Kevin Kelly of Wired coined this term to explain how the Internet has changed the way he thinks. Due to the instant connection to 2 billion minds that the Internet provides, ideas are archived, remixed, and challenged constantly. The objective truth falls away from the limelight to be replaced by subjective, contextual, and dynamic truths. The 'Big Idea' takes a backseat to a framework of multiple ideas, constantly being generated, tested, and iterated. And this framework is to be applied in a highly social environment, thus subject to constant scrutiny and modification.
This changing of the guard applies to brands as well. Brand stewards will increasingly have to become what IDEO's Gentry Underwood calls 'social interaction designers', highly mindful of the social forces deciding their brand's fate:
" A social interaction designer must consider not only people,
environment, and existing tools, but also the unseen elements of the
system such as social relationships, power dynamics, and cultural
rules. Who are the stakeholders in the system and what do each of them
want or need? How does information flow and where are the friction
points? What does it feel like to be a part of this particular culture? "
An exciting time to be in this business. Especially in Canada, where we've got the
requisite market complexity, a rich cultural tapestry, a
quality workforce, and yet the affordability to invent, test and pilot
new models for the global economy.