Designing twenty-first
century organisations
with social tools
Lee Bryant, May 2009
The Twentieth Century
company is still with us
the post-industrial society of the C20th
mass production, marketing, segmentation
culture of the “modern” corporation
Weberian bureaucracy




culture of the “modern” corporation
Weberian bureaucracy   Industrial Revolution




culture of the “modern” corporation
Weberian bureaucracy   Industrial Revolution   Taylorism




culture of the “modern” corporation
welcome to the “IT” Department
CRM: we do not value you or your call
The Twentieth Century company does
  not trust its staff or its customers
It was not always like this
traditional trading networks
guilds, professions and networks
even banking used to be a profession
...before it descended into plunder
the Twenty-First Century company will
 be more modern and more traditional
scale-free networks are old & reliable
lesson of social web : trust breeds trust
(cc) http://www.flickr.com/photos/yuan2003/403643949/




social networks + weak ties =
organisational immune system
trust is cheaper than control
network-centric management
is more robust than the org chart
we can no longer afford the
high-friction, high-cost model
   of process over people
downturn is our impetus for change
time to move beyond ‘doing projects’
  and turn this into the mainstream
time for social business design?
what do we need #1 :
   stop handing over all projects
involving technology to the IT dept.
what do we need #2 :
connected infrastructure
Public feeds & flows: data firehose
Tweets, bookmarks & tags: signals of relevance



Public feeds & flows: data firehose
Blogs and networks: sharing & sense making



Tweets, bookmarks & tags: signals of relevance



Public feeds & flows: data...
Group collaboration: getting things done



Blogs and networks: sharing & sense making



Tweets, bookmarks & tags: signal...
Personal tools: organising your world of work



Group collaboration: getting things done



Blogs and networks: sharing &...
Personal tools: organising your world of work



Group collaboration: getting things done



Blogs and networks: sharing &...
what do we need #3 :
mobilise your people
No point being open at the edges...
... if you treat your staff like machines
what do we need #4 :
evolutionary processes,
  not ‘best practice’
better ambient awareness
rapid feedback is the key to evolution
rapid feedback is the key to evolution
what do we need #5 :
 user experience is the key to the
consumerisation of the enterprise
what do we need #6 :
make hidden data shared and use
 it to drive collective intelligence
what do we need #7 :
a network-centric view
    of the business
Thanks for listening!

I am lee@headshift.com and live at
http://www.headshift.com
Except where otherwise stated, photos c...
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Designing twenty-first century organisations with social tools

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A talk I gave at the Somesso London Conference in May 2009 about how we can take forward the idea of social business design to finally move beyond the legacy Twentieth-Century model of corporate structure

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Designing twenty-first century organisations with social tools

  1. 1. Designing twenty-first century organisations with social tools Lee Bryant, May 2009
  2. 2. The Twentieth Century company is still with us
  3. 3. the post-industrial society of the C20th
  4. 4. mass production, marketing, segmentation
  5. 5. culture of the “modern” corporation
  6. 6. Weberian bureaucracy culture of the “modern” corporation
  7. 7. Weberian bureaucracy Industrial Revolution culture of the “modern” corporation
  8. 8. Weberian bureaucracy Industrial Revolution Taylorism culture of the “modern” corporation
  9. 9. welcome to the “IT” Department
  10. 10. CRM: we do not value you or your call
  11. 11. The Twentieth Century company does not trust its staff or its customers
  12. 12. It was not always like this
  13. 13. traditional trading networks
  14. 14. guilds, professions and networks
  15. 15. even banking used to be a profession
  16. 16. ...before it descended into plunder
  17. 17. the Twenty-First Century company will be more modern and more traditional
  18. 18. scale-free networks are old & reliable
  19. 19. lesson of social web : trust breeds trust
  20. 20. (cc) http://www.flickr.com/photos/yuan2003/403643949/ social networks + weak ties = organisational immune system
  21. 21. trust is cheaper than control
  22. 22. network-centric management is more robust than the org chart
  23. 23. we can no longer afford the high-friction, high-cost model of process over people
  24. 24. downturn is our impetus for change
  25. 25. time to move beyond ‘doing projects’ and turn this into the mainstream
  26. 26. time for social business design?
  27. 27. what do we need #1 : stop handing over all projects involving technology to the IT dept.
  28. 28. what do we need #2 : connected infrastructure
  29. 29. Public feeds & flows: data firehose
  30. 30. Tweets, bookmarks & tags: signals of relevance Public feeds & flows: data firehose
  31. 31. Blogs and networks: sharing & sense making Tweets, bookmarks & tags: signals of relevance Public feeds & flows: data firehose
  32. 32. Group collaboration: getting things done Blogs and networks: sharing & sense making Tweets, bookmarks & tags: signals of relevance Public feeds & flows: data firehose
  33. 33. Personal tools: organising your world of work Group collaboration: getting things done Blogs and networks: sharing & sense making Tweets, bookmarks & tags: signals of relevance Public feeds & flows: data firehose
  34. 34. Personal tools: organising your world of work Group collaboration: getting things done Blogs and networks: sharing & sense making Tweets, bookmarks & tags: signals of relevance Public feeds & flows: data firehose
  35. 35. what do we need #3 : mobilise your people
  36. 36. No point being open at the edges...
  37. 37. ... if you treat your staff like machines
  38. 38. what do we need #4 : evolutionary processes, not ‘best practice’
  39. 39. better ambient awareness
  40. 40. rapid feedback is the key to evolution
  41. 41. rapid feedback is the key to evolution
  42. 42. what do we need #5 : user experience is the key to the consumerisation of the enterprise
  43. 43. what do we need #6 : make hidden data shared and use it to drive collective intelligence
  44. 44. what do we need #7 : a network-centric view of the business
  45. 45. Thanks for listening! I am lee@headshift.com and live at http://www.headshift.com Except where otherwise stated, photos courtesy of Flickr using Creative Commons license. Thanks to the following photographers: http://www.flickr.com/photos/jadezz/100313191/ http://www.flickr.com/photos/squeakymarmot/186090163/sizes/l/ http://www.flickr.com/photos/erix/2657100921 http://www.carbodydesign.com/archive/2008/05/15-virtual-painting- at-ford/1914-Ford-Model-T-Painting-lg.jpg http://www.flickr.com/photos/jurvetson/52581560 http://www.flickr.com/photos/aturkus/139818702/sizes/l/ http://www.flickr.com/photos/yuan2003/403643949/ http://www.flickr.com/photos/cheesepicklescheese/419050330/ http://www.flickr.com/photos/cote/54408562/ http://www.worldalmanac.com/blog/ww_ustroops_rest_01.jpg http://www.flickr.com/photos/wills/119744777/ http://www.flickr.com/photos/paul_irish/2379958609/ http://www.flickr.com/photos/jurvetson/52581560/sizes/l/ http://www.flickr.com/photos/86624586@N00/10190970/ http://www.flickr.com/photos/victoriapeckham/164175205/
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