Pelle Sten

Pelle Sten

Jeff Jarvis på World Economic Forum 2008. Foto: ROBERT SCOBLE

I dag släpps boken What Would Google Do? av den amerikanska journalisten Jeff Jarvis.

De närmaste trettio dagarna publicerar han utdrag ur boken på sin blogg.

Här ett utdrag ur det första utdraget.

”That world is upside-down, inside-out, counterintuitive, and confusing. Who could have imagined that a free classified service could have had a profound and permanent effect on the entire newspaper industry, that kids with cameras and internet connections could gather larger audiences than cable networks could, that loners with keyboards could bring down politicians and companies, and that dropouts could build companies worth billions? They didn’t do it by breaking rules. They operate by new rules of a new age, among them:

• Customers are now in charge. They can be heard around the globe and have an impact on huge institutions in an instant.
• People can find each other anywhere and coalesce around you-or against you.
• The mass market is dead, replaced by the mass of niches.
• ’Markets are conversations,’ decreed The Cluetrain Manifesto, the seminal work of the internet age, in 2000. That means the key skill in any organization today is no longer marketing but conversing.
• We have shifted from an economy based on scarcity to one based on abundance. The control of products or distribution will no longer guarantee a premium and a profit.
• Enabling customers to collaborate with you-in creating, distributing, marketing, and supporting products-is what creates a premium in today’s market.
• The most successful enterprises today are networks-which extract as little value as possible so they can grow as big as possible-and the platforms on which those networks are built.
• Owning pipelines, people, products, or even intellectual property is no longer the key to success. Openness is.”