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e-Strategy Pure and Simple
Chapter One
Strategic Fuzziness 2: Page Nine
The Key Difficulties
To most CEOs, the Internet is an enigma - they simply don’t understand it.
And there are not many sources available to them to educate themselves.
The are three reasons for this:
- There are no history books. No one has written any books of their
experiences with the Internet. It is a change that is happening now -
in real time - and it is morphing into something different each day.
- There are no experts. In spite of their claims to the contrary, no consultant
has enough experience to claim to be an expert. They are all learning with
each new project, usually at some client’s expense.
- There are no proven models. In spite of the sky high valuations given to
the Internet start-ups, the fact remains that none of them have yet
withstood the test of time.
The Internet is a "change in progress" and, as such, has four features that
make it very difficult to understand;
- It is intangible. Unlike "bricks and mortar" which can be seen and even touched, the Internet cannot. No one can see it or touch it and, as a result, it is seen as something fuzzy and difficult to understand.
- It is a moving target. The internet is happening in real time with a constant flow of new applications being found for it every day.
- It is evolving each day. Because of the flood of new uses being made of it each day, the Internet is in a constant state of flux with an ever-changing profile which will continue to evolve for many years to come
- It is in a beta mode. As stated above, every application being tried on the Internet is in a laboratory setting where everyone is experimenting with none of these yet completed.
Although there is no history, no experience and no proven models regarding the Internet, the fact is that a CEO has no choice! The reason is simple: the Internet is a one-way street.
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