Trust The Gut

TRUST THE GUT A PLAYBOOK ON THE MICROBIOME

TRUST THE GUT

Table of Contents

2

4

DISCOVERY Holobiant Humans

6

INSIGHTS A Gut Feeling

8

STRATEGY Hyper Personal Amazon

10

VISION Amazonian Prime

12

EXPERIENCE Ideal Scenarios

20

FORESIGHT Future Wellbeing

A PLAYBOOK BY NADIM

HËWË Preface The definition of wellbeing is one that constantly shifts — morphing in a myriad of directions — bringing with it, a future of new hope, health and happiness to many.

The wellbeing landscape is shifting from simply the body, to a larger perspective — with people actively making efforts to care for their health, their peers, and their environment.

Corporations have a unique opportunity to respond to today’s consumers needs. With advancements in the accessibility of DNA sequencing — they can capitalize on cultivating communities that find purpose, eat nourishing foods, look after their health, all while healing our planet.

nadim Nadim Ismail

3

TRUST THE GUT

DISCOVERY Holobiont Humans HOLOBIONT A term that reflects the intimate, co-dependent relationship humans have with microbes.

While our DNA is much the same as that of

It’s a struggle to comprehend that at our

other humans, our microbiome is not. Any

very core we are less than – or much more

two humans share 99% the same DNA. In

than – human. But, the fact is, there are

contrast, two humans only share about 5%

about 100 trillion organisms living in the

the same microbial DNA.1 What this means:

gut.2 In terms of cells, our microbes out-

each person’s microbiome is incredibly

number their human counterpart by about

unique.

three to one. That means there is a tremendous amount of us that is not, us.

4 2

1 Viome: Our Science The Guardian: Gut Biology for Future Medicine

A PLAYBOOK BY NADIM

Over the last decade, the microbiome has

Our bodies recognize nature. Yet modern

become one of the trendiest areas of biol-

society frequently pits man against nature,

ogy, and the research has made clear that

forgetting that we, too, are nature.

the microbiome is fundamental to overall health. While the newfound cultural aware-

On average, Americans spend nearly 90%

ness has good intentions, the focus is often

of their time indoors.4 That’s a problem

misguided.

because spending time outside is proven to foster relaxation, weight management,

The supplement industry has interrupted

healthy blood pressure levels, and happi-

the conversation with it’s “pill for an ill”

ness.4

solutions. Leading consumers to believe that probiotics are all we need for gut

Partnering with nature is crucial to feed-

health.

ing the microbiome. Bacteria are passed from mother to child at birth, and contin-

In reality, the microbiome is a nuanced

ue to exchange colonies and information

ecosystem composed of trillions of organ-

throughout our lives until they return to

isms — not only affecting our physical, but

the soil at death. Absorbing friendly bacte-

also our and mental wellbeing. Having a

ria through contact with nature helps feed

symbiotic relationship with the bacteria in

the good microorganisms in our guts.

our bodies helps us modulate immunity, better absorb foods, and fight disease.3

5 Forbes: Why You Should Be Paying More Attention To Your Gut Microbiom hyperbiotics: Spending Time in Nature Benefits Your Health (and Your Gut)

3 4

TRUST THE GUT

INSIGHTS A Gut Feeling When you are aligned with yourself, you can meet your best self.

Activia’s global #InSync campaign

Euromonitor reports the Digestive Health market is currently worth USD $55 bn.5 With the foods we eat having a symbiotic relationship with our moods, via the gut and brain axis - corporations are beginning to capitalize on personalized mood foods that promise to align us.

6 5

Euromonitor International: Market Insight for Gut Health

A PLAYBOOK BY NADIM

The food industry knows three things, but

Signals

doesn’t know how to respond: people want to eat healthier, people have more individ-

•

Habit “positioned at the intersection of

ualized considerations, and these people

health, technology & food”, aims to lead

have moved to digital spaces.

the personalized nutrition revolution.

Habit provides an at home kit for users,

So when a giant food company like Camp-

who provide a stool sample for analy-

bell’s invests $32 million in Habit,6 an

sis.

