Michael Moon maintains a long-standing record of success in spotting new technologies, applications, or organizational capabilities long before other analysts and pundits, publishing breakthrough white papers and books, and delivering provocative keynote addresses that define how to harness the potential of a promising innovation.
“Principally, my work starts by staying connected with leading experimental researchers, innovation leaders, and subject matter experts (also called mavens), amplifying the weak signals of their experimentation, promising breakthroughs, and successful prototypes.
“Using set of unique cognitive tools and modelling frameworks, I reframe these weak signals into a set of next practices—provisional, working-but-still-being-refined ways of producing great results with less energy, mass, time, and human effort.
“At that point, I begin to structure a new conversation around these next practices, setting the stage for the emergence a new marketspace that expand the commercialization of the innovations.
Often, this starts by bringing together prospective buyers and potential sellers for the first time, creating what I call a Concept Market—a place for the efficient exchange of the insights and use-cases of early adopters for access to prototypes from technology or service providers.
“Concepts Market always precede Primary Markets; however, most of the tried and true marketing techniques used in Primary Markets—promotion, sales, events—actually retard or suppress Concept Markets from emerging.
“Concept Markets work much more like a salon or invitation-only cocktail party. It’s all about trust, playful engagement, and discretion.”
As the CEO of GISTICS, Michael Moon has demonstrated industry thought leadership in these industries and practices, writing the first white paper or market report that subsequently shaped and define a market:
- Automated record keeping for environmental compliance, 1989
- Digital reference and presentation libraries with CD-ROMs, 1990
- Interactive multimedia: Developer Opportunities and Challenges, 1991
- Third-party software developer support programs, 1992
- Digital asset management, 1994
- Electronic software distribution, 1995
- Multichannel brands, 1996
- Activity-based ROI for Info Technologies, 1997
- Smart media: Development best practices, 1998
- Brand sonification, 2000
- Visual search, 2001
- Integrated marketing service platforms, 2001
- Total immersion learning for digital media arts, 2001
- Dynamic imaging, 2002
- Document servers, 2002
- Automated forms processing, 2003
- Mobile media and social gaming, 2003
- Marketing operations management, 2004
- Enterprise collaboration, 2004
- Marcom supply-chain management, 2005
- Supply-chain strategies for multisensor intelligence, 2006
- Platform-as-a-Service in Packaging Supply Chains, 2007
- Social Media Agencies, 2007
- Infrastructure-as-a-Service: Self-managing IT Service Management, 2007
- Customer engagement life cycle management, 2008
- Innovation leadership: Agile 15-day Configuration, 2008
- Digital Mail: Fixing Your Weakest Link in the Customer Value Chain, 2009
- XBRL in Brand Management and Social Media Analytics, 2009
- Marketing-as-a-Service: Round 2 of Business Process Outsourcing, 2010
- Social Discovery: Fixing the Weakest Link in the Entertainment Supply Chain
- Social Media Monitoring: Discerning the true voice and preferred modes of engagement with individual customers
- Transmediation: Mastering the Art of Personal Engagement Through Inspired Stories That Span Traditional and Participatory Media