Other companies are involving their customers in perfecting their beta offerings. This touches on the volatility that Goldfinger mentioned. Patterns of interaction between companies and their customers are changing profoundly, and the interpenetration or overlap is becoming ubiquitous. This requires an Agility of thought in seeing the new patterns, responding to ever-changing conditions, and in being able to discard a successful product, service, or way of working to make room for the new. Yes, there is continuous change but, as Kelly suggests, it is better thought of as churn , a creative force of destruction and genesis.
Churn topples the incumbent and creates a platform ideal for more innovation and birth.
In this chaotic churn is life-giving renewal and growth. The last of Kelly's twelve rules is the law of inefficiencies. His theme is that we should not focus on solving problems, but instead on seizing opportunities. In the Network Economy, productivity is not our bottleneck. Our ability to solve our social and economic problems will be limited primarily by our lack of imagination in seizing opportunities, rather than trying to optimize solutions.