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The first 6 Macro Trends of the 21
st
Century – Jonathan MacDonald
The first 6Macro Trends of the 21
st
CenturyBy Jonathan MacDonald
Co-Founder of this fluid world and Managing Director of JMAOctober 2009
 
The first 6 Macro Trends of the 21
st
Century – Jonathan MacDonald
About this paper
I am currently asked to speak about the major changeshappening in business and for the sake of clarity I havelabeled these as Macro Trends of the 21
st
Century. Thispaper is an introduction of the first 6 and is also available inchapters at:http://www.jonathanmacdonald.com/?p=3986 These trends are not exclusive to this Century alone andmany, if not all, have appeared before the year 2000.However, I believe these are critical to the moment and arethe origin of many challenges that businesses face in themodern world of communication.
 
The first 6 Macro Trends of the 21
st
Century – Jonathan MacDonald
Macro Trend 1: Corporate technology in the hands of Citizens
The commoditisation of technology has enabled many of usto access, use and develop upon tools and resources thatonce were reserved only for large organisations - or thosewith deep pockets.Throughout history we have seen this happen with almosteverything constructed, from motor cars to television sets.Communication technology as a commodity has propagatedan ultra-connected society who are now, more than ever,empowered to interact and be heard.One of the main outcomes is that normal, everyday folk, cancommunicate and build valuable products and services, oftenwith little or no cost, that can compete directly withcompanies who invest millions in developing offerings andspreading the word.The agility of common people, trumps the oil tanker speed ofmany blue-chips who were once safe in the knowledge theirability was sacred.The last bastion of defense used to be that common peoplewouldn't be able to market and distribute things, even ifthey could develop them.Now we live in a world where spreading word is possible viablogs, social networking sites and RSS feeds -all at zero cost.If new services are virtual, production prices seen in the oldphysical world, cease to exist.But then, with this re-definition we have new challenges.Nobody will interact with things they don't value, and nobodywill advocate things they don't trust.Creating trust and value is far different than raising moneyto spend on marketing. The skill sets required are rarelyseen in standard business.However, in the lives of humans, these techniques arecommon-place. From understanding we begin to highlightareas of resonance. These build connections that candevelop into value exchanges of integrity. This, in turn,nurtures trust. Trust breeds loyalty and loyalty isunbeatable.Such methodology is the new framework for creation, either
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