the age of WE

The Age Of WE Has Only Just Begun

I sat down to write WE-Commerce five years ago, and it was finally published by Penguin in December of 2015. I cannot tell you how rewarding it is today to see how my vision of a world where “we would do it for the benefit of the many over the few” has actually come to fruition. When I first started to think about the “world of we” that we are living in today, Airbnb was new, and the sharing economy was simply thought of as a wunderkind economic engine focused on democratizing the use of things like luxury lodging and car service globally.

That provincial notion changed overnight after PwC cited it as an economic niche that would potentially drive $335 billion into the global economy by 2025. Now in 2018, it’s hard to imagine a world that isn’t centered on the power of placing the well-being of the collective we over that of the singular me. Illustrative of this idea is a recent profile piece in the New York Times, where David Gelles wrote about the incredible rise of WeWork from a multi-billion-dollar office space provider, to an entity that is projected to be worth hundreds of billions in the not too distant future. The catalyst for this mind-boggling growth: the company’s mission of instilling a sense of the value of purposeful community into society at large-way beyond the walls of just the workplace. WeWork CEO Adam Neumann summated it similarly to how I did in WE-Commerce, stating that we are heading toward a world “where a mindset of we versus me” will most definitely shape our future.

This phenomenon of doing it for the many vs. the few has led us to the much-heralded age of purpose we are living in today. Holly Branson (yes THAT Branson), like Adam, touches on many of these new ideals in her new book WEconomy. I took a similar POV in WE-Commerce, where I called for a new era of “profiting with purpose”—one where brands would place benevolence at the heart of all they do, with an eye toward doing what is right, not just what’s convenient.

holly branson Weconomy

Holly perhaps said it best when she noted: “Purpose is the biggest transformation to happen to business since the assembly line,” and I couldn’t agree more. Ironically, I spoke of the Model T in my book and analogized the Industrial Revolution to our present decade. I highlighted the shared ideal of redemptive deconstruction—one where the world tears down what doesn’t work and rebuilds again anew with vigor. I truly believe that we are exiting a period of darkness with corporate leaders taking on a heightened sense of moral responsibility that will help direct us toward a much brighter and better tomorrow.

I am proud to say that my company Brandthropologie is not just talking the talk, but walking the walk. Not only are we helping brands follow the ideals of visionaries like Adam and Holly, but we are also working to grow the technology of our own new parent company Centiment. Centiment, an IBM With Watson company, is neurodata technology built to do good.  For the first time in history, we have the ability to quantify, measure + understand human thought. We are at the forefront of this shift and are helping pioneer a new age of marketing + advertising–one that is emotionally-informed, non-biased + purpose-driven.

I predict that the age of We has only just begun. I see a day in the not too distant future, where the line between personal and professional lives will continue to blur as the need to make personal value statements in all actions escalates. I imagine a bright future where the idea of brands isolating CSR and cause into compartmentalized units will evaporate. I see that in the age of collaboration we are living in today, purpose will continue to emerge less as a function of brand aesthetics and more as a vital driver of business strategy and innovation.

Consequently, in order to win in our new world, brands won’t need to just create the best “things”, they will need to embody the best values and ideals, while demonstrating a commitment to extend the notion of profit way beyond their bottom-line. The world of profit with purpose is here stay, and in my humble view, the age of WE-Commerce has only just begun.

Sharing Economy, We-Commerce And The Future Of Business

Billee Howard’s book, WE-Commerce: How to Create, Collaborate and Succeed in the Sharing Economy, highlights a world in which culture and commerce collide in ways that are considered unprecedented and an economy driven by entrepreneurialism and creativity. Howard talks about how the sharing economy ushered a variety of micro-economies that enable people to come together and experience luxuries they’ve never experienced before. She makes the argument that millennials, and Gen Z behind them, aren’t interested in owning possessions, but in sharing, borrowing, and using technology to come together and help make the world a better place.

 

Note – This Interview was originally published at > http://www.c-suitetv.com/video/best-seller-tv-billee-howard-commerce/

Platform Driven Companies Prove We-Conomy Impact

This month’s Harvard Business Review focuses on the rise of businesses of all sizes using platforms instead of mere products to drive company growth.

As the debate continues over the real “sharing” behind the sharing economy, the new platform strategy boom may provide real insight into the undeniable impact that collaborative economy businesses are having on the broader global economic landscape.

As major companies like GE and Microsoft work to transform and grow in size and scale by switching to platform business models instead of product centric or pipeline driven ones, the impact of the WE-Conomy becomes evident.

Platform businesses that bring together producers and consumers as Uber and Airbnb do are capturing increased market share and transforming how competitive edge is achieved. Yesterday it was through product differentiation. Today it is through scale and impact.

