Indie capitalism is local, not global, and cares about the community and jobs and says so right up front. Good things come from and are made locally by people you can see and know. The local focus makes indie capitalism intrinsically sustainable--energy is saved as a result of a way of life, not in an effort to reach a distinct and difficult goal.
Indie capitalism is socially, not transactionally, based. It’s not just Internet social, involving 5,000 friends, but personally social. Take
Kickstarter, for example, where people fund the music, books, and products that they can watch develop over time. In this model, consumer, investor, audience, fan, helper, and producer conflate. People find and prepare their food the same way they find and prepare their music. And then they share it all.
But before they show and tell, people make. Indie capitalism is, above all, a maker system of economics based on creating new value, not trading old value. It embraces all the strains of maker culture--food, indie music, DIY, craft, 3-D digital fabrication, bio-hacking, app enabling, CAD modeling, robotics, tinkering. Making is not a rare act performed by a few but a routine happening in which just about everyone participates. Making and using tools are part of a meaningful existence. And tools shift from a ritual presence to a practical role in everyday life. Having great tools and making great things begin to replace consumption as an end in itself. Wieden + Kennedy get it with their ads for Chrysler. The “Imported from Detroit”[a] signals the shift in sensibility to “local.” And the “The Things We Make, Make Us” tagline for Jeep gets the new make culture: “This has always been a nation of builders. Craftsmen. Men and women for whom straight stitches and clean welds are a matter of personal pride… This, our newest son, was imagined, drawn, carved, stamped, hewn and forged here in America.” And Dan Provost, who, with Tom Gerhardt, launched his Glif iPhone camera stand on Kickstarter, perfectly sums up the new outlook: "One thing that has greatly pleased Tom and I about the success of this project is its inherent simplicity: We are just two guys who made something people want to buy, and then we sell it to them. No middle men, no big corporations, no venture capital, no investments. I think beyond the interest in the Glif itself, people like to know where things are coming from, and the story behind it."
Another indie capitalism characteristic is a heightened meaning embedded in materials and products. Making fewer things of higher quality and utility is important. Reusing and sharing really good stuff is valued. The touch and feel of things, from Apple products to vintage Levi’s jeans to beautifully made (but unlabeled) dresses, are important. The entire notion of brand is upended in indie capitalism, superseded by the community surrounding the creation of a product or service. Authenticity is the “brand” in many cases.
Read the Whole Article at http://www.fastcodesign.com/1665567/4-reasons-why-the-future-of-capitalism-is-homegrown-small-scale-and-independent
This is the Future: Indie Capitalism
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