Vaporized: How to Thrive in a Dematerialized World
Digital technology has upturned entire industries and irrevocably altered the way we live, work and do business. Now, it is set to transform every sector and economic system on the planet in almost unimaginable ways — even those once thought to be immune from its effects. In his groundbreaking new book Vaporized, digital pioneer and business futurist Robert Tercek takes us inside the world's largest cultural and economic transformation since the industrial revolution, and explains what it means to consumers, employers and policy makers. Dynamic and engaging, Tercek does for digital business theory what Malcolm Gladwell has done for sociology, translating a complex, arcane subject in approachable and relevant terms. In contrast to the digital-era doomsayers and hand-wringing pundits, Tercek offers an insightful, optimistic analysis of the future and a practical blueprint for survival that no business leader, from the Fortune 500 CEO to the small startup owner, can afford to ignore.
be summarized in one word, it would probably be “transcendence.” He believes that human beings are distinguished from all other forms of life on Earth by our ability to surpass our natural limitations—and our impulse to do so again and again. What animates him and his followers is the conviction that humanity will steadily continue to overcome the limits that constrained previous generations on the path towards ever-greater accomplishments. The saga of human civilization is a sequence of heroic
newest model human beings. We all seem to have adopted the chronic habit of viewing life through digital displays. They are better adapted to this new perspective. We’re supposed to get 8 hours of sleep each night, but for most people the average is 7.2 hours. Estimates for daily screen time range from 7.4 hours to 12. From the moment we wake up until the moment we go to sleep, most of us are in front of a screen of some sort, whether it is a desktop computer at work, a smartphone while
2 FROM PRINT TO PIXELS Everything that can be digitized will be Dawn of digital media– Linotype’s evolution– The activated audience 3 TELEVISION AND INSTITUTIONAL DENIAL Everything that can be unbundled will be Old media’s blind spot– Rise of mobile video TV as second screen 4 SWITCHBOARDS, MARKETS, PLATFORMS, ECOSYSTEMS Everything that can be infrastructure will be The first social network– Airbnb’s unfair advantage– Value control points 5 BIG BULLIES IN THE APP DICTATORSHIP Everything
talent whatsoever: garish birthday announcements with ugly clip art, unreadable yard sale signs, clumsy attempts at personal newsletters. Jokes about unsightly desktop publishing disasters abounded. It was easy to laugh about these ham-fisted efforts. But those who dismissed these amateurish attempts to master embryonic software programs missed a much larger and subtler trend towards activation, in which audiences ceased being passive consumers and began to engage meaningfully in the process of
expensive. To hail a taxi involves standing on a street corner, defying weather, waving a hand in the vain hope that an approaching taxi driver might see it and stop to provide a ride. In comparison, the ease of Uber’s mobile app and cloud connection makes the old taxi experience feel positively medieval. On Uber, nobody hails anything. The driver and passenger choose each other from a field of offers in a real-time marketplace that is constantly updated. The Uber app provides the passenger with