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Proximity: How Coming Breakthroughs in Just-in-Time Transform Business, Society, and Daily Life
What if you could have whatever you want, produced and provided immediately and affordably no matter how customized—with minimal environmental impact? Products, services, and experiences on demand. Just-in-time anything, anywhere, anytime. This radical change is underway, as digital technologies push the production and provision of value ever closer to the moment of demand.
Robert C. Wolcott and Kaihan Krippendorff provide an indispensable guide to the Proximity revolution, showing how it’s transforming every industry—and our lives. Offering unparalleled foresight for leaders and innovators, they reveal how pervasive this trend will be. Proximity represents an entirely new way to serve customers, with critical implications for corporate strategy, investing, public policy, supply chain resilience, and sustainability. Incremental changes to existing business models won’t suffice.
Through interviews and compelling examples, Proximity shares stories of the people and companies leading the way. The book places rapidly advancing technologies—from generative AI and 3D printing to lab-grown meats, renewable energy, and virtual reality—in context and explores the factors accelerating the transformation.
Proximity offers a playbook for business leaders, investors, and entrepreneurs to win this rapidly emerging game—and for each of us to consider the implications for our careers, families, communities, and lives.
Robert C. Wolcott and Kaihan Krippendorff provide an indispensable guide to the Proximity revolution, showing how it’s transforming every industry—and our lives. Offering unparalleled foresight for leaders and innovators, they reveal how pervasive this trend will be. Proximity represents an entirely new way to serve customers, with critical implications for corporate strategy, investing, public policy, supply chain resilience, and sustainability. Incremental changes to existing business models won’t suffice.
Through interviews and compelling examples, Proximity shares stories of the people and companies leading the way. The book places rapidly advancing technologies—from generative AI and 3D printing to lab-grown meats, renewable energy, and virtual reality—in context and explores the factors accelerating the transformation.
Proximity offers a playbook for business leaders, investors, and entrepreneurs to win this rapidly emerging game—and for each of us to consider the implications for our careers, families, communities, and lives.
- GenresBusiness
256 pages, Hardcover
Published May 28, 2024
16 people are currently reading
70 people want to read
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Displaying 1 - 10 of 10 reviews
June 10, 2025
super dark sided and evil but i learned things so 2 stars
Currently reading
September 3, 2024WIP - TBA BT notes
Notes:
- Imagine a world where your every consumer desire is fulfilled, not eventually, but instantly. A world where products are tailored to your specific tastes and needs. This is the world of Proximity.
- For centuries, businesses have been constrained by the economics of scale, relying on centralized mass production to deliver standardized products at low cost to a mass market. But what if this constraint could be overcome? What if businesses could reliably, and profitably, fulfill each customer's unique needs, in real-time, with products produced near the point of demand?
- Advanced technologies like 3D printing, robotics, AI, and ubiquitous connectivity are enabling companies to postpone production until the moment demand arises, and then rapidly deliver customized products with minimal lead time and waste. The result is a fundamental shift from a "push" to a "pull" economy, where supply dynamically adjusts to demand instead of the other way around.
- But realizing this vision requires more than just new technologies. It demands a wholesale reinvention of business models, organizational structures, and mindsets.
- From remote work and virtual schooling to online shopping and telemedicine, the covid crisis prompted a shift towards digital solutions almost overnight.
- In the world of Proximity, companies must strive to track every point of demand: that is, not just what the customer wants, but when, where, and in what context they want it. It means building a comprehensive, real-time understanding of customer needs.
- But the Proximity revolution isn't just about plants. Land-based aquaculture brings fish farming out of the oceans and into carefully controlled tanks on shore. By recycling water and eliminating the risks of disease and pollution, these systems can deliver fresh, healthy seafood with a dramatically lower environmental impact. Even more radical – and more congruent with animal welfare – are emerging techniques of cellular agriculture, in which meat is grown directly from cultured cells in a laboratory setting. Imagine biting into a juicy steak or a crispy piece of fried chicken, knowing that no animal had to suffer for your meal.
Notes:
- Imagine a world where your every consumer desire is fulfilled, not eventually, but instantly. A world where products are tailored to your specific tastes and needs. This is the world of Proximity.
