and Multinationals: two buzz words of the Millennium! Twenty years later they
have led to an imbalanced global distribution of wealth and power. And that is
not all! This power is now being misused!
the past two decades, countries have used oppression and state control to get
an unfair advantage in global markets. Companies are getting bigger and richer
at the cost of competition and fair trade. This leads to the rich getting
richer at the cost of the bottom 99%. The situation is such that it is not sustainable
and thus there will always be the impending threat of a push back by humanity to
push back is a silent revolution that is happening. Let us take examples of
large and diverse industries, for e.g., Energy, Automobiles, Cinema, Alcoholic
beverages, Cosmetics, Food, etc. There are many, many more but let us take
these for now.
energy, because of renewable energy forms like solar, wind and micro hydro
plants, power generation and distribution need not be managed by large
businesses. It has become MICRO.
typical fossil fuel powered automobile has thousands of parts. With electric
mobility coming in, the moving parts have reduced drastically. Combine this
with advances in additive manufacturing (3D printing) and you now have a
scenario where lots of new smaller players can start making Automobiles at a
fraction of the investment required earlier. This industry too is slowly
Let us move
to entertainment, movies for example. Earlier one had to invest a lot of money
to make a movie. Expensive cameras, film sets, props, expensive editing
equipment, software, distribution and then recover all these costs. Also, this
was localised in the hands of a few ' connected ' people. Today, anyone with a mobile phone, decent
content, and an internet connection can become a movie producer. Anyone can
become a star overnight. Such is the power of technology and social media. It
has made entry barriers so low that almost anyone can venture into film
production and distribute globally. From a
customer perspective I can get entertainment content of my choosing, when I
want it, how I want it, and at a place and time of my choosing. This industry too has become MICRO. MICRO
look at Alcoholic beverages, I am sure everyone has heard of Micro Breweries
which have come up in thousands all over. These units are slowly taking market
share from the large, organized players. Death by a thousand cuts for the
food, nutrition all these industries are now getting Micro, with people setting
up manufacturing in their kitchens, garages, or galas, working with small
farmers, small suppliers, following ethical practices, organic produce, no
chemicals, no hormones, natural ingredients. All of them can market using social
media and distribute using disruptive technologies.
above principle can be applied to almost every industry now days.
this MICRO revolution do at the MACRO level?
Macro level, this is creating employment. Because these products chip away at
the market share of larger players, it is creating a redistribution of wealth.
In the long run some of these start-ups will become big national or
international players. They could also be bought out by a larger player.
larger companies cease to exist? Definitely not! But some industries may shift
to a 100% micro business, having millions of smaller enterprises, creating new
opportunities and a more equitable distribution of wealth.
enabling all this?
put, the use of social media as a marketing platform. Mobile computing, cloud
technology, AI, digital manufacturing technologies that get you to prototype
quickly, and a whole list of Apps that automate a lot of routine repetitive
processes that business need to do. All this reduces the overhead cost and
start-up cost. Thus, enabling an entrepreneur to focus only on what is
important. Imagine once drones and autonomous driving become the norm,
distribution costs can drop even further.
do we prepare for this revolution?
organization perspective, one must design an organization/ business to cater to
several hundreds of small customers. The market will get fragmented.
terms of preparing the next generation, they will have to develop several
skills like coding, use of designing software: 2D as well as 3D, video creation
and editing and original content creation. As for
an individual, the only thing that can secure one’s future is originality and