DIGITAL DNA
for organic enterprises
April 2009
Teemu Arina
tar1na

"It is the framework which changes
with each new technology and not
just the picture within the frame."
Marshall McLuhan

What we do
New Eyes New Tools New Practices

Ocean of Opportunities
Objective: Seeing things in new ways.
Tools: Presentations, research and
strategic development.
New Eyes

Social Technologies
Objective: Enterprise 2.0 capabilities.
Tools: Dicole Community Platform
and related Web 2.0 tools.
New Tools

Digital Ecosystems
Target: New business models and
business practices.
Tools: Consultation and coaching.
New Practices

WHAT ?

Linear Complicated Complex
Known Knowable Perceive and adapt

Top-down Innovation Bottom-up Innovation
Inspiration Executives Customers
Existing assets, products and Deep observation of
Drivers
positioning customer needs
Interaction Structured and controlled Spontaneous
Strategy Go to the customer Invite and engage customer
Process Linear, well-defined Emergent, user-centric
Online communities,
Market research, surveys,
Techniques crowdsourcing, peer-
focus groups
production, design thinking
Photo: JJay

Enterprise 1.0 Enterprise 2.0
Hierarchical organization Network organization
Automation in the core Interaction in the core
Tree representation Associative representation
Bureaucracy Agility
Static and rigid Dynamic and adaptive
IT saves costs IT helps interaction
Automation-driven value Collaboration-driven value
Top-down Bottom-up, semi-lattice
Centralized Distributed
Hand-picked teams Self-organizing teams
Silos Porous membranes
Controlled communication Transparency
Taxonomies Folksonomies
Culture of owning Culture of sharing
Closed standards Open standards
Photo: JJay

Technology as extension of man.
Man as extension of technology.

Organic Enterprise

Organizational Skeleton
Automation and
operative technologies
Back-bone for business processes.

Organizational Senses
(Micro)blogs and social
bookmarking
Reflection in and on action.

Organizational Nervous System
Feeds, search and APIs
Sharing, discovering and
tapping into reflections.

Organizational Brain
Wikis and tags
Connecting and remixing reflections.

Organizational Blood System
Social networking and
virtual collaboration
Optimizing interaction flow.

Organic Enterprise
Feeds, search, APIs Wikis and tags
Sharing, discovering and Connecting and remixing
tapping into reflections reflectons
(Micro)blogs and social
bookmarking
Reflection in and on action
Social networking and
virtual collaboration
Optimizing interaction flow
Automation and operative
technologies
Back-bone for business processes

WHY ?

Speeding up idea generation and innovation

Increasing the efficiency and effectiveness of
knowledge work and virtual collaboration

Supporting net generation practices and
the ability of people to influence

Coping with information overload,
global competition and complexity

Finding new business models and
competitive advantages

HOW ?

Digital Ecosystems

Digital + Analog = Double Helix
Digital
aNAlog

Digital DNA in practice
Analog face to face
Digital online
■ Leading principles ■ Project team ■ Customers & users ■ Internal resources
■ Plans ■ Key stakeholders ■ Crowdsourcing ■ External resources

Thanks!
Teemu Arina
ceo - dicole ltd.
mail teemu@dicole.com
blog tarina.blogging.fi
web www.dicole.com
“Imagination is more
important than knowledge”
– Albert Einstein
tar1na