For over 150 years our economies, culture and society have been shaped by a
straight-line logic producing considerable economic success. However, in the
dawn of the Networked-Society, a straight-line logic of getting stuff done
becomes a barrier to progress. Why? Because, the change wrought by the
networked society is structural challenging how markets and organisations
have co-evolved over the last 150 years.
This creates a dilemma. And the dilemma is this How can firms and the
people that work in those firms, develop coherent marketing
strategies/products and services that are premised upon No-Straight-Line
principles when they have been versed only in Straight-Line thinking at
least for the over 35¹s from birth?
So if the 20th Century was about straight line thinking around commerce,
media and communications, the 21st Century will be about a no straight line
approach defined as Engagement.