the.world.is.flat-第2章

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Flattened？　Flattened？　My　God；　he's　telling　me　the　world　is　flat！　
Here　I　was　in　Bangalore…more　than　five　hundred　years　after　Columbus　sailed　over　the　
horizon；　using　the　rudimentary　navigational　technologies　of　his　day；　and　returned　
safely　to　prove　definitively　that　the　world　was　round…and　one　of　India's　smartest　
engineers；　trained　at　his　country's　top　technical　institute　and　backed　by　the　most　
modern　technologies　of　his　day；　was　essentially　telling　me　that　the　world　was　flat…as　
flat　as　that　screen　on　which　he　can　host　a　meeting　of　his　whole　global　supply　chain。　
Even　more　interesting；　he　was　citing　this　development　as　a　good　thing；　as　a　new　
milestone　in　human　progress　and　a　great　opportunity　for　India　and　the　world…the　fact　
that　we　had　made　our　world　flat！　
In　the　back　of　that　van；　I　scribbled　down　four　words　in　my　notebook：　〃The　world　is　
flat。〃　As　soon　as　I　wrote　them；　I　realized　that　this　was　the　

underlying　message　of　everything　that　I　had　seen　and　heard　in　Bangalore　in　two　weeks　
of　filming。　The　global　competitive　playing　field　was　being　leveled。　The　world　was　
being　flattened。　
As　I　came　to　this　realization；　I　was　filled　with　both　excitement　and　dread。　The　
journalist　in　me　was　excited　at　having　found　a　framework　to　better　understand　the　
morning　headlines　and　to　explain　what　was　happening　in　the　world　today。　Clearly；　it　
is　now　possible　for　more　people　than　ever　to　collaborate　and　compete　in　real　time　
with　more　other　people　on　more　different　kinds　of　work　from　more　different　corners　
of　the　planet　and　on　a　more　equal　footing　than　at　any　previous　time　in　the　history　
of　the　world…using　computers；　e…mail；　networks；　teleconferencing；　and　dynamic　new　
software。　That　is　what　Nandan　was　telling　me。　That　was　what　I　discovered　on　my　journey　
to　India　and　beyond。　And　that　is　what　this　book　is　about。　When　you　start　to　think　
of　the　world　as　flat；　a　lot　of　things　make　sense　in　ways　they　did　not　before。　But　
I　was　also　excited　personally；　because　what　the　flattening　of　the　world　means　is　that　
we　are　now　connecting　all　the　knowledge　centers　on　the　planet　together　into　a　single　
global　network；　which…if　politics　and　terrorism　do　not　get　in　the　way…could　usher　
in　an　amazing　era　of　prosperity　and　innovation。　
But　contemplating　the　flat　world　also　left　me　filled　with　dread；　professional　and　
personal。　My　personal　dread　derived　from　the　obvious　fact　that　it's　not　only　the　
software　writers　and　computer　geeks　who　get　empowered　to　collaborate　on　work　in　a　
flat　world。　It's　also　al…Qaeda　and　other　terrorist　networks。　The　playing　field　is　
not　being　leveled　only　in　ways　that　draw　in　and　superempower　a　whole　new　group　of　
innovators。　It's　being　leveled　in　a　way　that　draws　in　and　superempowers　a　whole　new　
group　of　angry；　frustrated；　and　humiliated　men　and　women。　


