Icentricity – A framework for the individual in an era of distributed ubiquity
This blog entry is about the death of standardized compliance.
We’ve gone a long way from mass marketing and categorization to the individualization and long tail choices as defining digital traits, where each one of us is a micro universe of one. To the institutions we interact with – from commercial suppliers, through brands and government based services, we, users, are largely still links in chains of commercial, organizational and governmental goal achievements processes. The non uniformity of the people that comprise the client base, audience, market share… may already seem obvious , but it still not taken as an axiomatic key stand point .
Seth Godin’s new book We are all weird is a tale of individuality, of celebrating the uniqueness of each one in every food chain. Weird, as not standardized, talks to generalizing providers and institutions, and praises individuality as a stand point for interactions with people with a cynical reference to normality, as an outdated lens for definitions and processes.
Yes, the future belongs to individuals, to a mindset that replaces standardization with the humanification of interactions. Once the user is put at the center, not as a usability and marketing communication cliché’ of form, but as a fundamental matter, the real human value of user centricity and citizen centricity comes to life. To each of us our individually significant actions and choices are our own tales of individuality that strengthen our meaningful and valuable choices and interactions.
Icentricity is a philosophical identity definition that exceeds the individual yet gives a personal print and control on who, what, where, when and why. Taking an independent yet very personal prism, enables a framework of the unique individual ecosystem of one that interacts with everybody else.
When each one of us has so many personal expressions across so many platforms, we need to take the individual fingerprint that on one hand sets us apart as individuals but on the other hands defines us and our say as parts of collectives in these frameworks.
The Icentered lens is an individual grasp for interactions, a prism that helps separate the wheat from the chaff in the overload of seemingly not connected interactions. It is a framework for a larger process that gives a context for the place of the individual in relations with providers, peers, friends, organizations….. Godin’s book is yet another call to start and exercise this distinct personal mark that sets me apart from everyone else and makes categorizing, segmenting, profiling me…. Impossible.
With the ubiquitous connectedness that enables us to be distributed across many platforms, across many contexts and interactions, Icentricity provides a looking glass that sometimes takes a step back to oversee and sometime to focus on how I am in a particular set of interactions – social, professional, or information based and how I relate to other people in social circles and in service providing systems.