Welcome to the future! The future of humanity and the future of publishing.
I am very excited about my new book Entering the Shift Age and the new model of publishing Sourcebooks has created, the Agile Publishing Model (APM). The APM is an innovative platform that allows authors to make their content available faster and in a more flexible format. For example, to suit your needs and interests as readers, Sourcebooks offers a variety of ways to purchase the content of Entering the Shift Age, either in individual parts (“mini eBooks”) or as a whole. (Check out “How to Purchase: The Agile Way”.) You can learn more about the APM by watching the video below.
This is part of the future of publishing. Now let’s turn toward our own future, the future of humanity.
We now live in the Shift Age, a time of transformation that will be regarded by future historians as one of the most significant periods in human history. The Shift Age is one of those inflection points or times when much of humanity will change how we live, how we think, how we interact with each other and what we do.
We access these mobile devices anywhere and anytime whenever we want. It is the “wherever” that is now the driving force for marketing. The ascendant model in 2012 is to reach the consumer wherever she may be.Not only where she is but when she is there. The platform and therefore the marketing message is totally personal, fully integrated into the patterns of one’s life. Not the living room, not the car, not the newsstand, not the mail box, not the fixed sign by the road, but right here, right now and only for me.
The explosion of choice that fueled the Flow to the Individual has now largely run its course relative to media, until the next disruptive technology comes along (see Augmented Reality in the Technology chapter).
The user, the consumer, is now completely in control and it is the marketer that must first acknowledge that reality and then create the above mentioned “devoted” relationship with the in control consumer.
That is why marketing is in such a transition period in these early years of the Shift Age. Old metrics don’t work. New ones have yet to take hold. The Bridge Generation is leaving the business, the GenXers are finally get a chance in the marketing arena but are having trouble letting go of what they have learned, leaving, once again the Shift Age Generations to shape marketing for the next 20 years.
Elsewhere in this book I have referred to “memes to movements.” This dynamic will apply very strongly to the marketing of brands in the Shift Age. The definition of the word “meme”, coined by the great scientist Richard Dawkins at the beginning of the Information Age, is:
an idea or element of social behavior passed on through generations in a culture, especially by imitation
a cultural item that is transmitted by repetition in a manner analogous to the biological transmission of genes.