networks thinking: adapting for complexity - antony mayfield
TRANSCRIPT
NETWORKS THINKINGADAPTING FOR COMPLEXITY
Wa r w i c k B u s i n e ss S c h o o lE xe c u t i ve M B A
1 6 J u n e 2 0 1 1
Brilliant Noise
‘CEOS SEE A LARGE GAP BETWEEN THE LEVEL OF COMPLEXITY COMING AT THEM
AND THEIR CONFIDENCE THAT THEIR ENTERPRISES ARE EQUIPPED TO DEAL
WITH IT’
IBM INSTITUTE OF BUSINESS VALUE, 2010
FALSE FRIENDS
COMPLEX ADAPTIVESYSTEMS
ATTENTION MARKETS
CONNECTEDCOMPLEXITY
FLUX
PERSONALPOLITICAL
COMMERCIAL SOCIAL
CULTURAL
COMMERCIAL CONTEXT
EDGE-TO-CORE
‘CHINESE OEMS ARE CRANKING OUT A DEVICE MUCH FASTER THAN THE TIME
THAT IT TAKES US TO POLISH A POWERPOINT PRESENTATION.’
STEPHEN ELOP, NOKIA CEO , FEB 2011
http://goo.gl/UX3cN
AN AGE OF NETWORKS
THREE TRENDS
SOCIAL WEB
EVERYWHERE WEB
DATA DELUGE
WHAT YOU KNOW OR
DON’T KNOW ABOUT
NETWORKS...
OLD SOCIAL NETWORKS
Image: (cc) BrewBrooks
ULTRASOCIAL
NETWORKS THINKING
DNA
• SYSTEMS
• DESIGN
• EVOLUTION
• COMPLEXITY
THRESHOLD CONCEPTS
• DESIGN FOR NETWORKS
• COMPLEX, ADAPTIVE SYSTEMS
• EMERGENCE
• FOCUS, FLOW AND FLEX
• REALTIME
PRINCPLES• UNDERSTAND
• PRESENCE
• USEFULNESS
• DATA & STORIES
• NETWORKS/HIERARCHY TENSION
• FLEX & UNCERTAINTY
TENSIONS
PROCESSES
• RAPID, STRATEGIC VIEW: L.O.O.P.
• MANAGEMENT FRAMEWORK FOR ADAPTING TO NETWORKS
• PERSONAL DIGITAL LITERACY: SUPERSKILLS
HOW TO MAKE A
L O O PANALYSIS OF YOUR ORGANISATION
L O N G T E R M5 - 10 YEARS
POLITICAL | ECONOMIC | SOCIAL | TECH
O P E R AT I O N SNEXT FOUR QUARTERS
EVERY FUNCTION FROM MARKETING TO HRRISKS | OPPORTUNTIES | COST SAVINGS
O R G A N I S AT I O NHOW DO YOU PEOPLE WORK TOGETHER?
SHARING INFORMATION
P E O P L EPRIVATE vs PUBLIC
PERSONAL vs PROFESSIONAL SKILLS AND LITERACIES
F R A M E W O R K
SUPER SKILLS
SUPERSKILL #1NETWORKS
http://connectedthebook.com/
SUPERSKILL #2SHARING
http://goo.gl/c51yY
SUPERSKILL #3FOCUS & FLOW
pomodorotechnique.com
SUPERSKILL #1
NetworksSUPERSKILL #2
SharingSUPERSKILL #3
Focus & flow
Image: Bestario.org
APPLIED NETWORKS THINKING
Social engagement framework
Principles
Pla4orms
Processes
Understand
Be Useful
Be live
Twi=er
YouTube
Flickr
Delicious
Social Space
Legal
Ops/Product Customer contact IT
HR
ConnecGng
AggregaGon
Widget/Tools
OpGmise assets Editorial On-‐site UGC
Measure
NetworksResearch & Listen
CreaGve
CuraGon
Business
AcGve Listening Assets
Plan/Iterate
Outreach ModeraGon
APIs
FinanceSource: Antony Mayfield , iCrossing
MARKETING
THE ARAB SPRING
HAITI
P&G OUTSIDE INNOVATION
CISCO
Image: Raph D’Amico
CONCLUSION
IN A NETWORKED NUTSHELL
• NETWORKS ARE A GREAT MODEL FOR MANAGING COMPLEXITY
• Embrace complexity
• Understand networks, your networks
• Develop organisational and personal networks literacy
• Networks thinking: design for networks
DISCUSSIONFurther reading and notes at antonymayfield.com/warwickmba
@amayfield