Friday, July 14, 2006

The Physical Analogue Fallacy

Marketeers still drool at the prospect of the Net replicating the top-down broadcast model wherein glitzy "content" is developed at great cost in remote studios and jammed down a one-way pipe into millions of living rooms. TV with a buy button! Wowee!
-- Christopher Locke, The Cluetrain Manifesto.

One of the greatest mistakes of the dotcom crash was the assumption that everything on the Web had a physical-world analogue. That assumption caused many early ecommerce plays to play by the wrong rules.

The things that comprise the Web's unique value proposition don't have physical-world anlogues. Indeed, some of those things are reversals of physical-world models.

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