Recently, I was asked to give a presentation on the "New World Order" for advertisers and media owners. What a daunting challenge. New means it's fresh, different and up to date.mOrder means there are things in their place; logical and systematic. World means wide scale, outside the boundaries and all inclusive and embracing.
It sounds utopian, with lambs gamboling across Elysian Fields with bucolic joy. It's just wonderful, and it's perfection.
But it's not a reality; a new world order is a pipe dream.
The three elements of the new, world and order are not independent. Indeed they are contradictory. While some zig, others zag.
Go for the "new," and that demands change. The new creates disorder and discord, not order or harmony. And just try to be new on a universal platform. Forget it; you can only be local. The Internet started as a local application. The DNA Helix was discovered in a single laboratory.
But there's no market for an application that's "new, out of order, & local."
Put the emphasis on "order" and you need an approach that's traditional, proven, conventional and disciplined.
You just have to recall the difficulty Britain still has with the concept of the European Union to sense the difficulty of getting order on a world level. It's just impossible.
But an application for an "old order country" just doesn't deliver.
So move the emphasis to "world," and immediately face the chaos of NATO, the UN, Darfur, the Middle East, Iraq and Afghanistan and you end up with a project about and old disorder world
A "new order world" is more a hope and prayer than a possible reality.
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