Gerd LeonhardMediafuturist.com • Twitter: @gleonhard

Friction is Fiction

The Future of Media, Content & Business

Now

Foresight & Imagination is crucial

Back then...

In the un-connected, Pre-Internet world we made

lots of money using Friction,

Domination +

Control

Control was Money

Because Scarcity created Friction which enforced Attention and ensured Payment

like...?

Connectivity + Mobile + Social kills the idea of using Friction to

ensure or enforce Payment.

Youtube.com/user/ScholzundFriends

Note: Connectivity kills the idea of ‘Forcing’ - not the idea of ‘Paying’

Source: Flickr.com/herby_fr

Image via flickr.com/dunechaser

Source: ABC / Youtube

The weapons are coming out

Would you vote for anyone that proposes this?

Forcing to buy is like... forcing to

love

In this world...

Right now: Transition Trauma *hat tip to Alan Moore

As a Business Principle, Friction is dead

Too expensive to dominate

Too many moving parts

Too much transparency

Too many people talking

Too much disruption by new players

Now, it’s about Liquidity. Lubrication

Too expensive to dominate

Too many moving parts

Too much transparency

Too many people talking

Too much disruption by new players

Empowered and Engaged Users - lubricating the ecosystem

Not Friction but Liquidity

Trust is the new Control

Attention is the new Currency

We need to make it work with Ubiquity

The Future: few walled Gardens more Jungles.

We need to hurry up with next-generation Advertising

Source:Hugh Mc Leod

We must With-vertise not @vertise

We need to switch to natively-connected Business Models

...which means to unlock value to receive value...

We need to give up Control to gain Trust ...and to

possibly be ‘In Command’

Think ‘cars’ not faster horses

Think engagement not enforcement

Lubricate the

Digital Economy

email me at gerd@mediafuturist.com

twitter.com/gleonhardfacebook: gleonhard

Thanks for your attention!