Many futurists, scientists and inventors have been inspired by the imagination and anticipation of the future inherent to science fiction novels. From the Internet to iPads to smart machines, some of the world’s greatest advances in technology were once fictional speculation. As sci-fi author Arthur C. Clarke wrote in Profiles of the Future (1962), “The only way of discovering the limits of the possible is to venture a little way past them into the impossible.”
Sci-fi is a powerful genre because it envisages how society could function differently. “This is the first step towards progress as it allows us to imagine the future we want, and consider ways to work towards it,” writes physicist and philosopher Dr. Helen Klus. “It also makes us aware of futures we wish to avoid, and helps us prevent them.”
The 21 sci-fi futurists featured below gave some of the earliest recorded mentions of inventions that have since become a reality. Several of these authors doubted that their fictional inventions would ever come to fruition, or thought it would take much longer for their inventions to occur than it actually took. Others were remarkably spot on. Regardless of accuracy, however, what these future thinking authors all recognized was that change is an inevitable and powerful force that can blur the boundaries between fiction and possibility.
1. Rocket-powered space flight: Cyrano de Bergerac, 1657
While astronomer Johannes Kepler had envisaged lunar travel in his Somnium (The Dream) written in 1608, the idea was so strange at the time that Kepler chose to have demons transport his protagonist. In 1638, Bishop Francis Godwin had a similar flight of fancy: his protagonist in The Man in the Moone hitched a ride with migratory birds. But in The Other World: The States and Empires of the Moon, an early science-fiction story by French author Cyrano de Bergerac, the protagonist makes a machine that launches when soldiers fasten fireworks underneath it:
“I ran to the Soldier that was giving Fire to it… and in great rage threw my self into my Machine, that I might undo the Fire-Works that they had stuck about it; but I came too late, for hardly were both my Feet within, than whip, away went I up in a Cloud.”
In a literary sense, this passage evokes the exhaust flames produced by rockets with internal combustion engines. The first rocket that propelled something into space—the satellite Sputnik—would be launched 300 years later, in 1957.
2. Submarines: Margaret Cavendish, 1666
Many people attribute the first mention of a submarine to Jules Verne, who described an electric submarine in his famous book 20,000 Leagues Under the Sea (1870). However, few people know that an early form of submarine was mentioned in The Description of a New World, Called The Blazing-World (1666), a book about a satirical utopian kingdom, written by Margaret Cavendish, the Duchess of Newcastle. The book is perhaps the only known work of utopian fiction by a woman in the 17th century, as well as one of the earliest examples of what we now call science fiction. Cavendish’s protagonist talks to sentient animals about various scientific theories, including atomic theory, before travelling home in a submarine when she hears that her homeland is under threat.
3. Machine-automated language: Jonathan Swift, 1726
Jonathan Swift, the well-known Irish satirist who wrote Gulliver’s Travels, critiqued the so-called scientific literature of his time, which was not always the result of rational thinking. Consequently, when Swift described an “engine” that could form sentences, he was satirizing the arbitrary methods of some of his scientific contemporaries:
“…the most ignorant person, at a reasonable charge, and with a little bodily labour, might write books in philosophy, poetry, politics, laws, mathematics, and theology, without the least assistance from genius or study”.
What Swift may not have realized was that his ensuing description of a machine containing all the words of the language spoken in Lagado, a fictional city, is one of the earliest known references to a device broadly representing a computer. Nowadays, computers are able to generate permutations of word sets, as Swift envisaged.
4. Eugenics: Nicolas-Edme Rétif, 1781
Sci-fi writers have had their share of scandal. One such writer was Nicolas-Edme Rétif de la Bretonne, a Frenchman whose work was still deemed licentious in 1911 by the Encyclopaedia Britannica. Despite Rétif’s notoriety, some critics now praise his inventions and naturalistic approach in his science fiction book La Découverte Australe par un Homme-Volant (The Discovery of Australasia by a Flying Man). As well as describing aviation gear two years before Louis-Sébastien Lenormand made the first recorded public parachute descent, Rétif converts early thoughts about evolution, adaptation and transformism into fiction.
Among the creatures Rétif’s hero encounters is an articulate half-human, half-baboon. “The book is part natural history, part imaginary evolutionary experiment, in which Rétif brings these primitive beings to life and demonstrates the genetic mixing that gradually results in both the differentiation of animal species and the emergence of humankind,” writes Amy S. Wyngaard. Rétif imagined Australasia as a sort of eugenic utopia, a century before the term “eugenics” would be coined by Charles Darwin’s half-cousin, Francis Galton.
5. Oxygen in air travel and space travel: Jane Webb Loudon, 1828
A future where women wear trousers and automatons function as surgeons and lawyers was foreseen by pioneering sci-fi writer Jane Webb Loudon. In her book The Mummy: A Tale of the Twenty-Second Century, Loudon gave a very early mention of the notion that, to survive in outer space in earth’s orbit, it would be necessary to take some air with you. She wrote:
“… and the hampers are filled with elastic plugs for our ears and noses, and tubes and barrels of common air, for us to breathe when we get beyond the atmosphere of the earth.”
So, next time you are on an airplane watching a demo about oxygen masks, don’t forget to remember the contribution of Jane Webb Loudon!
6. Debit cards: Edward Bellamy, 1888
Edward Bellamy’s novel Looking Backward: 2000 to 1887 featured an American utopian society that used so-called “credit cards”. Bellamy’s concept actually relates more to debit cards and spending social security dividends than borrowing from a bank. The main character describes how people are given a stated amount of credit on their card to purchase goods from the public storehouses:
“You observe,” he pursued as I was curiously examining the piece of pasteboard he gave me, “that this card is issued for a certain number of dollars. We have kept the old word, but not the substance…The value of what I procure on this card is checked off by the clerk, who pricks out of these tiers of squares the price of what I order.”
Debit cards and credit cards would be invented more than 60 years later.
7. Electric fences: Mark Twain, 1889
A lesser-known fact about American novelist and humorist Mark Twain is that he predicted the electric fence. In his novel A Connecticut Yankee in King Arthur’s Court, Twain transports an American engineer back in time to the court of King Arthur, where modern engineering and technology win him fame as a magician. In one passage, Twain described the electric fence in considerable detail, before concluding that it has a marvellous use in defense:
“Now, then, observe the economy of it. A cavalry charge hurls itself against the fence; you are using no power, you are spending no money, for there is only one ground-connection till those horses come against the wire; the moment they touch it they form a connection with the negative brush through the ground, and drop dead.”
