From Touch ID to Touch PR - the future is coming

It's also about modes of living. Information is what we all crave, during work and play: I want a reliable review about a hotel I'm visiting just as quickly and conveniently as I do a contact report for a client meeting. And increasingly we don't much care what it looks like, as long as the insight it provides is helpful/accurate/credible/etc.

So, where the iPhone goes, we must follow. The 'Touch PR' to the Touch ID is about doing the simple things fast, and the harder things better. It's about not being a slave to formatting and putting expediency first. It's about finding solutions to modern problems, and in that respect the industry is moving on well (the Grayling version of this is the #GraylingEffect and is rooted in fast, data-driven activity) .

But I suppose it follows that the demand from clients has to be there. I believe it is, but not homogenously, or consistently. Some still enjoy an AVE figure. Some still like nice-looking contact reports. Others want Google analytics and emailed notes within 30 minutes. This is not to judge which is preferable, but the process of change does present an interesting challenge for us all, as the world catches up with itself.

Can we learn much from the iPhone? Yes, I think so. We have all been talking about fingerprint technology for some time, but they have put a stamp on it - Touch ID is now here, is real, and while it has sort of always been real, it now has mainstream credence; it has arrived. I believe it will follow that the technology will prompt demand and change will follow - consumer biometrics are here.

The demand for faster, more intelligent communications is there and those who put their stamp on the trend will succeed most. Practising what you preach is the name of the game.