The Participation Age

A Letter from Scott McNealy

WHEN YOU THINK OF THE WORD "SHARING" what comes to mind? Altruism? Charity? Philanthropy? In the years to come, I predict when business leaders think about "sharing", the implications will be significantly different from now. For the enlightened and entrepreneurial, the definition of "sharing" is already broadening in new and surprising ways. Value. Opportunity. Growth.

Business models throughout the 20th century were about protectionism. The empires of the era were built on the premise that knowledge, ideas, and processes were always something to be locked in deep dark corners of the enterprise.

While that model may have worked in the Industrial Age and flourished in the Information Age, it will be the kiss of death in the Participation Age.

In an era driven by mass participation, we are forced to rethink business models. The global network has rendered the practice of business protectionism and the art of hoarding knowledge and innovation as outdated. Moreover the Participation Age is enabling companies to build communities, harness the power of groups to spur innovation, launch new marketplaces and drive value with those.

Trust has become the currency of the Participation Age.

And how do you get trust? Through sharing. Think beyond simple revenue. Think loyalty; think brand extension; think shared innovations.

The sharing model is already taking proving its staying power. Open source software is on the rise. Developer communities are revolutionizing the industry. User collaboration and jointly developed innovations are driving stronger product development, more attractive products, greater demand, rising loyalty and yes, increased sales and profitability.

As the economic advantage of sharing becomes clear, get ready for the new way of doing business - share, participate and profit!

Scott McNealy