What can be done starts with the digital communities building the future. These startups have achieved such an impact that even in the material economy of the past, they are worth billions of dollars. They can, and should be a force for change.
What does it take for startups to change rather than adapt to society?
1. Define new metrics
GDP rewards everything from traffic jams to oil spills. It is the crudest way to account for innovation: it only captures the benefits that can be captured privately from social good.
This leads to entire companies shutting off access to social goods in order to reap private benefit: LinkedIn has built an entire empire on restricting valuable information away from those that need it, for example.
Sales or users are the easiest way to measure growth, but for forward-thinking startups, a measure of social impact should be implemented as a key performance indicator: from the number of people who are able to learn something new on an edtech platform, to the number of trees saved on a communications platform.
Socially-oriented investors like the Omidyar Network and the non-profit arm of Y Combinator will notice. Ultimately, social value will spread as a key metric not only for intrinsic reasons, but for extrinsic ones as well.
Technology that helps empower and enable others is immensely powerful, for all of the right reasons. Communities that grow from that technology can generate advances so powerful that huge amounts of money will flow regardless: we saw this with Linux spawning the $10 billion+ Red Hat corporation.
2. Think long-term
Startups can’t just think of short-term growth curves. In order to create a sustainable society, startups must think of the long-term future.
Instead of just focusing on short-term profit, Salman Khan of Khan Academy has put himself on record as to saying that the profit motive actually harms his mission of creating sustainable long-term value.
This is why Khan Academy has been created with a non-for-profit model: in order to create the social value it needs to, unhindered by shareholders constantly demanding the company sacrifice itself to get some numbers now.
The great startups of the future will be able to pursue their social goals without much thought to private goals.
They will build for centuries rather than building for fiscal years.
3. Strive to change behavior—not adapt to it
Respected venture capitalist Chris Dixon has argued persuasively that the best startup ideas are not the freshest ones: they are the old ideas left around that were pursued with ambition by new startups that looked to control all facets of the value chain.
From Uber, to Tesla, to Warby Parker, these startups embedded their digital culture into every facet of the value chain. They challenged entrenched traditional incumbents head-on by fundamentally changing user behavior patterns.
People who use Uber or Airbnb would find it difficult to come back to the traditional way of hailing a cab, or taking a hotel out. That is because these full-stack startups chose to change their user’s behavior rather than adapt to it.
Rather than creating an application to make it easier to book a hotel, Airbnb redefined the hospitality industry by making it a part of the sharing economy. It allowed you and I to rent out each other’s unoccupied guest rooms, and to be hosted by those with extra space from city-to-city, creating game-changing disruption of user behavior.
Airbnb is now worth $10 billion.
Digital startups that strive to control all facets of the value chain achieve material success. They are at the forefront of changing the way humans interact with one another, and changing the world around them.
4. Embrace open data and open source
I gave a talk once on the importance of adopting software principles to a capital-intensive biotechnology industry. Because of the rules of the new knowledge economy, the largest cost for companies expanding are the minds of skilled builders.
One of the cardinal rules of software engineering is “DRY”—Don’t Repeat Yourself. Taken on an aggregate level, this means that if somebody has built it already, you shouldn’t build it again.
The lean philosophy that forms the basis of the modern startup demands it. Lean means not to waste—and developing something in a proprietary silo when others are doing the same thing is waste.
When your most expensive cost is that of bright minds, you cannot afford to waste them working on solutions that have already been built.