Businesses are themselves a form of design. The design of a business encompasses its strategy, organizational structure, management processes, culture, and a host of other factors. Business designs evolve over time through a process of differentiation, selection, and amplification, with the market as the ultimate arbiter of fitness. It is the three-way coevolution of Physical Technologies, Social Technologies, and business designs that accounts for the patterns of change and growth we see in the economy.
The Coevolution of Physical and Social Technologies is only two-thirds of the picture. Technologies alone are nothing more than udeas and designs. The Physical p16
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