teach you about flames and tigers to avoid the need for you to suffer. Your family, friends, teachers, neighbors, celebrities, politicians and social media contacts teach you more. You absorb a varied proportion of what they tell you into your own mindset, and the filters you use are governed by your existing prejudices. Some inputs from others will lead to you editing some of your existing prejudices, for better or worse. So your prejudices set will be a complex mix of things you have learned from your own experiences and those learned from others, all processed and edited continually with the processing and editing processes themselves influenced by existing and inherited prejudices.

A lot of encounters in modern life are mediated by the media, and there is a lot of selective prejudice involved in choosing which media to be exposed to. Media messages are very often biased in favour of some groups and against others, but it is hard to avoid them being assimilated into the total experience used for our prejudice. People may choose to watch news channels that have a particular bias because it frames the news in terms they are more familiar with. Adverts and marketing generally also have huge influence, professionally designed to steer our prejudices in particular direction. This can be very successful. Thanks to media messages, I still think Honda makes good cars in spite of having bought one that has easily had more faults than all my previous cars combined. I have to engage my own rationality filters to prevent me considering them for my next car. Prejudice says they are great, personal experience says they are not.

So, modern life provides many sources of errors for our prejudice databases, and many people, companies, governments and pressure groups try hard to manipulate them in their favour, or against others.

Prejudice and wisdom

Accumulated prejudices are actually a large component of wisdom. Wisdom is using acquired knowledge alongside acquired experience to build a complex mental world model that reliably indicates how a hypothetical situation might play out. The quality of one’s mental world model hopefully improves with age and experience and acquired knowledge, though that is by no means guaranteed. People gain wisdom at different rates, and some seem to manage to avoid doing so completely.

So there is nothing wrong with prejudice per se, it is an essential survival shortcut to avoid the need to treat every experience and encounter with the same checks and precautions or to waste enormous extra time investigating every possible resource from scratch. A well-managed prejudice set and the mental world model built using it are foundation stones of wisdom.

Mental models

Mental models are extremely important to quality of personal analysis and if they are compromised by inaccurate prejudices we will find it harder to do understand the world properly. It is obviously important to protect prejudices from external influences that are not trustworthy. We need the friendly social sharing that helps us towards genuinely better understanding of the world around us, but we need to identify forces with other interests than our well-being so that we can prevent them from corrupting our mindsets and our mental models, otherwise our predictive ability will be damaged. Politicians and pressure groups would be top of the list of dubious influences. We also tend to put different weightings on advice from various friends, family, colleagues or celebrities, sensibly so. Some people are more easily influenced by others. Independent thought is made much more difficult when peer pressure is added. When faced with peer pressure, many people simply adopt what they believe to be the ‘correct’ prejudice set for ‘their’ ‘tribe’. All those inverted commas indicate that each of these is a matter of prejudice too.

Bad prejudices

Where we do find problems from prejudice is in areas like race and religion, mainly because our tribal identity includes identification with a particular race or religion (or indeed atheism). Strong tribal forces in human nature push people to favour those of their own tribe over others, and we see that at every level of tribe, whether it is a work group or an entire nation. So we are more inclined to believe good things about our own tribe than others. The number of experiences we have of other tribes is far higher than it was centuries ago. We meet far more people face to face now, and we see very many more via the media. The media exposure we get tends to be subject to bias, but since the media we choose to consume is self-selected, that tends to reinforce existing prejudices. Furthermore, negative representations are more likely to appear on the news, because people behaving normally is not news, whereas people doing bad things is. Through all those combined exposures, we may build extensive personal experience of many members of a group and it is easy to apply that experience to new encounters of others from that group who may not share the same faults or virtues. One way to reduce the problem is to fragment groups into subgroups so that you don’t apply prejudices from one subgroup incorrectly to another.