Electric fences were not used to control livestock in the United States until the early 1930s.
8. Videoconferencing: Jules Verne, 1889
Famous French sci-fi pioneer Jules Verne described the “phonotelephote”, a forerunner to videoconferencing, in his work In the Year 2889. The phonotelephote allowed “the transmission of images by means of sensitive mirrors connected by wires,” Verne wrote. This was one of the earliest references to a videophone in fiction, according to Technovelgy.com, a site that traces inventions and ideas from science fiction. In the Year 2889 also predicts newscasts, recorded news, and skywriting—inventions which have all come to fruition well before 2889.
9. X-ray and CAT scan technology: John Elfreth Watkins Jr., 1900
In a visionary article for the Ladies’ Home Journal entitled “What May Happen in the Next Hundred Years”, an American named John Elfreth Watkins Jr. made several remarkable predictions. One of the most striking was his prediction of X-ray and CAT scan technology:
“Physicians will be able to see and diagnose internal organs of a moving, living body by rays of invisible light.”
In the same article, Watkins also foresaw high-speed trains, satellite television, the electronic transmission of photographs, and the application of electricity in greenhouses.
10. Radar: Hugo Gernsback, 1911
The beauty of Hugo Gernsback’s prediction of radar lies in its intricate detail. The description occurs in Gernsback’s series of short stories, Ralph 124c 41+, which was a play on “One to Foresee For One Another” (and appears to have anticipated texting language as well):
“A pulsating polarized ether wave, if directed on a metal object can be reflected in the same manner as a light ray is reflected from a bright surface… By manipulating the entire apparatus like a searchlight, waves would be sent over a large area. Sooner or later these waves would strike a space flyer. A small part of these waves would strike the metal body of the flyer, and these rays would be reflected back to the sending apparatus. Here they would fall on the Actinoscope, which records only the reflected waves, not direct ones…From the intensity and elapsed time of the reflected impulses, the distance between the earth and the flyer can then be accurately estimated.”
In 1933, a working radar device that could detect remote objects by signals was created.
11. Atomic bomb: H.G. Wells, 1914
One of the most unfortunate legacies of science fiction is the genre’s inspiration for the atomic bomb. In The World Set Free, H.G. Wells predicted that a new type of bomb fuelled by nuclear reactions would be detonated in the 1956. It happened even sooner than he thought. Physicist Leó Szilárd apparently read Wells’s book and patented the idea. Szilárd was later directly involved in the Manhattan Project, which led to the tragedy of nuclear bombs being dropped on Japan in 1945. Strikingly, Wells spelled not only spelled out the idea of a sustained atomic reaction, he also predicted the moral and ethical horror that people would feel upon the use of atomic bombs, and the radioactive ruin that would last long after the bomb was dropped.
12. Cyborgs: E.V. Odle, 1923
The Clockwork Man by E.V. Odle depicted a cyborg as a major character and also helped to introduce steampunk. The Clockwork Man is a cyborg who suffers from a glitch that causes him to fall into the world of 1923. The book dealt with what happens to humanity when people merge with machines and live inside a vast cyberspace-like world that seems to offer them infinite plenitude. It wasn’t until 1972 that the cyborg concept gained greater currency, when Martin Caidin’s novel Cyborg speculated in depth about human-like bionic limbs. Today, cyborgs are becoming a reality.
Some readers believe that E.V. Odle was a pen name used by Virginia Woolf, who dabbled in science fiction and sought to protect her credibility as a serious writer. Most consider this an unfounded rumor, and hold that E.V. Odle was Edwin Vincent Odle, a little-known British playwright, critic, and author. Regardless of the author’s identity, Virginia Woolf’s work seems to have influenced the novel. Reviewer Annalee Newitz calls the book “an odd mashup of Virginia Woolf and H.G. Wells”.
13. In vitro fertilization: J.B.S. Haldane, 1924
J.B.S. Haldane was a British scientist who also imagined the future directions of biology in his book Daedulus; or Science and the Future. The work proclaimed how scientific revolution might alter the most private aspects of life, death, sex, and marriage. This was a bold move given the uproar that inventions like birth control were causing in contemporary media.
Haldane predicted the widespread practice of in vitro fertilization, what he called “ectogenesis”. His theory of reproductive technology and his scientific futurism influenced Aldous Huxley’s novel Brave New World (1932).
Haldane also stressed that humans need to make advances in ethics to match our advances in science. Otherwise, he feared, science would bring grief, not progress, to humankind.
14. Teleoperated robot surrogates: Manly Wade Wellman, 1938
The short story The Robot and the Lady by Manly Wade Wellman offered an early fictional account of teleoperated robots. The context is entertaining: roboticist Dr. Alvin Peabody seeks a date with another researcher in the field, Muriel Winthrop, but fears he is too “scrawny and fluffy-headed” to attract her. So he chooses his “tall, dashing” prize robot to speak and act for him. Ironically, Winthrop also chooses a robot surrogate to woo Peabody. When both parties discover the mutual deception, they believe they are made for one another and hasten to meet in person.
Some robot surrogates already exist. See, for example, the Inmoov Robots for Good designed for hospitalized children, the InTouch medical rounding robot for doctors, and the Geminoid human replicas.
15. Microwavable heat-n-eat food: Robert Heinlein, 1948
In Space Cadet, famous sci-fi author Robert Heinlein took the newly invented microwave one step further by predicting the rise of ready-to-eat, microwavable food:
“Theoretically every ration taken aboard a Patrol vessel is pre-cooked and ready for eating as soon as it is taken out of freeze and subjected to the number of seconds, plainly marked on the package, of high-frequency heating required.”
It took a few decades before Heinlein’s vision became an everyday reality.
16. Earphones: Ray Bradbury, 1950
In Fahrenheit 451, Ray Bradbury described earphones that were much more convenient than the huge headphones of his day:
“And in her ears the little seashells, the thimble radios tamped tight, and an electronic ocean of sound, of music and talk and music and talk coming in, coming in on the shore of her unsleeping mind.”
In-ear headphones were released to the mass market in 1980.
17. Machine intelligence outsmarting humans: Clifford Simak, 1951
In Time and Again (also published as First He Died), Clifford Simak depicted a chess game between a man and a robot:
“In the screen a man was sitting before a chess table. The pieces were in mid-game. Across the board stood a beautifully machined robotic.
