Culture Matters


 The cultural requirements for
 Web 2.0 powered innovation,
 networking, and collaboration




         ...
Who am I?



            Photo: Don J. McCrady
MI6 Equipment
                              Wireless
                              microphone




                        ...
Social media publishing strategy


                                        Video podcast
Top              Audio podcast   ...
Artist: Lotta Viitaniemi, Story: Kim Forsman & Teemu Arina   Dicole Ltd.
Changes on the web




WEB X.O
Web as a platform




                    Photo: Christopher Chan
Software above a
     single device




Photo: *One*
Data as the new
  Intel inside




           Photo: _fabrizio_
Harnessing collective
    intelligence




                   Photo: Donna Cymek
Rich Internet
Applications
(RIA, AJAX)
Lightweight business
  models, e.g. SaaS
    (Software as a Service)




                              Photo: ulterior epi...
Head (20%)
                  Long Tail
                                                                      r
           ...
“The project would
have been a success
if everything had
gone as we planned”
“Everything would
work out if we had
the right information
                        Myth
at the right time at
the right place”
The integrated pattern of human
knowledge, belief, and behavior that
depends upon the capacity for
                       ...
1)
2)
3)
     Anonymous voting
     Open conversation
     Prediction markets
                              Connecting
4) ...
Examples
• Kasparov vs. Internet team
• Estimating temperature
                                Anonymous
• “Ask audience” ...
Why groups can be wise?




Condorcet Jury Theorem
Marquis de Condorcet, 1743 - 1794
1)
2)
3)
     Diversity of opinion
     Independence
     Decentralization
                                         Wise
4...
Conversation
Each of them by himself
may not be of good
quality; but when they all
come together it is
possible that they ...
• Groupthink and unthinking
• Amplification of falsehoods
• Strategic behavior
                                Traps
• Use ...
Design by Committee
Filters
• Surveillance filter
• Mentality filter
                          Weak
• Power filter
– Dr. Igor Ansoff, 1984
      ...
• Group polarization
• Reputational cascades
• Informational cascades
• Hidden profiles
• Social pressures
                ...
Diversity of Thought is
 Accuracy of Thought
What doesn’t fit in?
1         2        3


Cow     Chicken   Grass

                  Ref: Richard Nisbett
1) Economic incentives
   motivate participation
2) Disclosing information is
   crucial for winning
                     ...
Ecosystem way:
   Internet
Crowdsourcing


                 Photo: Hugo*
What is Innovation?
       ■   An idea becomes an innovation
           only through wide adoption,
           either thro...
How’s your innovation pipeline?




                           Photo: Pavlos Pavlidis
Traditional Innovation
Open & Organic
Innovation




                 Photo: ippei + janine
What kind of innovation?


                                         Challenge:                    Challenge:
Business mode...
Future Challenge
                             In the future, organizations will
                             compete on:

...
“There’s something fundamental about
   organizations and leadership that
 makes it almost impossible for people
 inside a...
“Virtually everything new seems to
 come from the 20 percent of their time
engineers here are expected to spend on
side pr...
Participation Inequality
                  1% creators

                  10% synthesizers

                  100% consume...
Participation Power Law
                                                    Ownership
                                    ...
CASE
portrait                                                           details

                                           + A...
Organic Enterprise
    Nervous system                       Brain
Feeds, Search, APIs -             Wikis, tagging -
 Shar...
Command & Control

        should become

Collaboration and Communication




                                  Photo: tas...
Contact
Teemu Arina                    Email     teemu@dicole.com
CEO, Dicole Ltd.                Blog     tarina.blogging...
Culture Matters - The cultural requirements for Web 2.0 powered innovation, networking, and collaboration
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My presentation at the Accenture Innovation Forum on 27th of February 2008 at Dexter House, Royal Mint Court, London

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Culture Matters - The cultural requirements for Web 2.0 powered innovation, networking, and collaboration

  1. Culture Matters The cultural requirements for Web 2.0 powered innovation, networking, and collaboration February 2008 Teemu Arina CEO, Dicole Ltd. tarina.blogging.fi
  2. Who am I? Photo: Don J. McCrady
  3. MI6 Equipment Wireless microphone Wireless Camcorder receiver with mic in All for <500$ Mic out
  4. Social media publishing strategy Video podcast Top Audio podcast (everything goes performance (content needs editing) unedited to the internet) Weary and Audio podcast Blog post unanimated (content good, (utter failure) but I look bad) Boring rambling Great ideas
  5. Artist: Lotta Viitaniemi, Story: Kim Forsman & Teemu Arina Dicole Ltd.
  6. Changes on the web WEB X.O
  7. Web as a platform Photo: Christopher Chan
  8. Software above a single device Photo: *One*
  9. Data as the new Intel inside Photo: _fabrizio_
  10. Harnessing collective intelligence Photo: Donna Cymek
  11. Rich Internet Applications (RIA, AJAX)
  12. Lightweight business models, e.g. SaaS (Software as a Service) Photo: ulterior epicure
  13. Head (20%) Long Tail r powe g Sign lt erin al v ire dfi s. n ois R equ e Sales Tail (80%) Products Ref: Chris Anderson
  14. “The project would have been a success if everything had gone as we planned”
  15. “Everything would work out if we had the right information Myth at the right time at the right place”
  16. The integrated pattern of human knowledge, belief, and behavior that depends upon the capacity for Culture learning and transmitting knowledge to succeeding generations – Merriam-Webster Online Dictionary Photo: Shapeshift
  17. 1) 2) 3) Anonymous voting Open conversation Prediction markets Connecting 4) Internet crowdsourcing Many Minds Ref: Cass R. Sunstein, Infotopia
  18. Examples • Kasparov vs. Internet team • Estimating temperature Anonymous • “Ask audience” in Who • Wants to be a Millionaire Movie ratings in IMDB Voting • Youtube video ratings
  19. Why groups can be wise? Condorcet Jury Theorem Marquis de Condorcet, 1743 - 1794
  20. 1) 2) 3) Diversity of opinion Independence Decentralization Wise 4) Aggregation Crowds Ref: James Surowiecki, Wisdom of the Crowds
  21. Conversation Each of them by himself may not be of good quality; but when they all come together it is possible that they may surpass – collectively and as a body, although not individually – the quality of the few best. – Aristotle on Collective Intelligence, Politics, circa 334-23 BC.

