Would you like an ad with your tea?

Every once in awhile a technology comes along that changes everything. Often everyone notices. Think Bell and the phone or Edison and the phonograph. But often no one notices for awhile. The web was this way, and so was blogging. Skeptics thought these were fads that would fade. Instead these technologies have empowered millions and are transforming industries. Tectonically so.

I believe there are many new technologies that posses this transformational power, and the speed of such change is increasing. As I examine various business models in search of my next business I have noticed a trend that I believe posseses this transformational potential. That trend is advertising.

Evolving advertising is playing a role in most industries in some way. Think about it.

- Television was built as a vehicle for ads. TiVo and DVRs in general have threatened that ecosystem and networks react, finally distributing their content online (with unskippable ads) but otherwise free.

- Yahoo! Creates a dominant business model as a portal. Google comes along and steals their market with what? Right a better ad model in the form of AdSense.

- Telcos create an $8B industry in 411 calls fielding millions of calls annually at a cost of $1 - $2 per call. Along comes 1-800-Free411 and shakes up that industry with what? Right an ad model. City? State? Listing? Hear an ad, get your phone number.

And myriad other examples. Can it be long before ad models invade other industries? How about ad-based music? Buy a CD, or download it from iTunes for free with an array of 10 second ads that run for the first 50 plays. After that, no ads. You don't want ads you say? No problem, just pay 99 cents.

You can think of more and better examples right? Write it down. That's the beginning of a business plan.