What & Who Will Move The Web Forward?

by Jay Deragon on 01/31/2008

What & Who Will Move The Web Forward?The web has steadily become a utility of the masses. We’ve all become familiar with using the web for communicating, surfing, shopping, receiving information in different forms and a host of other usage attributes both personally and professionally.

The web economy has largely been fed by advertisers vying for eyeballs and attention. Advertisers have been a fundamental resource of the web economy. When a change occurs that alters the old models and creates improved models with a promise of higher returns then said changes are likely to create systemic shifts across the entire web.

Systemic changes ripple through the entire web and influence the system from end to end. Any new innovation usually spawns further innovations throughout the supply chain of interconnected elements that fuel the usage patterns of the web as we know it today. We are at a point of web history in which systemic changes are being fueled by the innovations facilitated by the social web.

The social web brings more influential human elements with global reach than any previous technological development in the history of the web. Combine the influence of the human elements with the innovation and demand of the swarms and you have a scenario that will fuel further changes unforeseen, unpredictable and unimaginable.

What and Who Moves the Web Forward?

Today’s Web 2.0 initiatives, silo networks and emerging models are the infants of what the web can and will be, sooner than later. The BIG (IBM,Microsoft, Google, Facebook, etc.etc.) are influencing the web with incremental innovation that just fuels the appetite of the end user for more individual control, less silo’s mentality and more openness. The current models of the “BIG” are economically fueled by shifting advertising models from brands anxious to be just a click away from the end user and always in our face. The small represent over 600 million users of the toddler web, known as Web 2.0, and the users want to reduce the cycle time by which the toddler web grows up.

The “what” and “who” that moves the web forward are driven by thought leaders and influences from both the BIG and the small. Google’s OpenSocial is an example of the BIG pushing the “open” ball forward a notch, but not a leap. Doc Searls VRM Project is an example of one person, both BIG because of the depth and breadth of thinking and small because he is one person, setting in motion a path for the web to grow from a toddler to an adult. Doc’s vision and roadmap of the web can and will be fulfilled when the small unite in mind and spirit and influence the BIG to follow the vision.

There are others like Doc who see the web as a tool for creating abundant markets worth trillions of dollars in new trade, the trade of a new economy. We choose to point to Doc Searls whereas The Cluetrain Manifesto laid the foundation of the track that would bring the web forward. Doc’s VRM Project is the fuel that accelerates the Cluetrain to a future that is open, enabling to individuals and empowering to institutions that understand the power of a system that is open with no borders and enables free trade driven by relationships that create transactions in the new economy, The Relationship Economy.

Since this is the tenth anniversary of The Cluetrain Manifesto it is time for us to fuel this train and give it speed. If you agree then show your support by joining in a conversation with us and Doc. A group on Linkedin has been set up as well as a group on Facebook. Lets celebrate and stoke the engine of the Cluetrain with conversational fuel that awakens the markets.

What say you?

{ 3 comments }

Soila Kozub July 4, 2011 at 12:57 am

Can I just speak what a elimination to find famous person who really is aware of what theyre speaking regarding on the web. You completely acknowledge the best way to carry an matter to mild and build it significant. Extra individuals have to read this plus understand this facet of the narrative. I cant believe youre not more widespread because you positively have the gift.

Web 2.0 Social Networks Innovations February 18, 2008 at 2:27 am

I gather always different opinions about web 2.0 and how to market with the different mindset of the \”new\” Internet. Will social interaction and networking really make the web different? Thanks for your thoughts on this!

Dan Robles February 1, 2008 at 2:07 am

In the old days, knowledge was tangible only within the legal and organizational construct of a corporation. All Web 2.0 applications – commonly referred to by the phenomenon of social networking and user generated content – will converge creating a condition in which knowledge can become tangible outside the construct of the corporation. Knowledge will behave like a financial instrument and social capital, creative capital, and intellectual capital will be traded like currency in the form of information, knowledge, and innovation. This will change everything, most notably the political priorities of our planet – more on that later.

However, we are a long way off unless we do the following: Knowledge needs to walk like a buck, talk like a buck, and quack like a buck – so all we need to do is plug what we know about group knowledge into the model for finance.

Just like a corporation, there must be an inventory. We need a comprehensive inventory of our knowledge that is machine readable – the resume system is the most ridiculous knowledge management instrument and must be scrapped immediately (sorry Monster). Something like the Universal Decimal Classification System would be superior. Next, all financial instruments are defined in terms of a quantity and a quality. That means that people must hold title to their pieces of the bell curve corresponding to their individual knowledge inventory. Most importantly, all successful markets have a vetting mechanism. In order to have a successful knowledge market there must be a social vetting mechanism. This means that social networks, communities of practice, affinity groups and all the rest MUST act as accrediting agencies for their knowledge domain. Today CoPs and social networks are just cute little debate clubs hanging out on-line waiting for someone to spam them -and they call it cool. Nothing will happen until they organize themselves into accrediting bodies – look at PMI and IEEE – these titles mean something because their CoP is organized. This needs to happen on a local level as well. If it can be predicted, it can be financed.

In the financial model, one assumes that they have the knowledge required to execute a business plan then they go to the bank to get the money. In the Web 3.0 world, one assumes they have the money to execute the business plan and they go to the innovation bank to get the knowledge (people). The more knowledge they have, the more money they can borrow and the more money they can borrow the knowledge they can borrow. Web 3.0 is a virtuous circle if immeasurable benefit for humanity. It’s up to the social networks to get off their asses and do something with it (it does not need to be perfect, the entrepreneurs will do the fuzzy math). By the way, it’s the last thing that corporations want you to do.

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