Be Like the Internet - 8 steps to success in a post 2.0 world

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

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Be Like the Internet - 8 steps to success in a post 2.0 world

by Thor on May 07, 2007

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