What Urban Planning Can Teach Us About Social Business Design

What Urban Planning Can Teach Us About Social Business Design Gordon Ross & Thomas Vander WalEnterprise 2.0 Conference :: Santa Clara, CA :: November 2011

Who is Thomas?

Design Genre OutputSymbolic & Visual Communica9ons Typography & adver9sing, books, magazines, ﬁlm, photography, television, computer graphics, visual designs for websites (domain of graphic designers)Material Object Everyday “products”: clothing, domes9c objects, tools, instruments, machinery, vehicle (domain of industrial designers)Ac9vi9es and Organized Services Logis9cs, opera9ons, schedules, bureaucracies, cause and eﬀect systems (domain of management, process engineers, bureaucrats)Complex Systems or Environments for Buildings, structures, streets, Living, Working, Playing, and Learning neighbourhoods, towns, ci<es (domain of urban planners, architects, systems engineers) Source: Wicked Problems in Design Thinking, Richard Buchanan; Margolin, V., & Buchanan, R. (1995). The Idea of Design. Cambridge: MIT Press

MARXISM TAYLORISM (Karl) (Fred)

Planning isthe guidanceof futureaction - John Forester

Planning is described as aforward looking activitythat selects from the pastthose elements thatare useful in analyzing existingconditions and form a vantagepoint of the future; - John Friedmannthe changes that are thought to be desirable and how they might bebrought about.

Planning attempts to linkscientiﬁc and technicalknowledge to actions in thepublic domain. Planning is concerned withmaking decisions and - John Friedmanninforming actions in waysthat are socially rational.

KNOWLEDGEACTIONPUBLIC DOMAIN

KNOWLEDGEACTIONPUBLIC DOMAINSOCIETY

KNOWLEDGEACTIONPUBLIC DOMAINSOCIETYSOCIAL BUSINESS

KNOWLEDGEACTIONSOCIAL BUSINESS

THE PITCH

the practice ofsocialtransformationis planning

E2.0 / Social Biz isabout the socialtransformation ofwork

you areplanners**note: you just don’t know it yet

1MANIPULATIVEKNOWLEDGE

2APPRECIATIVEKNOWLEDGE

SocialScaling

Scaling and Functionality D A - Personal Use B - Serendipity CPeople Participating C - Mature Social Tool B D - Complex Social System A # of Objects in System InfoCloud Solutions, Inc. - 2011

Dave Snowden’sCyneﬁn Framework

Physical Social Scaling

Scaling of Human Settlements D A - Hamlet B - Village C C - Town# of People B D - City A Land Size InfoCloud Solutions, Inc. - 2011

Santana Row

Lessons of Physical Social Scaling

CruiseDirector /Community Leader

Social Roles• Sharer • Contextualizer• Lurker • Interloper• Writer / Creator • Infovore• Editor • Learner• Curator • Monitor• Connector • Councilor• Synthesizer • Gossip• Theorizer • Critic• Mitigator • Expert• Negotiator • Broadcaster / Rebroadcaster

Simple :: Blocks

Complicated :: Grids

Complex :: Fractals

Social Comfort

Social Comfort with People

Social Comfort with Tools

Social Comfort with Content

Paving Emergent Paths

SPACE vsPLACE

SPACE =GEOMETRYPLACE =EXPERIENCE

THE CITY ISNOT A TREE

SAFE FAIL vsFAIL SAFE

UTOPIANVISIONS OFTHE FUTURE

THE MAP IS NOTTHE TERRITORY(aka MIND THEPLATONIC FOLD)

Thank you!Gordon Ross &Thomas Vander Wal@gordonr@vanderwal

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What Urban Planning Can Teach Us About Social Business Design

by Thomas Vander Wal

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