To allow people to
leverage universal access, I/ME, and USEIT, we need to put all people
in synch with today’s optimal economic opportunities. To see where
all individuals fit into the evolving global economic system, consider
some perspectives from a May/June 2000 Harvard Business Review article
titled "Syndication: The Emerging Model for Business in the
Internet Era," which puts good terms and understanding around
very real and important global business developments for us all.
Using the authors'
terminology, anyone developing enterprise in an internetworked
environment can be an 'originator' (which means they create original
content), a 'syndicator' (which means they package content and manage
relationships between originators and distributors), and a
'distributor' (which means they deliver content to consumers).
In my words:
As an originator, I can
use the internet to sell whatever I create or have the right to sell;
pictures, ideas, buying preferences, opinions, songs, masks I carve,
diamonds I dig, and the trees in my backyard (this takes the model
beyond HBR's intent, as I must).
If I want to sell my trees, I want to be a creator of tree
transactions and could put a sign in my front yard proclaiming
"trees for sale" and hope a logger happens by, or I could
post a notice on the internet with the same compelling message.
even though my Internet 'for sale' sign may be accessible to 30+
million potential customers, the odds of a logger stumbling over my
lone sign in cyberspace are about as remote as a logger driving by my
front yard. Even if one does lumber by, under today's circumstances
I'm unlikely to receive the best price in such a remote, closed market
because I probably don’t know what they are optimally worth.
That is where a syndicator
offers value. In a simple model in place today, I could use the
Internet to auction my trees to the highest bidder. While e-bay may
not offer a good market for my trees, some syndicator probably already
does or should/will. All I need to find is the best tree syndicator.
Considering the $600 billions spent on wood products world-wide
each year, someone should want to take a cut of my action by
helping me sell them and, like me, they will want the best price
offering them the best cut.
An effective internet tree
syndicator will offer me applications and capabilities to promote and
market my trees to all the people and organizations that want to buy
them - loggers, paper companies, nurseries, landscapers, gardening and
firewood burning individuals, and even mask carvers as the case may
be. To whoever buys trees, I want my syndicator to 'package' mine for
me to sell in the optimal marketplace under optimal terms.
The syndicator needs to
work effectively with distributors, who get the word out about my
trees to the best markets and buyers. If I have mature, paper yielding
trees, I want the distributor to get word out to Champion paper and
all their competitors. If I have dead firewood trees, I want to reach
loggers in my area selling firewood or, if I'll cut them, to
wood-burners. If I have dogwood saplings, I want to reach gardeners,
nurseries, and landscapers in my region and, if they ship well, even
worldwide. For all these markets, I may use the same syndicator and
basic applications, but my distribution networks to consumers will be
As such, I want to be part
of the optimal 'community' of tree syndicators and distributors to
market to the optimal buyers, whatever they may be. I want to reach my
highest possible Syndicated Community Horizons. My community may
be local – all the tree owners in my area – or global – tree
owners world-wide – and via internetworking they are all members of
a virtual eTree community seeking their peak value horizon.
Consider the tribesman in
New Guinea. Today, the logger comes to his village and offers to
remove his trees for a dollar a tree (actually, he probably buys the
land out from under the tribe and ten others for a dollar per acre,
but now we're talking real estate - which we eventually should).
Without optimal SynCH, a cheap deal is cut, the logger exploits the
originator and pays as little as possible (as it's been done for
centuries), and cuts the trees, floats them down river, and the
tribe’s natural resources are gone forever. Welcome to today's
marketplace, third world.
a USEIT model with SynCH, the tribesman would turn the logger away,
having syndicated his trees to a fair bidder at market rate. With an
effective syndicator and optimal SynCH, the deal the tribesman cut
would probably even require a nonexploitative logger to plant new
saplings to ensure more trees, natural resources and revenues for
future tribal generations. This is the optimal paradigm and it is not
remotely like the closed, exploitative market for most tribesmen of
today. Hopefully it will be the model for all tribesmen in the near
future – in many tribes it is already developing.