As do our jobs. Our answers to that old question “What do you do?” change: “I design webpages and facilitate SoMe.” That would be social media, by the way. In 1995, both the job itself and the answer would be utter gibberish. With each technical wave also come new social discourses.
At the time of writing, the five largest companies by market capitalization in the world are from the fifth wave: Apple, Google, Microsoft, Amazon, and Facebook. Among the companies that owned the fossil-fuel industrial age, only ExxonMobil is large enough to hang on among the very top tiers of global corporations.
not just because Ford, IBM, Kodak, Walmart, and Shell have been shortsighted. It is largely because each new wave fundamentally changes the value-creation logic throughout the economy. Hence deeply ingrained business models “suddenly” shift from leading markets to becoming a drag. A business model is sometimes compared to cell DNA: It hardly changes when the organization is well established. It is deeply embedded in its organizational culture, reproducing itself. When its surrounding industrial ecosystem shifts, rather than rapidly adapting, it loses out to invasive and competing species that suddenly threaten to take over.