Description
Doing business in the digital age
The Great Fragmentation: And Why the Future of All Business is Small is a business survival manifesto for the technology revolution. As the world moves from the industrial era to the digital age, power is shifting and fragmenting. Power is no longer about might and ownership; power in a digital world is about access. Existing businesses need to understand this shift and position themselves to survive and thrive in an environment where entrepreneurs and start-ups enabled by access to technology are genuine threats.
Author Steve Sammartino is widely regarded as a thought leader on the subject of technology and business, and helps companies transition from industrial-era thinking to the mindset and processes required to compete in today's digital marketplace. The Great Fragmentation shows how technological changes such as Big Data, gamification, crowdfunding, Bitcoin, 3D printing, social media, mashup culture and artisanal production will forever change business and the way we live our lives.
- Examine how the digital era has altered where we work, how we work, where we live and what we do
- Discover how the digital era has impacted social and economic structures, including educational systems, financial systems and government policy
- Understand that the social media and collecting 'friends' is just the tip of the iceberg in a digital business environment
Weaving together insights from business, technology and anthropology, The Great Fragmentation provides both corporations and entrepreneurs with a playbook for the future of work, life and business in the digital era.
Chapter
CHAPTER 1 The industrial deal: the shift from industry to technology
A new business infrastructure
CHAPTER 2 A global revolution: industrial leapfrog
The multi-generational shift
From employees to projecteers
The truth about competitors
CHAPTER 3 The social reality: beyond the surface of social media
Digital conversations = collective sentience
Social media as an industrial-system protest
Soul-crushing corporations
CHAPTER 4 Life in boxes: the industrial formula for living
The homo sapiens operating system
Virtual is the physical preamble
Digital replicates physical
What’s your electricity strategy?
The market doesn’t care when you finished school
CHAPTER 5 Rehumanisation: words define our future
Aiming for mindless consumers
Markets follow conversation
A future of unfinished products
The malleable marketplace
From products to platforms
Milking customers in retail
Collaboration, creative orientation and counter intuition
CHAPTER 6 Demographics is history: moving on from predictive marketing
How do you define a teenager?
Stealing music or connecting?
Social + interests = intention
The interest graph in action
Radical (old-school BMX term) micro marketing
The anti-demographic recommendation engine
CHAPTER 7 The truth about pricing: technology and omnipresent deflation
Real-world technology deflation
The ‘human’ device that replicates us
Consumer price index trickery
Connections and the impact on prices
CHAPTER 8 A zero-barrier world: how access to knowledge is breaking down barriers
Why do we even own stuff ?
Ownership is a mental state
A personal global factory
CHAPTER 9 The infinite store: rebooting retail
The physical and virtual challenges
The discount death spiral
Same brand, different plan
The questions that matter
If you make, you retail (big and small)
Manufacturers have to demarcate their retailers
Sorry, we don’t sell online
Why place matters so much
The location trick is over
Border hopping and digital reinvention
CHAPTER 10 Bigger than the internet: 3D printing
A virtual physical reality
The history of technology repeats
CHAPTER 11 Screen play: post–mass media
Television as an audio-visual server
Mass-media platform fragmentation
The legacy media challenge
Blogs vs The New York Times
How to live in niche land
People don’t have average interests
Remove surfifing, insert interest X
The easiest way to get attention
We’re all media companies
On the fast track to amazing
Subscription television is doomed
We don’t want your packaged deal
Demographics to the people
The content producers forgot
Here’s what we can expect
CHAPTER 12 Too big to fail?: the great financial disruption
Their own private Napster
They lost the most important asset
So what do banks actually do?
It’s virtual and data driven
Digital and crypto currencies
It’s just another technology stack
Money for goods and services
Money for business ventures
Redefining decision authority
Don’t expect a rush on the banks
Do expect marginalisation
CHAPTER 13 The 3-phase shift: a closer look at the web
Phase 1: connecting machines
Phase 2: connecting people
Phase 3: connecting things
Inventing and stealing time
Will everything be connected?
CHAPTER 14 The big game: an introduction to gamification
Digital meets physical games
Progressive and iterative games
Games are for nerds, right?
Emotions + incentive = shaped behaviour
People won’t share that stuff
Our decentralised nervous system
CHAPTER 15 System hacking: a great idea with a bad reputation
Yes, but they’re not-for-profits
CHAPTER 16 The job, the factory and the home: how location follows technology
From the city, to the suburbs, to wherever
What can happen, will happen
Offices, control and profits
The last industrial relic
CHAPTER 17 A stranger from Romania: building a real Lego car
A new low for the internet
The Super Awesome Micro Project
CHAPTER 18 Market-share folly and industrial fragmentation: industrial metrics
The key assumption = we know the market
Software is eating the world
Did they see them coming?
Redefining industries through infrastructure
Collaboration with competitors
We’ll just buy the winners
Ignore resources and self-disrupt
CHAPTER 19 The externality reality: is this the end of privacy?
A history of privacy concerns
How communication improves the human plight
CHAPTER 20 Business = technology: the 4Ps revised
Survival is about evolution
Recommended books and documentaries
The Great Fragmentation
：And Why the Future of Business is Small
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