Wikinomics "The Five Big Ideas"

5) The next issue I am going to look at from the five big ideas is Perfect Storm.
Perfect Storm looks at three things;

• Technology (web 2.0)
• Demographics - This is where young people are describes as being 'digital natives' due to the fact they have grown up in a collaborative virtual world that comes naturally and instinctively to them.
• Economics - This is the development of the global economy where business' can and must think of the market as international.
  

These three things combine to make working without them impossible. The traditional structures of national production have declined and reduced to a point that trying to work without them is like trying put out a fire with petrol.
An example of this is the decline of small business' on the high street. More and more small brands and shops are going bust due to people staying home and shopping online for their things. Without acknowledging the web and using it too it's full potential a business will struggle and many have.