In Part 2 of this book, I examined how organizations change as the networks come to life. As the boundaries between companies blur, firms must demonstrate leadership with their partners and within their industry. Relationships can quickly grow deeper and broader in a digital world, but the constraining factors are trust and attention. Innovation is increasingly a collaborative discipline, creating a whole new world of intellectual property issues. Today, an organization is its presence in the flow of information and ideas, in which marketing, customer feedback loops, and knowledge must all be connected in rich networks.
In Part 3, I examine how strategy is evolving. Business is now conducted in the flow economy, which is the convergence of every industry that is driven by the flow of information and ideas. The distribution of digital content, including entertainment and high-value information, is quickly shifting, while the world of services is already an intrinsic part of the flow economy. Finally, I examine the strategies that individuals must take to participate successfully in the living networks.