The man reached out a hand, thoughtfully played a knight. The robotic clicked and chuckled. It moved a pawn…
“Mr. Benton hasn’t won a game in the past ten years…”
“… Benton must have known, when he had Oscar fabricated, that Oscar would beat him,” Sutton pointed out. “A human simply can’t beat a robotic expert.”
Simak’s early sci-fi reference of robots or computers being unbeatable at chess occurred four decades before futurist Ray Kurzweil predicted in The Age of Intelligent Machines that a computer would beat the best human chess players by 2000. In 1997, sure enough, IBM’s “Deep Blue” beat Garry Kasparov.
18. iPad: Arthur C. Clarke, 1968
The “newspad” conceived in Arthur C. Clarke’s novel and film 2001: A Space Odyssey has been realized in the iPad, albeit with a greater variety of functions. Clarke wrote:
“When he tired of official reports and memoranda and minutes, he would plug in his foolscap-size newspad into the ship’s information circuit and scan the latest reports from Earth. One by one he would conjure up the world’s major electronic papers…Switching to the display unit’s short-term memory, he would hold the front page while he quickly searched the headlines and noted the items that interested him. Each had its own two-digit reference; when he punched that, the postage-stamp-size rectangle would expand until it neatly filled the screen and he could read it with comfort. When he had finished, he would flash back to the complete page and select a new subject for detailed examination…”
19. Electric cars: John Brunner, 1969
Perhaps one of the most prophetic novels ever, John Brunner’s novel Stand on Zanzibar, set in 2010, creates an America under the leadership of President Obomi, plagued by school shootings and terrorist attacks. The EU is in existence, major cities like Detroit become impoverished, tobacco faces backlash but marijuana is decriminalised, and gay and bisexual lifestyles have gone mainstream. The inventions used in society include on-demand TV, laser printers, and electric cars. Brunner believed these cars would be powered by rechargeable electric fuel cells, much as they are today, and that Honda would be a leading manufacturer. Recently, Honda has affirmed that its electric vehicles are a “core technology”.
20. Real-time translation: Douglas Adams, 1979
The amusing little Babel Fish in Adams’ renowned The Hitchhiker’s Guide to the Galaxy brings real-time translation to Arthur Dent and his fellow characters. Several apps now on the market for Android or iOS mimic the Babel Fish’s abilities. One of these apps is Lexifone, which translates from one language to another when someone speaks during a call. Microsoft has also been developing real-time translation for Skype.
21. The ubiquity of the World Wide Web: David Brin, 1990
Brin’s famous book Earth made several remarkable predictions, inspiring fans to monitor its success rate. One of the most prominent and important of these predictions was the ubiquity of the World Wide Web, in a decade where the Web was still new and uncertain. “In EARTH, I portrayed my 21st-century characters using screen displays filled with clickable links—in other words, Web pages,” Brin told PopMech. “As it turned out, Marc Andreessen and Tim Berners-Lee had similar ideas at the same time and were plugging away at changing the real world, making possibilities come true for everyone.”
The ongoing role of sci-fi
As futurist Ross Dawson has observed, “Fiction about the future whets our appetite for new technologies. It is how we discover what it is we truly want, driving new developments.”
As the pace of change continues to increase, a statement by scientist and sci-fi author Isaac Asimov rings truer than ever: “It is change, continuing change, inevitable change, that is the dominant factor in society today. No sensible decision can be made any longer without taking into account not only the world as it is, but the world as it will be.”
Science fiction writers foresee the inevitable. They inspire us to turn fiction into reality, but they also remind us to reflect on the consequences of our actions and remember what is most important to humanity.
Image sources: Steve Jurvetson, Gallica Bibliothèque Numérique, Hannah Banner, U.S. Naval Forces Central Command, George Boyce, Sebastian Dooris, us vs th3m, and SEO
The Future of Cities: Visualizing how soaring urbanization will shape the global landscape
By Ross DawsonBy Ross Dawson
Urbanization has been one of the most powerful and consistent trends shaping the last decades, and it looks set to continue apace in coming years. It is one of the few domains where we have reasonable forward-looking data, with United Nations providing World Urbanization Prospects, including predicted urban populations out to 2050.
The following visualization maps the slightly over 100 cities in the world that are forecast have a population of over 5 million in 2050. The size of the circle shows the forecast population in 2050, while the color shows growth rate, from dark green for no growth to red for very rapid growth.
The fastest growing cities are all in Africa, led by Ougadougou in Burkina Faso predicted to grow over 200% in the period 2010-2050, followed by Dar es Salaam and Bamako with 170-180% growth.
East and South Asia are also home to many fast-growing cities, including Xiamen, Hanoi, Surat and Dhaka. Kabul in Afghanistan is also predicted to be grow rapidly, at 127% over the period.
In contrast, cities in North and South America, Europe, Japan and Australia have only moderate growth in prospect, though cities such as Atlanta, Houston, Bogota, and Lima should grow by at least a third of their population before 2050.
Urbanization will continue to drive the demographic landscape, in particular defining the broader shifts in Africa and Asia.
Adding New Skills and Capabilities to Create Collaborative Magic
By Kimberley LeeThink back to your very first PR job, to the PR briefs you dissected and the deliverables required as you planned the scope of work or delivered the implementation. Now bring your mind back to today and your current tasks at hand. Take a look at the expected outcomes you’re tackling for the work you’re delivering.
The demands of PR briefs today require a much broader spectrum of skills. Let’s start with the services that remain a constant offering at the core of our profession:
Now look at the the other bits of magic you’re creating in your work today. In no particular order and by no means definitive, consider which of the below capabilities you now have in place, or need to acquire, to service the full scope of work demanded from PR agencies today:
And what about some individual talents that could come in handy for the content piece you’re no doubt delivering:
With so many new capabilities and skill sets required to deliver on expectations of the PR brief today, it’s more important than ever to know what your strengths are and where you need to collaborate. Read more →
8 key insights into the Future of News: Making media relevant to a 21st century audience
By Vanessa CartwrightThe news industry is undergoing radical transformation. It is also at the forefront of 21st century innovation. The convenience and hype around live video recording, social media, and a variety of new platforms and interfaces are helping ordinary people to become not only consumers of news, but also creators of news. What does this mean for the future of the news industry?
