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Disclaimer: I am not with McKinsey, I have never been, and probably will never be. I simply appreciate the views and survey results from their consultants and I am an enthusiastic reader of the McKinsey Quarterly.

As such, the newest business technology trends publication from Jacques Bughin, Michael Chui, and James Manyika crossed my desk Google Reader must-read folder yesterday. According to McKinsey the trends to watch are:

Trend 1. Distributed cocreation moves into the mainstream.

Web communities might have been for-fun a few years ago, today 70 percent of the executives in a recent survey rate them as for-profit as well!

As announced. Jesse Desjardins' 10 ways to be a marketing genius like Lady Gaga:

"#1 Have an opinion

Jesse Desjardins reflects why Lady Gaga is a marketing genius yesterday/ tomorrow. He might be a marketing genius himself ;)

I have to admit this recommendation comes unread! Jim Gilmore's and Joe Pine's books are not part of own bookshelf yet. And they won't be for some time. Due to a personal moratorium on the use of any bookstore for the rest of this year I have no chance to get hold of a copy of Mass Customization, The Experience Economy, or Authenticity myself.

A library?

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All businesses are man-made. Nevertheless the question arises: Is a business fake fake, real real, fake real or real fake? From commodities to goods (to commoditized goods) to services (to commoditized services) to experiences.