Social Business Design Introduction

Social Business Design: Marigo Raftopoulos Strategic Essentials An introduction to business renewal November 2009

What is social business design? • Evolved out of classical thinking about the social nature of humanity • Workplace organisation, management & technology need to better integrate and adapt to the social needs, preferences and nature of people • The new economy requires a different approach to building knowledge systems, social capital and human capability • Learning capability is the true capital of a ﬁrm - open systems, interactions between employees and between employees and stakeholders

Related to Design Thinking • A process of practical, creative resolution of problems or issues that looks for an improved result • A combination of empathy, creativity and rationality to meet user needs and drive business success

What does SBD inﬂuence? • Organisation structure Creating Spaces • Job,workﬂow & process design Creating Experiences • Organisational culture & values Facilitating Community • Organisational systems & technology Enabling Participation • Ensuring your business remains a viable enterprise that is future-ready

Key drivers for SBD • The end of business as usual - the post-industrial model of competition & consumption becomes unsustainable • Turbulent business environments driven by shifts in technology, economics & community values • Rethink our business models & core value propositions • Shifting expectations of staff (work- life balance) and stakeholders (ethics, accountability & sustainability)

SBD drives business innovation SBD redeﬁnes business culture Culture drives innovation

And there is no destination. SBD Continuous renewal & is being in perpetual beta adaption

This is what SBD is... Building & leveraging Facilitating community, Open plan, open source distributed intelligence networks & sociability and open engagement

This is what it isn’t... Command, control & Heirarchy and power Fear, secrecy & closed bureaucracy networks

20 years in the making of SBD • Organisational development • Learning organisations • Systems dynamics & systems thinking • Social & organisational network analysis • Design for creativity & innovation • Complexity science in business • One for the geeks - Cluetrain Manifesto anyone?

Aren’t we social already? • The post industrial model of business tends to be ‘anti-social’ - mechanistic, hierarchal, paternalistic, closed systems • This hidden legacy is contained within existing structures, processes and systems that are anchored to the ‘best practice’ of the past • The legacy system was designed for stable, simple, planned environments • We are now in an era of complexity that requires businesses to be designed for innovation & agility - and sustainability

Key elements of SBD: spaces, community, experiences, participation !!3'(@%>(5'?% !!=,)5;&1(.-'% !!A'1B,#C'?% !!=,&&(>,#(.-'% !!D$*&'% !!:(&;'5%>(5'?% Experience & !"#$%"$#&% '$("$#&% E=#'(.)$% EG(/*&*1(.)$% participation 70(/'5F% =,@@;)*12F% stimulates the senses by creating an emotional connection to the ,#-%&**&*% !)*"&+*% task at hand. This creates E=#'(.)$% EH)(>&*)$% intrinsic value and HI0'#*')/'5F% 9(#./*0(.,)F% motivation !!9(#./*0(1,#2% !!"#$%&'(#)*)$% !!:,&;)1(#2% !!+)),-(.-'% !!7'&<%#'$;&(.)$% /(0(/*12% !!3'/4%1,,&5%6%78%

The role of technology in SBD • Technology is an enabler, not a systemic solution • Outdated corporate IT & intranets are not communication & collaboration friendly • Brilliant new collaborative, KM & communication tools help enable SBD • Wikis, packaged content • Blogs, widgets, mini-sites • RSS, data feeds, open APIs • Social bookmarking • Social networks

Let’s look at this a Just for Fun! different way...

Game designers are experts in SBD • Definition of a “game”: • a possibility space • a series of meaningful paths & choices • a series of patterns, problems & puzzles to solve • a form of practice for real life challenges • a system in which players engage in gameplay defined by rules that result in a quantifiable outcome

SBD elements by a Game Designer: Possibility Give players the tools Empower so they want Create a space to to create an empire to save the world explore & experiment ...in their own way

SBD elements by a Game Designer: Participation Emergent gameplay Non linear story telling Player created content entices & stimulates fascinates & exercises the engages through action & strategy players mind co-creation

It’s about creating a possibility ...and discovery space open to interpretation, reinvention & recreation

We are ﬁghting a losing battle What game designers against the human brain; it continually soaks up new know... patterns, puzzles & gameplay

New frontiers, new possibilities • Game designers create possibility spaces where people discover, create & solve their own puzzles - rather than plan it all for them • Possibility spaces do not pre- determine problems & solutions, they let them emerge • Player centered content creates inﬁnite possibilities & permutations - and engagement • Seen in the growth in popularity of multiplayer games, augmented reality, simulations & virtual reality

Games (and business) need to be designed to allow people to engage with These are precursors for their innate knowledge, intelligence & innovation & productivity capabilities - and each other

possibility space design culture experience interraction innovation social business summary design

Design for tomorrow • Current research: social & ecological sustainability are inextricably linked • New ideas on sustainable development need to come from bottom up within businesses: • employee empowerment • community collaboration • organisational culture & values • integration with core business • Organisations need to be fully sustainable and sustaining • Baseline level of social & technical competence is essential to build innovative capacity - delivered by SBD

Thank You! Marigo Raftopoulos Strategic Essentials Strategic|Games|Lab marigo@strategicessentials.com.au Twitter: @marigo http://talesfromthecasbah.blogspot.com

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Social Business Design Introduction

by Marigo Raftopoulos on Nov 07, 2009

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