A Big Mac tastes the same all over the world
The strength of McDonalds is that no matter where you are in the world, you know a Big Mac will taste like a Big Mac.
Standardisation, consistency and predictability is essential in physical goods/FMCG brands since global travel has never been easier – there would be a broken brand promise if a brand acted (or tasted) one way in one country and a different way in a different country.
But things are very different when it comes to the online world.
In the online world, as soon you release digital content online – its the same all over the world at the same time. You don’t need to worry that downloaders in one country/region will get a different ‘taste’ of your product compared to those in a different country/region.
In the Connection Economy, standardisation, consistency and predictability are boring.
Standard, consistent, predictable content over time will eventually be ignored in favour of art – content that is fresh, changes the conversation, challenges our preconceived ideas.
Sure, create internal standard operating procedures (the how) to ensure you consistently deliver – but no matter how good your Big Mac (the what), don’t keep giving us the same burger over and over again.