Douglas Rushkoff, media theorist and author of the new book “Present Shock: When Everything Happens Now“, in an interview with Strategy + Business argues that our current economic model goes back to the 12th Century and was good enough for the Industrial Age, but since the internet has evolved so has the need for a new economic model. He claims that the Industrial Age brought in the idea of of “time is money” and that the “always on – always connected” reality we now live in has destroyed the linear sense of time. Our sense of time itself has changed – rewind, replay! Choose which bits of time you want too. So his arguments begin to show their meaning to us.

The old model was based on linear time and had a beginning, a middle and an end. This is a story of sorts. The digital age breaks the storyline and allows us to pick and choose.

In a way, Ruskoff calls for a return to basics. Pay attention to how the consumer market really works. See the ups & downs and patterns, and follow them. The current old model is too “profit & progress” focused. Ruskoff claims that won’t work anymore. Given the global financial crisis, there seems to be truth in this.

Go read his interview – – and let me know what you think about it below. Rushkoff’s book can be bought on Amazon – click here.

Douglas Rushkoff – photo by Johannes Kroemer
Douglas Rushkoff – photo by Johannes Kroemer


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