Leading futurist Ross Dawson gave some important insights on “Creating the Future of News” in his opening keynote to the 2015 International News Media Association (INMA) World Congress. Despite the challenges facing traditional printed news, Dawson pointed to our increasing demand for information. “Humans have an insatiable appetite for news and media, and that will continue to grow,” Dawson told the New York congress attendees. “News is exceptionally important for the future of individuals, for the future of companies, and for the future of humanity.”
Here are eight key insights into the future of news, drawn from Dawson’s talk at the INMA congress.
1. Every organization needs to develop their media capabilities
We all thrive on the flow of news. The relationships between organizations and their customers are no exception. Today, “every organization is a media company,” Dawson observed. Consequently, organizations across diverse industries need to harness media capabilities. This involves creating an environment in which media skills can be developed and readily tapped. In fact, in the 21st century, most media is created for—and created by—everyone. The popularity of Twitter, Instagram, Reddit, and many other platforms is turning individuals into news creators in widespread contexts.
2. News must be immediate, direct, and relevant
The decline of print media is becoming a hard fact in many parts of the world. Dawson is well known for his Newspaper Extinction Timeline that he created in 2010. Although the futurist believes predictions in general are unreliable, he created the Timeline to “wake up” people who were falling behind in the world of modern media.
The reality is, most people now expect news to be instantaneous. Recording functions on devices such as mobile phones and tablets mean that anything anywhere can be recorded and become part of the news. Open source intelligence is changing the news landscape as never before. As a result, timeliness and direct reporting are ever more important.
Relevance is also key. Technology is making it easier to customize news for audiences and individuals. Dawson showed how the social value of news flows into the industry value of news, with direct implications for the revenue of news organizations.
3. Boundaries are there to be transcended
Organizations must push the traditional boundaries of media if they are to survive in the competitive 21st century climate. In his keynote Dawson quoted Professor James Carse, the author of the influential book Finite and Infinite Games, saying: “Finite players play within boundaries; infinite players play with boundaries.”
Dawson told the INMA audience that “[the concept of] journalism is a boundary which we need to transcend.” He cited recent developments in automated journalism as an example of this transcendence.
4. Engaging people’s senses and emotions is key
Visualization will be increasingly important to the future of news, as will interactive user experiences. Infographics, moving 3D charts and multi-format news are already on the rise. Media labs are now using emotion sensors to detect people’s reactions to interactive media. The proliferation of interfaces from smartphones to wearables to virtual reality is seeing new experiences such as Facebook’s immersive Oculus Rift headset, Microsoft’s HoloLens holographic computer, and Magic Leap’s 3D computer-generated imagery.
Applying new user experiences to create interactive news media has significant potential. As Dawson noted, the total global crowdfunding raised for film, theater and music was 100 times greater than the amount for stand-alone journalistic pursuits. This suggests the value people place on exciting, immersive experiences.
5. Organizations need intelligent platform strategies
The flow of news into the future will require platform expansion in order to create the multi-channel news and multi-party interactions appreciated by consumers. Consequently, organizations will need to build a structured method to understand how platforms develop relative to each other. Game theory can be applied to examine the trade-offs and contingencies of choosing particular platforms.
Another solution news organizations could consider is building their own platforms. With the right tools and expertise, this can create unique and compelling offers to attract users.
6. Inviting active participation reaps rewards
Nowadays, we are no longer mere recipients of media. We are participating in media. In some countries, people already spend more time on social media than on accessing formal news sources. News is mobile, and over the next five years, three billion more people will have access to smartphones and the Internet. In this context, news organizations need to consider the many benefits of inviting users to participate in news creation.
News organizations must understand that relying on their media professionals alone will no longer be sufficient. According to Dawson, successful companies will harness the power of crowds and automation to add value to their products and services. In his book Getting Results from Crowds, the futurist listed 12 applications of crowdsourcing in news, from iReport for reporting to Storify for story compilation to Cell Journalist (now ScribbleLive) for video. Dawson believes that organizations who pay their contributors—including the crowd—will attract a greater proportion of talented people than their competitors.
7. Aggregation is critical to entice subscribers
It seems logical that people are more likely to buy a subscription to a news source if it brings together most of the news that interests them. News aggregation is therefore critical to collating the types of individual, local, national and global news that appeal to an organization’s target audience. Furthermore, subscriber memberships will need to evolve to make members feel part of a community, with shared values.
8. Value creation flows between individuals, communities, and ecosystems
“True community is connection,” Dawson told the INMA audience. In line with this mantra, many newspapers aim to bring their readers together. Some, like The Guardian, even extend this to creating their own dating websites. Regardless of the method, the fact remains that in an open world, value creation occurs most beyond the organization, across ecosystems. The news organizations of the future will not simply create value for their participants, they will encourage them to create value in their own ecosystems. This cycle is crucial to the flow of innovation that media companies can mobilize to create an exciting and adaptive future.
Savvy sci-fi futurists: 21 science fiction writers who predicted inventions way ahead of their time
By Vanessa CartwrightMany futurists, scientists and inventors have been inspired by the imagination and anticipation of the future inherent to science fiction novels. From the Internet to iPads to smart machines, some of the world’s greatest advances in technology were once fictional speculation. As sci-fi author Arthur C. Clarke wrote in Profiles of the Future (1962), “The only way of discovering the limits of the possible is to venture a little way past them into the impossible.”
Sci-fi is a powerful genre because it envisages how society could function differently. “This is the first step towards progress as it allows us to imagine the future we want, and consider ways to work towards it,” writes physicist and philosopher Dr. Helen Klus. “It also makes us aware of futures we wish to avoid, and helps us prevent them.”
The 21 sci-fi futurists featured below gave some of the earliest recorded mentions of inventions that have since become a reality. Several of these authors doubted that their fictional inventions would ever come to fruition, or thought it would take much longer for their inventions to occur than it actually took. Others were remarkably spot on. Regardless of accuracy, however, what these future thinking authors all recognized was that change is an inevitable and powerful force that can blur the boundaries between fiction and possibility.
1. Rocket-powered space flight: Cyrano de Bergerac, 1657
“I ran to the Soldier that was giving Fire to it… and in great rage threw my self into my Machine, that I might undo the Fire-Works that they had stuck about it; but I came too late, for hardly were both my Feet within, than whip, away went I up in a Cloud.”
In a literary sense, this passage evokes the exhaust flames produced by rockets with internal combustion engines. The first rocket that propelled something into space—the satellite Sputnik—would be launched 300 years later, in 1957.
