At one point in the Google Wave Preview video, Lars Rasmussen proposes the question what email would look like if it was invented at this point of time. He continues by telling that there are a million ways to concretize the question and that Google Wave is their attempt.
I must say, it’s an impressive translation of their vision on the question.
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A diarchy is a form of governing by two rulers, diarchies are known for instance from ancient Sparta and Rome and is one of the oldest types of government.
The Spartan diarchy is suggested to be a solution for: a struggle between two Spartan families or to stay away from an absolutistic ruling.
The distribution of power amongst content and context is meant to prevent a struggle between two forces and meant to avoid focus of attention and power of either content or context exclusively. Emphasis, focus and importance on both intertwined is the key.
When reflecting on diarchies and thinking about it in relation to the current phase of the Internet evolution, not only the Content is King (as often is written), but the Context needs to be acknowledged and treated equally influencing as the second valid King in the diarchal rulership over the Internet and business landscape.
This evolution is certainly not new, business already undergo these transitional phases.
First there was the production oriented era, then the sales oriented era (think of Ford and his quote in his autobiography “Any customer can have a car painted any color that he wants so long as it is black“). Then came the realization and insight that marketing management was needed to have a clearer understanding of the context (marketing oriented era).
Marketing evolved from inward focus (organization) to outward focus (consumer), this is exactly what the Internet evolution is going through as well and forcing businesses to adapt.
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Article: “Digital Darwinism”
Source: Strategy+Business
An extensive report with a global (meta-) insight on the evolution of marketing, the E-conomy, the conducting of business and the role of the consumer.
The title is suitable due to the fact that the marketing ecosystem (as the article calls it) is at an evolutionary threshold.
The transformation is occuring rapidly, those who adapt fast, who understand the new environment and the place of their prosumers will thrive, those who adapt slowly will encounter many challenges and possibly won’t survive.
Article: “Managing beyond Web 2.0″
Source: McKinsey Quarterly
Much has been written on this subject, the ‘new’ marketing transparency and co-creation by prosumers are affecting the rapidly changing landscape.
What I do find interesting in the article is the model which is created by the Sloan Center for Internet Retailing that is called LEAD. The model suffices as a roadmap which can be applied to the constant changing environment.