Kill the PDF Are you ready? Are you ready to kill the PDF? Is it holding us back? British cycling: A retrospective 1900 – 2019 One hundred years of hurt • One Olympic gold (1908) • Zero Tour de France wins • Manufacturers were embarrassed to have us ride their bikes *Dave Brailsford* “The whole principle [was that] if you broke down everything you could think of that goes into riding a bike, and then improve it by 1%, you will get a significant increase when you put them all together” In practice From heated shorts to alcohol on the tyres What came next? • 178 World Championship gold medals • 66 Olympic / Paralympic gold medals • Five Tour De France wins in six years • Number 3 in the all time medals table • The most successful run in cycling history We'd all love to do this with our content But our use of PDF is putting a hard ceiling on our ability to improve Exhibit A/ *Production* • Expensive • Slow • Cumbersome • Centralised model Transport for London • Ticket offices (1863) • Ticket machines (1932) • Oyster cards (2003) • Contactless (2012) • Everyone is their own ticket office Benefits • Faster • Cheaper • More reliable A decentralised model which empowers us leads to better outcomes What if... Anyone could produce designer-quality content, fast? Exhibit B/ *Experience* • Interaction? • Responsive? • Live updates? Experience is the new battleground 80% of touchpoints will be digital by 2020 (Cisco) 90% of Forbes Global 500 executives say experience is the new B2B battleground 72% of businesses now say improving customer experience is their top priority (Forrester) Monzo • Convenient • Interactive • Enjoyable • Personalised • Banking is now....fun?! Content experience? Welcome to 1991 What if... Our content was an absolute joy? Exhibit C/ *Measurement* “If you can't measure it, you can't improve it” – Lord Kelvin PDF does not do measurement In 2019, everyone and their dog is sending data Cars, watches, ovens, boilers, lightbulbs... If our content doesn't tell us how it's doing, how do we improve it? Hint: we wont Netflix • New insights • New possibilities • New business models What if... We could see beyond the basics? And on and on This is the tip of the iceberg Can we do a Brailsford? Yes, but not on a Penny-farthing Is it just me? What do others say? Thank you Agree? Disagree? I'd love to hear.