  22. • Groupthink and unthinking • Amplification of falsehoods • Strategic behavior Traps • Use of heuristics • From confidence to extremism • Focus on personal prospects • Design by committee Photo: Mike9Alive
  23. Design by Committee
  24. Filters • Surveillance filter • Mentality filter Weak • Power filter – Dr. Igor Ansoff, 1984 Signals Photo: .supernova.
  25. • Group polarization • Reputational cascades • Informational cascades • Hidden profiles • Social pressures Biases • Common knowledge effects • Algorithmic bias (e.g. Google)
  26. Diversity of Thought is Accuracy of Thought
  27. What doesn’t fit in? 1 2 3 Cow Chicken Grass Ref: Richard Nisbett
  28. 1) Economic incentives motivate participation 2) Disclosing information is crucial for winning Prediction 3) Those who do not know, will step aside Markets
  29. Ecosystem way: Internet Crowdsourcing Photo: Hugo*
  30. What is Innovation? ■ An idea becomes an innovation only through wide adoption, either through: ■ centralized resources (traditional innovation) ■ decentralized resources (open innovation) commons-based peer-production
  31. How’s your innovation pipeline? Photo: Pavlos Pavlidis
  32. Traditional Innovation
  33. Open & Organic Innovation Photo: ippei + janine
  34. What kind of innovation? Challenge: Challenge: Business model innovation new ways ecosystem to capture value innovation What you innovate Changing the what Traditional Challenge: Product & Changing service innovation product the how be an innovation development partner of choice Closed How you innovate Open Source: Henry Chesbrough, 2007
  35. Future Challenge In the future, organizations will compete on: Who is able to create a rich user community improving their products where users want to belong Image: Felippe Torres
  36. “There’s something fundamental about organizations and leadership that makes it almost impossible for people inside a business to change their own industry. Industries are based on formats that are basically legacies of military hierarchies” Ricardo Semler Semco Kuva: GustavoG
  37. “Virtually everything new seems to come from the 20 percent of their time engineers here are expected to spend on side projects. They certainly don't come out of the management team” Eric Schmidt Google CEO Kuva: GustavoG
  38. Participation Inequality 1% creators 10% synthesizers 100% consumers Ref: Bradley Horowitz, Jacob Nielsen
  39. Participation Power Law Ownership High Moderating Engagement Collaborating Reflecting Recommending Linking Commenting Tagging Rating Subscribing Low Reading Threshold Collective Collaborative Intelligence Intelligence (implicit creation) (explicit creation) Ref: Teemu Arina, based on Ross Mayfield
  40. CASE
  41. portrait details + Add contact Itämerenkatu 30 A 10 jaiku FI-00180 Helsinki, Finland Teemu Arina teemu@dicole.com facebook Blog: tarina.blogging.fi “All progress depends on the unreasonable man” Skype: infe00 Phone: +358 - 50 -555 7636 ‣ Edit details employer ‣ Upload photo Professional description CEO, founder Dicole Oy “ I seek to understand the changing friends nature of organizations as they shift Kansakoulukuja 3, 2 krs. from the industrial era to the knowledge ‣ See all FI-00100 Helsinki, Finland intensive era. What new methods, +358 - 50 - 555 7636 structures, skills and tools will they need? As an entrepreneur, programmer, Digitalization grade +10 teacher and designer I design, build and deliver web-based interaction technology (or social software) that enables people to co-create together in community stats a distributed knowledge intensive ‣ Edit employer environment.” Last online 6 minutes ago Submitted ideas 32 Comments 40 education Points received 54201 Ranking position 4. School HSE Skill profile Degree Bachelor “Technology is my sixth sense.” Other degree Knowledge kung-fu tags of interest Target degree Evil priest case Challenge Digitalization e-banking e-invoicing eu idea ‣ Edit education
  42. Organic Enterprise Nervous system Brain Feeds, Search, APIs - Wikis, tagging - Sharing, discovering and Connecting and remixing tapping into reflections reflectons Senses Blood system Blogs, Microblogs, Social networking, Social bookmarking - Real-time Reflection in and on action communications, Network analysis - Optimizing interaction flow Skeleton Automation, Real- time processes, Operative technologies - Back- bone for business processes Ref: Teemu Arina, Illustration: Lotta Viitaniemi
  43. Command & Control should become Collaboration and Communication Photo: tashland
  44. Contact Teemu Arina Email teemu@dicole.com CEO, Dicole Ltd. Blog tarina.blogging.fi Company www.dicole.com “Imagination is more important than knowledge” – Albert Einstein

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