Em­brace the Con­nec­tion Econ­omy

The Insider - - AUDIENCE -

Un­less you’re a fol­lower of thought leader, Seth Godin, you might not have heard about the “Con­nec­tion Econ­omy”; and if you have heard about it, you may see it as just an­other piece of overused mar­ket­ing jar­gon… but you would be wrong.

Like it or not, the days of mar­ket­ing to the masses are over. Stan­dard­iza­tion, economies of scale, and con­ven­tional wis­dom to serve the largest mar­ket pos­si­ble (i.e. the rush to be av­er­age) are be­ing up­ended by a new econ­omy where value is cre­ated by the con­nec­tions we make, not through in­dus­tri­al­iza­tion.

Fu­eled by hu­man­ity and en­abled by tech­nol­ogy, the con­nec­tion econ­omy em­pow­ers peo­ple to do what they do best and lets them do it at a colos­sal scale – con­nect. And through those con­nec­tions they can cre­ate the ex­tra­or­di­nary, do some­thing important and make a dif­fer­ence.

Peo­ple crave con­nec­tion and the busi­nesses that can of­fer more con­nec­tions are the ones poised to cre­ate more value. Ho­tels haven’t quite fig­ured out how to thrive in this new econ­omy yet, but they are mak­ing some head­way with a fo­cus on experience and the mod­ern con­sumer’s val­ues and needs.

At the same time, most pub­lish­ers sadly con­tinue to ig­nore read­ers’ needs and the im­pact the con­nec­tion econ­omy is hav­ing on busi­nesses, at their peril.

It’s time to grow some wings…

Met­calfe’s law states that the power of any net­work is the square of the num­ber of “trusted” nodes on that net­work – which in busi­ness terms equates to this…the most valu­able places on the in­ter­net are the places that con­nect us.

So in­stead of rush­ing to be just an­other node in the net­work, be the node that adds value by bring­ing peo­ple to­gether in a way that in­stils trust. En­joy the priv­i­lege of talk­ing to peo­ple who will lis­ten to you and ex­change ideas to grow. Learn from each other. Stop mak­ing av­er­age stuff for av­er­age peo­ple and start mak­ing in­cred­i­ble stuff for re­mark­able peo­ple. I know it’s not easy, but the harder it is, the more likely it will add value.

One of the great­est Amer­i­can writ­ers of the 20th cen­tury, Kurt Von­negut said it best, “We have to con­tin­u­ally be jump­ing off cliffs and devel­op­ing our wings on the way down.”

Sure there are risks, but if fail­ure is not an op­tion, then nei­ther is suc­cess.

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