At Fabric, we are studying and developing a number of Behavioural Discontinuities which emerge from increasing global connectedness. Some of these are:
- Feminity: (read related essay)
- Embodiment: the shift towards a new connection with the body and the unprecedented value given to physical experiences in the hyperconnected age.
- Pooling: the increase in trust towards sharing resources driving brands, products and services to become facilitators.
- Unconventionality: the desire to distinguish oneself from others and to be unique.
- Slack: the impulse toward optimal productivity, downshifting and an outlook of work-life balance.
Most technosocial shifts, when they happen, seems to happen rapidly .. but they actually have been coming for a long time. Behavioural Discontinuities take time to develop. And so, while early product variants establishing a new category might have first-mover advantages, they actually clear the road for more compelling later entrants to come in and take advantage by cementing on emergent human behaviours. For example, Apple is by now clearly famous for being a wait-and-watch later entrant, as seen by its move into watches, or, into cars. Airbnb actually cemented really well on the behaviour of new host-guest interaction that Couchsurfing initially shaped. Couchsurfing cleared the way for AirBnb in that it made young and global millennials (a great entrant digital market, by the way) much more accepting of the idea of letting strangers sleep in their homes. As you see below, the value propositions of the two brands are still very similar although they have captured very, very different value from the market as a businesses!