Fluent Simplicity

 As I write this, I think of the Conan O’brien skit where he and a guest look into the future.. “all the way to the year 2000.”

Everyone involved in the Web — and I mean really involved — has a take on where things are heading. The brilliant minds at Forrester, including Charlene Li and Jeremiah Owyang cover off on social computing. Legal marketing has a number of reputable experts, including Kevin O’Keefe, Ron Friedmann and Steve Matthews. Plus my all-time favs: MIT TR, HBR and Wharton.

Here’s my take… most situations can be viewed in a simplisitic model: structure, pattern and process. This model came about from spending hours spent away from the computer, reading about complexity and chaos theory. Ever since I read how von Clausewitz used formulae to describe battles, I felt that there was potential for describing other conflicts or trends. Perhaps I’ll get to that someday:-)

Structure:

• Open-Source
• Bandwidth increases, especially in the “last mile”
• Mobile technology is in its infancy; watch for growth. 

Pattern

• Visualization isn’t as much a 2.0 trend as it  is a process extending from the beginning of the Internet. Text-based browsers, MUDS, Mosaic, mash-ups and even virtual worlds like Second Life are part of this larger process. Expect this to continue… perhaps in ways we can’t conceive of today.
• Usability will continue to be a focus of improvements, thanks to market leaders such as Apple and  experts like Steve Krug.

Process

• Decentralization — Brands are moving away from a corporate Web site. LinkedIn, Wikipedia and other sites now hold marketing value. Conversations with customers form another facet of this decentralization.
• Democratization — User generated media has a foothold in our lives. While I’m struggling with the place of YouTube in law firm marketing, it’s here. Ignoring it is bad for business.
• Diversification – I find the term convergence too tech focused. We are, in fact,  diversifying our lives with various technology to communicate. Handhelds, laptops, gaming consoles and media platforms allow us to reach beyond our physical constraints to consume services and connect with others.

What does this mean for strategists?

• The future is evolving in front of us and because of our collective actions. Keep an ear to the ground!
• Avoid the tendency to hold on to outdated (or market-driven) beliefs. I’m sure I can find an example in my previously mentioned legal marketing thought-leaders.
• Examine trends with cost, value and above all, objectivity. Logic, my friends, serves us well.