For many of us, a big part of our job is essentially to fix or improve things. We seek out marginal, incremental gains to make our platforms, brands and performance ‘good enough’, or at least, ‘less bad than our competitors’.

What happens when all of this is no longer necessary? When everybody’s website, app or software is perfect?

Google’s involvement with projects like AMP, Schema, and WordPress is changing the web. For better or worse, they’re standardising our ecosystem – and their momentum may now be unstoppable.

Few of our brands are equipped to compete – or even to survive – in this new world. We need a radically different way of thinking, and for many, it may already be too late.