CHANGE 9
 |
Description
Book Introduction
The new standard of 'Phono' that penetrates the great turning point of civilization, Read the nine Phono Sapiens Codes! The second book by Professor Choi Jae-boong, a civilization engineer and author of the best-selling book “Phono Sapiens.” The outbreak of the COVID-19 virus that swept the world in 2020 shook the foundations of existing civilization, which was locked in a tense power struggle with digital civilization. Humanity has been forced to move to a contactless lifestyle to avoid infection, making the transition to a digital civilization a matter of survival rather than choice. The flow of civilization change, which was currently in a transitional period, has been subject to a major upheaval due to COVID-19. Professor Choi Jae-boong says that no one can now go against the Phono Sapiens civilization, and that in the new world this civilization has created, we cannot continue to live the way we have lived until now. In his new work, "CHANGE 9," he takes a close look at the changing landscape of the COVID-19 era and presents a clear direction for how we should live as people in the accelerated Homo Sapiens civilization. The direction is a new standard led by Phono Sapiens, the 'Phono Sapiens Code'. These were standards that were relevant in the past, but they are standards that must be met in the future. Because choice and necessity are completely different criteria. We will examine each of the nine codes that have acquired new and absolute meaning as they meet the needs of the new standard humanity. We will also examine the contemporary issues corresponding to each code, the corresponding human behavior patterns, the evolved response methods, and the fragments of civilizational change that are brought about through them. It also contains in-depth insights and a wealth of examples of diverse companies and individuals who have achieved sustainable growth. |
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index
Introduction: The Pandemic, Arriving at a Time of Civilizational Transition, Offers an Opportunity to Change the World's Standards
Business in a time of great civilizational transition
Finance | Broadcasting | Distribution | Jobs | Education | Food, Clothing, and Shelter
Global Markets Before and After Corona
BEFORE COVID | AFTER COVID
CODE1 Metacognition - Knowing what you know and what you don't know eliminates limitations.
- The norm is what 'more' people think is right.
- If you can search, it becomes 'my knowledge'
Cryptocurrency was created with metacognition.
- Ground of imagination, metacognition
PHONO INSIGHT 1 | PINKFONG
CODE2 Imagination _ The size of your thoughts creates the size of your reality.
- Imagination is born from experience.
- The dream world has changed, and the talents of the past have no place to stand.
A world where elementary school students program artificial intelligence
- The sound of eating is heard 7 billion times a year.
PHONO INSIGHT 2 | Baedal Minjok
CODE3 Humanity _ Self-esteem is everyone's right.
- Pay off a thousand nyang debt with one emoticon
- Not everyone becomes a 'old fart'
Recognizing that we are different becomes my weapon.
PHONO INSIGHT 3 | Musinsa
CODE4 Diversity _ Different is the most universal
- What BTS Proved with Data
- Pursuing 'diversity' is the most 'universal' thing.
- You can't meet Kian84 in the 'manhwabang'.
- How a tile artist makes the difference between a tiler and a tiler.
PHONO INSIGHT 4 | Naver Webtoon
CODE5 Digital Transformation: All wealth is gathered in the digital space.
- All products are consumed through 'streaming'.
- How 'GAFA' rules the world
- Learns voluntarily without being told to do so
The buzzword in the 5G world is collaboration again.
PHONO INSIGHT 5 | Carrot Market
CODE6 Resilience _ Following the path of a cool-headed optimist
- In a time of civilizational transition, emotional muscles must become stronger.
- Resilience increases with the breadth of empathy.
- When you can draw an 'objective' and 'optimistic' life
PHONO INSIGHT 6 | Jipyeong Saeng Makgeolli
CODE7 Skills - Data Proves Everything About a Person
- Never discard any data left behind by consumers.