2. Submarines: Margaret Cavendish, 1666
Many people attribute the first mention of a submarine to Jules Verne, who described an electric submarine in his famous book 20,000 Leagues Under the Sea (1870). However, few people know that an early form of submarine was mentioned in The Description of a New World, Called The Blazing-World (1666), a book about a satirical utopian kingdom, written by Margaret Cavendish, the Duchess of Newcastle. The book is perhaps the only known work of utopian fiction by a woman in the 17th century, as well as one of the earliest examples of what we now call science fiction. Cavendish’s protagonist talks to sentient animals about various scientific theories, including atomic theory, before travelling home in a submarine when she hears that her homeland is under threat.
3. Machine-automated language: Jonathan Swift, 1726
Jonathan Swift, the well-known Irish satirist who wrote Gulliver’s Travels, critiqued the so-called scientific literature of his time, which was not always the result of rational thinking. Consequently, when Swift described an “engine” that could form sentences, he was satirizing the arbitrary methods of some of his scientific contemporaries:
“…the most ignorant person, at a reasonable charge, and with a little bodily labour, might write books in philosophy, poetry, politics, laws, mathematics, and theology, without the least assistance from genius or study”.
What Swift may not have realized was that his ensuing description of a machine containing all the words of the language spoken in Lagado, a fictional city, is one of the earliest known references to a device broadly representing a computer. Nowadays, computers are able to generate permutations of word sets, as Swift envisaged.
4. Eugenics: Nicolas-Edme Rétif, 1781
Among the creatures Rétif’s hero encounters is an articulate half-human, half-baboon. “The book is part natural history, part imaginary evolutionary experiment, in which Rétif brings these primitive beings to life and demonstrates the genetic mixing that gradually results in both the differentiation of animal species and the emergence of humankind,” writes Amy S. Wyngaard. Rétif imagined Australasia as a sort of eugenic utopia, a century before the term “eugenics” would be coined by Charles Darwin’s half-cousin, Francis Galton.
5. Oxygen in air travel and space travel: Jane Webb Loudon, 1828
A future where women wear trousers and automatons function as surgeons and lawyers was foreseen by pioneering sci-fi writer Jane Webb Loudon. In her book The Mummy: A Tale of the Twenty-Second Century, Loudon gave a very early mention of the notion that, to survive in outer space in earth’s orbit, it would be necessary to take some air with you. She wrote:
“… and the hampers are filled with elastic plugs for our ears and noses, and tubes and barrels of common air, for us to breathe when we get beyond the atmosphere of the earth.”
So, next time you are on an airplane watching a demo about oxygen masks, don’t forget to remember the contribution of Jane Webb Loudon!
6. Debit cards: Edward Bellamy, 1888
Edward Bellamy’s novel Looking Backward: 2000 to 1887 featured an American utopian society that used so-called “credit cards”. Bellamy’s concept actually relates more to debit cards and spending social security dividends than borrowing from a bank. The main character describes how people are given a stated amount of credit on their card to purchase goods from the public storehouses:
“You observe,” he pursued as I was curiously examining the piece of pasteboard he gave me, “that this card is issued for a certain number of dollars. We have kept the old word, but not the substance…The value of what I procure on this card is checked off by the clerk, who pricks out of these tiers of squares the price of what I order.”
Debit cards and credit cards would be invented more than 60 years later.
7. Electric fences: Mark Twain, 1889
“Now, then, observe the economy of it. A cavalry charge hurls itself against the fence; you are using no power, you are spending no money, for there is only one ground-connection till those horses come against the wire; the moment they touch it they form a connection with the negative brush through the ground, and drop dead.”
Electric fences were not used to control livestock in the United States until the early 1930s.
8. Videoconferencing: Jules Verne, 1889
Famous French sci-fi pioneer Jules Verne described the “phonotelephote”, a forerunner to videoconferencing, in his work In the Year 2889. The phonotelephote allowed “the transmission of images by means of sensitive mirrors connected by wires,” Verne wrote. This was one of the earliest references to a videophone in fiction, according to Technovelgy.com, a site that traces inventions and ideas from science fiction. In the Year 2889 also predicts newscasts, recorded news, and skywriting—inventions which have all come to fruition well before 2889.
9. X-ray and CAT scan technology: John Elfreth Watkins Jr., 1900
In a visionary article for the Ladies’ Home Journal entitled “What May Happen in the Next Hundred Years”, an American named John Elfreth Watkins Jr. made several remarkable predictions. One of the most striking was his prediction of X-ray and CAT scan technology:
“Physicians will be able to see and diagnose internal organs of a moving, living body by rays of invisible light.”
In the same article, Watkins also foresaw high-speed trains, satellite television, the electronic transmission of photographs, and the application of electricity in greenhouses.
10. Radar: Hugo Gernsback, 1911
“A pulsating polarized ether wave, if directed on a metal object can be reflected in the same manner as a light ray is reflected from a bright surface… By manipulating the entire apparatus like a searchlight, waves would be sent over a large area. Sooner or later these waves would strike a space flyer. A small part of these waves would strike the metal body of the flyer, and these rays would be reflected back to the sending apparatus. Here they would fall on the Actinoscope, which records only the reflected waves, not direct ones…From the intensity and elapsed time of the reflected impulses, the distance between the earth and the flyer can then be accurately estimated.”
In 1933, a working radar device that could detect remote objects by signals was created.
11. Atomic bomb: H.G. Wells, 1914
One of the most unfortunate legacies of science fiction is the genre’s inspiration for the atomic bomb. In The World Set Free, H.G. Wells predicted that a new type of bomb fuelled by nuclear reactions would be detonated in the 1956. It happened even sooner than he thought. Physicist Leó Szilárd apparently read Wells’s book and patented the idea. Szilárd was later directly involved in the Manhattan Project, which led to the tragedy of nuclear bombs being dropped on Japan in 1945. Strikingly, Wells spelled not only spelled out the idea of a sustained atomic reaction, he also predicted the moral and ethical horror that people would feel upon the use of atomic bombs, and the radioactive ruin that would last long after the bomb was dropped.
12. Cyborgs: E.V. Odle, 1923
Some readers believe that E.V. Odle was a pen name used by Virginia Woolf, who dabbled in science fiction and sought to protect her credibility as a serious writer. Most consider this an unfounded rumor, and hold that E.V. Odle was Edwin Vincent Odle, a little-known British playwright, critic, and author. Regardless of the author’s identity, Virginia Woolf’s work seems to have influenced the novel. Reviewer Annalee Newitz calls the book “an odd mashup of Virginia Woolf and H.G. Wells”.
