Photography by Robert Lundahl

The HIve Mind is the world of potential on the interweb. Contributors one moment, purchasers the next, there is no differentiating between the consumer and the creator.

This is the only market. And similarly, engagement has replaced "marketing." The Hive Mind doesn't like "marketing." The values of the Hive Mind are quite opposed to it, in fact. The Hive Mind creates a collective market experience involving transactional services, a souk.

And what was a supply chain is now a matrix of possibility. You no longer need a traditional Ad Agency. You no longer need radio spots, billboards or Facebook ads. You no longer struggle in meetings for clever answers to communications questions. What we once called marketing, public relations and advertising, has collapsed into Engagement in the self selecting "Hive Mind."

So the fundamental question for organizations is, "How does the Hive Mind see you?" And at a higher level there must be a meta-message, your individual and organizational DNA. This is "honey" to the Hive Mind.