- For centuries, businesses have been constrained by the economics of scale, relying on centralized mass production to deliver standardized products at low cost to a mass market. But what if this constraint could be overcome? What if businesses could reliably, and profitably, fulfill each customer's unique needs, in real-time, with products produced near the point of demand?
- Advanced technologies like 3D printing, robotics, AI, and ubiquitous connectivity are enabling companies to postpone production until the moment demand arises, and then rapidly deliver customized products with minimal lead time and waste. The result is a fundamental shift from a "push" to a "pull" economy, where supply dynamically adjusts to demand instead of the other way around.
- But realizing this vision requires more than just new technologies. It demands a wholesale reinvention of business models, organizational structures, and mindsets.
- From remote work and virtual schooling to online shopping and telemedicine, the covid crisis prompted a shift towards digital solutions almost overnight.
- In the world of Proximity, companies must strive to track every point of demand: that is, not just what the customer wants, but when, where, and in what context they want it. It means building a comprehensive, real-time understanding of customer needs.
- But the Proximity revolution isn't just about plants. Land-based aquaculture brings fish farming out of the oceans and into carefully controlled tanks on shore. By recycling water and eliminating the risks of disease and pollution, these systems can deliver fresh, healthy seafood with a dramatically lower environmental impact. Even more radical – and more congruent with animal welfare – are emerging techniques of cellular agriculture, in which meat is grown directly from cultured cells in a laboratory setting. Imagine biting into a juicy steak or a crispy piece of fried chicken, knowing that no animal had to suffer for your meal.
September 3, 2024
The book "Proximity: Just-In-Time Breakthroughs to Transform Business and Life" by Robert C. Wolcott and Kaihan Krippendorff explores the transformative impact of new technologies on the way goods and services are produced and consumed. Proximity refers to the shift towards localized production, where products are created closer to the time and place of demand, enabling businesses to offer highly personalized goods with greater efficiency. This approach challenges traditional mass production models by leveraging advancements in 3D printing, robotics, AI, and connectivity.
The book highlights how this transition from a "push" economy, where products are made in advance and then sold, to a "pull" economy, where production is triggered by actual demand, benefits consumers by providing them with unprecedented levels of choice and customization. For businesses, Proximity promises increased profitability by reducing overproduction, inventory costs, and supply chain inefficiencies. Moreover, the environmental benefits of producing only what is needed can lead to more sustainable consumption practices.
The concept of "P=0," a theoretical ideal where there is no delay or distance between the moment a product is needed and when it is created, illustrates the potential of Proximity. Achieving this requires a reinvention of business models, moving away from centralized production and embracing fluid ecosystems of partnerships across industries.
Proximity is also reshaping the food system. Controlled Environment Agriculture (CEA), such as vertical farming and modular units, allows for localized, technology-driven food production with lower environmental impacts. Innovations like land-based aquaculture and cellular agriculture are revolutionizing how we produce seafood and meat. As these technologies mature, they could lead to a hybrid food system where localized, distributed operations complement large-scale agriculture.
Ultimately, the book argues that embracing Proximity is essential for businesses to create better outcomes for customers, society, and the planet. The key to success lies in adopting new technologies, leveraging real-time data, and rethinking traditional business models to align with the evolving demands of the market.
The book highlights how this transition from a "push" economy, where products are made in advance and then sold, to a "pull" economy, where production is triggered by actual demand, benefits consumers by providing them with unprecedented levels of choice and customization. For businesses, Proximity promises increased profitability by reducing overproduction, inventory costs, and supply chain inefficiencies. Moreover, the environmental benefits of producing only what is needed can lead to more sustainable consumption practices.
The concept of "P=0," a theoretical ideal where there is no delay or distance between the moment a product is needed and when it is created, illustrates the potential of Proximity. Achieving this requires a reinvention of business models, moving away from centralized production and embracing fluid ecosystems of partnerships across industries.
Proximity is also reshaping the food system. Controlled Environment Agriculture (CEA), such as vertical farming and modular units, allows for localized, technology-driven food production with lower environmental impacts. Innovations like land-based aquaculture and cellular agriculture are revolutionizing how we produce seafood and meat. As these technologies mature, they could lead to a hybrid food system where localized, distributed operations complement large-scale agriculture.