13. In vitro fertilization: J.B.S. Haldane, 1924
J.B.S. Haldane was a British scientist who also imagined the future directions of biology in his book Daedulus; or Science and the Future. The work proclaimed how scientific revolution might alter the most private aspects of life, death, sex, and marriage. This was a bold move given the uproar that inventions like birth control were causing in contemporary media.
Haldane predicted the widespread practice of in vitro fertilization, what he called “ectogenesis”. His theory of reproductive technology and his scientific futurism influenced Aldous Huxley’s novel Brave New World (1932).
Haldane also stressed that humans need to make advances in ethics to match our advances in science. Otherwise, he feared, science would bring grief, not progress, to humankind.
14. Teleoperated robot surrogates: Manly Wade Wellman, 1938
Some robot surrogates already exist. See, for example, the Inmoov Robots for Good designed for hospitalized children, the InTouch medical rounding robot for doctors, and the Geminoid human replicas.
15. Microwavable heat-n-eat food: Robert Heinlein, 1948
In Space Cadet, famous sci-fi author Robert Heinlein took the newly invented microwave one step further by predicting the rise of ready-to-eat, microwavable food:
“Theoretically every ration taken aboard a Patrol vessel is pre-cooked and ready for eating as soon as it is taken out of freeze and subjected to the number of seconds, plainly marked on the package, of high-frequency heating required.”
It took a few decades before Heinlein’s vision became an everyday reality.
16. Earphones: Ray Bradbury, 1950
In Fahrenheit 451, Ray Bradbury described earphones that were much more convenient than the huge headphones of his day:
“And in her ears the little seashells, the thimble radios tamped tight, and an electronic ocean of sound, of music and talk and music and talk coming in, coming in on the shore of her unsleeping mind.”
In-ear headphones were released to the mass market in 1980.
17. Machine intelligence outsmarting humans: Clifford Simak, 1951
In Time and Again (also published as First He Died), Clifford Simak depicted a chess game between a man and a robot:
“In the screen a man was sitting before a chess table. The pieces were in mid-game. Across the board stood a beautifully machined robotic.
The man reached out a hand, thoughtfully played a knight. The robotic clicked and chuckled. It moved a pawn…
“Mr. Benton hasn’t won a game in the past ten years…”
“… Benton must have known, when he had Oscar fabricated, that Oscar would beat him,” Sutton pointed out. “A human simply can’t beat a robotic expert.”
Simak’s early sci-fi reference of robots or computers being unbeatable at chess occurred four decades before futurist Ray Kurzweil predicted in The Age of Intelligent Machines that a computer would beat the best human chess players by 2000. In 1997, sure enough, IBM’s “Deep Blue” beat Garry Kasparov.
18. iPad: Arthur C. Clarke, 1968
“When he tired of official reports and memoranda and minutes, he would plug in his foolscap-size newspad into the ship’s information circuit and scan the latest reports from Earth. One by one he would conjure up the world’s major electronic papers…Switching to the display unit’s short-term memory, he would hold the front page while he quickly searched the headlines and noted the items that interested him. Each had its own two-digit reference; when he punched that, the postage-stamp-size rectangle would expand until it neatly filled the screen and he could read it with comfort. When he had finished, he would flash back to the complete page and select a new subject for detailed examination…”
19. Electric cars: John Brunner, 1969
Perhaps one of the most prophetic novels ever, John Brunner’s novel Stand on Zanzibar, set in 2010, creates an America under the leadership of President Obomi, plagued by school shootings and terrorist attacks. The EU is in existence, major cities like Detroit become impoverished, tobacco faces backlash but marijuana is decriminalised, and gay and bisexual lifestyles have gone mainstream. The inventions used in society include on-demand TV, laser printers, and electric cars. Brunner believed these cars would be powered by rechargeable electric fuel cells, much as they are today, and that Honda would be a leading manufacturer. Recently, Honda has affirmed that its electric vehicles are a “core technology”.
20. Real-time translation: Douglas Adams, 1979
The amusing little Babel Fish in Adams’ renowned The Hitchhiker’s Guide to the Galaxy brings real-time translation to Arthur Dent and his fellow characters. Several apps now on the market for Android or iOS mimic the Babel Fish’s abilities. One of these apps is Lexifone, which translates from one language to another when someone speaks during a call. Microsoft has also been developing real-time translation for Skype.
21. The ubiquity of the World Wide Web: David Brin, 1990
The ongoing role of sci-fi
As futurist Ross Dawson has observed, “Fiction about the future whets our appetite for new technologies. It is how we discover what it is we truly want, driving new developments.”
As the pace of change continues to increase, a statement by scientist and sci-fi author Isaac Asimov rings truer than ever: “It is change, continuing change, inevitable change, that is the dominant factor in society today. No sensible decision can be made any longer without taking into account not only the world as it is, but the world as it will be.”
Science fiction writers foresee the inevitable. They inspire us to turn fiction into reality, but they also remind us to reflect on the consequences of our actions and remember what is most important to humanity.
Image sources: Steve Jurvetson, Gallica Bibliothèque Numérique, Hannah Banner, U.S. Naval Forces Central Command, George Boyce, Sebastian Dooris, us vs th3m, and SEO
What the Revised Barcelona Principles Mean or the Future of PR Measurement
By Ross DawsonFive years ago the International Association for Measurement and Evaluation of Communication (AMEC) established the Barcelona Declaration of Measurement Principles, an overarching framework for the measurement of PR and communications.
AMEC has just announced a revised set of Barcelona Principles. The changes are shown in the image below, followed by an explanation of why the changes are made, and some reflections on the implications for the future of PR.
David Rockland, a partner at Ketchum and past Chairman of AMEC explained the changes:
In the big picture the changes to the Barcelona Principles are relatively subtle, reflecting that the original framework hit the key issues in PR measurement.
Point 5, that Advertising Value Equivalency (AVE) does not measure the value of PR and communications, is perhaps the starting point. While AVEs have never made that much sense, arguably in a past in which almost all communication was through mainstream media, it wasn’t entirely unreasonable.
One of the main reasons that AVEs are even less meaningful today is that advertising is having an ever-diminishing impact, while effective communication through social channels is having a greater impact. Effective PR and communication is about engagement, not message dissemination; these are completely different domains.
