NFT, that is, non-homogeneous tokens, has become the most interesting new trend in the current crypto economy. Unlike the hotspots of various cryptocurrency markets in the past, the speed of NFT entering the mainstream market seems to be fast, or even faster. Bitcoin.

Indeed, NFT is very exciting. It can empower the holders. It is a new example of group thinking and has the potential to change the rules of the game. More importantly, NFT provides a real opportunity for creators and artists, so that they can directly obtain considerable economic benefits from their own works. As a brand new asset class, if you don't have much encryption knowledge or enough financial support, it is really difficult to understand NFT. From this perspective, it may further expand social inequality.

NFT represents the dawn of a new era. It may fundamentally change our definition of value and bring new opportunities to create a more inclusive economy. It also represents the ultimate victory of the market economy. On the other hand, although NFT can help us find new ways to create value, making our economy more sustainable. However, because blockchain technology needs to consume a large amount of carbon footprint, it also exacerbates the climate disaster to a certain extent.

It can be said that there are indeed some controversies about NFT, and people's attitudes towards it are also polarized, but anyway, the NFT boom has come.

Many people wonder why NFTs are so fascinating. In fact, it is precisely because they are counterintuitive that they attract a lot of attention.

NFT is strange: both exclusive and inclusive; both private and public. You don't need to see the real original digital files, you only see the tokens representing these digital files, so NFT has identity verification features, while also protecting privacy and allowing artwork or content assets to remain in the public domain. For example, the work of well-known digital artist Beeple (recently sold at an auction price of $69 million) can be copied infinitely. Everyone can view the work online, but the real original file is more valuable. You might think that this is a form of democratic exclusivity, beneficial to creators, investors, and the public.

NFT What can ultimately be given to NFT owners? ——Nothing.

NFT is not IP, or even litigable ownership of digital assets. The owner of the NFT only holds the tokens of the original document, a kind of certificate or "title". But it should be noted that although digital artwork or content can be copied infinitely, even if their codes are exactly the same, the copy will never have the same value as the original file-because the difference in value lies in the context. The well-known author William Poundstone explained:

"NFT is actually saying-'I own the NFT!' and not the right to lie."

63 years ago, artist Yves Klein (Yves Klein) released his famous artwork "Zones of Immaterial Pictorial Sensibility", which aims to replace subjective or artistic methods to express objects. Klein created their absent An image to express oneself, and trying to make the audience experience a state: there is an idea that can be felt and understood at the same time, but the artwork itself can actually be meaningless.

NFT is much like the spiritual heir of Yves Klein, but the concept of "non-material", namely NFT, is stored on the blockchain.

Yes, art is beautiful because it has no meaning. Moreover, on the surface, NFT is also meaningless. This is a perfect marriage.

So, what is the situation in the business world? In addition to artworks, trading cards, assets in games, and the "highlight moments" of various sports competitions, what is the commercial cultural connotation of NFT?

It is undeniable that although innovative, NFT has also brought unprecedented ambivalence. While reshaping value, NFT has also added some unpleasant ambiguities to the business. In any case, NFT has opened up new space for meaning and value. This artificial "scarcity" is both logical and absurd.

On the one hand, NFT makes some invisible work in the past visible by assigning value to the original behavior or creative moment. The function of NFT seems to tell you: "Yes, this thing is very important (and we can prove) who had this idea for the first time. For example, Twitter users can now mark and sell their NFT The original tweet, this will also promote the development of meme or further dialogue, and may even make substantial changes to the entire cryptocurrency industry. This is also true for corporate team members who build new products or new service ideas, even though NFT can’t provide them with The IP of the lawsuit, but it can make them recognized as original creators. Not only that, because some investors may think that NFT tokens are a valuable collectible, it is also possible to obtain additional financial benefits. At least, here In this case, NFT constitutes a moral right and also a reputation claim.

It is worth mentioning that if a certain "intention" or "plan" is made into NFT, what will it be like? Imagine someone sets themselves career goals, records their intentions in the form of digital files, and then stores them on the blockchain. If this intention is essentially a contract (including a contract between an employer and an employee, or a contract with yourself), once the common conditions are met, it will automatically execute and perform its contractual obligations on its own, then NFT may also become A token that represents the growth and transformation of professionals.

All of this can be traced back to Yves Klein's concept of "intangible art". For companies, the business itself is usually biased and visible. But NFT focuses on the invisible stuff and attaches value to a (still copyable) file. Therefore, it is not surprising that NFT is popular among fashion brands. Ian Rogers, the former chief digital officer of luxury giant LVMH, said:

"Luxury is the key to identity. You buy it because the brand has established a culture, and this culture is part of it you want to participate in."

Ironically, although NFT can capture and verify identities, it is still difficult to locate so-called "valuable identities."

With NFT, all value is actually placed in metadata, not in the asset itself. Therefore, you should apply this kind of thinking to your business and link it to a company’s metadata (from corporate culture to social, emotional and market intelligence, especially corporate reputation), so that it can be linked to actual products or Services have the same value.