Information architecture is more than an effective website. It's the DNA of a company. A badly made website often mirrors a badly organized organization —one that doesn't often know who it is.
With introspection and by learning about your customers' behavior —what I call induced information architecture—, you can achieve true social information architecture, an holistic mapping of your organization's genome in its context.
This talk was partially inspired by Oliver Reichenstein @iA with whom I debated earlier this month in Tokyo.
Top SlideShare of the day, as featured on April 25 2013.