Ultimately, the book argues that embracing Proximity is essential for businesses to create better outcomes for customers, society, and the planet. The key to success lies in adopting new technologies, leveraging real-time data, and rethinking traditional business models to align with the evolving demands of the market.
September 3, 2024
Summary:
New technologies are enabling a fundamental shift in how we produce and consume goods and services. By allowing production to happen closer to the time and place of demand, businesses can deliver highly personalized products and services more efficiently.
This move towards Proximity promises to unlock new levels of customer value, business profitability, and sustainability. Realizing this potential, however, requires reinventing business models. Businesses must embrace an ecosystem mindset and leverage real-time data about consumer behavior and preferences.
In the end, the winners will be those who can embrace Proximity and harness its potential to create better outcomes for customers, society, and the planet.
New technologies are enabling a fundamental shift in how we produce and consume goods and services. By allowing production to happen closer to the time and place of demand, businesses can deliver highly personalized products and services more efficiently.
This move towards Proximity promises to unlock new levels of customer value, business profitability, and sustainability. Realizing this potential, however, requires reinventing business models. Businesses must embrace an ecosystem mindset and leverage real-time data about consumer behavior and preferences.
In the end, the winners will be those who can embrace Proximity and harness its potential to create better outcomes for customers, society, and the planet.
September 3, 2024
Proximity is reshaping the economy
“new technologies are enabling a fundamental shift in how we produce and consume goods and services. By allowing production to happen closer to the time and place of demand, businesses can deliver highly personalized products and services more efficiently.
This move towards Proximity promises to unlock new levels of customer value, business profitability, and sustainability. Realizing this potential, however, requires reinventing business models. Businesses must embrace an ecosystem mindset and leverage real-time data about consumer behavior and preferences.”
“the winners will be those who can embrace Proximity and harness its potential to create better outcomes for customers, society, and the planet.”
“new technologies are enabling a fundamental shift in how we produce and consume goods and services. By allowing production to happen closer to the time and place of demand, businesses can deliver highly personalized products and services more efficiently.
This move towards Proximity promises to unlock new levels of customer value, business profitability, and sustainability. Realizing this potential, however, requires reinventing business models. Businesses must embrace an ecosystem mindset and leverage real-time data about consumer behavior and preferences.”
“the winners will be those who can embrace Proximity and harness its potential to create better outcomes for customers, society, and the planet.”
This entire review has been hidden because of spoilers.
July 11, 2025
This feels less like a business book and more like binoculars pointed at the near future. Authors Robert C. Wolcott and Kaihan Krippendorff stitch together generative AI, 3-D printing, lab-grown protein, distributed energy, immersive XR,and other technologies into one coherent, accelerating storyline. The result is a lucid map of how once-separate technologies are converging to push production and value creation ever closer to the moment and place of demand.
If you’re hunting for a visionary yet actionable guide to the synchronous evolution of today’s most disruptive technologies, Proximity delivers—in real time.
If you’re hunting for a visionary yet actionable guide to the synchronous evolution of today’s most disruptive technologies, Proximity delivers—in real time.
July 17, 2024
Absolutely phenomenal. The insights, examples and the appendix for action in the back are fantastic.
I wrote 15+ pages of notes and highly recommend anyone in the tech space reads this.
In addition, I picked up a new business model we will implement in our company 5 years from now.
Truly astonishing and well presented!
I wrote 15+ pages of notes and highly recommend anyone in the tech space reads this.
In addition, I picked up a new business model we will implement in our company 5 years from now.
Truly astonishing and well presented!
September 3, 2024
Read on 81inklist.
The view is very one-sided. If you try to fulfil every customer request, you automatically manoeuvre yourself into a logistical and financial nightmare. I understand that every customer would prefer to design their own T-shirt and use the finest materials from fair-trade organic farming. But it shouldn't cost more than an off-the-peg item.
The view is very one-sided. If you try to fulfil every customer request, you automatically manoeuvre yourself into a logistical and financial nightmare. I understand that every customer would prefer to design their own T-shirt and use the finest materials from fair-trade organic farming. But it shouldn't cost more than an off-the-peg item.
May 27, 2025
Review to come...
September 5, 2025
Interesting hypothesis about the future - with lots of embedded examples from history throughout
Displaying 1 - 10 of 10 reviews