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by Steve Sammartino
The Great Fragmentation: And Why the Future of All Business is Small
Preface
About the Author
Chapter 1: The industrial deal: the shift from industry to technology
Terms and conditions
Unlearning
A new business infrastructure
The 4Ps
Chapter 2: A global revolution: industrial leapfrog
Beyond the fortunate few
The multi-generational shift
Changing habits
Lifetime employment
From employees to projecteers
Industrial education
Startup culture
The truth about competitors
Notes
Chapter 3: The social reality: beyond the surface of social media
It’s permanent
Digital conversations = collective sentience
Social media as an industrial-system protest
Network diffusion
Soul-crushing corporations
Notes
Chapter 4: Life in boxes: the industrial formula for living
Parasocial interaction
The homo sapiens operating system
Dunbar’s number
Enemy territory?
Digital clustering
Virtual is real
IRL vs AFK
Virtual is the physical preamble
Let’s go surfing
Digital replicates physical
There is no ‘digital’
What’s your electricity strategy?
The market doesn’t care when you finished school
Getting your digital on
It’s not my job
Welcome to med school
Note
Chapter 5: Rehumanisation: words define our future
Dead-end products
A future of unfinished products
The malleable marketplace
Corporate skulduggery?
Outsourcing logic
The end of bison hunting
The tastemakers
The selfish era
So how do we survive?
Creative types
Collaboration, creative orientation and counter intuition
Note
Chapter 6: Demographics is history: moving on from predictive marketing
How to get profiled
The price of pop culture
The best average
The weapon of choice
Don’t fence me in
How do you define a teenager?
Stealing music or connecting?
Marketing 1.0
Marketing revised
The new intersection
Social + interests = intention
The story of cities
Do I know you?
The interest graph in action
The anti-demographic recommendation engine
Chapter 7: The truth about pricing: technology and omnipresent deflation
Technology deflation
Real-world technology deflation
The free super computer
The crux is human
It’s getting quicker
Technology curve jumping
Technology stacking
Omnipresent deflation
Consumer price index trickery
Connections and the impact on prices
Economic border hopping
The new minimum wage
Notes
Chapter 8: A zero-barrier world: how access to knowledge is breaking down barriers
So what’s changed?
Why do we even own stuff?
The sharing economy
Personal access
Physical access
Ownership is a mental state
Commercial access
Access to everything
A personal global factory
The clothing company
The two-way street
The laptop corporation
Chapter 9: The infinite store: rebooting retail
The physical and virtual challenges
Retail was easy
The retail revolution
What retail forgot
The discount death spiral
Price and range equalise
Same brand, different plan
The questions that matter
Selling online
If you make, you retail (big and small)
Border hopping and digital reinvention
Experience > item
Clues in coffee culture
Chapter 10: Bigger than the internet: 3D printing
A virtual physical reality
The history of technology repeats
The home factory
Piracy on steroids
Dad vs daughter
Notes
Chapter 11: Screen play: post–mass media
Television is no more
Device convergence
Digital demarcation
Mass-media platform fragmentation
The legacy media challenge
Blogs vs The New York Times
Who do you trust?
Screen first
Media then/media now
Platforms on platforms
How to live in niche land
People don’t have average interests
Channelology
The price of attention
Channelling an audience
This ain’t no Super Bowl
Fill the channel void
The easiest way to get attention
Curation
We’re all media companies
We’re all nodes
On the fast track to amazing
Subscription television is doomed
On-demand subscription
We don’t want your packaged deal
The usability gap
In-home demos
Demographics to the people
Screens and cave walls
Advice from a pirate
The content producers forgot
Winners and losers
Chapter 12: Too big to fail?: the great financial disruption
Their own private Napster
They lost the most important asset
So what do banks actually do?
It’s virtual and data driven
The leaky bucket
Circumventing banks
What is currency?
Digital and crypto currencies
It’s just another technology stack
Why should banks care?
Unstable yet permanent
Crowdfunding
Redefining decision authority
Unearthed economic value
Don’t expect a rush on the banks
Do expect marginalisation
Chapter 13: The 3-phase shift: a closer look at the web
The phases
Evolution at warp speed
Inventing and stealing time
Immature technology
The web of things
It’s already begun
Will everything be connected?
Then what?
What’s first?
The physical mash-up
If-this-then-that living
Ambient sharing
Notes
Chapter 14: The big game: an introduction to gamification
Child’s play
Digital game grooming
More than a niche
Games are for nerds, right?
Friday night lights
Yes, but it’s different
Emotions + incentive = shaped behaviour
People won’t share that stuff
Bursting into reality
Rising realism
Doing > having
The gaming mentality
The sixth sense
Our decentralised nervous system
Start making sense
Product = computer
Mash-up heaven
The seed is planted
Not if, but when and who
Chapter 15: System hacking: a great idea with a bad reputation
Hacking defined
Hacker culture
Hacking is inevitable
Retail hacking
Industry hacking
My favourite media hack
Why we have to self-hack
Step forward MOOCs
Yes, but they’re not-for-profits
Chapter 16: The job, the factory and the home: how location follows technology
From the city, to the suburbs, to wherever
Along came Henry
The end of offices
History repeats
Work options
Offices, control and profits
A better office offer
Idea diffusion
The office is not immune
The last industrial relic
Chapter 17: A stranger from Romania: building a real Lego car
A new low for the internet
Digital tenacity
Marketing rocket science
The Super Awesome Micro Project
The hourglass strategy
The human motive
An open-ended strategy
Chapter 18: Market-share folly and industrial fragmentation: industrial metrics
Market-share folly
The key assumption = we know the market
Software is eating the world
Did they see them coming?
Redefining industries through infrastructure
Collaboration with competitors
We’ll just buy the winners
The pace of change
Internal venture capital
Cold War era thinking
Ignore resources and self-disrupt
Chapter 19: The externality reality: is this the end of privacy?
Digital footprints
Geo-locating isn’t weird
A history of privacy concerns
Types of privacy
Privacy vs secrecy
Chapter 20: Business = technology: the 4Ps revised
Product
Price
Place
Promotion
Selling potatoes
The end of ‘big’?
The ‘now’ question
Survival is about evolution
A lab or a factory?
The great fragmentation
Note
Recommended books and documentaries
Index
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End User License Agreement
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