Thinking About the Future
Most of what you've just read is, of course, speculative. Some of it may happen; some of it may not. Big companies may split apart, or they may stay together but adopt much more decentralized structures. The future of business may turn out to be far less revolutionary than we've sketched out, or it may turn out to be far more revolutionary. We're convinced, though, of one thing—an e-lance economy, though a radical concept, is by no means an impossible or even an implausible concept. Most of the necessary building blocks—high-bandwidth networks, data interchange standards, groupware, electronic currency, venture capital micromarkets—either are in place or are under development.
What is lagging behind technology is our imagination. Most people are not able to conceive of a completely new economy where much of what they know about doing business no longer applies. Mitch Resnick, a colleague of ours at MIT, says that most people are locked into a "centralized mind set".When we look up into the sky and see a flock of birds flying in formation, we tend to assume that the bird in front is the leader and that the leader is somehow determining the organization of all the other birds. In fact, biologists tell us, each bird is simply following a simple set of rules—behavioral standards—that result in the emergence of the organization. The bird in the front is no more important than the bird in the back or the bird in the middle. They're all equally essential to the pattern that they're forming.
The reason it's so important for us to recognize and to challenge the biases of our existing mind set is that the rise of an e-lance economy would have profound implications for business and society, and we should begin considering those implications sooner rather than later. An e-lance economy might well lead to a flowering of individual wealth, freedom, and creativity. Business might become much more flexible and efficient, and people might find themselves with much more time for leisure, for education, and for other pursuits. A Golden Age might dawn.
On the other hand, an e-lance economy might lead to disruption and dislocation. Loosed from its traditional moorings, the business world might become chaotic and cutthroat. The gap between society's haves and have-nots might widen, as those lacking special talents or access to electronic networks fall by the wayside. The safety net currently formed by corporate benefit programs, such as health and disability insurance, might unravel. E-lance workers, separated from the communities that companies create today, may find themselves lonely and alienated. All of these potential problems could likely be avoided, but we won't be able to avoid them if we remain blind to them.
Twenty-four years from now, in the year 2022, the Harvard Business Review will be celebrating its one hundredth year of publication. As part of its centennial celebration, it may well publish a series of articles that look back on recent business history and contemplate the massive changes that have taken place. The authors may write about the industrial organization of the twentieth century as merely a transitional structure that flourished for a relatively brief time. They may comment on the speed with which giant companies fragmented into the myriad microbusinesses that now dominate the economy. And they may wonder why, at the turn of the century, so few saw it coming.
Workers' guilds, common in the Middle Ages, may again rise to prominence, taking over many of the welfare functions currently provided by big companies; see Laubacher and Malone (1997b); Laubacher and Malone, chapter 17 of this volume.