It is by now blindingly obvious that social media can and should be measured. The issue now is being able to integrate the measurement of social media with that of other channels. Almost every effective campaign spans multiple channels, and there must be ways to bring these together in assessing value.
The new principles point to “organizational performance”, which is a definite improvement on “business results”. I would argue that the impact could potentially be even beyond that, in shaping the organization itself.
Of course the principles only provide a high-level framework. There are still many challenges in establishing specific, meaningful measurement structures within these principles. Over the next few years the focus should be on building another layer of consensus, or at least constructive debate, about the mechanisms for measurement.
The framework is in place. The opportunity now is to bring this to life in consistent measures that clients recognize and value.
Collaboration and activation: the nub of the merger of physical and digital retail
By Ross DawsonLast week I visited Melbourne Spring Fashion Week as a guest of IBM and the City of Melbourne.
City of Melbourne’s over-arching vision for the annual Melbourne Spring Fashion Week is to position Melbourne as Australia’s premier fashion destination, and have a real economic impact by driving increased sales for retailers in the city.
In partnering with IBM for the second year the intention was to extend the impact of the event beyond the week and to drive ticket sales and in turn sales by tapping the social currency of influencers.
Melbourne Spring Fashion Week is unusual in fashion shows in that everything on the runways can be bought at stores in the city. This contrasts to the traditional role of fashion shows as breaking new fashion, which may not be available for many months after it is launched.
Melbourne Spring Fashion Week used IBM Social Media Analytics on Twitter and Instagram to uncover the top 50 relevant fashion influencers, used Watson Personality Insights to work out how best to approach them, and invited them to be MSFW “insiders”, asking them what content would be most useful to them.
Ticket sales have been considerably higher than last year, with 4 of the events sold out.
The initiative is particularly interesting in showing how social analytics and engagement can help drive shoppers into shopping centers and physical stores.
While individual stores can do a great deal to merge their digital, social and physical engagement, the real power comes in bringing people to a shopping center or area, or even an entire city center.
All shopping is becoming social. Retail strategies for merging physical and digital are best envisaged and implemented on a large scale, tapping collaboration and activating buyers.
Image credit: Eva Rinaldi
6 key insights into the flow of innovation: Creating value in an open world
By Vanessa CartwrightEmbedding innovation into business structures is widely seen as vital for the future success of organizations. Innovation is enabling an extraordinary pace of change in the whole structure of who we are, how business works, and how society functions. “Innovation has become a flow, and must be a flow,” observes leading futurist Ross Dawson.
By learning about the flow of innovation, organizations can turn the realization that we are living in a world of innovation into a positive impetus for change. Here are six key insights into the flow of innovation, drawn from a keynote speech that Dawson gave at the 2015 APIdays Sydney conference.
1. Networks are at the heart of everything
“In a world in which we are moving towards a truly fluid economy, driven partly by powerful twin technological and social trends towards openness, networks are at the heart of everything,” Dawson says. In his book Living Networks, the futurist notes that we have shifted to a society where “value is created by the network, not by the organization”. Rich connectivity makes networks more pervasive, and it is in this connectivity that innovation becomes a flow.
The present decade is full of exciting possibilities because the networks in which we are participating are “coming to life”, Dawson says, and mimicking the workings of our biological networks. What conditions are allowing networks to come to life? Our ability to “enable the connection, enable the flow, enable the innovation, enable that diversity of things coming together”, the futurist observes.
2. Connections are most valuable when they are diverse
The value of diversity is becoming increasingly evident in today’s world. Diversity is key because innovation is all about bringing together different directions and perspectives that have not been connected before. The 1993 Nobel Prize Winner for Chemistry, Kary Mullis, pointed out the value of innovation by recombination, stating, “I put together elements that were already there, but that’s what inventors always do. You can’t make up new elements, usually. The new element, if any, was the combination, the way they were used.” The moral of the story: a team with a broader range of experiences is more likely to challenge conventional wisdom and appreciate the innovation potential of new developments.
3. Innovation with the most important impact occurs at the levels of the organization and the business model
Dawson distinguishes five main domains in which business innovation can be applied: the product or service, marketing, processes, the organization, and the business model. While innovating at each level is required, higher-order innovation is more likely to be repeated and to reap the biggest returns. This is partly because traditional, inflexible organizational structures depend on habits that reinforce the existing business model, as Rita Gunther McGrath observes in Harvard Business Review. Therefore, many organizations need to revise their structures and business models if they want to keep pace with change and reinforce innovation.
4. External networks should mirror internal networks
5. Open data creates value
Business is being shaped by a fundamental, ongoing trend towards openness. This trend is derived from a virtuous cycle where social attitudes shape technology, which in turn shapes social attitudes. Dawson explains that today’s leaders must manage three layers of information inside organizations: proprietary data, information shared with trusted partners, and information thrown open to the world. “There are massive risks to not taking action, not exposing information,” he warns. Organizations who cannot decide what information should be available and what should not are being left behind.
6. Value creation occurs most beyond the organization, across ecosystems
One of the most important messages from Dawson’s APIdays keynote was that “Organizations cannot stand alone. They must be able to create value across systems.” The notion of the business “ecosystem” is signalling a change in strategy: a movement from value creation inside the organization to value creation across a broader space. To succeed in this transition, leaders must realize that they cannot capture all the value for themselves, or their organizations will erode. This is because today’s networks are created not only for the creators, but also for the broader community. The only organizations that will fully develop the flow of innovation will be those that allow sufficient value creation for other participants.
Image sources: Micah Elizabeth Scott and Rosmarie Voegtli
The Top 10 Global PR Agencies: Where Are They Now and Where Could They Be Headed
By Aaron HeinrichThe economic fortunes of public relations agencies are typically subjected to the economic swings of national and global economies. So one would think that the last several years that have marked an uptick from the downturn of the Great Recession would have most, if not all, of the large global agencies doing quite well economically. But a look at the revenue numbers of the top 10 global PR firms indicates otherwise.
In the chart below, you’ll see the billings for these firms over the four-year period from mid-2010 to mid-2014. Brunswick and Edelman are independent, but the rest are owned by the big global media holding companies. Weber Shandwick and Golin are owned by Interpublic; Ketchum and Fleishman Hillard belong to Omnicom; Burson, Hill & Knowlton and Ogilvy are with WPP; and MSL Group is owned by Publicis. The combined billings of these top 10 global agencies is $4.78 billion — a pretty significant number considering it’s generated by just ten firms. But dig deeper and the numbers become more telling.