- The 6-year-old Korean boy who has 500 million people around the world crazy about him
The Real Reason Why 'Other Races' Are Prospering
The public is enthusiastic about the 'trajectory taken'
PHONO INSIGHT 7 | BTS, ARMY, and Big Hit
CODE8 Fandom _ Supported by the Greatest Power
- Evolution is an instinct imprinted in human DNA.
A new consumption channel: fandoms are taking over the world.
From the creation to the destruction of consumption, 'self-selection' intervenes.
In the age of consumer power, where real power is unleashed.
PHONO INSIGHT 8 | Stylenanda
CODE9 Authenticity _ We live in a transparent era that everyone can see.
The Fall of a Famous Shopping Mall: The One Thing They Didn't Have
- Even if you're not looking, someone is watching.
- The belief that authenticity is everything saves me.
PHONO INSIGHT 9 | JYP
Closing remarks: 'Data' says now is the opportunity.
Business in a time of great civilizational transition
Finance | Broadcasting | Distribution | Jobs | Education | Food, Clothing, and Shelter
Global Markets Before and After Corona
BEFORE COVID | AFTER COVID
CODE1 Metacognition - Knowing what you know and what you don't know eliminates limitations.
- The norm is what 'more' people think is right.
- If you can search, it becomes 'my knowledge'
Cryptocurrency was created with metacognition.
- Ground of imagination, metacognition
PHONO INSIGHT 1 | PINKFONG
CODE2 Imagination _ The size of your thoughts creates the size of your reality.
- Imagination is born from experience.
- The dream world has changed, and the talents of the past have no place to stand.
A world where elementary school students program artificial intelligence
- The sound of eating is heard 7 billion times a year.
PHONO INSIGHT 2 | Baedal Minjok
CODE3 Humanity _ Self-esteem is everyone's right.
- Pay off a thousand nyang debt with one emoticon
- Not everyone becomes a 'old fart'
Recognizing that we are different becomes my weapon.
PHONO INSIGHT 3 | Musinsa
CODE4 Diversity _ Different is the most universal
- What BTS Proved with Data
- Pursuing 'diversity' is the most 'universal' thing.
- You can't meet Kian84 in the 'manhwabang'.
- How a tile artist makes the difference between a tiler and a tiler.
PHONO INSIGHT 4 | Naver Webtoon
CODE5 Digital Transformation: All wealth is gathered in the digital space.
- All products are consumed through 'streaming'.
- How 'GAFA' rules the world
- Learns voluntarily without being told to do so
The buzzword in the 5G world is collaboration again.
PHONO INSIGHT 5 | Carrot Market
CODE6 Resilience _ Following the path of a cool-headed optimist
- In a time of civilizational transition, emotional muscles must become stronger.
- Resilience increases with the breadth of empathy.
- When you can draw an 'objective' and 'optimistic' life
PHONO INSIGHT 6 | Jipyeong Saeng Makgeolli
CODE7 Skills - Data Proves Everything About a Person
- Never discard any data left behind by consumers.
- The 6-year-old Korean boy who has 500 million people around the world crazy about him
The Real Reason Why 'Other Races' Are Prospering
The public is enthusiastic about the 'trajectory taken'
PHONO INSIGHT 7 | BTS, ARMY, and Big Hit
CODE8 Fandom _ Supported by the Greatest Power
- Evolution is an instinct imprinted in human DNA.
A new consumption channel: fandoms are taking over the world.
From the creation to the destruction of consumption, 'self-selection' intervenes.
In the age of consumer power, where real power is unleashed.
PHONO INSIGHT 8 | Stylenanda
CODE9 Authenticity _ We live in a transparent era that everyone can see.
The Fall of a Famous Shopping Mall: The One Thing They Didn't Have
- Even if you're not looking, someone is watching.
- The belief that authenticity is everything saves me.
PHONO INSIGHT 9 | JYP
Closing remarks: 'Data' says now is the opportunity.
Detailed image
Into the book
In fact, even before the outbreak of COVID-19, humanity was living in a period of revolutionary change, a shift in civilization known as "digital transformation."
