by Richard Koch.
“For tribal man, space was the uncontrollable mystery,” wrote Marshall McLuhan. “For technological man it is time that occupies the same role.”
In 1916, Einstein, in his general theory of relativity, argued that time is not independent of space. Rather, he said, instead of there being three dimensions – of space – there are four, time being the fourth.
The theory of relativity changed our ideas of ‘space’ and ‘time’. Neither of these, Einstein said, were real, but a simple psychological effect, a product of the material world.
Yet the business world has failed to accept that time is relative. That is good. It can give us an edge that is denied to most of our business rivals.
Time is Not ‘Other’
Here are two themes to help you massage your business idea into a unique shape.
First, in business as in the rest of life, time is not ‘other’. It is part and parcel of the physical things we made and provide to customers. Time is part of our products, part of our services, part of our raw material, and part of our output.
Therefore, we should not think of what we do for customers as separate from the time we take to do it. We should not think of products or services on the one hand, and time on the other. We should think of ‘product-time’ and ‘service-time’. Time is part of the value we add or subtract.
Providing an existing product or service much faster could change its economics and give you a terrific new business opportunity.
Second, time is not finite and short, nor is it our enemy............ Read the full article on Richard's Blog
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