Professionally；　the　recognition　that　the　world　was　flat　was　unnerving　because　I　
realized　that　this　flattening　had　been　taking　place　while　I　was　sleeping；　and　I　had　
missed　it。　I　wasn't　really　sleeping；　but　I　was　otherwise　engaged。　Before　9/11；1　was　
focused　on　tracking　globalization　and　exploring　the　tension　between　the　〃Lexus〃　
forces　of　economic　integration　and　the　〃Olive　Tree〃　forces　of　identity　and　
nationalism…hence　my　1999　book；　The　Lexus　and　the　Olive　Tree。　But　after　9/11；　the　
olive　tree　wars　became　all9　
consuming　for　me。　I　spent　almost　all　my　time　traveling　in　the　Arab　and　Muslim　worlds。　
During　those　years　I　lost　the　trail　of　globalization。　
I　found　that　trail　again　on　my　journey　to　Bangalore　in　February　2004。　Once　I　did；　
I　realized　that　something　really　important　had　happened　while　I　was　fixated　on　the　
olive　groves　of　Kabul　and　Baghdad。　Globalization　had　gone　to　a　whole　new　level。　If　
you　put　The　Lexus　and　the　Olive　Tree　and　this　book　together；　the　broad　historical　
argument　you　end　up　with　is　that　that　there　have　been　three　great　eras　of　globalization。　
The　first　lasted　from　1492…when　Columbus　set　sail；　opening　trade　between　the　Old　World　
and　the　New　World…until　around　1800。1　would　call　this　era　Globalization　1。0。　It　shrank　
the　world　from　a　size　large　to　a　size　medium。　Globalization　1。0　was　about　countries　
and　muscles。　That　is；　in　Globalization　1。0　the　key　agent　of　change；　the　dynamic　force　
driving　the　process　of　global　integration　was　how　much　brawn…how　much　muscle；　how　
much　horsepower；　wind　power；　or；　later；　steam　power…your　country　had　and　how　
creatively　you　could　deploy　it。　In　this　era；　countries　and　governments　（often　inspired　
by　religion　or　imperialism　or　a　combination　of　both）　led　the　way　in　breaking　down　
walls　and　knitting　the　world　together；　driving　global　integration。　In　Globalization　
1。0；　the　primary　questions　were：　Where　does　my　country　fit　into　global　competition　
and　opportunities？　How　can　I　go　global　and　collaborate　with　others　through　my　country？　
The　second　great　era；　Globalization　2。0；　lasted　roughly　from　1800to　2000；　interrupted　
by　the　Great　Depression　and　World　Wars　I　and　II。　This　era　shrank　the　world　from　a　
size　medium　to　a　size　small。　In　Globalization　2。0；　the　key　agent　of　change；　the　dynamic　
force　driving　global　integration；　was　multinational　companies。　These　multinationals　
went　global　for　markets　and　labor；　spearheaded　first　by　the　expansion　of　the　Dutch　
and　English　joint…stock　companies　and　the　Industrial　Revolution。　In　the　first　half　
of　this　era；　global　integration　was　powered　by　falling　transportation　costs；　thanks　
to　the　steam　engine　and　the　railroad；　and　in　the　second　half　by　falling　
telecommunication　costs…thanks　to　the　diffusion　of　the　telegraph；　telephones；　the　
PC；　satellites；　fiber…optic　cable；　and　the　early　version　of　the　World　Wide　Web。　It　
was　during　this　era　that　we　really　saw　the　
10　
birth　and　maturation　of　a　global　economy；　in　the　sense　that　there　was　enough　movement　
of　goods　and　information　from　continent　to　continent　for　there　to　be　a　global　market；　
with　global　arbitrage　in　products　and　labor。　The　dynamic　forces　behind　this　era　of　
globalization　were　breakthroughs　in　hardware…from　steamships　and　railroads　in　the　
beginning　to　telephones　and　mainframe　computers　toward　the　end。　And　the　big　questions　
in　this　era　were：　Where　does　my　company　fit　into　the　global　economy？　How　does　it　take　


advantage　of　the　opportunities？　How　can　I　go　global　and　collaborate　with　others　
through　my　company？　The　Lexus　and　the　Olive　Tree　was　primarily　about　the　climax　of　
this　era；　an　era　when　the　walls　started　falling　all　around　the　world；　and　integration；　
and　the　backlash　to　it；　went　to　a　whole　new　level。　But　even　as　the　walls　fell；　there　
were　still　a　lot　of　barriers　to　seamless　global　integration。　Remember；　when　Bill　
Clinton　was　elected　president　in　1992；　virtually　no　one　outside　of　government　and　
the　academy　had　e…mail；　and　when　I　was　writing　The　Lexus　and　the　Olive　Tree　in　1998；　
the　Internet　and　e…commerce　were　just　taking　off。　
Well；　they　took　off…along　with　a　lot　of　other　things　that　came　together　while　I　was　
sleeping。　And　that　is　why　I　argue　in　this　book　that　around　the　year　2000　we　entered　
a　whole　new　era：　Globalization　3。0。　Globalization　3。0　is　shrinking　the　world　from　
a　size　small　to　a　size　tiny　and　flattening　the　playing　field　at　the　same　time。　And　
while　the　dynamic　force　in　Globalization　1。0　was　countries　globalizing　and　thedynamic　
force　in　Globalization　2。0　was　companies　globalizing；　the　dynamic　force　in　
Globalization　3。0…the　thing　that　gives　it　its　unique　character…is　the　newfound　power　
for　individuals　to　collaborate　and　compete　globally。　And　the　lever　that　is　enabling　
individuals　and　groups　to　go　global　so　easily　and　so　seamlessly　is　not　horsepower；　
and　not　hardware；　but　software…　all　sorts　of　new　applications…in　conjunction　with　
the　creation　of　a　global　fiber…optic　network　that　has　made　us　all　next…door　neighbors。　
Individuals　must；　and　can；　now　ask；　Where　do　I　fit　into　the　global　competition　and　
opportunities　of　the　day；　and　how　can　I；　on　my　own；　collaborate　with　others　globally？　
But　Globalization　3。0　not　only　differs　from　the　previous　eras　in　how　it　is　shrinking　
and　flattening　the　world　and　in　how　it　is　empowering　indi

