What has happened to music, books, and movies is now happening to games, newspapers, and education. The pattern will spread to transportation, agriculture, health care. Fixities such as vehicles, land, and medicines will become flows. Tractors will become fast computers outfitted with treads, land will become a substrate for a network of sensors, and medicines will become molecular information capsules flowing from patient to doctor and back.
These are the Four Stages of Flowing:
1. Fixed. Rare. The starting norm is precious products that take much expertise to create. Each is an artisan work, complete and able to stand alone, sold in high-quality reproductions to compensate the creation.
2. Free. Ubiquitous. The first disruption is promiscuous copying of the product, duplicated so relentlessly that it becomes a commodity. Cheap, perfect copies are spent freely, dispersed anywhere there is a demand. This extravagant dissemination of copies shatters the established economics.
3. Flowing. Sharing. The second disruption is an unbundling of the product into parts, each element flowing to find its own new uses and to be remixed into new bundles. The product is now a stream of services issuing from the shared cloud. It becomes a platform for wealth and innovation.
4. Opening. Becoming. The third disruption is enabled by the previous two. Streams of powerful services and ready pieces, conveniently grabbed at little cost, enable amateurs with little expertise to create new products and brand new categories of products. The status of creation is inverted, so that the audience is now the artist. Output, selection, and quality skyrocket.
These four stages of flowing apply to all media. All genres will exhibit some fluidity.
– from “Inevitable” by Kevin Kelly