Humanity's living space was rapidly shifting to digital platforms, and as a result, the existing industrial ecosystem was undergoing a transitional period of collapse and rebuilding.
In the midst of that crisis, COVID-19 also struck.
Before the COVID-19 pandemic, traditional civilization and digital civilization seemed to be in a state of struggle.
In other words, the conflict between the 'established generation', accustomed to the existing offline-centered civilization system, and the 'Phono Sapiens generation', accustomed to the smartphone-based digital platform life, was tense.
A year ago, when I published my book, Phono Sapiens, many people recognized that a new civilization was coming, but they hoped that the change would come as late as possible.
We were also wary of excessive change in the social system as a whole, and were attempting to control the pace through regulations.
However, the COVID-19 pandemic has swept away the hopes of the older generation in one fell swoop.
--- p.006-007
This is a question that comes up a lot when explaining metacognition.
When asked, 'What is the third most populous city in El Salvador?', you might say, 'How do you know that?
The decision is made that 'I don't know'.
So I immediately answer, 'I don't know.'
This is metacognition.
Another me looking at me from a distance, what I don't know, is what I know exactly.
But what if you do some research? Searching for El Salvador's major cities and comparing their populations can easily yield the answer.
If the smartphone were a part of our body like our brain and we were allowed to search it, my metacognition would start to think, 'Well, I could know that.'
There is a fundamental change in metacognition.
This is just a small start.
Accessing knowledge networks through your smartphone dramatically improves your learning ability.
And for someone who has been familiar with this for a long time, the scope of what he can do expands further.
It's about becoming a person with superior intellectual ability and achievement.
So, the ability to search and the ability to quickly find what you want through search become very important 'intellectual abilities'.
In schools and academies, a new learning method called 'self-discovery and learning' and 'searching and finding out' has emerged in addition to the existing learning method of learning and memorizing given content from someone.
--- p.080-081
The oldest, most familiar, and at the same time dynamic consumer good for mankind is 'music'.
Music consumption patterns change the fastest.
His theory that observing changing music consumption patterns can predict future consumption patterns has held true for 30 years and will continue to hold true.
So, let's take a look at the current standards for music consumption.
There may still be people who buy and listen to albums, or CDs, but it doesn't seem to be the 'current' universal way to consume music.
What do you do when you think of music you want to listen to? You probably turn on your smartphone and open an app like YouTube or Melon.
It's about accessing a digital platform that provides music.
Then search and select your favorite music.
This whole process happens naturally, as if neurons were connecting and responding to a smartphone.
Music flows out of the smartphone.
It doesn't just come out, it's 'streamed' through the communication network.
To put it more simply, streaming is 'delivery'.
Technically, the process of consuming music can be summarized as 'accessing a digital platform through an artificial organ (smartphone), paying a fee, and then consuming it through delivery (streaming).'
--- p.196-197
Carrot Market has a fun name and a great marketing strategy.
But what captivated consumers was the ‘good experience.’
What makes a good experience is voluntary fandom.
The experience of easily turning something lying around the house into cash in my pocket is incredibly appealing.
When Phono Sapiens have a good experience, they always spread it around.
Carrot Market has created a wonderful experience that people have never experienced before in the used goods transaction.
This is killer content.
The power of creating killer content lies in the delicate details.
It's the overly delicate consideration that makes things a little more comfortable and a little more reassuring that makes people go crazy.
It is clear that Carrot Market's killer content comes from its organizational culture.
The details will come alive only when the organizational culture is such that it doesn't come up with 'ideas the boss would like' but rather 'I would do it like this too'.
This also means that Carrot Market has understood the essence of digital transformation since its founding.
--- p.212
Digital platforms thrive on consumer choice.
So, the platforms that are selected through fierce competition put a lot of effort into data analysis.
Jeff Bezos, CEO of Amazon, which started out selling books and has since dominated the US online market, is well known as a data enthusiast.
