Monday, 27 April 2009

Cluetrainplus 10: Thesis #95

Thoughts on old school management:

- Top down management with the belief that knowledge is a tool for domination
- Belief that the system can be engineered
- That marketing efforts can be predetermined and have desirous effects
- The notion that they must negate value that can’t be directly quantified
- Belief that traditional linear levers of control can be applied to a networked ecosystem

But we know that the power of networks has changed people's behaviour. It has altered purchase paths and processes. Technology has become biology and our standard path for doing business has become less and less effective.

Traditional constructs do not change quickly or easily. Resistance is everywhere. The belief in centralized control mechanisms reigns supreme. It's at the core of our systems. It's at the centre of our belief.

Why? It's core to our DNA - our eduction, our finacial systems regardless of the fact that those very systems haven't been able to keep pace with the new networks speed of evolutionary change.

Old models need to be replaced by new ones. Networks necessitate that we change. Whether we like it or not. This is a radical cultural shift that goes to the core of our beliefs and values. It's a new world view that embraces connections big and small, weak and strong. It's a focus not on ourselves as individual businesses but understands our role within the context of the larger whole. The centre of our success is intertwined and connected to the collective.

How should we translate this? Some initial thoughts:

- Corporations will need to increasingly accept that they are part of the system and not outside of it. They are one node. Some bigger than others. But nodes nevertheless.
- As such, hierarchy as we have understood it, no longer applies and therefore neither does top down approaches
- The networked ecosystem cannot be controlled or managed and therefore strategies need to embrace the notion of "*KNOW" control (reference Mitch Joel)
- We must embrace the idea of open and understand that there are no boundaries
- We must accept that this is an ecosystem and as such, this system is alive and constantly evolving - change emerges rather than is prescribed
- We need to embrace and understands that as the system changes, we all must change

What does this mean for what we do day in and day out? Hum..not sure if I know for sure. I'm continually trying to figure it out. Some thoughts I've had and picked up from others along the way include:

-Your customers are your creative team
-Everything is a beta
-Open source your brand, products and services
-Change your processes to embrace agile planning models
-Set your content free
-Understand that there are no rules there are rather consequences for actions
-To evolve together, you need to get closer and figure out for yourself and your business, what closer means
-Figure out what you are good at and embrace your contribution in the context of the larger ecosystem
-View our success and measure ourselves not only by what we take out of the system, but what value we give
-Focus on co-operation and co-creation vs. competition

Of course you don't have to. You can continue instead with the status quo. But that's when it's not a bad time to remember Cluetrain thesis #95 which was the inspiration for this post:

We are waking up and linking to each other. We are watching. But we are not waiting.


This blog post is an ode to "Cluetrainplus10 is a project to celebrate the 10 year anniversary of the manifesto. On Tuesday April 28, 95 bloggers around the world will each write a blog post on one of the 95 theses."

photo credits:

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