Here are some specific data points worth noting:
What’s interesting about this information is what it reveals about the media holding companies relative to the PR agencies they own. While they all own multiple agencies engaged in everything from PR to advertising to digital, their ability to run growing global PR firms could be seen as questionable – particularly WPP. Consider that the three agencies on the list owned by them have been experiencing extended periods of mostly stagnant growth, while other agencies owned by the other holding companies (MSL Group excluded) have been able to grow or hold their own with the economic upturn. Edelman is the outlier, not only in its growth but in its ability to grow substantially more than any single or even group of agencies other than Weber Shandwick.
But WPP is the largest media holding company in the world and the others aren’t far behind. So what’s going on here?
To get a better sense of how these companies perform economically, let’s take a look at how their stock price did during a similar period. In this case August 23, 2010 to June 30, 2014
Most of these organizations were doubling their share valuation at a time when their PR agencies were experiencing modest to stagnant growth or declining. If their stock growth was tied to PR earnings alone, most of these would have been listed as DO NOT BUY or SELL.
The combination of revenue and share price points to a number of things:
What will be interesting is to look at the numbers four to five years from now and see if these trends have continued. More than likely one or more of these agencies will be subsumed into another to cut costs, reduce redundancy and make the parent entity more relevant. There are a number of other factors at work that could impact this scenario, but given that media holding companies are publicly traded, shareholder expectations may eventually drive the future of the agencies that can’t make their way up the revenue chart.
From Key Messages to Keywords: PR needs to get with the program
By Gareth LlewellynMany PR people still begin their strategy design with “what is our key message?” However, any good social media or SEO strategy begins with a consideration of what the common keywords are. Then you build a hierarchy of keywords and wrap the content strategy around that. The former approach fundamentally ignores what drives modern communications. Not only do most senior PR professionals ignore that reality, but many communications courses are taught by those who have not yet grasped this fact. As digital consultants fill the influence vacuum, are PR professionals in danger of obsolescence?
The Origins of Social Media
Before all the hysteria and glamour around Facebook and Twitter, it’s hard to remember that the roots of social media are in blogging, rather than Mark Zuckerberg’s imagination. If you think carefully about it, the very model of modern social media was defined by blogging. The post-comment-thread hierarchy is what has governed the way Facebook posts have been designed. Equally Twitter is basically a glorified, more user-friendly, RSS reader. Many would argue that despite the 2006 launch of Facebook, social media is already 15 to 20 years old.
Yet still the PR industry has struggled to respond to social media, despite the fact that the skill set of the typical PR professional is *perfectly* suited to the medium. Content production, audience analysis, influencer relations: the daily duties of a PR professional transpose perfectly into this new era. However, jealously guarding their network of journalist relationships and gate-keeper role, some PR people have attempted to either deny or subjugate social media.
The Rule of Word
When seeking to build greater influence, the most powerful tool is not even social media. It is SEO. Words have become the cogs that drive the Internet. Everything that happens on the internet begins with a search. How you rank in that search is fundamental to success. You can engineer that to some extent with advertising, and with web design and build. But the best way to do so is to be relevant to the machine. If Google thinks you are a consistent and regular purveyor of quality, well visited (and well shared) content on a given topic, you will rank well. This is today’s raw PR truth. Not which newspaper you are in. The advent of the paywall – and along with it the collapse of advertising budgets – has hammered the last nail into the newspaper’s coffin from the Internet’s point of view. Most successful media sites today owe more to blogs than to the newspaper model – you only have to look at BuzzFeed to understand this.
Despite the success of podcasting and Pinterest and YouTube, the written word is still the most significant publicity button to press. Consistent, unique and appreciated writing – however it is done – is what will drive most profile visits, web site traffic and – ultimately – outcomes (whatever they need to be). A video without tags and a good title is also a wasted effort. Google can’t watch videos!
Is Medium the Medium?
Blogger and WordPress were once powerful platforms. Everyone knows that Google is lazy and tends to tap the “usual suspects” for clues before it digs deeper. But as SEO as a discipline began to evolve, increasingly people began to embed blogging into their own website. Customized blogging templates are great for carefully managing your corporate look and the user experience. But in this departure there’s one aspect we’ve forgotten: Google’s sloth!
For video, the ultimate model established itself from the outset – the common platform. First YouTube and then Vimeo provided a simple upload interface and provides easy-to-use HTML code with which you could host videos on your website. But you still benefit from the “if you liked this, then you’ll like this” community reference engine. SlideShare did this well for slide decks too. But the written word has been missing a common platform for a long time, since WordPress began to decline as a destination.
Is Medium going to be the YouTube of the written word? Already many brands have ported their blogging efforts to Medium as an alternative platform to their own blogging site – take BMW or Burberry for instance. The interface is beautiful, it is incredibly easy to use and now that you can embed the post into your own site, you benefit from the SEO and social engines, as well as Medium’s own reference engine and community dynamic. Now you can use Medium as a hosting platform and benefit from the referential power – but embed the post directly into your site in the same way you do with YouTube.
Word Up!
Cleverly crafted key messages mean nothing anymore, Google only reads the distinct words, with only a passing appreciation of their context. The message itself is irrelevant because the Internet is arranged on topic clusters and communities that are found on single tag searches. Your social profile and web presence provides the extra context for those willing to look.
How you work the medium is what matters, not how carefully you draft your message sheet. Too many PR people are coaching for a dying medium. Consistency of message “in the media” is a microcosm of the wider game. How you play out on the Internet is what counts, and that depends on how many times your content hits the same keyword note. Google rankings, not coverage reports, are today’s PR battleground and scoreboard.
SWITCH festival shows the power and potential of cross-industry collaboration
By Ross DawsonI first met Mark Zawacki when I did the opening keynote at the ANZA Technology Conference in Silicon Valley in 2004, and Mark was also a speaker at the event. Mark has since founded the highly-regarded corporate accelerator 650Labs, which helps leading global corporates to drive innovation.
More recently I have met Catherine Stace, CEO of Cure Brain Cancer Foundation, who has brought inspiring and truly disruptive approaches to medical research philanthropy, by focusing on making research far more collaborative and effective rather than simply funding antiquated research models.
It is no surprise that collaboration between Mark and Catherine has created something exceptional: SWITCH Festival, to be held in Sydney 27-29 August.
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