There Goes Everybody
Focusing the Power of People and
Today’s Network on Opportunity
Dion Hinchcliffe

The network is a
big place today
• All your customers
• All your competitors
• Only a few proven
strategies for long-term
competitive advantage

We have a few proven
business models now

• Mostly around what we call “2.0”
• Peer production
• Owning your classes of data online
• Using new distribution models to
leverage the Web as your platform
• Social systems
• A few others

Most of these
strategies are about
building a potent
network effect

The biggest challenge,
however, is in changing
our thinking

The major shifts
• In who creates value (the network does)
• How much control we have over our
businesses
• How intellectual property works
• Great increases in transparency and
openness
• Open supply chains, community-based
processes and relationships

2.0 models are
transforming everything
• Product Development
• Marketing and Advertising
• Operations
• Customer Service

The network is proving to
be the best solution for
many classes of problems

So how do we
re-imagine our
products and
services for
the 2.0 era?

Challenges to
Succeeding with 2.0
• Innovator’s Dilemma
• “How do we disrupt ourselves
before our competition does?”
• Not-Invented Here
• Overly fearful of failure
• Deeply ingrained 1.0 environment
• Low level of 2.0 competency

What we often see in
the marketplace today
• Too many copy-cat products
• Failure of imagination and courage
• 2.0 concepts as an after-thought or tacked
on as a “checklist” item
• Companies that pay lip service but are
having trouble or unwilling to make 2.0
changes

The 1.0 world is having
its own problems
• The time is right for change now more than
ever before
• We all have to learn how to adapt quickly
to new marketplace realities
• Something that the (successful parts) of
network have been doing for a long time

We now have effective
lenses through which to
look at opportunities
online

• Push to pull systems
• Web 2.0 models
• New modes of software, platforms, and
architectures
• Productivity-Oriented Platforms
• Web-Oriented Architecture
• New Distribution Models

The new Web 2.0 era distribution
Number of Practitioners models remain largely untapped
Semantic Web/Web 3.0
Social Network Apps
Web Widgets
Open APIs
Web 2.0 Apps
Syndication
Web
Sites
Potential Reach Power
and Network Effect
(Lowest Cost Per Customer/Partner)

It’s time to change
our DNA
• Moving from the 20th century towards
21st century businesses
• Deeply understanding the network and its
profound potential for creating growth and
building value
• Putting 2.0 into the core of our lines of
business

This will be hard

But the rewards are
considerable
• Products and services that thrive
• Successful transition to a new marketplace
• Attaining of new, sustainable competitive
advantage
• Resilience to future change and ongoing
market evolution