His belief that “never throw away a single bit of consumer data” accurately captures what is needed in the age of consumer power.
That's the secret to how it grew into the world's leading online retailer, pushing out the reigning powerhouses eBay and Auction.
In fact, the data analysis technology that Amazon has accumulated over the past 10 years is the driving force that saves Amazon.
Amazon turned this technology into a cloud service called AWS, generating huge revenue.
Even now, the profits generated by AWS are covering all the losses incurred by the distribution industry.
We secured all the funds necessary to expand our logistics centers and build infrastructure, which are absolutely essential for online distribution, through AWS, and that is what made Amazon what it is today.
--- p.246-247
It was the sincerity that was evident in his words and actions.
Authenticity is like a fragrance that permeates all of life.
So, the most important thing to maintain consistency and authenticity in life is to have a lot of 'thoughts'.
One of the weaknesses of Phono Sapiens is that we prioritize searching over thinking.
So, in fact, you have to intentionally train your thinking a lot.
Fragmentary information conveys the phenomenon, but does not tell us about the essential changes in this aspect.
To read it, you need to develop the habit of thinking deeply on a regular basis.
Even in an age where data is becoming increasingly important, it's difficult to achieve true skill if you can't decipher its meaning.
Looking at Park Jin-young's recent attitude toward life, it seems that he places great emphasis on 'authenticity that permeates life.'
He emphasizes the values pursued by JYP Entertainment as ‘truth, sincerity, and humility.’
It is said that the most universal value of humanity, which is in line with Confucianism, is the most necessary virtue for artists in the era of Phono Sapiens.
This is the conclusion he reached after much thought about the meaning of life, and it aligns exactly with my own thoughts.
Humanity's living space was rapidly shifting to digital platforms, and as a result, the existing industrial ecosystem was undergoing a transitional period of collapse and rebuilding.
In the midst of that crisis, COVID-19 also struck.
Before the COVID-19 pandemic, traditional civilization and digital civilization seemed to be in a state of struggle.
In other words, the conflict between the 'established generation', accustomed to the existing offline-centered civilization system, and the 'Phono Sapiens generation', accustomed to the smartphone-based digital platform life, was tense.
A year ago, when I published my book, Phono Sapiens, many people recognized that a new civilization was coming, but they hoped that the change would come as late as possible.
We were also wary of excessive change in the social system as a whole, and were attempting to control the pace through regulations.
However, the COVID-19 pandemic has swept away the hopes of the older generation in one fell swoop.
--- p.006-007
This is a question that comes up a lot when explaining metacognition.
When asked, 'What is the third most populous city in El Salvador?', you might say, 'How do you know that?
The decision is made that 'I don't know'.
So I immediately answer, 'I don't know.'
This is metacognition.
Another me looking at me from a distance, what I don't know, is what I know exactly.
But what if you do some research? Searching for El Salvador's major cities and comparing their populations can easily yield the answer.
If the smartphone were a part of our body like our brain and we were allowed to search it, my metacognition would start to think, 'Well, I could know that.'
There is a fundamental change in metacognition.
This is just a small start.
Accessing knowledge networks through your smartphone dramatically improves your learning ability.
And for someone who has been familiar with this for a long time, the scope of what he can do expands further.
It's about becoming a person with superior intellectual ability and achievement.
So, the ability to search and the ability to quickly find what you want through search become very important 'intellectual abilities'.
In schools and academies, a new learning method called 'self-discovery and learning' and 'searching and finding out' has emerged in addition to the existing learning method of learning and memorizing given content from someone.
--- p.080-081
The oldest, most familiar, and at the same time dynamic consumer good for mankind is 'music'.
Music consumption patterns change the fastest.
His theory that observing changing music consumption patterns can predict future consumption patterns has held true for 30 years and will continue to hold true.
So, let's take a look at the current standards for music consumption.
