Thinking in maps: from the Lascaux caves to knowledge graphs; Aggregation Theory

Thinking in maps: from the Lascaux caves to knowledge graphs; Aggregation Theory

Maps have been a tool for human communication and understanding since the dawn of civilization. From the Lascaux caves to knowledge graphs, maps have been used to convey information, represent ideas, and explore concepts. What is it about maps that make them such a powerful tool for thinking?

One commonality among all maps is that they use visual symbols to convey meaning. Hieroglyphs, flowcharts, road signs, and knowledge graphs are all examples of thinking maps that use visual symbols to represent ideas or concepts. Pictograms, ideograms, and logograms are common visual symbols used in maps to communicate meaning.

Beyond logograms, almost all cultures use pictograms in addition to their written language to communicate meaning. When thinking in maps, word-maps (pictograms, ideograms, logograms, and other visual symbols) are often amalgamated with world-maps (physical or mental space maps) to create visual representations of our knowledge, beliefs, or questions.

Leonardo Da Vinci and Isaac Newton are two famous examples of visual thinkers in history. Da Vinci's notes and drawings combined art and natural philosophy, and he saw connections where others saw separations. Newton used diagrams to explore scientific concepts and research ideas. Their use of visual maps allowed them to think in a way that connected different ideas and concepts.

In the field of information science, ontologies are used as formal representations and definitions of concepts and their relationships. Tim Berners-Lee, the inventor of the World Wide Web, dreamed of a future where computers could analyze all the data on the web, including its content, links, and transactions between people and computers. Ontologies provide a way to organize and understand this data.

The advent of the internet has disrupted traditional value chains and distribution models. The internet has made distribution of digital goods free and transaction costs zero, enabling distributors to integrate forward with end users at scale. This shift in competition puts the user experience at the forefront, with the best distributors and aggregators winning by providing the best experience. This attracts more consumers and suppliers, creating a virtuous cycle.

This shift in value has led to the rise of aggregators who aggregate modularized suppliers and provide exclusive relationships with consumers at scale. Previous incumbents who integrated backwards, such as newspapers, book publishers, networks, taxi companies, and hoteliers, have lost value in favor of these aggregators. The user experience becomes the key differentiator in this new landscape.

The concept of winner-take-all effects is prominent in this new competitive landscape. Companies that provide the best user experience can generate a virtuous cycle where their ownership of consumers attracts suppliers, which in turn improves the user experience. This cycle gives them a significant advantage over incumbents and allows them to serve every consumer on earth.

In conclusion, thinking in maps has been a fundamental aspect of human communication and understanding since ancient times. The use of visual symbols in maps allows for the connection of ideas and concepts that may not be immediately apparent. The internet has disrupted traditional value chains and distribution models, putting the user experience at the forefront. Aggregators who provide the best user experience have emerged as winners in this new landscape. To thrive in this new era, businesses must focus on providing a seamless and enjoyable user experience.

Actionable Advice:

1. Embrace visual thinking: Incorporate visual maps, diagrams, and symbols in your thought processes to make connections between ideas and concepts.
2. Prioritize the user experience: In the digital age, the user experience is paramount. Invest in creating a seamless and enjoyable experience for your consumers.
3. Stay adaptable: The competitive landscape is constantly evolving. Stay agile and be willing to adapt your strategies and business models to stay ahead of the curve.