Inherited experiences, such as those of columnists, experts brought into news interviews or even the loaded questions of news presenters on particular channels are more dangerous since many of the sources are strongly biased or have an interest in changing our views. As a result of massively increased exposures to potentially biased representations of other groups in modern life, it is harder than ever to maintain an objective viewpoint and maintain a realistic prejudice set. It is very easy to accumulate a set of prejudices essentially determined by others. That is very dangerous, especially bearing in mind the power of peer pressure, since peers are also likely to have such corrupted prejudice sets. We call that group-think, and it is not only the enemy of free thought but also the enemy of accurate prediction, and ultimately of wisdom. A mental model corrupted by group-think and inherited biases is of poor quality.

Debugging Prejudices

Essential maintenance for good mental models includes checking prejudices regularly against reality. Meeting people and doing things is good practice of course, but checking actual statistics is surprisingly effective too. Many of us hold ideas about traits and behaviors of certain groups that are well away from reality. Governments collect high quality statistics on an amazing range of things. Pressure groups also do, but are far more likely to put a particular spin on their figures, or even bury figures that don’t give the message they want you to hear. Media also put spins on statistics, so it is far better to use the original statistics yourself than to trust someone else’s potentially biased analysis. For us Brits, is a good source of trustworthy official statistics, relatively free of government or pressure group spin, though finding the data can sometimes involve tricky navigation.

It is also a good idea to make sure you consume media and especially news from a variety of sources, some explicitly left or right wing or even from pressure groups. This ensures you see many sides of the same story, ensures you stay aware of stories that may not even appear via some channels, and helps train you to spot biases and filter them out when they are there. I read several newspapers every day. So should you. When I have time, I try to go to the original source of any data being discussed so I can get the facts without the spin. Doing this not only helps protect your own mental model, it allows you to predict how other people may see the same stories and how they might feel and react, so it also helps extend your model to include behaviour of other groups of people.

If you regularly debug your prejudices, then they will be far more useful and less of an error source. It will sometimes be obvious that other people hold different ones but as long as you know yours are based on reality, then you should not be influenced to change yours. If you are trying to work out how others might behave, then understanding their prejudices and the reasons they hold them is very useful. It makes up another section of the world model.

Looking at it from a modelling direction, prejudices are the equations, factors and coefficients in a agent-based model, which you run inside your head. Without them, you can’t make a useful model, since you aren’t capable of knowing and modelling over 7 billion individuals. If the equations are wrong, or the factors or coefficients, then the answer will be wrong. Crap in, crap out. If your prejudices are reasonably accurate representations of the behaviours and characteristics of groups as a whole, then you can make good models of the world around you, and you can make sounds predictions. And over time, as they get better, you might even become wise.

Will making fun of people soon become illegal?

I don’t think I need to add much more than the title really, but here’s a little encouragement to think about it yourself:


I enjoy watching comedy a lot, and I would hate for it to be restrained even further than it already is, but taking an outside view, trends certainly suggest a gradual closing down of any form of aggression or intimidation or discrimination towards any type of person for any reason. Much of comedy could be considered a form of aggression or bullying as anyone who has been made fun of could testify. A lot more could be considered intimidation and a lot more is discriminatory, certainly from a party viewpoint.

Gender, sexuality, religion and race comedy have all been closing rapidly except to those from the victim groups, who may use comedy as a form of defense, or to cast light on particular problems, or let’s face it, to make money by exploiting the monopoly created by forbidding others to joke about it.

Comedians are very often extremely left or right wing. They do have influence on people’s voting because nobody wants to be the butt of a joke. It is not impossible that comedy shows could fall into regulatory control to ensure fairness during political campaigns, just as party political broadcasts and air time on debates.

In the election, a huge amount of comedy was simple making fun of the candidates personally, not based on their views, but simply based on how they look (Sturgeon portrayed as Jimmy Crankie), or how they tackle a bacon sandwich. I am very pleased Miliband lost, but I’m not the most photogenic person in the world either and I have to empathise with the personal attacks on his nerdity and awkwardness during the campaign, which have nothing to do with his political views or capability (or in his case otherwise). If you go frame by frame through a video of almost anyone as they talk, you can eventually find an expression to support almost any agenda you want. I think that people should develop a thick skin if they are in the public eye, or should they? Should they be defended against blatant and possibly hurtful personal attacks.

