But, there is also an underlying thought process going on Ã¢â‚¬â€œ what IÃ¢â‚¬â„¢ll call Ã¢â‚¬ËœEnd-ismÃ¢â‚¬â„¢ Ã¢â‚¬â€œ which is a dangerously reductive way of viewing the impact of structural and disruptive change within a sector. Ã‚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 Ã¢â‚¬ËœdeadÃ¢â‚¬â„¢ or Ã¢â‚¬ËœoverÃ¢â‚¬â„¢.
Microsoft Office, for example, is officially dead because of Google Apps. Errr, except it isnÃ¢â‚¬â„¢t. Office Ã¢â‚¬â€œ for all itÃ¢â‚¬â„¢s flaws Ã¢â‚¬â€œ is still the cornerstone of a $19bn business within Microsoft. And Powerpoint, Word, Excel and Outlook are the average office workerÃ¢â‚¬â„¢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 Ã‚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 doesnÃ¢â‚¬â„¢t automatically mean the end of the old.