TAKE WAZE ALL THE WAYS WAZE Many of us had access GPS and digitized street maps well before Waze existed, by way of Mapquest or IS COMBINING perhaps a Garmin device in our car. These products could effectively tell us where we wanted to go. What makes Waze special is that it layered together many TECHNOLOGY non-rival goods to make a delicious sandwich that can tell us where we want to go as efficiently as possible, in TO MAKE A NEW that exact moment. SUPER-TECHNOLOGY As Paul Mason argues in his book Postcapitalism: A Guide To Our Future, there’s no Waze without DARPA. There’s no Waze without Google, even before Google bought the thing. The products had to combine. Adam Smith never imagined such situations. (Marx, to some extent, did, in a text called Fragment on Machines). Waze was only made possible through the existence of other semi-open source, semi-free things. 74
OgilvyRED Future of Work Flipbook Page 67 Page 69