I laugh as much as anyone at jokes at someone else’s expense. I’m no politically correct saint. I am happy to suffer occasional jokes at my expense if I can laugh at others, but maybe that’s just because I don’t get all that many. But as a futurist, it seems to me that this sort of comedy is likely to be in the firing line soon too. It may not happen, and I hope it doesn’t, but PC trends are heading that way.

The future of publishing

There are more information channels now than ever. These include thousands of new TV and radio channels that are enabled by the internet, millions of YouTube videos, new electronic book and magazine platforms such as tablets and mobile devices, talking books, easy print-on-demand, 3D printing, holograms, games platforms, interactive books, augmented reality and even AI chatbots, all in parallel with blogs, websites and social media such as Facebook, Linked-In, Twitter, Pinterest, Tumblr and so on. It has never been easier to publish something. It no longer has to cost money, and many avenues can even be anonymous so it needn’t even cost reputation if you publish something you shouldn’t. In terms of means and opportunity, there is plenty of both. Motive is built into human nature. People want to talk, to write, to create, to be looked at, to be listened to.

That doesn’t guarantee fame and fortune. Tens of millions of electronic books are written by software every year – mostly just themed copy and paste collections using content found online –  so that already makes it hard for a book to be seen, even before you consider the millions of other human authors. There are hundreds of times more new books every year now than when we all had to go via ‘proper publishers’.

The limiting factor is attention. There are only so many eyeballs, they only have a certain amount of available time each day and they are very spoiled for choice. Sure, we’re making more people, but population has doubled in 30 years, whereas published material volume doubles every few months. That means ever more competition for the attention of those eyeballs.

When there is a glut of material available for consumption, potential viewers must somehow decide what to look at to make the most of their own time. Conventional publishing had that sorted very well. Publishers only published things they knew they could sell, and made sure the work was done to a high quality – something it is all too easy to skip when self-publishing – and devoted the largest marketing budgets at those products that had the greatest potential. That was mostly determined by how well known the author was and how well liked their work. So when you walked through a bookshop door, you are immediately faced with the books most people want. New authors took years of effort to get to those places, and most never did. Now, it is harder still. Self-publishing authors can hit the big time, but it is very hard to do so, and very few make it.

Selling isn’t the only motivation for writing. Writing helps me formulate ideas, flesh them out, debug them, and tidy them up into cohesive arguments or insights. It helps me maintain a supply of fresh and original content that I need to stay in business. I write even when I have no intention of publishing and a large fraction of my writing stays as drafts, never published, having served its purpose during the act of writing. (Even so, when I do bother to write a book, it is still very nice if someone wants to buy it). It is also fun to write, and rewarding to see a finished piece appear. My sci-fi novel Space Anchor was written entirely for the joy of writing. I had a fantastic month writing it. I started on 3 July and published on 29th. I woke every night with ideas for the next day and couldn’t wait to get up and start typing. When I ran out of ideas, I typed its final paragraphs, lightly edited it and published.

The future of writing looks even more fun. Artificial intelligence is nowhere near the level yet where you can explain an idea to a computer in ordinary conversation and tell it to get on with it, but it will be one day, fairly soon. Interactive writing using AI to do the work will be very reward-rich, creativity-rich, a highly worthwhile experience in itself regardless of any market. Today, it takes forever to write and tidy up a piece. If AI does most of that, you could concentrate on the ideas and story, the fun bits. AI could also make suggestions to make your work better. We could all write fantastic novels. With better AI, it could even make a film based on your ideas. We could all write sci-fi films to rival the best blockbusters of today. But when there are a billion fantastic films to watch, the same attention problem applies. If nobody is going to see your work because of simple statistics, then that is only a problem if your motivation is to be seen or to sell. If you are doing it for your own pleasure, then it could be just as rewarding, maybe even more so. A lot of works would be produced simply for pleasure, but that still dilutes the marketplace for those hoping to sell.

