2.0 ... For a second straight year, marketing executives surveyed by Anderson Analytics said they were sick of hearing Web 2.0, a term coined in 2004 to mean a better designed, collaborative Internet. Today two-point-oh means anything that's supposed to be better than yesterday's anything. There's Wine 2.0. Sales 2.0. Beanie Babies 2.0. Even Reuters reports how the global financial crisis has everyone "hoping that Capitalism 2.0... will result in a more equal society." Sounds good. But we're already looking forward to Capitalism 3.0.
Change ... Okay, you saw this one coming. But it's astonishing to hear so many politicos, talking heads and executives talking about change like we just discovered gravity. Maybe they're talking about Change 2.0. It's possible the word has already become a metaphor for unrealistic expectations: After basing his entire campaign on "change," President Obama used the word only once in his inauguration speech.
Transformational ... Remember when companies stopped selling stuff and started selling solutions? Transformational could become that big. That means solutions companies will start selling transformational solutions.
And that means we're a fast buzzboat to Transformational Change 2.0. You heard it here first.
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