There may still be people who buy and listen to albums, or CDs, but it doesn't seem to be the 'current' universal way to consume music.
What do you do when you think of music you want to listen to? You probably turn on your smartphone and open an app like YouTube or Melon.
It's about accessing a digital platform that provides music.
Then search and select your favorite music.
This whole process happens naturally, as if neurons were connecting and responding to a smartphone.
Music flows out of the smartphone.
It doesn't just come out, it's 'streamed' through the communication network.
To put it more simply, streaming is 'delivery'.
Technically, the process of consuming music can be summarized as 'accessing a digital platform through an artificial organ (smartphone), paying a fee, and then consuming it through delivery (streaming).'
--- p.196-197
Carrot Market has a fun name and a great marketing strategy.
But what captivated consumers was the ‘good experience.’
What makes a good experience is voluntary fandom.
The experience of easily turning something lying around the house into cash in my pocket is incredibly appealing.
When Phono Sapiens have a good experience, they always spread it around.
Carrot Market has created a wonderful experience that people have never experienced before in the used goods transaction.
This is killer content.
The power of creating killer content lies in the delicate details.
It's the overly delicate consideration that makes things a little more comfortable and a little more reassuring that makes people go crazy.
It is clear that Carrot Market's killer content comes from its organizational culture.
The details will come alive only when the organizational culture is such that it doesn't come up with 'ideas the boss would like' but rather 'I would do it like this too'.
This also means that Carrot Market has understood the essence of digital transformation since its founding.
--- p.212
Digital platforms thrive on consumer choice.
So, the platforms that are selected through fierce competition put a lot of effort into data analysis.
Jeff Bezos, CEO of Amazon, which started out selling books and has since dominated the US online market, is well known as a data enthusiast.
His belief that “never throw away a single bit of consumer data” accurately captures what is needed in the age of consumer power.
That's the secret to how it grew into the world's leading online retailer, pushing out the reigning powerhouses eBay and Auction.
In fact, the data analysis technology that Amazon has accumulated over the past 10 years is the driving force that saves Amazon.
Amazon turned this technology into a cloud service called AWS, generating huge revenue.
Even now, the profits generated by AWS are covering all the losses incurred by the distribution industry.
We secured all the funds necessary to expand our logistics centers and build infrastructure, which are absolutely essential for online distribution, through AWS, and that is what made Amazon what it is today.
--- p.246-247
It was the sincerity that was evident in his words and actions.
Authenticity is like a fragrance that permeates all of life.
So, the most important thing to maintain consistency and authenticity in life is to have a lot of 'thoughts'.
One of the weaknesses of Phono Sapiens is that we prioritize searching over thinking.
So, in fact, you have to intentionally train your thinking a lot.
Fragmentary information conveys the phenomenon, but does not tell us about the essential changes in this aspect.
To read it, you need to develop the habit of thinking deeply on a regular basis.
Even in an age where data is becoming increasingly important, it's difficult to achieve true skill if you can't decipher its meaning.
Looking at Park Jin-young's recent attitude toward life, it seems that he places great emphasis on 'authenticity that permeates life.'
He emphasizes the values pursued by JYP Entertainment as ‘truth, sincerity, and humility.’
It is said that the most universal value of humanity, which is in line with Confucianism, is the most necessary virtue for artists in the era of Phono Sapiens.
This is the conclusion he reached after much thought about the meaning of life, and it aligns exactly with my own thoughts.
--- p.318-319
Publisher's Review
A Civilizational Transition and Pandemic Shock: An Opportunity to Change the World's Standards
The plague, which took the lives of one-fifth of Europe's population, was a great tragedy for humanity, but it also marked the end of the Dark Ages and the beginning of the Renaissance.
This is a historical fact that proves that a catastrophic disease that threatens humanity can be an opportunity to change civilization.
The COVID-19 pandemic that plunged the world into a pandemic shock in 2020 also presents two faces: crisis and opportunity.
