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Agile Publishing Model.

Futurist David Houle

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.


Entering the Shift Age: Content Review

Chapter Twenty-Three: Brands and Marketing

Brands and their marketing will change significantly in the Shift Age. A good bit of this change has to do with the fact that the Shift Age is basically coincidental with the beginning of the 21st century. The 20th century was the century of media as we know it. Newspapers reached unprecedented mass, radio reached into the home, movies became mass entertainment, television changed the world, followed by cable television. Finally, in the last decade of the century the Internet brought the century and media as we knew it to a transformative close.

Brands and marketing were completely shaped and driven by this media-centric century, as it was media that allowed marketers to create branding through it. Much of what was, and with a good dose of legacy thinking, still is considered to be definitions of brands and marketing was formed in the last 50 years of the 20th century. However, in the 21st century and now the Shift Age, all of these definitions and axioms are being challenged and destroyed. The Internet has assumed supremacy. It has subsumed much of formerly dominant individual media forms from the last century and instead is becoming their connective tissue. It certainly has fundamentally changed consumer behavior and of course it is to the consumer that brands are marketed.

 

Chapter Twenty-Two: IP is the Wealth of the Shift Age

Modern humanity, has been around for approximately 150,000 years. During this time there have been four ages. Each age has had its primary form of wealth creation.

AGE

CENTER OF WEALTH CREATION

Agricultural Age : Land
Industrial Age : Production
Information Age : Technology
Shift Age : Intellectual Property

It must be noted that of course all forms of wealth creation listed about are present in the Shift Age. It is just that in this new age the value of Intellectual Property will be ascendant.

 

Chapter Twenty-One: The Arts

Art, artists and the arts express the beauty and often the essence of a society, culture or civilization. In fact, artists are often suggesting where the society or culture is going. The old line about “life imitating art” certainly applies. In the last 125 years art has certainly done this, whether it was the futurist art movement or the cubists in pre-WWI Europe giving us an early look into the speed and fragmented aspects of 20th century life or the pop art in the early 1960s that was a precursor to the brand oriented pop culture of the latter part of the 20th century.

Music and theater has always been of its time as well, reflecting the sound and drama of current society. From the dissonance of jazz in post WWII time to the electrified rock and roll of the 1960s to today’s electronic dance music all speak of their respective times. Music comes into being as an expression of its time and then becomes preserved, as does visual art, in cultural institutions that honor the great works of the past. It is as though art in all forms leads the way and then embraced by the culture, it moves into its institutional honor and preservation phase. So art is an early signpost of the direction of a culture. Then when embraced it becomes of the culture and finally the culture institutionalizes it and a new wave begins.

 

Chapter Twenty-Two: IP is the Wealth of the Shift Age

Modern humanity, has been around for approximately 150,000 years. During this time there have been four ages. Each age has had its primary form of wealth creation.

AGE

CENTER OF WEALTH CREATION

Agricultural Age : Land
Industrial Age : Production
Information Age : Technology
Shift Age : Intellectual Property

It must be noted that of course all forms of wealth creation listed about are present in the Shift Age. It is just that in this new age the value of Intellectual Property will be ascendant.

 

Chapter Twenty-One: The Arts

Art, artists and the arts express the beauty and often the essence of a society, culture or civilization. In fact, artists are often suggesting where the society or culture is going. The old line about “life imitating art” certainly applies. In the last 125 years art has certainly done this, whether it was the futurist art movement or the cubists in pre-WWI Europe giving us an early look into the speed and fragmented aspects of 20th century life or the pop art in the early 1960s that was a precursor to the brand oriented pop culture of the latter part of the 20th century.

Music and theater has always been of its time as well, reflecting the sound and drama of current society. From the dissonance of jazz in post WWII time to the electrified rock and roll of the 1960s to today’s electronic dance music all speak of their respective times. Music comes into being as an expression of its time and then becomes preserved, as does visual art, in cultural institutions that honor the great works of the past. It is as though art in all forms leads the way and then embraced by the culture, it moves into its institutional honor and preservation phase. So art is an early signpost of the direction of a culture. Then when embraced it becomes of the culture and finally the culture institutionalizes it and a new wave begins.

 

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