Matter is made up of three states: solid, liquid, and gas
. There is no doubt that as Zygmunt Bauman
, author of “Liquid Modernity”,
defines, we are in the era of the aqueous element, which affects the social and individual condition of the human being, connections, the acceleration of time and places of transit.
Now, if we take this analogy of the state of matter, to the current business world
and manufacturing systems, we will find that there are emerging two forms of thinking, two paths that are beginning to be separated: the Random 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:
- We continue forward.
- We reflect, but keep on walking.
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 multiple options and, if you had to choose between a thousand, you would probably choose the one that you already know and have tried before.
This is where chance comes in, Random thinking
. The business models of this thinking focus on experiences, but understood in a radical way, since these are based more on experimentation and discovery (the quintessence of the human being).
To delve into this, ask yourself the following questions: When you are looking for a new restaurant to go to dinner, are you looking for something near you? Do you see recommendations on your social networks? Maybe yes, but it is also very likely that you search in a somewhat random way and set out to simply explore and discover
new restaurants that you would not have considered before. With this you accept the game, you accept the decision to try and live new experiences, whether they are bad or good. Here the discovery prevails.
We give you another example with the concept of Bikini Tour. The experience is no longer about going from point A to point B, but about getting lost along the way, but reaching your destination. If you really want to experiment or discover new experiences, chance is your ally.
Now think about all the concepts and new businesses that come out of this thought. Random Sex (new positions every day. Whoever can, of course), Random Food (force yourself to eat new things, maybe you like things you didn’t know), Random Fashion (brands that change every month or when the clothing prototyping arrives). Just think of the word “Random” and countless lines of business emerge.
On the other hand, the Plasma Era is based on recovering the authentic and the original identity, with the aim of stopping the realm of the ephemeral.
Although the product prevails here, the service is still the excellence of the material. 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 has a more flexible perspective than the well-known Slow
movement. The plasma era understands natural rhythms but relies on technologies to be fast and flexible. In this sense, the artisans will be the pioneers, and in turn they must embrace this thought or their world will be in danger.
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 the path we take when designing new business models, what is clear is that the user will be more demanding and complex, and their decisions will be more random. For this reason, and as a company, we must be increasingly agile
, with the aim of being able to satisfy our clients and their needs regardless of the nuance they acquire.