Oliver Perzborn

Oliver Perzborn

  • Oliver is an Expert in Trends, Consumer Insights, Brand Consul­ting & Design Thin­king. He is a former Mana­ging Director of “Trend­büro”, a stra­tegic Think Tank based in Hamburg, and Founder of beyondlabs, a forward-thin­king consul­ting firm specia­lised in stra­tegy, marke­ting and inno­va­tion which helps compa­nies to trans­late trends into busi­ness oppor­tu­nities. He wrote this article in April 2017.

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We are constantly online and gathe­ring infor­ma­tion in real-time, consuming and inter­ac­ting – at every time from every place. Without pause some­thing is always being blasted into our brains; we are distracted and bombarded by an unin­ter­rupted flow of emails, push noti­fi­ca­tions, and other elec­tronic surges of current.

In 2016, for example, more than 42 billion Whats-App messages were sent world­wide – per day! 1.6 billion of them with photos and 250 million with videos. Kids are already waking up in the morning to 200 new messages clamou­ring for their atten­tion. It is clear that because of this, the need for simpli­fi­ca­tion and a reduc­tion of comple­xity will be in great demand. And arti­fi­cial intel­li­gence – the mega­trend of our times – promises exactly this. With its smart algo­rithms, it has the poten­tial to reduce our work, shield us from useless infor­ma­tion, and make life easier in general.

Instead of typing cumber­some and time-consuming commands into our smart­phones or tablets, in the future all we’ll have to do is say what we want. All along the lines of: my will be done! Devices like Amazon Echo, Google Home, and Micro­soft Cortana make this possible with inte­grated speech assi­stants equipped with micro­phones and loud­speakers that obey our commands. This will not only change how we interact with tech­no­logy but how we connect with busi­nesses and their brands.

If anony­mous firms and adver­ti­se­ments have gotten a digital face with websites and apps, now they have a digital voice. In order to capi­ta­lise on this, it is necessary to criti­cally scru­ti­nise busi­ness models as well as chan­nels of distri­bu­tion and commu­ni­ca­tion, and then rest­ruc­ture them. In demand are new forms of customer inter­ac­tion as well as inno­va­tive distri­bu­tion and service models.

Modern affic­tions such as SMS thumb, mouse arm syndrome, and cell phone elbow caused by the constant clicking, tapping, surfing, texting, or calling could soon be rele­gated to the past. Only one thing has to be avoided in our future connected world of “voice-enabled devices”: thin­king out loud.

Oliver Perzborn

Oliver Perzborn

  • Oliver is an Expert in Trends, Consumer Insights, Brand Consul­ting & Design Thin­king. He is a former Mana­ging Director of “Trend­büro”, a stra­tegic Think Tank based in Hamburg, and Founder of beyondlabs, a forward-thin­king consul­ting firm specia­lised in stra­tegy, marke­ting and inno­va­tion which helps compa­nies to trans­late trends into busi­ness oppor­tu­nities. He wrote this article in April 2017.

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Still curious?
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