Software centered design enables huge leverages in the marketplace, and it changes the very thought processes of innovation. It avoids the trap of thinking that physical materials somehow have a special intrinsic value to customers. Instead, it focuses design on customer or use features and flexibilities, making outputs more effective and easier to implement. As an end product or a component in a product or system, software itself has no intrinsic value or permance. Its value lies solely in customers’ perceptions of its value in the particular uses to which they apply it. Virtually all the value capture occurs on user premises and accrues to users, not the producers of the software. This effect is multiplied as customers consciously modify and use the software – or software hooks on the product – so serve their own customers. Sensible software design exploits the innovation its customers will later make (Quelle: James Brian Quinn u.a., in: Innovation Explosion. Using Intellect and Software to Revolutionize Growth Strategies)
Innovation needs to occur in fitful, chaotic ways, with many random interactions and unexpected, often unpredictbable consequences. The highly interactive, circular, self-learning steps of genetic or ecological self-organizing systems or interactive object-oriented programs seem more appropriate models of the way modern innovations occur.
Software has enabled disaggregation of organizations and outsourcing on a scale never seen before. These forces have created a hypercompetitive world, where each enterprise must compete against best-in-world competitors on element in its value chain. The key factors for corporate success and economic growth, with few exceptions, have shifted from managing physical resources toward managing knowledge, creation, innovation, and diffusion. Software has become the key element in managing and leveraging inellect.