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  Harnessing the Crowd in the Age of the Machine  Premium

IESE Insight
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Machines outsmart human players of the TV game show "Jeopardy!" and the ancient Chinese strategy game Go. Startups topple industry giants. A global talent pool bubbles with fresh ideas while established firms struggle to innovate. These paradigm shifts are the focus of Andrew McAfee's latest book, Machine, Platform, Crowd: Harnessing Our Digital Future, co-written with Erik Brynjolfsson, a fellow research scientist at the Massachusetts Institute of Technology (MIT).

McAfee, a leading authority on the economic consequences of new technology, studies how digital technologies are changing business, the economy and society. In this interview with IESE Insight, he discusses how the digital revolution is transforming the way companies conduct business and compete -- and what they can do to prepare themselves for the future.

IESE INSIGHT: What's the meaning behind the title of your book, Machine, Platform, Crowd?

ANDREW McAFEE: Honestly, if I had it to do over again, I'd rename it Business Advice We Shouldn't Believe Anymore. By that, I mean, over the years, we have built up a playbook for how to conduct business that worked pretty well in the Industrial Era, but we are now in a very different era. In the same way that the right way to run a factory in the era of steam power was not the right way to run a factory when electrification became available, so, too, the capabilities and advice that previously worked to make a business successful are now very bad advice in this new technology era. We're in the early phases of a profound shift in the way that business is going to be performed and in the way smart companies are going to organize themselves and compete in the future. Machine, Platform, Crowd highlights the three main trends that are shaping the business world.

This article is based on:  Harnessing the Crowd in the Age of the Machine
Publisher:  IESE
Year:  2018
Language:  English
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