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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 firehose
Group collaboration: getting things done



Blogs and networks: sharing & sense making



Tweets, bookmarks & tags: signals of relevance



Public feeds & flows: data firehose
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
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
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 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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Designing twenty-first century organisations with social tools