Schumacher about 20 years ago wrote a simple and paradigm-busting book called Small is Beautiful. This was a breakthrough book when the business world was thinking big is better. In year 2000, small means entrepreneurial, start-up, paradigm busting, vibrant, customer-driven, free, and profitable. Big, slow, hindering, plodding, and corporate are dead.
Entrepreneurship, ‘doing it your way’, is another core Brand U principle. The American dream is alive and well as attested by the many who want to emigrate to the US. A new meritocracy is found inside and outside companies. We’re more often rewarded for our ideas, initiative, perseverance, performance, and results. Organizational entrepreneurs are seen as Brand U leaders. Dot.com entrepreneurs are seen as job-creators, adders of value, and Brand U icons.
More and more Brand U’s from all occupations are moving into Information and Internet Technology. Why? The Information Technology Association of America estimates there are nearly many thousands of unfilled software programmer, engineer, and analyst positions in the US. If network specialists, help desk personnel, and other IT jobs were counted then the previous estimate would double.[