Oakland based nutrition startup focusing on personalized nutrition, then you know

•

uBiota a Personal Metagenomics Kit

that personalizition has reached its tipping

to help track if your diet and probiotic

point.

regime are having the effect you want.

The company states that it can predict

There is a growing awareness that well-

blood sugar response to thousands of

being is a personal matter, as we endure

different foods.

the long slow death of “one-size-fits-all” dietary recommendations. Through per-

•

Viome scans biometric stool samples

sonalized services - consumers are taking

using Metatranscriptomic Sequenc-

back control - and they want to feel more

ing Technology & AI - improving your

empowered and confident to create their

ability to make personalized diet and

own healthy decisions.

lifestyle recommendations.

7 6

Food Business News: Campbell Soup, Nestle placing bets on personalized nutrition

TRUST THE GUT

STRATEGY HYPER PERSONAL AMAZON Amplifying Earth’s Most Customer Centric Company

8

A PLAYBOOK BY NADIM

Amazon has fully integrated with our lives, and transformed consumer expectations.

With Prime, free delivery is now a basic standard, not a luxury. Tens of millions of Echo voice-controlled devices have been sold, with the friendly voice of its Alexa personal assistant normalizing spoken commerce and hyper-personalized recommendations.

Amazon is also transforming our relationship with brands by launching its own versions through AmazonBasics. Amazon Elements, provides a premium range of vitamins and supplements. While other Amazon products are less obvious. Mama Bear is Amazon’s line of diapers, Presto! offers cleaning products, while Wickedly Prime is a range of gourmet snacks and beverages.

9

TRUST THE GUT

VISION Amazonian Prime Humans long to belong and seek connection with others.

Amazonian Prime connects local and global, analogue and digital.

10

A PLAYBOOK BY NADIM

Amazonians are seeking togetherness, comfort and creativity in new networks - they look for a sense of community online to rally around based on their shared ideas. Our tribe looks at physical and national identities with new eyes, and increasingly seeks to blend and break boundaries.

Amazonian Prime is a shift to more social, and less selfie. Amazonians cultivate shared emotional viewing experiences, whether through games or movies, and transforming sports and cultural events through livestream technology and video chat.

The Amazonian tribe blends the global and local, analogue and digital, on social media and in real life - creating squads of hyper local, private WhatsApp and Facebook communities centred on shared ideas in key global cities.

Amazonian Prime cultivates advocacy and lets Amazon better understand their uses, via legitimate eavesdropping on relevant conversations on dark social platforms.

11

TRUST THE GUT

EXPERIENCE Amazonian Prime Video The hyper personalized cinematic experience

When Soon Technology Amazon Me Algorithm Smart Home Ecosystem Action Hyper personalized movies Interaction Elevating the cinematic experience

12

A PLAYBOOK BY NADIM

Dave is in the kitchen preparing his favourite meal after a long day of work. While he’s preparing his meal the Amazon Me algorithm is reading his vital signs, facial expression and body language to determine what mood he’s in. It concluded that Dave has been in this state before and predicted his next moves.

The Amazon Me algorithm predicted that Dave wanted to watch a movie after he prepared his meal and it was right. So while Dave was cooking the algorithm knows exactly what movies he likes and already chose the movie. The algorithm proceeds to speak with the smart home ecosystem, setting the right temperature and dimming the lights to the right setting for him to enjoy his movie and meal.

13

TRUST THE GUT

EXPERIENCE Amazonian Prime Book Club The perfected, personalized book club experience

When Now Technology Smart Glasses Mixed Reality Action Hyper personalized recommendations Interaction Cultivating a virtual community

14

A PLAYBOOK BY NADIM

Erin opens the small Amazon box, that was delivered to her door that morning, to find a copy of the Hitch Hikers Guide to the Galaxy. She picks up the thick book and reads ‘Five books of the Trilogy’ she smiles and puts the book on the table, put her smart glasses on and logs into her Amazon account.

She takes her place in the virtual book club circle and joins the conversation. Since Erin signed up for Prime Book Club she has been getting great book advice that will fit into her very specific wants. She also gets a chance to discuss the books she reads with people who shares the same interests as her.

