Recently at the STREAM unconference, I sat in for a very well attended and debated discussion on this topic. Probably one of the best at the event. It had a lot of varied views; some very pro Serendipity, some very pro Algorithms. It was interesting to note how we resist being slaves to something. We look at it as an addiction or a habit to kick; much like some of our other serious ones. It seemed serendipity is so much part of our ethos that we desperately want to preserve.
Since the time we announced the launch of our agency, I have been asked this question quite a few times. What do you mean by good-bye integration & welcome ecosystem? What and who are you referring to by saying so? This piece is a sincere attempt to try and address these questions.