How I Am Taking My Company Into The Future.
The main thing about what I do for a living is also critical to my life. I keep learning. I am always seeking and curious.
A professional goal is to push boundaries for my company and the brands we work with. We keep one step ahead of what’s happening in popular culture and technology so we can help our client’s stay relevant.
When I restructured All Terrain in 2017 into a Collective Agency Model (as this LI article explains) we were ahead of the curve. Claude Zdanow explains:
“This new model allows for many agencies and industry experts with diverse specialties to operate under one joint group with an integrated approach. While adjustments can be made within traditional agencies, they will never be able to accomplish or expand their services at the same rate due to their scale and size.
The agency collective model thrives on collaboration as more and more clients want integrated solutions. Brands benefit from each agency’s specialty and, under the collective model, have multiple industry experts collaborating with their brand.”
So as it normally happens with me and my networking, I found a way to bring All Terrain Collective and our clients into the emerging world of technology that is changing the brand marketing landscape at an epic pace.
This happened by meeting Andrew Zimmerman at WeCare Spa and learning about each other’s personal and business goals. Andrew was about to publish a fascinating book called Journey: A Metaphysical Novel and would soon after launch a company with the same name, Journey describes themselves as:
“The agency for the futurescape, they offer a range of capabilities in innovations like Conversational AI, Web 3.0, Metaverse, Phygital, 3D, Immersive, Blockchain, and more.”
Journey, like All Terrain, is a strategic experience design agency imagining and building thoughtful, innovative, and interactive experiences across physical, digital, and now virtual worlds. So when I met with Andy and his partners, we immediately wanted to find ways to collaborate.
Then BOOM a mentor and friend Ann Mond Johson, CEO of the American Telemed Association (ATA) gave us the perfect opportunity to showcase what these new technologies mean to Telehealth and to the attendees of the ATA Annual Conference & Expo.
As you can imagine, Telehealth has grown expositionally during covid becoming almost mainstream for average patients. What All Terrain and Journey wanted to understand was what is the futurescape of Telemedicine and how could we support the evolution of Telemedicine through our group offerings. The question we posed to brands like BestBuy Health, Amazon Health Products, major hospital networks and more was:
“How can the metaverse make Telehealth more equitable?”
Journey Co-Founder, Cathy Hackl (a.k.a. the Godmother of the Metaverse) provided a keynote on this exact topic. Cathy’s talk paired with demos in the tradeshow booth consisting of Conversational AI, VR, Metaverse, and Experiential Marketing raised lots of hands and questions.
We discussed how Digital Twins and Augmented Reality Doctor Visits make it possible to show patients’ inside their own bodies and learn about the potential outcomes of a procedure before they actually happen. Conversational AI is complementing medical professionals’ performance and work. Smart spacial design by some of the Journey team (formally Icrave) is changing the way patients experience hospitals.
As you can imagine we are having many exciting conversations with the companies we met at ATA 2022 and look forward to sharing updates soon. In the meantime, we will continue to envision a future where technology helps us tell richer stories, forge better relationships, and build concepts that champion the human experience. If you and your company are ready to up your brand storytelling game, let’s talk.
