s as they could produce them efficiently. Those companies, like Intel, who have the product and the process technologies and can continually stay ahead of the competition will be rewarded with large profit margins. Countries that have such companies will run the 21st century. The New Biology of BusinessKevin Kelly is the executive editor of Wired Magazine and in the article: The New Biology of Business he presents the theory that a business should be considered and viewed as a biological organism. Mr. Kelly makes a convincing argument that businesses have moved from an industrial mindset to a biological mindset. He makes the case that until the last 10 years or so, business has operated with little regard to its impacts on the environment and the needs of people. Additionally, he argues that business was supply oriented and now is more interested in providing what an individual customer wants. Simply put, the individual has more impact on what a business produces and business strives to work in harmony with nature.His theory of biological business has a number of components in the foundation. One is his theory that, technological complexity leads to simplicity. What he means by technological complexity is, many of the tools produced by business are highly complex, in so being it's easier to use or "user friendly" for the buyer. Take for instance a personal digital assistant or PDA. Not only is it small, portable and energy efficient; it's easy to use. In someone's pocket is all the information needed to contact nearly everyone they know, keep track of the day's events, and perform complex financial calculations. Amazingly, a small business can be run with an inexpensive PDA. Think of the years of research, science, and the complexity of the components it is made up of. Thus a highly complex tool is small and simple to use. The second component in the foundation of his theory is, "more begets more". For example, Netscape and Microsoft ...
