The timing is perfect for the emergence of the next Facebook

by bold-lichterman

How do you reopen a Web that has closed in ten years? ” The impetus will come from new “genius chicks” who with a step ahead will seize the deep movements that drive us to question these “old” institutions, Google and Facebook, which gradually but inexorably cut themselves off from the reality of the world. The world is still moving… ”

“France must accelerate its digital revolution”. This is the title of my article published in Echoes on March 7 and which prompted many comments, revealing a deep unease that deserves attention.

The world is still moving

Without a doubt, we are absent from the platform war, these business models which “eat up the world” and which the American leaders are waging among themselves. Would our intelligence, as brilliant as it is pessimistic, push us to a form of renunciation? Would we be condemned to depend on American models, if not to feed them with the multitude of technological start-ups which are the pride of France but which are born with the (secret) hope of a transaction at a gold price to complete in the bosom of a Silicon Valley giant. Come on! If we missed the first step and let “awesome scamps” create empires by connecting the planet, the second is within reach. The world is still moving …

Digital is scary

Like all previous technological revolutions, the digital revolution brings the best and the worst. It is clear that the first phase of this “revolution” locked us in a logic of the worst. The observation is violent, especially for those of us who have been defending for more than ten years the capacity of the Internet and new technologies to create a better world. But we must face the facts, despite the possibilities of sharing experiences and knowledge which have reached unprecedented capacities, the future has never been so anxiety-provoking or uncertain. Uberization, Big Data, robotization, precariousness, digital technology is scary. What a paradox! A crisis that brings us back to the beginning of the beginning. Everything has to be done!

The public will always have the last word

Who ultimately decides on the relevance of a new business model? Despite the immense political and financial pressures to preserve rent situations, the public will always have the last word. “I take or I don’t take!”. And if we know how to hear the deep signals that our environment diffuses, today the public expects that we offer them (more or less consciously) an alternative to the predictive world of algorithms that the great leaders impose on us or that of an economy on demand who needs to come of age. If Facebook pleases us and keeps us addicted (in the name of its business model), the quality of our presence in others is in the head of each of us. If we use it, it is because it is easy and there is no other alternative.

Relegate Facebook and Google to oblivion

Finding the keys to a true sharing and knowledge economy is to relegate Google and Facebook to oblivion, which have only understood half of the story. This is also reported Stephane Schultz citing Bruce gibney in the Digital Factory : “Most of the“ Moore’s law ”(exponential increase in information processing capacities) is now used for non-essential objectives”; or Eric scherer when he explains that “artificial intelligence has become a commodity that will be bought piecemeal from a handful of giant firms which will have accumulated years of learning and trillions of data”.

What future do we want?

The question could be summed up as follows, as Eric Scherer says in Meta Media: “How to reopen a web that closed in ten years.” “We are all looking for a win / win model, but we have not yet found it, we should move from a state of mind of competition destroying value to a collaboration that adds value”, notes the boss of Etisalat , or even: “Use algorithms and artificial intelligence to create augmented intelligence and solve the complex problems that the ecological and social emergency poses to us”, says Yann Moulier Boutang. “What would happen if machine and man cooperated?” Would it be possible to combine human strategic ability with the analytical strength of computers? ”Kasparov commented after his defeat against Deep Blue.

Tackle the question of the future of work, its remuneration, health, free will, education. It is around these questions that we must build our future business models by giving them a real “raison d’être”. The public is waiting for new avenues for the future and they are setting the bar very high. It is to these questions that we must answer to get out of the sea serpent that we call the economic crisis and regain control of the American leaders who are weakening in becoming institutionalized (Google which becomes Alphabet). “What future do we want? Play the hamster in the wheel or enjoy a mindfulness. Now is the time to make sure that we are going to build the future we want ”, notes with humor John Rousseau, president of the artefact agency.

As history shows us, the impetus will not come from politics or from institutions that arrive (or not) in the second line to consolidate the ruptures. This is the example of the American state which, through NASA and the army, has enabled the development of Google and Apple. The impetus will come from new “genius chicks” who with a step ahead will seize on the fly the deep movements that drive us to question these “old” institutions, Google and Facebook, which gradually but inexorably will cut themselves off from reality. of the world.

Change gear

Nobody is late! Today is the perfect timing to abandon our little complacent arrangements and “change gear”, move up a notch, project ourselves into the future with a new vision of the world and real strategies to position ourselves (without going back into the future. back) in this ageless debate that reports Guillaume Renouard in the columns of the workshop : “In a famous dialogue of Plato, the Gorgias, Socrates is opposed to the Cyrenaic Callicles.

The latter defends a hedonistic conception of existence according to which the good life consists in satisfying all his desires, not repressing his passions, and on the contrary striving to satisfy them as quickly as possible. Socrates retorts that his ideal comes down to posing as a model the plover, a bird which evacuates its food as quickly as it ingests it ”. If Socrates wins the verbal jousting hands down, it seems that time has proved Calliclès right: the economy seems more than ever turned towards the immediate satisfaction of the consumer’s slightest wishes. Socrates or Callicles? It’s up to us to choose …

francois-nemoFrancois Nemo is a partner at Ifbranding, since 2010, a consulting company in strategy, management and brand design.