Many say we are in a knowledge economy - for me we have passed through that and in a .....well, unsure on the name at the moment but lets say an augmented economy.
What do I mean by augmented economy?
Well, knowledge is no longer the subject, the product which suffers sparcity, open only to a few. The internet has changed our relationship to knowledge and often that means your consumer has more detailed research on your industry than you do!
Knowledge has moved from a sparce product to a service, a service that translates what it possible into tomorrows, reality...TODAY! Knowledge has moved from transporting ideas to applying ideas.
Gosh that sounds complicated....but for me, we are living in a present future, we are using emerging knowledge to provide emerging technology that augments our life today but will augment it even better when our knowledge helps us provide context for this evolution.
For social media...augmenting is about creating context for the customer, both to their life today and their life in the future. Social media is the service provider of knowledge....
How do you augment the reality for your consumer today and tomorrow? Many of us remain unclear with our message but we need to find that augmentation gene of our brands DNA to succeed