Liquid Thinking

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.

Comments

[Jon]

Beauty.
Love the title: social interaction designer. I want it.
I agree and believe the big idea should come from a mash up of what's already been said. The days of shooting first and asking questions later are long over. Ask first, find the little ideas that make the big one, then let 'er fly.

[Hitsamty]

So true Jon, the 'ask first' bit is going to be bigger and bigger- its going to have to combine ethnography, anthro, psych, group dynamics...

As the DRob says, can't wait to do a deep dive :)