THE BIG FLAT NOW: Power, Flatness, and Nowness in the Third Millennium

In 1993, there were just 23,000 websites and less than 40 million users. In 2018, there are roughly a billion websites, and more than three billion users.

The sheer volume of information available puts a lot of pressure on the speed of communication. Creative content must be understood instantly, otherwise there is no traction. The paradox of this output is that it must be familiar and uncomplicated, but also astonishing and new.