Let Go:
8 Steps to Success Go! 2.0 World
Let in a post
8 Steps to Success in a post 2.0 World

Letting Go:
Letting Go
8 Steps to Success in a post 2.0 World
8 Steps to Success in a post 2.0 World

Losing Control:
8 Steps to SuccessControl
Losing in a post 2.0 World
8 Steps to Success in a post 2.0 World

Why are some companies
so overwhelmingly successful
on the network?
(While others seem to be killing themselves off)

Or, what makes Google Google?

We’ve seen a
fundamental shift in how
value is created
1. Collapse in the cost of creation
2. The network changes everything

We used to focus on building core competencies

Cheap coordination allows value to be
created on the edges

We're moving from an
industrial age...

...to a networked one.

Industrial age assumptions still rule.

But the networked world doesn’t work that way

The way for a business to thrive in the
networked world is to adapt to the network
(not the other way around)

Be Like the Internet
8 Steps to Success in a post 2.0 World

That leads to two
questions:
1. Um, what?
2. Ok, but how?

Basically, get used to it being out of your control

Most of what matters to
your business is
happening outside your
business

And it’s happening faster and faster

YOU ARE A NODE

YOU ARE A NODE
you

YOU ARE A NODE
y

Your new home page

Ok, sure, but practically
what does this mean?

8 ways in which you* can
change to...
BE LIKE THE INTERNET

1.
From control to chaos

Adapting to chaos: we’re naturals
“They walk fast and they walk
adroitly. They give and they
take, at once aggressive and
accomodating. With the subtlest
of motions they signal their
intention to one another.”
William Whyte, City (1969)

Unpredictability requires new ways to plan

Iteration
Iteration
Iteration
Iteration
Iteration
Iteration
Iteration
Iteration

Yelp: customers lead the conversation

Disney’s image in the hands of passersby

2.
From convention to instinct

From red oceans to blue oceans

Southwest: ignoring sacred cows

Starbucks: coffee becomes a lifestyle

American Apparel: upstart with an attitude

3.
From process to flow

The industrial model:
Hierarchies and procedures

The network model:
Fluid dynamics

As seen in the brain’s synapses...

As see in a colony of ants...

What is Flow?
Flow is the mental state of operation in which the person is fully immersed in
what he or she is doing, characterized by a feeling of energized focus, full
involvement, and success in the process of the activity.
Flow, is also another name for "flux" in physics, which is the rate at which
something travels through a given cross section

Product development teams are
adapting to manage the speed
and uncertainty of the network

Abandoning the waterfall for the washing machine

Improvising directly with customers
Example: 30 Boxes

4.
From documentation to
collaboration

If the goal is to get into flow and
avoid top-heavy process, how?

Whiteboard sessions

Cocktail napkin collaboration

Rapid prototyping

Bioteams that leverage short messaging

Pixar’s approach to movie development

“Make it OK for people to challenge an idea or
two, the good ideas can withstand it and the
weaker ideas fall away and make room for
something [better].”
-Brad Bird, Writer/Director of the Incredibles

5.
From fear to confidence

Fear of competition

There’s nowhere to hide anymore

Embrace critics and whistleblowers

vs. Kaiser Permanente

The truth about the Digg revolt

Jetblue apologizes via Youtube

6.
From ownership to
stewardship

In service of a higher purpose

Ted Rheinold of Dogster
“About week 3 I realized I wasn’t
in charge anymore.”

It’s true for
individual
practitioners
as well

Google aims to be a steward for
the Internet’s decentralized
nature, its core social good.

7.
From walls to openness

It’s not clear where you interests
end and others begin

Secrecy is obsolete

Boundaries are optional

Create ecosystems around your business

Measure success by the
meaningful connections
in your own network

8.
From inside to outside

There’s a lot more
going on outside your
business

How do you need
to change to
BE LIKE THE INTERNET?

Develop a practice of valuing
ideas on their merits and
their connections

Beliketheinternet.pbwiki.com
Come by our wiki to share stories about
to put these principles into practice

Thank you.
blog.getsatisfaction.com
Beliketheinternet.pbwiki.com
lane@getsatisfaction.com
thor@getsatisfaction.com