Situation Normal Everything Must Change

1) The document discusses the cyclical nature of evolution and commoditization across industries and eras. As activities and practices evolve, their characteristics change in a predictable pattern from novel to emerging to good to best. 2) This process of commoditization is driven by increases in efficiency and drives further innovation, creating disruptions and opportunities for new organizational forms. Each new era is associated with a particular disruptive technology. 3) The current era is seeing the commoditization of cloud computing and the rise of next generation organizations structured around open technologies, ecosystems, and the ability to innovate and commoditize rapidly. Understanding these evolutionary cycles is important for strategy.