Synergy, Symbiosis, Serendipity

In an ecosystem, synergy allows two different organisms to thrive together in ways that would be impossible separately. That means that if one organism lives far away from another organism, synergy is difficult or impossible. The organisms need to be near each other, or living in symbiosis.

In a region like Silicon Valley, symbiosis and synergy can take place on a broader geographic scale because of a dense network of relationships that have developed over the years. The networks here are undeveloped. Startups often hit roadblocks and dead-ends.

The Phoenix Project creates symbiosis by putting startups, and the elements they need to grow, all under one roof. This allows synergy to take place, as one company discovers customers, suppliers, and advisors living in the same environment, just a few steps away.

The close proximity encourages serendipity, the accidental discovery of useful connections. For example, a company marketing Linux operating systems could find a valuable partner in another company that makes Linux-based computers, and both their businesses could grow by partnering with a third company that is developing Linux-based application software.

An Example of Synergy

Several groups are currently looking for a way to create a true art-film theater in a new space. An entire multi-screen art theater could be built within the cavernous east wing of the Phoenix Project. The theater can join with area high schools, colleges, and universities to promote programs of classic and foreign films that are keyed to class curricula, and with cultural groups to promote foreign-language films.

Now imagine that adjacent to the art theater is a video store that offers every title available anywhere. No city on earth has a video store like this, which would give creative people one more reason to locate in Spokane.

How can this happen? A NetFlix-type startup could be built in the startup facility. NetFlix is a web-based video rental service delivering movies by mail throughout the United States. Their goal is to make every title ever made available by mail, and eventually by downloading. Competition is limited.

The online video service can work with area companies like World Wide Packets, 180 Communications, and Vivato to develop and test true video on demand over the web, while perfecting its order taking, customer service, and fulfillment skills with the mail-based system.

That's synergy.