7 of 7 people found the following review helpful
In the Box is the new outside the box,
This review is from: Get Back in the Box (Hardcover)
Doug Rushkoff manages to capture the essence of the next wave of innovation just as it is peaking. We are on the cusp of a new renaissance, and Rushkoff lays out the landscape clearly (to listen to a preview, google: Rushkoff "Renaissance Prospects" podcast from ITConversations). His main thesis is that we are in the midst of a new renaissance in which you and I, the average Joes and Janes, are no longer content to be passengers in our experience, but increasingly demand to be given the wheel so that we can author our own future.
This is illustrated by his example of BMW motorcycle owners, who have formed a fiercely loyal community of peers. When BMW offered to help with the coordination of riders, the community politely but firmly declined; they can manage credibility and coordination just fine without official corporate mojo, thank you very much. And BMW got the message.
The point isn't to stop being innovative, but to keep faith with one's core in the midst of innovating. In the wild ride of the late nineties, too many caught whiff of a new craze and mistook it as a call to be different for different's sake. Rushkoff's advice to us as a culture is the recognition that both supplier and consumer are collaborating in bringing this experience to fruition. The challenge for consumers is to pony up to the responsibilities of taking the reins. For corporations, the charge is a bit more challenging: how to entrust your customers with your core competencies as they take hold and do with it as they will. The surprise to all may be just how much the line has blurred between these two roles, as we attempt to discover who really is in the driver's seat.