I cross-posted this to my blog at work. It seems to apply equally to the outside world.

This blog post from the CTO of Cap Gemini got me thinking. He references something propethic Peter Drucker said years ago, about the first technology innovation being all about printing (I can’t find the original Drucker quotes, so I assume he meant Gutenberg) and how it displaced monks as the sole source of knowledge management. Publishers now held all the distribution power, but the general public had much freer access to information.

Fast forward a few hundred years and things haven’t changed much; a tiny minority of publishers hold all the power in deciding what gets bound, distributed and sold. Sure, there are underground ‘zines and such, but their reach is miniscule. Drucker’s afore-mentioned comments were about the PC, which signalled changes to the way information was gathered (like Gutenberg’s movable type machine supplanting the monk’s pen), but he probably didn’t know about the internet (still called Arpanet at the time) which would go on to provide an incredibly efficient distribution network reaching practically everyone (which Gutenberg couldn’t have even conceived of). In recent years we’ve seen personal publishing tools like blogs get us past the PC limitation; even five years ago to get any content online you pretty much needed to know how to write HTML and secure web hosting, but now anyone can fire up a blogger or wordpress account and let ‘er rip. Continuing the analogy, this is not unlike Gutenberg delivering one of his presses to every household who wanted one, complete with a team of messengers who could run printed copies around the world in a few seconds.

So what does this mean? Who cares if everyone can now blog about their cat or what they ate for dinner last night or whether Ubuntu Linux is better than OSX? Well, it goes beyond that. Consider this other example I found this morning on Church Of The Customer: given the interesting way in which Snakes On A Plane has developed, Samuel Jackson is advocating an open-source, script-by-committee movie.

Meanwhile, Wikipedia‘s been judged to be about as accurate as the Encyclopaedia Britannica, artists are posting their music on MySpace and winning over fans they would never have found living under the thumb of the recording industry (just ask the Arctic Monkeys) and products like Dell and Kryptonite bike locks are finding out the hard way that bad news travels fast.

Think this doesn’t apply to you? Wrong. It applies to everyone. As of today, no one controls their own marketing.

[tags]cap gemini, peter drucker, gutenberg, social marketing, social computing, wikipedia, snakes on a plane, dell hell, arctic monkeys[/tags]