An AI could just write all by itself and cut you out of the loop completely. It could see what topics are currently fashionable and instantaneously make works to tap that market. Given the volume of computer-produced books we already have, adding high level AI could fill the idea space in a genre very quickly. A book or film would compete against huge numbers of others catering to similar taste, many of which are free.

AI also extends the market for cooperative works. Groups of people could collaborate with AI doing all the boring admin and organisation as well as production and value add. The same conversational interface would work just as well for software or app or website production, or setting up a company. Groups of friends could formulate ideas together, and produce works for their own consumption. Books or films that are made together are shared experiences and help bind the group together, giving them shared stories that each has contributed to. Such future publication could therefore be part of socialization, a tribal glue, tribal identity.

This future glut of content doesn’t mean we won’t still have best sellers. As the market supply expands towards infinity, the attention problem means that people will be even more drawn to proven content suppliers. Brands become more important. Production values and editorial approach become more important. People who really understand a market sector and have established a strong presence in it will do even better as the market expands, because customers will seek out trusted suppliers.

So the future publishing market may be a vast sea of high quality content, attached to even bigger oceans of low quality content. In that world of virtually infinite supply, the few islands where people can feel on familiar ground and have easy access to a known and trusted quality product will become strong attractors. Supply and demand equations normally show decreasing price as supply rises, but I suspect that starts to reverse once supply passes a critical point. Faced with an infinite supply of cheap products, people will actually pay more to narrow the choice. In that world, self-publishing will primarily be self-motivated, for fun or self-actualization with only a few star authors making serious money from it. Professional publishing will still have most of the best channels with the most reliable content and the most customers and it will still be big business.

I’ll still do both.

In a networked age, nice guys win

A wide variety of marketing tools have been developed to fool customers into buying products that are more expensive than they need. A huge volume of psychology research has created departments of precision marketing staff whose main skill is tricking customers. Coupled with accounting trickery, pricing, packaging and phantom special offer tricks are often used to disguise price hikes or pretend something is a bargain when it simply isn’t.

This is not clever. It is dumb. It reaps an apparent short term gain at the expense of overall customer spending and customer loyalty. If you want proof, Tesco is proof. Even the dumbest Tesco customers eventually noticed that the company had changed from one that was looking after their interests and giving excellent service and excellent prices to one that seemed to be trying hard to trick and fleece them at every opportunity. Since marketers share ideas, the other big supermarkets used many of the same practices, with the same result. When new entrants arrived that didn’t try to trick people, customers walked and profits dived.

Using the very latest psychology and neuroscience is not the problem. Nor is honing marketing and sales tools to the Nth degree. It is using those top level skills while forgetting the basics that is bad, or worse still, using them quite deliberately to abuse customers.

Customers like to feel they are getting genuinely good products at genuinely good prices. If they are used to that in a shop, they come to feel safe there and more willing to spend. They don’t feel on their guard all the time, feeling they have to do hard sums to work out which one is the least rip-off, and buying only what they need, saving the rest for elsewhere. When they feel safe, they spend more, they buy things they might not otherwise have bought, and they’ll come back again and again, so your profits will be sustainable. They take far more notice of your marketing too. They won’t look at something and then go and shop around for it online. They come to trust you, and they’ll do more business with you. That is so simple and obvious it doesn’t need years of training to learn. Being simple doesn’t mean it is untrue. Basics are easy, but still important.

Good marketing lets customers know about your product and its relative merits. It can even be honest about its limitations. Good marketing is that which customers would seek out themselves if you didn’t deliver it to them already. Bad marketing is trying to fool someone into buying something they otherwise wouldn’t. You can fool someone once, maybe twice, but in the end it is you who loses a good customer. Social media exposes trickery quickly and effectively and tricksters lose. In the networked age, nice guys win.

If you use sophisticated marketing to fool customers, the fool is you. If you want a friend, be a friend.