viduals。　It　is　different　in　that　Globalization　1。0　and　2。0　were　driven　primarily　by　
European　and　American　individuals　and　businesses。　Even　though　China　actually　had　the　
biggest　economy　in　the　world　in　the　eighteenth　century；　it　was　Western　countries；　
companies；　and　explorers　who　were　doing　most　of　the　globalizing　and　shaping　of　the　
system。　But　going　forward；　this　will　be　less　and　less　true。　Because　it　is　flattening　
and　shrinking　the　world；　Globalization　3。0　is　going　to　be　more　and　more　driven　not　
only　by　individuals　but　also　by　a　much　more　diverse　…non…Western；　non…white…group　
of　individuals。　Individuals　from　every　corner　of　the　flat　world　are　being　empowered。　
Globalization　3。0　makes　it　possible　for　so　many　more　people　to　plug　and　play；　and　
you　are　going　to　see　every　color　of　the　human　rainbow　take　part。　
（While　this　empowerment　of　individuals　to　act　globally　is　the　most　important　new　
feature　of　Globalization　3。0；　companies…large　and　small…have　been　newly　empowered　
in　this　era　as　well。　I　discuss　both　in　detail　later　in　the　book。）　
Needless　to　say；　I　had　only　the　vaguest　appreciation　of　all　this　as　I　left　Nandan's　
office　that　day　in　Bangalore。　But　as　I　sat　contemplating　these　changes　on　the　balcony　
of　my　hotel　room　that　evening；　I　did　know　one　thing：　I　wanted　to　drop　everything　and　
write　a　book　that　would　enable　me　to　understand　how　this　flattening　process　happened　
and　what　its　implications　might　be　for　countries；　companies；　and　individuals。　So　I　
picked　up　the　phone　and　called　my　wife；　Ann；　and　told　her；　〃I　am　going　to　write　a　
book　calledThe　World　Is　Flat。〃　She　was　both　amused　and　curious…well；　maybe　more　amused　


than　curious！　Eventually；　I　was　able　to　bring　her　around；　and　I　hope　I　will　be　able　
to　do　the　same　with　you；　dear　reader。　Let　me　start　by　taking　you　back　to　the　beginning　
of　myjourney　to　India；　and　other　points　east；　and　share　with　you　some　of　the　encounters　
that　led　me　to　conclude　the　world　was　no　longer　round…but　flat。　
Jaithirth　〃Jerry〃　Rao　was　one　of　the　first　people　I　met　in　Bangalore…
and　I　hadn't　been　with　him　for　more　than　a　few　minutes　at　the　Leela　
Palace　hotel　before　he　told　me　that　he　could　handle　my　tax　returns　and　
any　other　accounting　needs　I　had…from　Bangalore。　No　thanks；　I　de12　
murred；　I　already　have　an　accountant　in　Chicago。　Jerry　just　smiled。　He　was　too　polite　
to　say　it…that　he　may　already　be　my　accountant；　or　rather　my　accountant's　accountant；　
thanks　to　the　explosion　in　the　outsourcing　of　tax　preparation。　
〃This　is　happening　as　we　speak；〃　said　Rao；　a　native　of　Mumbai；　formerly　Bombay；　whose　
Indian　firm；　MphasiS；　has　a　team　of　Indian　accountants　able　to　do　outsourced　
accounting　work　from　any　state　in　America　and　the　federal　government。　〃We　have　tied　
up　with　several　small　and　medium…sized　CPA　firms　in　America。〃　
〃You　mean　like　my　accountant？〃　I　asked。　〃Yes；　like　your　accountant；〃　said　Rao　with　
a　smile。　Rao's　company　has　pioneered　a　work　flow　software　program　with　a　standardized　
format　that　makes　the　outsourcing　of　tax　returns　cheap　and　easy。　The　whole　process　
starts；　Jerry　explained