Experts say that this is a huge event that has marked a turning point in human history, enough to divide world history into the 'before-corona' era and the 'after-corona' era.
Even before the outbreak of COVID-19, humanity was undergoing a period of revolutionary change known as "digital transformation."
Living spaces have rapidly shifted to digital platforms, disrupting and rebuilding entire industrial ecosystems.
In other words, it was a 'transitional period of civilization change' in which existing civilization and digital civilization were competing with each other.
There was a tense conflict between the 'established generation', accustomed to the existing offline-centered civilization system, and the 'Phono Sapiens generation', accustomed to the smartphone-based digital platform life.
In fact, many people recognized the advent of a new civilization, but hoped that the change would proceed as slowly as possible.
The desire to change and the desire to stick to the old ways were in conflict.
The social system as a whole was also wary of excessive change and was attempting to control the pace through regulations.
In the midst of this chaos, COVID-19 struck humanity.
Humanity, trying to avoid infection, is forced to adopt a contactless lifestyle.
This is because, even in the midst of unprecedented circumstances such as the pandemic shock and lockdown, we must continue our daily lives of eating, drinking, and working to survive.
To do all this while sitting at home, you have to rely on your smartphone.
The transition to digital civilization is no longer a matter of choice, but a matter of survival.
Moreover, it has been clearly demonstrated that people accustomed to the Phono Sapiens civilization, who use smartphones as if they were part of their bodies, and social systems based on the Phono Sapiens civilization can maintain stability and even thrive even in a pandemic situation.
In order to survive in the post-COVID era, it has become impossible to ignore the fact that the entire society must shift its standards to a Homo Sapiens civilization capable of non-face-to-face living.
The New Standard for "Another World": The Nine Phono Sapiens Codes
Published last year, "Phono Sapiens" talks about the characteristics of Phono Sapiens, who will become the axis of a new civilization, what life patterns they exhibit, and how they are driving the global economy and markets.
In other words, we observed the new civilization that 'Phono' had achieved and would prosper even more in the future, and took a step 'outside' to look at their appearance.
And now we live 'inside' it.
Professor Choi Jae-boong's new work, "CHANGE 9," presents a clear direction for how we should live as people in the inevitable Phono Sapiens civilization that we have already encountered.
That direction is the 'Phono Sapiens Code', a new standard of thinking established in a world where Phono Sapiens has become the standard human.
The Phono Sapiens Code consists of nine elements: ‘metacognition’, ‘imagination’, ‘humanity’, ‘diversity’, ‘digital transformation’, ‘resilience’, ‘competence’, ‘fandom’, and ‘authenticity’.
Perhaps these nine codes are already familiar to us.
Things like humanity, authenticity, competence, and diversity were important in the past as well.
But in the phono civilization, it is different.
In the past, things that were nice to have but could be lived without have now become necessities rather than options.
In other words, in the past, even if you didn't have humanity, sincerity, or skills, you could still get a job, get promoted, and be successful if you had a good education or a lot of money, but now these have become absolutely necessary virtues.
In this new civilization called Phono Sapiens, the post-COVID era that arrived with the pandemic shock, and today, as we head toward the next normal, these keywords have gained absolute meaning and a new direction as they meet the needs of the new humanity.
College students developing apps that don't make money to provide information faster and easier to see than the government's official website, a 6-year-old making billions of won playing on YouTube, a top online shopping mall that went bankrupt in an instant due to poor customer service for a defective product, a workbook company that created a world-famous children's song with a single shark character, a Korean boy band that became global stars with a global fandom without the support of a major entertainment company...
These vivid examples show what our society needs and where it is passionately headed.
At the same time, it shows what is being eliminated and what is being criticized and ignored.
What is noteworthy is that both their success and decline were determined by the nine Phono Sapiens codes.
The world where 'phonos' have become 'axis' is being moved by a new code that is like their language.
