As bad as “Not getting” Social Media – getting it WRONG! – All those SM Gurus!

I want to throw up when I hear all these Gurus talking about using SM to be all about ME! I think that most still see it in terms of the old system which is all about who can shout the loudest! Here is a picture of what we have to see to “see” it for real – the new reality that is.

Of course everybody gets 2.0 now don’t they. After all even the Oscars were designed for Social Media. Large organizations are piling in.

But is this true? Certainly everyone is on board with the tools now. God I recall Jevon and I talking to CIBC 6 years ago and they thought we were Martians. Now everyone is on Facebook!

But how many people “get” what is underpinning these tools? Not many and I have little hope for many too.


Because underneath all the hype, most of us see the world the same way as before. We see what we see with our eyes. Just like most people saw the world 500 years ago. Then, if you used your eyes, the world seemed flat. This perception allowed to you to do a lot of useful things. You also saw that the sun came up every morning and circled the Earth. This did not ruin your day and was also a useful observation. That is of course unless you wanted to sail a long distance. Or calculate a trajectory or build a complex building or in fact do almost anything that we take for granted in the modern world. Imagine Watt explaining the steam engine to the Vatican? Imagine trying to build a suspension bridge? Imagine anyone doing chemistry – see where I am going.

But we are not so stupid today are we? We don’t rely only on our eyes to tell us about reality?

kurakinnew view

Well here is your test. Can you see that all these things are in fact a fractal scaling of the same thing?

Can you see that what appears on the surface to your eyes as being unique, different and discrete are in reality the same and that all co-evolve and affect each other? Do you see them therefore as all obeying the same rules, the rules of networks? Can you see how with this perspective everything becomes actually quite simple to understand? All we need to know is how nature governs networks.

Or do you see them all as Objects that are are different – that interact only directly as objects do? That are therefore so complex that we can only know tiny bits of them. So medicine and science are all about the bits and the direct interactions. That we inhabit a Newtonian world where the geometry of nature’s interactions do not apply?

For is this not the prevailing paradigm?

This is why people seek to have masses of followers – this is a Newtonian idea about mass and gravity. It has nothing to do with co-evolution and true influence.

This is why it’s still ALL ABOUT ME! So long as I am OK it’s OK!

This is why medicine makes no sense and each week a new contradictory idea is floated. This is why science is lost in minutiae. This is why our organizations are so toxic. We have designed them to be Newtonian but we are fractal co-evolving networks. This why our mass education system is such a mess. This is why even how we fight our wars means that we have to lose them. This is why we think that there is a conflict between the planet and our economy.

We have been captured by a simple and wrong idea of us all being objects that bounce off each other like tennis balls whereas we are really magnetized iron filings.

No amount of Facebook Strategies will help you if you don’t get this.

The world is not flat and you and I are not an object.

If you want  to know more about this new paradigm of reality – I have the great honor to introduce you to the work of Alexei Kurakin – a genius – a Galileo of our time.