bonchek - mit social leadership - 18mar12
TRANSCRIPT
We are in the midst of a social revolution in business created by networked technologies.Successful leaders will be those who transform• Their leadership as social architects • Their organizations as social systemsIn this class, you will• Learn the principles of social architecture • Apply these principles to real world situations• Gain insight into your own social leadership
FROM TO
Media Audience Community
Organizations Hierarchy Network
Culture Control Empower
Individuals Consumer Creator
Brands Targets Orbits
Markets Products Platforms
“Decentralized operations with coordinated control."
Alfred P. Sloan, Jr.MIT, Class of 1895General Motors, CEO, 1923 – 1956
The Modern Corporation
“It does take a network to beat a network and our network must be better.” “This enemy is better networked than we are.”
General John Abizaid
“How to build a society in the face of technology-enabled, super-empowered individuals.”
Lt Colonel John Nagl
Doctrine for Network-Centric Operations1) A robustly networked force improves
information sharing.2) Information sharing and collaboration
enhance the quality of information and shared situational awareness.
3) Shared situational awareness enables self-synchronization
4) These, in turn, dramatically increase mission effectiveness
“The people are the center of gravity.”
“Provide them security and earn their trust and confidence.”“Target the whole network, not just individuals.”
General David Petraeus
CORE PURPOSE
COMMUNITY CULTURE
CONTENT
CONSTITUENCY CURRENCY
CONTEXT
CURATE
COCREATE
CONVERSE
COMMERCE
COMPETE
CREATING GRAVITY:SOCIAL ARCHITECTURE
CORE PURPOSE
COMMUNITY CULTURE
CONTENT
CURRENCY
CONTEXT
CURATE
COCREATE
CONVERSE
COMMERCE
COMPETE
SOURCES OF GRAVITY
CONSTITUENCY
Group Activity
Scenario Objective
A. An existing company already pursuing an orbit strategy
Analyze the strategy
B. An existing company that could/should pursue an orbit strategy
Create the strategy
C. An opportunity for a new company based on an orbit strategy
Define the opportunity