Data tells us now is the opportunity.
Now, we must re-establish and change the standards of our lives through these nine Phono Sapiens Codes.
We must not ignore the ever-changing and changing flow of civilization with complacent thoughts like, "Oh, that kind of culture exists, but it doesn't suit me," or "I can just live the way I've always done."
Being eliminated, disappearing, and falling is not a distant story that only happens to companies or markets.
This applies to employees who regularly receive a paycheck, self-employed individuals who run their own businesses, part-time workers preparing for employment, stay-at-home moms raising children and managing household chores, and even government officials and civil servants who work under standards that have been entrenched for years.
The decline that will come from failing to read the code of the phonies and refusing to change is a fate that no one can escape.
Professor Choi Jae-boong says we need to revise everything we teach our children, starting in elementary school, as soon as possible.
The common sense, standards, and fundamental ideas that we have taken for granted until now… everything must be shaken up.
Only then can the nine Phono Sapiens codes be accepted and executed.
In the post-COVID era, we must clearly see where global civilization is headed and cultivate the strength to prepare for a new era amidst these changes.
This book conveys the nine codes of Phono Sapiens in the fastest and most understandable way possible.
It also contains contemporary issues corresponding to each code, human behavior patterns that follow, evolved responses, and glimpses of the civilizational shift that occurs through them.
At the same time, we also introduced the case studies of proud Korean companies that achieved sustainable growth by applying the insights and Phono Sapiens codes found within it.
The vast amount of data contained in this book points in only one direction.
A new civilization, the Phono Sapiens civilization, has arrived.
It is time for fundamental and deep reflection on myself and our society.
Reading the nine changed codes is just the beginning.
The plague, which took the lives of one-fifth of Europe's population, was a great tragedy for humanity, but it also marked the end of the Dark Ages and the beginning of the Renaissance.
This is a historical fact that proves that a catastrophic disease that threatens humanity can be an opportunity to change civilization.
The COVID-19 pandemic that plunged the world into a pandemic shock in 2020 also presents two faces: crisis and opportunity.
Experts say that this is a huge event that has marked a turning point in human history, enough to divide world history into the 'before-corona' era and the 'after-corona' era.
Even before the outbreak of COVID-19, humanity was undergoing a period of revolutionary change known as "digital transformation."
Living spaces have rapidly shifted to digital platforms, disrupting and rebuilding entire industrial ecosystems.
In other words, it was a 'transitional period of civilization change' in which existing civilization and digital civilization were competing with each other.
There was a tense conflict between the 'established generation', accustomed to the existing offline-centered civilization system, and the 'Phono Sapiens generation', accustomed to the smartphone-based digital platform life.
In fact, many people recognized the advent of a new civilization, but hoped that the change would proceed as slowly as possible.
The desire to change and the desire to stick to the old ways were in conflict.
The social system as a whole was also wary of excessive change and was attempting to control the pace through regulations.
In the midst of this chaos, COVID-19 struck humanity.
Humanity, trying to avoid infection, is forced to adopt a contactless lifestyle.
This is because, even in the midst of unprecedented circumstances such as the pandemic shock and lockdown, we must continue our daily lives of eating, drinking, and working to survive.
To do all this while sitting at home, you have to rely on your smartphone.
The transition to digital civilization is no longer a matter of choice, but a matter of survival.
Moreover, it has been clearly demonstrated that people accustomed to the Phono Sapiens civilization, who use smartphones as if they were part of their bodies, and social systems based on the Phono Sapiens civilization can maintain stability and even thrive even in a pandemic situation.
In order to survive in the post-COVID era, it has become impossible to ignore the fact that the entire society must shift its standards to a Homo Sapiens civilization capable of non-face-to-face living.
The New Standard for "Another World": The Nine Phono Sapiens Codes
Published last year, "Phono Sapiens" talks about the characteristics of Phono Sapiens, who will become the axis of a new civilization, what life patterns they exhibit, and how they are driving the global economy and markets.
