These days, when our slow recovery from recession seems like a full-employment program for pessimistic pundits, it’s great to have a new book from Chris Anderson, an indefatigable cheerleader for the unlimited potential of the digital economy. Anderson, the departing editor in chief of Wired magazine, has already written two important books exploring the impact of the Web on commerce. In “The Long Tail,” he argued that companies like Amazon that faced distribution challenges arising from having large quantities of the same kind of product would thrive by “selling less of more.” Corporations didn’t have to chase blockbusters if they had a mass of small sales. In “Free: The Future of a Radical Price,” he argued that giving stuff away to attract a multitude of users might be the best way eventually to make money from loyal customers. Anderson has also helped found a Web site, Geekdad, and an aerial robotics company. From his vantage point, in the future more and more people can get involved in making things they really enjoy and can connect with others who share their passions and their products. These connections, he claims, are creating a new Industrial Revolution.
In a 2010 Wired article entitled “In the Next Industrial Revolution, Atoms Are the New Bits,” Anderson described how the massive changes in our relations with information have altered how we relate to things. Now that the power of information-sharing has been unleashed through technology and social networks, makers are able to collaborate on design and production in ways that facilitate the connection of producers to markets. By sharing information “bits” in a creative commons, entrepreneurs are making new things (reshaping “atoms”) more cheaply and quickly. The new manufacturing is a powerful economic force not because any one business becomes gigantic, but because technology makes it possible for tens of thousands of businesses to find their customers, to form their communities.