A world of differences - no longer a single recipe for success (coping with increasing segmentation and fragmentation)

Almost every time I speak somewhere people ask me for my take on how to be successful in the future, in their particular domain. I have been thinking about the best response to this, for quite some time, and I have come to the conclusion that the best possible if somewhat least pleasing answer is "it all depends". The bottom line is that because people have so many more choices now, everywhere (and just wait until that becomes even more of a reality in the BRIC countries!), that we - the people formerly known as consumers - are becoming increasingly segmented, fragmented, customized, personalized... and re-aggregated ;) Dozens and 100s of tribes of people who do different things, who act differently, use different devices, communicate differently - gone are the days of easily identifiable, large, homogeneous mass markets. Time for your intuition to take over.

Comments

[Endy Daniyanto]

"Dozens and 100s of tribes of people who do different things, who act differently, use different devices, communicate differently."

I agree Glen. You're right that it's time to return to an organic paradigm of information distribution and consumption. It's time to return independence back to the humans (instead to the institutions like in the previous industrial era).

Cheers,