WHAT’S THE REAL MEANING OF DIGITAL DISRUPTION?
Since the last years we have been thinking about the word disruption as a quantitative leap, it is true that in recent years there have been notable changes.
But we can not believe when the true disruptive delta is going to occur, in my opinion, this exact change will come motivated when the needs, priorities and consumption habits of people change.
Abraham Maslow and his theory of human motivation show us in a straightforward way how our basic needs are organized.
If we think about the main actors of the disruptive panorama they do not stop being based on needs that could be classified as superfluous, that Netflix revolutionizes the way in which we consume video, that Uber offers you a great solution to take a taxi or that Amazon gives you a package in a record time does not stop being anecdotal in favor of using the true technological potential to solve even the most basic needs.
All of the above follow a similar pattern, offer a platform model, simplify processes, eliminate intermediaries, lower the price and lower costs, provide a more measurable and personalized value, facilitate access and instantaneity, all in real time, measurable and with a more direct connection.
Talking about exponentiality here would apply to do the same action in one step, whereas before it cost you ten steps.
Let’s not be fooled as to why and what is still the same, that is, the self-created needs that come from the industrial revolution are being reinvented, the how is changing but you are practically doing the same differently, but we are Still basing on superfluous needs, Google or Facebook are two big companies that have reinvented the advertising model, Amazon or Alibaba reinvent the trade model, but in essence it does the same thing in another way.
We could move to a model of monopolistic mega platforms combined with the essence of P2P, in which politics and business are managed from person to person directly.
Each super platform has in itself an associated risk; YouTube feeds on the publicity that it adds to its YouTube players, if the YouTube players will think about how to advertise among themselves, sharing common interests and audiences would make the model of the mega platform obsolete.
I think that once you have been disruptive the chances of your business permute in the digital world are very high; this is where the obsession to innovate comes in.
Whenever you are dealing with technology, there is a huge gap for the individual himself as a participant in the community. These individuals are organized by interests to meet needs. That the platform is the means, does not mean that the community does not decide to act on a particular day autonomously.
The real disruption is in the sense of community and collaboration, P2P networks formed between people who share the same interests open primary disruptive doors, advances in the generation of open and collaborative software are generating a new model of organization, P2P as a model Maybe it is the most significant disruptive and changing component in the future.
The network was born to be built among all, that the Google search engine monopolizes 90% of the market is not good for anyone, no matter how well we fall and the great products that offer us free we must be more critical and think that there is always a commercial interest that structures all this information, we must work on net neutrality, internet is for everyone and for everyone, let’s not forget it.
As soon as we change the energy model, moving from fossil fuels to clean energies, if there will be a substantial change, the energy need will be even higher than now, but the way we deliver it will cause drastic changes in the economy, in the markets and consequently in the activity of each citizen.
Robotics and automation will change the work landscape, there is a lot of fear about the jobs that will disappear, and how difficult it will be to adapt to the new environment, not everyone will be prepared to do jobs that we do not yet know, the automation speed will be higher than our learning capacity to create activity in the new scenarios that are approaching, in this GAP will be where the most relevant social changes take place. Here the needs will change.
We have not stopped to think that in a society where production mechanisms are not human we will have an overproduction of goods, there will be much more supply than demand, prices will fall and perhaps to sustain the equilibrium the purchase through universal basic income should be encouraged.
The robots will work in 24 × 7, if in eight hours they manage to triple the production of a person, think that they will do it in 24 hours, there will be more abundant than ever and less income consequently, even if the prices are cheaper, it may suppose an ordeal to remove the 6 euros flat rate that is worth Spotify.
What will we do then ?, once the needs that are based on material goods are covered and also if we do not have to work to feedback and consume within those same needs, we will inertia devote our time to subjects such as Astronomy, Science, Longevity, Art or Philosophy.
We will return to the roots and more classic currents under a privileged point of view and more evolved than ever; this is where the human will take a big disruptive step.
Here the why and the what, the explosion of curiosity, will make much more sense.
There is a lot of talk about autonomous cars, carsharing, ridesharing and carpooling and what we do not stop to think about is that in 10 or 15 years we will work on a global platform model, hyperconnected, with simultaneous language translation systems.
You will have virtual and augmented reality tools that extend your physical presence in a virtual world, as well as a suite of personalized services and on-demand that will ultimately cause a sedentary lifestyle and a sense of relocation, in this environment we may not need to take the car inside of the wheel to reinvent an industrial invention that may not meet the expectation of digital necessity.
The sense of doing it yourself will change the productive model, and it is not that the manufacturer is going to make a robot but that this robot may be part of your essential belongings, and consequently, you will have the capacity to build material and consumable goods from your house.
Directives from companies around the world are putting the focus on what we call the generation of the Millennials (those digital natives born between 81 and 95), they tear their clothes to understand how we sell to this generation! That will account for 75% of the world’s workforce by 2025.
This generation will shape and change Maslow’s pyramid of needs and not by a very modern application or by a determined lifestyle if not by values, they have no sense of ownership, they are innate collaborators and their motto is based on less means more.
The generation that changes its consumption habits will be the generation that changes the world, based on a true technological disruption. They are not unique beings, nor especially idealists, but merely the consequence and reaction of the previous state of origin, to call it evolution.
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