"It's grim, the most grim it's been since I've been around the

business."

This is David Geffen, the famous music mogul, talking about the

music business today.

Why is it so bad? Many reasons are offered, but to me, the most

important is the response of the music industry to the Web. They

didn't like Napster that enabled music lovers to swap files.

Instead of trying to find out more about the Web, they did what

came naturally: they sued. They did not realize and still do

not realize that anytime they get rid of a Napster 10 or more

clones will pop up to replace it.

A slew of companies is working on what is euphemistically called

"digital rights management". They want to limit access to information

products - books, software, music - to an extent greater than

could have been done before the advent of the Internet. They

want to prevent file sharing. They want to reduce "fair use."

Web consumers will not put up with this.

These companies believe that keeping things closed - boxed, copyrighted,

encrypted - will give them a competitive advantage. They are

using competitive thinking: Me against you. I win, you lose.

Don't get in my way or you will be destroyed. Win markets by

capturing customers.

This is old-fashioned thinking. The Web has changed our lives

drastically. The Web encourages sharing. It encourages working

together. It encourages cooperation. It encourages openness.

The Web is an open medium. Here are 4 examples of openness:

1 - OPEN SOURCE - Linus Torvalds wrote a nucleus for an operating

system and gave away the original code (source code) for free.

He invited programmers to use, adapt, distribute, or improve

it, all for free. Pretty soon, thousands of programmers all over

the world were working together for free to produce an excellent

LINUX operating system. LINUX now competes with Microsoft's closed

(copyrighted) operating system. In addition to LINUX, you can

find a long list of free software at the GNU PROJECT (http://www.gnu.org).

2 - OPEN DIRECTORY - There is one directory that is different

from all the others. Originally, it was called YOOHOO, a variation

from YAHOO! Anybody may enter his website in this directory for

no fee. Several volunteers, each knowledgeable in a different

subject, edit entries and do the indexing. The directory is now

called DMOZ or the Open Directory Project (http://www.dmoz.com).

3 - OPEN CONTENT - Recently I came upon another type of open,

cooperative project: an encyclopedia called Wikipedia (http://www.wikipedia.com).

According to those running the project a "Wiki is a collection

of interlinked pages each of which can be visited and edited

by anyone." At this site, any one can visit, learn, enter a new

article, or edit what he or she sees on a page discussing a subject

they are knowledgeable about. The content of the entire Wikipedia

is open to all and may be modified by all. As time goes on it

will reflect the knowledge of our society.

4 - OPEN NETWORK - I was completely taken aback when I read

Simon Garfinkel's article, The Internet Amenity, in the March

2002 issue of Technology Review. He visited Boston University

and discovered that he could get a FREE wireless connection to

the Web from his laptop. Evidently there are several universities

that offer an "IP tone" - a connection and a temporary address.

According to Garfinkel it is very cheap to do this. He speculates

that eventually the "IP tone" will be available everywhere, thus

providing open networks.

It seems natural to take our marketing philosophy that is based

on years of successful experience with old media, and transfer

it to the new medium of the Web. But new media require new approaches.

The old, closed, competitive thinking no longer works as well

as it did. If they continue to follow their cut-throat approach

to competitors, the big record companies stand a good chance

of disappearing altogether.

The Web is designed for sharing. The Web invites you to cooperate.

The Web makes it easy for you to work together with others. The

Web is open. If you want to be successful, base both your website

and your business on a philosophy of openness.

About the Author

Paul -the soarING- Siegel is a provocative Internet speaker and

author of HELPFULNESS MARKETNG, a book stressing learning, cooperation

and community. Learn about it at http://www.learningfountain.com/.

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