Social technologiesas new forms oforganizational

innovation

CEO Teemu Arina / Dicole Ltd.2007-09-18

Photo: Tracy O

Photo: tashland

The past: speed and repetition,rather than innovation and learning

Technology as an extension of the body

Photo: Don J. McCrady

Marshall McLuhan(1911-1980)

Human Evolution

Homo Habilis2.5m - 1.8m years agoBrain: 500 - 800 cc

Tools

Homo Sapiens250k years agoBrain: 1000-1850 cc

Art, writing, speech

Homo Erectus1.8m - 70k years agoBrain: 950 - 1100 cc

Advanced tools

“Man the Wise” - Carl Linneaus

Photo: Mike Wood

Horse wagons vs. Iron horsesTowards mechanical speed and predictive control

"good luck, success, prosperity, advancement”- Online Etymology Dictionary

1300 - To go fast1382 - Full speed1569 - To send forth with quickness1856 - To increase the work rate of1866 - Gear of a machine1891 - One who drives fast1965 - Speed reading1967 - Methamphetamine, caffeine etc.

Photo: Ben McLeod

Speed

Artist: Lotta Viitaniemi, Story: Kim Forsman & Teemu Arina Ⓒ Dicole Ltd.

Artist: Lotta Viitaniemi, Story: Kim Forsman & Teemu Arina Ⓒ Dicole Ltd.

Homo Contextus

Contextus = connected or weaved together

Context = Circumstances in which an event occurs

Homo habilis → Homo sapiens: Brain size increases physically

Homo sapiens → Homo contextus: Brain size increases virtually

Connected human escaping the physical limitations of connectivity with modern network technologies and distributing its cognition

Photo: Don J. McCrady

Social web = Noosphere?

• Planetary thinking network• Interlinked system of consciousness and information• Global net of self-awareness, instantaneous feedback,

and planetary communication

Teilhard de Chardin(1881 - 1955)

Reactivity

Photo: Thomas Hawk

> Proactivity > Coactivity

Future: Co-creation, peering, collaboration

Mechanical age

Photo: Don J. McCrady

EfficiencyMass-productionEconomy of scalePredictabilityRepetitionRe-inventingSpeed

ResponsivenessMass-customizationEconomy of smallAdaptationLearningOutsourcingReal-time

Digital age

Photo: tashland

Greatest innovation of our time is not going to be based on technology, but process

New paradigm: Enterprise 2.0

“Enterprise 2.0 is the use of emergent social software platforms within

companies, or between companies and their partners or customers."

Andrew McAfee

Kuva: GustavoG

Photo: JJay

Enterprise 1.0 Enterprise 2.0

Hierarchical organization Flat organization

Automation in the core Interaction in the core

Tree representation Associative representation

Bureaucracy Agility

Static and rigid Dynamic and adaptive

IT driven technology User driven technology

Feature-driven value User-driven value

Top-down Bottom-up

Centralized Distributed

Hand-picked teams Self-organizing teams

Silos Open borders

Controlled communication Transparency

Taxonomies Folksonomies

Complexity Simplicity

Closed standards Open standards

Photo: tashland

Command & Control

becomes

Collaboration and Communication

Crowdsourcing

Taking a job traditionally performed by an employee or contractor, and outsourcing it to an undefined,

generally large group of people

Photo: Hugo*

Goldcorp Inc. story

Example: Dell IdeaStorm

“Conversations are the stem cells of innovation”― Jay Cross

Innovations

Kuva: Andrew Mason

Innovation driven byOutside - Ininstead of

Inside - Out

Photo: Tarotastic

Photo: JJay

Top-down Innovation Bottom-up Innovation

Inspiration Executives Customers

DriversExisting assets, products

and positioningDeep observation of

customer needs

Interaction Structured and controlled Spontaneous

Strategy Go to the customer Invite and engage customer

Process Linear well-defined Emergence

TechniquesMarket research, surveys,

focus groups

Online communities, crowdsourcing, peer-

production, search, blogging

Dicole Knowledge Work Environment

Areas FeedsWikisBlogs

Anatomy of an Organisation as an Organism

SkeletonAutomation, Real-

time processes, Operative

technologies - Back-bone for business processes

Ref: Teemu Arina, Illustration: Lotta Viitaniemi

SensesBlogs, Microblogs,

Social bookmarking - Reflection in and on action

Nervous systemFeeds, Search, APIs -

Sharing, discovering and tapping into reflections

BrainWikis, tagging -

Connecting and remixing reflectons

Blood systemSocial networking,

Real-time communications,

Network analysis - Optimizing interaction flow

Muscles = Money?

Neuroplasticity of Organizations

“Changes that occur in the organization [of the brain] as a result of experience”

Ref: Andrew Mason

“Information overload isa symptom of future shock”

―Alvin Toffler, 1970

Informationoverload

Image: rogiro

Ref: Rosebud 23

Rats andchemical messengers

Increase information overload to get over crisis whenbusiness process fails

“Information overload is an opportunity for pattern recognition” – Marshall McLuhan

Image: jbum

Pattern recognition

Man is an over-complicated organism. If he is doomed to

extinction he will die out for want of simplicity.

Ezra PoundPhoto: Don J. McCrady

Photo: Tanakawho

Contact info

CEO Teemu ArinaDicole Oy050 – 555 7636teemu@dicole.comBlog: tarina.blogging.fiwww.dicole.com

• Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers (Robert Scoble)

• The Medium is the Message (Marshall McLuhan)• Complex Responsive Processes in Organizations: Learning and Knowledge Creation (Ralph

Stacey)• The World Is Flat: A Brief History of the Twenty-first Century (Thomas Friedman)• Informal Learning: Rediscovering the Natural Pathways That Inspire Innovation and Performance

(Jay Cross)• Deschooling Society (Ivan Illich)• The Innovator's Solution: Creating and Sustaining Successful Growth (Clayton Christensen)• The Cluetrain Manifesto: The End of Business as Usual (Christopher Locke)• Convergence Culture: Where Old and New Media Collide (Henry Jenkins)• The Wealth of Networks: How Social Production Transforms Markets and Freedom (Yochai

Benkler)• Open Business Models: How to Thrive in the New Innovation Landscape (Henry Chesbrough)• The Long Tail: Why the Future of Business is Selling Less of More (Chris Anderson)• Wikinomics: How Mass Collaboration Changes Everything (Don Tapscott)• Seeing What's Next: Using Theories of Innovation to Predict Industry Change (Clayton

Christensen)• Technological Revolutions and Financial Capital: The Dynamics of Bubbles and Golden Ages

(Carlota Perez)• The Social Life of Information (John Seely Brown)• Wisdom of the Crowds (James Surowiecki)• Complexity and Innovation in Organizations (Jose Fonseca)

Reading

Photo: Tanakawho