Friction is Fiction: The Future of Business & Media (Next10)

Friction is Fiction The Future of Media, Content & Business Gerd Leonhard Mediafuturist.com • Twitter: @gleonhard

Foresight & Imagination is crucial Back then... Now

In the un-connected, Pre-Internet world we made lots of money using Friction, Domination + Control

Control was Money

Because Scarcity created Friction which enforced Attention and ensured Payment like...?

Connectivity + Mobile + Social kills the idea of using Friction to ensure or enforce Payment. Youtube.com/user/ScholzundFriends

Note: Connectivity kills the idea of ‘Forcing’ - not the idea of ‘Paying’ Source: Flickr.com/herby_fr

The weapons are coming out Source: ABC / Youtube Image via flickr.com/dunechaser

Would you vote for anyone that proposes this?

In this world... Forcing to buy is like... forcing to love

Right now: Transition Trauma *hat tip to Alan Moore

As a Business Principle, Friction is dead Too expensive to dominate Too many moving parts Too much transparency Too many people talking Too much disruption by new players

Now, it’s about Liquidity. Lubrication Too expensive to dominate Too many moving parts Too much transparency Too many people talking Too much disruption by new players

Empowered and Engaged Users - lubricating the ecosystem

Not Friction but Liquidity Attention is the new Currency Trust is the new Control

We need to make it work with Ubiquity

The Future: few walled Gardens more Jungles.

We need to hurry up with next-generation Advertising

We must With-vertise not @vertise Source:Hugh Mc Leod

We need to switch to natively-connected Business Models

...which means to unlock value to receive value...

We need to give up Control to gain Trust ...and to possibly be ‘In Command’

Think engagement not enforcement Think ‘cars’ not faster horses

Lubricate the Digital Economy

Thanks for your attention! email me at gerd@mediafuturist.com twitter.com/gleonhard facebook: gleonhard

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Friction is Fiction: The Future of Business & Media (Next10)

by Gerd Leonhard on May 11, 2010

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Friction is Fiction: The Future of Business & Media (Next10) — Presentation Transcript