GO AFTER THE 'I-SPACE'GO AFTER THE 'I-SPACE'Business school students have been trained for a century in the "administrative point of view." The manager's job was to oversee and control what was inside the company, where products are made. Everything else was a distraction Distraction Divination (See OMEN.) Porlock a “person from Porlock” interrupted Coleridge while he was recollecting the dream on which he based “Kubla Khan”. [Br. Lit.: Poems of Coleridge in Magill IV, 756] . Those rules define who's in and who's out. Business is no longer just about the product. It's about solutions for the individual. This means you need to get into the subjective space where individuals live--what I call the "I-Space." Amazon and eBay have done this. So has Apple with iPod/iTunes. You need to collaborate to provide the support that individuals need. You can't do it alone because the needs of individuals don't conform to Verb 1. conform to - satisfy a condition or restriction; "Does this paper meet the requirements for the degree?" fit, meet coordinate - be co-ordinated; "These activities coordinate well" your organizational boundaries. Shoshana Zuboff Shoshana Zuboff is the Charles Edward Wilson Professor of Business Administration at the Harvard Business School (retired). She was born in 1951 [place unknown] and is an American citizen. One of the first tenured women at the Harvard Business School, she earned her Ph.D. CONSULTANT AND CO-AUTHOR co·au·thor or co-au·thor n. A collaborating or joint author. tr.v. co·au·thored, co·au·thor·ing, co·au·thors To be a collaborating or joint author of: "He and a colleague . . . OF THE SUPPORT ECONOMY 
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