business symbiosis

Apologies for the lack of blogging: vacations and work have gotten in the way and I guess that I have not gotten into the blogging habit enough for it to be under my skin.

But now that I'm back, I have a lot to get off my chest!!!

There has been a lot of chatter in the blogosphere and press about how marketing has to change, the demise of advertising etc. However, I think that something bigger is going on - a fudnemental shift in thinking of the world: a change from valuing big to valuing small.

I found this piece on influx . It was originally intended to compare ebay and skype (a great VOIP company). But it also lists what the characteristics are of great companies today and great marketing.

1.They have ambitious, clear and focused goals (BHAGs)

Skype- "to be the world's largest internet communication company"

E-Bay- "to be the world's leading platform for online commerce"

2. They provide a superior alternative to the incumbents and they give some of it away

3. They innovate in real-time and don't rest on their laurels

They understand the consumer is fickle and ready to jump ship at any time

4. They value their community- they seek its advice and they respond to its needs

They are bottom-up, rather than top-down

5. They open themselves up to collaboration- they open-source their code

These characteristics are indicative o a shift: a shift away from big, controlling companies who want know everything, and towards companies that look at the world in terms of a network which they can plug into, provide value for and ultmately grow. It is not about entrepreneurialism, but about business symbiosis - creating a world where real relationships are created and valued.

I am planning to write more about this but if anyone out there has any thoughts I would love to know them.