With the iOT Predix GE platform for instance, the same ecosystem concept built around the marriage of technology and knowledge or service sharing that drives many collaborative economy models can be seen.

As GE works to go back to its industrial roots, it is using their new Predix platform to shape and define the future of the Industrial Internet. The platform, which falls under GE Digital, is being built to sit at the “intersection of people, machines, big data and analytics.” This new area of GE, recently launched as part of the company’s massive transformation, is expected to bring the company $6 billion alone in 2016.

Microsoft is also using a platform instead of product approach in its huge redesign of its Outlook email program by bringing together outside partners like PayPal, Uber, Evernote and Yelp! to create not just a winning email product, but winning email ecosystem.

According to HBR “With a platform model, the critical asset is the community and resources of its members. The focus of strategy shifts from controlling resources to orchestrating them, from optimizing internal resources, to facilitating external interactions and from increasing customer value to optimizing ecosystem value.

Doesn’t all this new innovation sound a lot like the collaborative economy? Creating ecosystems built off of technology platforms to unite people around shared ideas and the accomplishment of specific goals?

There is no doubt that sharing economy pioneers like Uber are responsible for the new platform driven thinking that is sweeping the “traditional” business landscape.

With new models of success being predicated on a company’s ability to create platform driven models, the massive impact of the collaborative economy becomes more and more visceral. Companies ranging from John Deere to Nike are quickly scrambling to get in the game.

As the Harvard Business Review describes it “A platform model provides the rules and infrastructure for a marketplace that brings together producers and consumers. The players in the ecosystem fill four major roles (producers, consumers, providers and owners) but may shift rapidly from one role to another.”

It seems clear that future success is going to be driven by those wise enough to harness the power of collaboration to build winning ecosystems that drive innovation, disruption and industry leadership.

sharing economy

After all, wasn’t a switch to a platform model by Apple in its second chapter which took it from computer maker to world’s leading lifestyle technology company? While hard to recall, before Steve Jobs made the shift in 2007, Apple had less than 4% of the desktop market and zero percent in mobile phones. It was only when he built his ecosystem model based off of simply connecting app providers and app users that the company’s path to world domination began.

While the comparisons between huge platform companies like GE and Microsoft and smaller collaborative economy players like TaskRabbit and Postmates may possess a few disparities, the undeniable fact is that an age of doing it for the we instead of the singular me is most definitely at the heart of the future of business.

Welcome to a world where it will be collaborative driven platforms not mere products that determine victory. Hail the new age of We-Commerce.

Billee Howard is Founder + Chief Engagement Officer of Brandthropologie, a cutting edge communications consulting firm specializing in helping organizations and individuals to produce innovative, creative and passionate dialogues with target communities, consumers and employees, while blazing a trail toward new models of artful, responsible, and sustainable business success. Billee is a veteran communications executive in brand development, trend forecasting, strategic media relations, and C-suite executive positioning. She has a book dedicated to the study of the sharing economy called WeCommerce released in December 2015 as well as a blog entitled the #HouseofWe dedicated to curating the trends driving our economy forward. You can read more about “WE-Commerce: How to Create, Collaborate, and Succeed in the Sharing Economy” right here!

WE-Conomy

Share or Die

The new WE-Conomy possesses opportunity for everyone, everywhere. By marrying passion with technology around different applications of sharing, anyone can find a path to success in our new world

Below are some key rules of We-Commerce that any entrepreneur, big or small, can do to succeed in the year ahead:

  1. Share ideas. Co create with consumers and community
  2. Share commerce. Build businesses based on sharing
  3. Share Purpose. Give back to community.
  4. Career Share. Become a gig worker or offeror of services in the new economy
  5. Share Failure. Embrace failure to imagine and co-create what will succeed in the future.
  6. Share Vision. Become a beacon of inspiration for all to aspire to. Share the rewards that can come from embracing change and the tenets of the new economy
  7. Share Disruption. If the old rules don’t work, share a passion for breaking them to find a new way forward

Billee Howard is Founder + Chief Engagement Officer of Brandthropologie, a cutting edge communications consulting firm specializing in helping organizations and individuals to produce innovative, creative and passionate dialogues with target communities, consumers and employees, while blazing a trail toward new models of artful, responsible, and sustainable business success. Billee is a veteran communications executive in brand development, trend forecasting, strategic media relations, and C-suite executive positioning. She has a book dedicated to the study of the sharing economy called WeCommerce released in December 2015 as well as a blog entitled the #HouseofWe dedicated to curating the trends driving our economy forward. You can read more about “WE-Commerce: How to Create, Collaborate, and Succeed in the Sharing Economy” right here!