But, there is also an underlying thought process going on â€“ what Iâ€™ll call â€˜End-ismâ€™ â€“ which is a dangerously reductive way of viewing the impact of structural and disruptive change within a sector. Â Whenever a business, a medium or a way of doing things that has been dominant for decades faces a profound challenge, perhaps the most significant in its existance, End-ists will automatically declare it â€˜deadâ€™ or â€˜overâ€™.
Microsoft Office, for example, is officially dead because of Google Apps. Errr, except it isnâ€™t. Office â€“ for all itâ€™s flaws â€“ is still the cornerstone of a $19bn business within Microsoft. And Powerpoint, Word, Excel and Outlook are the average office workerâ€™s equivalent of the major food groups: unless they get them all regularly, they get crotchety and start to look pasty.
End-ists are also normally rampant neophiliacs. So blinded by their love of something new, that they forget the rest of the world is still Â devoutedly wedded to the old. [I should add at this stage, I speak from some experience here].
The problem with this thinking is that the new doesnâ€™t automatically mean the end of the old.