Macro Trend 1: Corporate Technology In The Hands Of Citizens
I am currently asked to speak about the major changes happening in business and for the sake of clarity, I have labelled these as Macro Trends.
The first is that corporate technology is now in the hands of citizens.
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The commoditisation of technology has enabled many of us to access, use and develop upon tools and resources that once were reserved only for large organisations – or those with deep pockets.
Throughout history we have seen this happen with almost everything constructed, from motor cars to television sets.
Communication technology as a commodity has propogated an ultra-connected society who are now, more than ever, empowered to interact and be heard.
One of the main outcomes is that normal, everyday folk, can communicate and build valuable products and services, often with little or no cost, that can compete directly with companies who invest millions in developing offerings and spreading the word.
The agility of common people, trumps the oil tanker speed of many blue-chips who were once safe in the knowledge their ability was sacred.
The last bastion of defense used to be that common people wouldn’t be able to market and distribute things, even if they could develop them.
Now we live in a world where spreading word is possible via blogs, social networking sites and RSS feeds -all at zero cost.
If new services are virtual, production prices seen in the old physical world, cease to exist.
But then, with this re-definition we have new challenges. Nobody will interact with things they don’t value, and nobody will advocate things they don’t trust.
Creating trust and value is far different than raising money to spend on marketing. The skill sets required are rarely seen in standard business.
However, in the lives of humans, these techniques are common-place. From understanding we begin to highlight areas of resonance. These build connections that can develop into value exchanges of integrity. This, in turn, nurtures trust. Trust breeds loyalty and loyalty is unbeatable.
Such methology is the new framework for creation, either fully or partly developed by every single one of us.
Thus, I attest that corporate technology in the hands of citizens means more than cheaper printing equipment. It signals a redefinition of products, services, marketing and advertising communication.
