Conceptual Framework - normALST 02/07/01

Achieving Optimal “Syndicated Community Horizons”

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. Unfortunately, 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 very different.

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.

Under 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.

Last updated 02/07/01