15

TRUST THE GUT

EXPERIENCE The Amazonian Ecosystem Elevating the world’s “most customer-centric company”

When Now Technology Amazon Me Algorithm Smart Home Ecosystem Action Hyper personalized marketplace Interaction Elevating the cinematic experience

16

A PLAYBOOK BY NADIM

Amazon is employing hyper personzilation to turn its global market into the local corner store. Hyper personalization takes the guess work and stress out of making decisions. With Amazonian Prime users are able to have their daily tasks taken care of giving the user more time to focus on their goals.

Imagine taking a trip to the local department store to pick up your groceries and household good.

However, instead of long aisles of products that you don’t need, but instead a store where everyone knows your name and everything on display was specific to you.

That’s what is possible with Amazonian Prime. By utilizing hyper personalization in food, digital media, and products Amazon has everything to turn their global marketplace into a trip to the local corner store.

17

THE PLAYBOOK | FUTURE WELLBEING

EXPERIENCE Microbiome Mood Foods Prescribed and personalized foods for mental wellbeing

When Soon Technology Metatranscriptome Sequencing

(fecal analysis)

Smart Home Ecosystem Neural Networks 5G Connectivity Action Hyper personalized recommendations Interaction Microbiome analysis upon toilet use

18

CONCEPTUAL TOOLS | DECEMBER 2018

“Another cold, grey morning in December,”

Advancements in 5G networking allow me

I say to myself, as I glance out the window

to receive actionable insights instantly.

of my condo on the Lakeshore, the blinds

Looks like I’m a bit low on serotonin today

retract themselves as I begin my day. I re-

- I probably shouldn’t have had that third

member when days like these would bring

glass of Glenmorangie, I think to myself.

me down when I had seasonal affective disorder. My bath water begins to run as I

Thanks to Prime Amazonian - I am part of

leap out of bed - rejuvenated from a deep

a connected ecosystem - Alexa knows my

and restful slumber, aligned with my circa-

schedule, and my toilet has already placed

dian rhythm.

the order for my personalized breakfast. On Thursdays, we meet with the rowing club

As I enter the washroom, my toilet greets

- knowing the type of endurance activity

me, “Nadim, how are you this morning?”

- via drone delivery to my condo, I receive

“Real swell, Alexa - a 7,” I reply - personal-

a customized probiotic Acai bowl, with

ized baseline metrics of my feelings have

energy boosting superfoods, and enzymes

been recorded to track my emotional well-

to regulate my depleted serotonin levels.

being. Upon conclusion of my toilet use -

I begin to feel rejuvenated - ready to own

my biomarkers are measured and analyzed

the day, I step outdoors to my awaiting au-

using built-in sequencing technology.

tonomous vehicle - the AmazonPod.

Cloud based algorithms make sense of the complex data using deep neural networks.

19

TRUST THE GUT

FORESIGHT Future Wellbeing A future in which we have the tools to shape our genes - preventing and curing diseases entirely.

20

A PLAYBOOK BY NADIM

Gone are the days when health was just about medicine, and the doctor always knowing best. Today’s wellbeing landscape is personal and holistic - enveloping a wide area across food, fitness, over-thecounter and pharmaceuticals.

Wellbeing is not just the absence of illness - it is a comprehensive state of physical, emotional, mental, and spiritual health.

The future of health and wellbeing will be revolutionary - one in which individuals are empowered with the knowledge on how to attain their own personal wellbeing democratizing health through free information and mobile technology.

We are on the cusp of witnessing the biggest breakthroughs humanity has ever seen — and everyone is in on it.

21

TRUST THE GUT

ABOUT NADIM A self-motivated lifelong learner with an insatiable curiosity. Using creativity to solve not only complex technical challenges, but human ones too. Currently on a mission to create a more just and sustainable world through the power of human-centered research and strategic design thinking. Driven by an innate passion to get to the heart of the issue so that people need not be rescued at all.

Please click the icon if you would like to discuss a project together.

22