In other words, we observed the new civilization that 'Phono' had achieved and would prosper even more in the future, and took a step 'outside' to look at their appearance.
And now we live 'inside' it.
Professor Choi Jae-boong's new work, "CHANGE 9," presents a clear direction for how we should live as people in the inevitable Phono Sapiens civilization that we have already encountered.
That direction is the 'Phono Sapiens Code', a new standard of thinking established in a world where Phono Sapiens has become the standard human.
The Phono Sapiens Code consists of nine elements: ‘metacognition’, ‘imagination’, ‘humanity’, ‘diversity’, ‘digital transformation’, ‘resilience’, ‘competence’, ‘fandom’, and ‘authenticity’.
Perhaps these nine codes are already familiar to us.
Things like humanity, authenticity, competence, and diversity were important in the past as well.
But in the phono civilization, it is different.
In the past, things that were nice to have but could be lived without have now become necessities rather than options.
In other words, in the past, even if you didn't have humanity, sincerity, or skills, you could still get a job, get promoted, and be successful if you had a good education or a lot of money, but now these have become absolutely necessary virtues.
In this new civilization called Phono Sapiens, the post-COVID era that arrived with the pandemic shock, and today, as we head toward the next normal, these keywords have gained absolute meaning and a new direction as they meet the needs of the new humanity.
College students developing apps that don't make money to provide information faster and easier to see than the government's official website, a 6-year-old making billions of won playing on YouTube, a top online shopping mall that went bankrupt in an instant due to poor customer service for a defective product, a workbook company that created a world-famous children's song with a single shark character, a Korean boy band that became global stars with a global fandom without the support of a major entertainment company...
These vivid examples show what our society needs and where it is passionately headed.
At the same time, it shows what is being eliminated and what is being criticized and ignored.
What is noteworthy is that both their success and decline were determined by the nine Phono Sapiens codes.
The world where 'phonos' have become 'axis' is being moved by a new code that is like their language.
Data tells us now is the opportunity.
Now, we must re-establish and change the standards of our lives through these nine Phono Sapiens Codes.
We must not ignore the ever-changing and changing flow of civilization with complacent thoughts like, "Oh, that kind of culture exists, but it doesn't suit me," or "I can just live the way I've always done."
Being eliminated, disappearing, and falling is not a distant story that only happens to companies or markets.
This applies to employees who regularly receive a paycheck, self-employed individuals who run their own businesses, part-time workers preparing for employment, stay-at-home moms raising children and managing household chores, and even government officials and civil servants who work under standards that have been entrenched for years.
The decline that will come from failing to read the code of the phonies and refusing to change is a fate that no one can escape.
Professor Choi Jae-boong says we need to revise everything we teach our children, starting in elementary school, as soon as possible.
The common sense, standards, and fundamental ideas that we have taken for granted until now… everything must be shaken up.
Only then can the nine Phono Sapiens codes be accepted and executed.
In the post-COVID era, we must clearly see where global civilization is headed and cultivate the strength to prepare for a new era amidst these changes.
This book conveys the nine codes of Phono Sapiens in the fastest and most understandable way possible.
It also contains contemporary issues corresponding to each code, human behavior patterns that follow, evolved responses, and glimpses of the civilizational shift that occurs through them.
At the same time, we also introduced the case studies of proud Korean companies that achieved sustainable growth by applying the insights and Phono Sapiens codes found within it.
The vast amount of data contained in this book points in only one direction.
A new civilization, the Phono Sapiens civilization, has arrived.
It is time for fundamental and deep reflection on myself and our society.
Reading the nine changed codes is just the beginning.
GOODS SPECIFICS
- Date of publication: August 20, 2020
- Page count, weight, size: 332 pages | 604g | 152*225*30mm
- ISBN13: 9791165342098
- ISBN10: 116534209X
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