We talk a lot about immersion and sense of place and spatial memory when talking about Second Life, OpenSim and other virtual worlds platforms and grids. Then every once in a while you have a renewed aha moment when it happens to you again. I just had one of those.
An island or an office?
While building out EDTECH Retreat early on in the process I fell in love with a lagoon and hammock spot that I started calling my office. Even though Rob has to work hard, Mo can relax. Amazingly, like so many other things, the relaxation translates across the virtual divide.
Then as the lodge started to take shape I realized I liked being here more than, well, in my home office—especially because I could share a virtual cubicle with friends, new and old, from all walks of life while actually working. For someone who works largely unconnected from others at any formal workplace this is significant.
With most of the island done now, I sit on high peaks overlooking amazing atoll textures and oceanic waves far below.
I’m relaxed and at home. I realized in that moment, this island is my office, not my home where I type on the keyboard. In fact, I made a simple titler so my avatar can sit comfortably in that office while I work on other things in other windows.
I realized having this virtual office space fulfills the psychological need for a definitive space. It feels more like I really am running a small business because I have office space, even if it is a hammock, couch, or overlook point on a peak.
Return to relationships
I have met many new friends in our new space and, yes, discussed business with some. But business is approached more like I imagine it would be on a golf course, indirectly and sincerely emerging from mutual need. Business is about relationships. And what better way to promote sincere relationships than starting with social media and the immersive experiences available in virtual worlds.
Hanging your shingle
Something about having walls and a storefront to hang your shingle on communicates a feeling of having really opened, taken the dive. Today the shingle has HTML and JavaScript inside it but what about the store itself, not just the store front?
Come on in
Never during this move to internet commerce, which probably started in the 90s, has any internet vendor or service provider been able to say these simple words to everyone, not just those in physical proximity. Today they can. Today someone learns about your goods or services through whatever means, usually word of mouth or internet search. They read your web page, sure, but now they can visit you in virtual person when meeting in actual person is prohibitive.
Big business lesson learned
In 2006 and 2007 we saw big business learn important lessons about use of virtual worlds, particularly marketing in Second Life. Many big Second Life supporters are quietly shutting down SL islands for different reasons including the natural migration to internal virtual worlds, like Second Life Enterprise. But one of the main reasons enterprise SL sites seemed to fail in 2007 is that enterprise failed to understand these virtual worlds best cater to smaller, intimate groups and settings, though large gatherings are certainly possible. Most enterprises are not equipped to work on that small level at all. Even if they manage to staff their space with greeters and such, those staffers are so removed from the core services and goals of the company that the spark of commerce fails to ignite.
Small business flourishes
Small business, on the other hand, leverages personal connection and attention as a core competitive advantage, as Daniel Pink describes well in Free Agent Nation. Virtual worlds like Second Life with large public communities, large availability of resources, and relatively low costs to maintain seem ideally suited to give that come on in feel which drives small business customer attraction and success.
Everyone can have a space now
Linden Labs apparently recognizes this need for space, for real estate. Giving premium members even the smallest bit of land is something that should have been done from the first day. Even if Linden Labs hadn’t decided to give land, the popularity of ReactionGrid and others shows that people want this probably based on that same psychological need we have to own real land. Nothing promotes ownership and belonging more, whether it be just for entertaining friends or discussing small projects with them. Isn’t that how business should be done anyway? Why should the executive golfers get all the fun?














