There is no doubt that, as defined by the author of "Liquid Modernity" (Zygmunt Bauman), we are in the age of the aqueous element, which affects connections, the acceleration of time and the places of transit.
Now, if we make this analogy of the state of matter with the world of current business
and manufacturing systems, we will find that there are emerging two forms of thinking, two paths that are beginning to be separated: the Gaseous businesses and the Plasma businesses.
Going from solid to liquid; from craftsmanship to industrialization (with its consequent standardization), we arrive at a pure service economy. Here are two roads. Do we continue forward or do we reflect but keep on walking?
It was Random (gaseous state)
The Big Data is like a Trojan Horse already installed in our gadgets. Too much information, multiple options, and countless decisions. How could we know which is the best option? For example, when you go to a supermarket to buy yogurts, there are about fifty options. Now, imagine if you had to choose between a thousand, you would probably choose the one that you already know.
Here comes chance, Random thinking
, an era of experiences but understood in a radical way, since these are based more on experimentation and discovery (the fifth essence of the human being).
At what restaurant are you going to dinner? Are you looking for something near you? What does your social network recommend? Agh, what a laziness! None of that, surely you will search randomly and end up going to a new restaurant that you would never consider before. You accept the game, you accept the decision to try and live new experiences, whether they are bad or good. In this case, the discoveries come first.
Another example is the Bikini Tour concept, which no longer means going only from point A to point B, it also means getting lost on the road before reaching your destination. So, if you really want to experience or discover new experiences, chance is your ally for those cases.
Now think about all the concepts and new businesses that arise from this thought. Random Sex (new postures every day, who can, of course). Random Food (oblige to eat new things, maybe you like things you have not known). Random Fashion (brands that change every month or when the clothing prototype arrives). Just think of the word "random" and innumerable lines of business come up.
It was Plasma (an intermediate step between solid and liquid)
Another answer is the Plasma thought, which is based on recovering the authentic, towards the identity
, to stop the reign of the ephemeral. Here the product prevails over service, but do not forget it, it is the matter excellence.
It is not solid or liquid, it is a boundary between both states
. Think fast but at the same time slowly, understand what you are but keep looking forward. This dynamic is a more flexible step than the well-known Slow
movement. The plasma era understands natural rhythms but relies on technologies to be fast and flexible. In this respect, the craftsmen will be the pioneers. Let's go back to them, to the essence. They should embrace this thought or their world is at risk.
Applying this philosophy, we can find the Dovase
project carried out by Thinkers Co., a tool that connects a Master Craftsman with the final client. This tool understands the limits of the product, and the user creates his own piece.
Solid (Craftsman) + Liquid (User) = Plasma (Flexible tools).
Whatever path we take when designing new business models, what is clear, is that the user will be more and more complex every time and that their decisions will be more random than before. So, we should be an extremely agile company to be able to satisfy our client