Six D’s of Exponential Model
That's a Google auto translation. Sorry if there's any mistakes...
We have seen how thanks to the technological advances we have the possibility in our hands to have all the information possible.
All this technological evolution has made corporations and companies have to adapt to what is being presented: much more competition, much faster, agile strategies, products, etc. Hence the model of the 6 D’s posed by Peter Diamandis and Steven Kotler, where they study how much this industry has changed and what phases occur in an exponential growth in organizations.
In English the 6 D’s are: Digitized, deceptive, disruptive, demonetized, dematerialized, democratized.
- Digitized: Today, all the information is digitized, which makes it much easier to share, enter and is much more accessible in every minute of the day. All this information we handle will simply depend on the speed of our connection to the network, and it becomes technology. The digitizing process commences when any analog signal is converted to zeros and ones.
- Deceptive: The information can be misleading as you can not clearly measure how many people you are reaching. What at any given moment may not reach anyone, from one moment to the next, may be seen by millions of people. This part occurs in the first stages of exponential growth when given, for example, between 0.1 and 0.2. In this first phase, linear growth appears to be faster than exponential. Enduring in these phases is fundamental.
- Disruptive: With the advance of technology, markets that were once safe are no longer. Previously, it was easy to sell music through CD’s, radios to listen to, cameras, among others. Now, we have access to this and more with just one mobile device, which produces a change in the marketing of these items so they can continue to sell and not be so affected by the new technology.
The moment of disruption occurs when the digitized product or service exceeds and to the analog for its efficiency or its cost.
- Demonetized: The more technology we have, the less money it will cost us to get anything. When the first technological apparatuses appeared, the cost was almost priceless, thousands and thousands of dollars spent the companies to acquire the technology leading of the time. Today, with a couple of hundred dollars we have a thousand times more technology than at that time, besides that will only weigh a few grams. For example, think about the case of computers.
- Dematerialized: As we mentioned before, before the disruptive moment, we used many devices to cover our needs: radios, cd’s, telephones, maps, cameras and others. Now, they have been joining all these articles to offer us all the services in a single device, the smartphone.
- Democratized: In previous years, the technology was only used by government entities and large companies, for different explanations: costs and exclusivity to handle so much information. However, for about twenty years until today, technology has been democratizing to be available to all people. Nowadays we have more power in a cheap phone than in a PC of 5 years ago.
Once something is digitized, more people can access it. The most powerful technologies no longer belong only to governments, etc.
There was a time when it was (more) easy to meet the needs of people: there was a way of producing quality production to achieve lower prices and a market could be secured. However, today is much more complicated. With technological advances, companies must take into account every detail, go beyond what the competition offers and also have attractive prices to win and maintain their customers.
A clear example of the growth of technology is the traditional media, which sold in quantity. The public expected every morning, once a week, a month or a year to read what had happened. Today, you can be informed by unlocking your smartphone.
Traditional businesses have remained in the past, everything has been digitized and adapting to the technology that is developing, we must analyze the 6 D’s to understand how we can make a rapid impact with just a mobile device.
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