The impact on our world has been explosive. The orderly chain whereby manufacturers stimulated demand by creating brands, which addressed a mass audience with one message at one time, which drove them to the stores, was shattered into fragments. You can see the fragments everywhere: fragmented shareholders and stakeholders; audiences splintered into hundreds of mini-segments; more platforms and more touch points; supply chains and demand chains broken; more metrics and more things to say. And brands themselves fragmenting into hundreds of SKUs (Stock Keeping Units). This is one of the most iconic charts of the digital age. Originally developed by the strategic advisory firm Luma Partners, it has been viewed over 6 million times and has spawned hundreds of lookalikes. There’s never been a more graphic way of visualizing the cacophony of digital platforms, networks, apps and services. Shattered advertising agencies, too. The full-service agency network has new competitors in pure play digital agencies, social media groups, content shops, branded entertainment producers, and activation agencies. Not only is there fragmentation, there is disintermediation as well. Amazon