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greenMan marketing leighhimel.blogspot.com All rights reserved yada yada part I
The introduction of any new medium has always had a profound  effect  on the way we  communicate
“ Allow  events to  change  you” - Bruce Mau  "Incomplete Manifesto for Growth"
To strategize and plan within the digitally empowered world, we need to start with the underlying  dynamics
That’s where mother nature comes in
To understand  digital , and the new ecology of networks, you have to first get  ecosystems
Because  networks are  ecosystems
Ecosystem: a system  formed by the interaction  of a community  of organisms  with their  environment* *dictionary.com
Ecosystems have 5 key characteristics
1.  Ecosystems are the consequences of relationships
2.  Ecosystems are open to energy and material flow
3.  Ecosystems have no boundaries
4.  In an ecosystem, everything is linked to everything else
5.  Ecosystems are intractable  (not easily manipulated or managed)
Ecosystems are  complex systems
Where relationships are not prescribed but rather ‘emerge’
Relationships in ecosystems: Implicit& Inferred Cumulative vs. Individual Close  &  Weak ties
Ecosystems are  self-organizing
Self organizing behaviour increases the complexity of the system over time  without  being guided or  managed  by an outside source…….and the system starts to display  emergent properties  that you couldn’t have predicted before you started
“ The opposite of an imposed structure is  not chaos …the opposite of an imposed structure is an  emergent structure , one that  forms  over time based on the  interactions  of a lot of people” Andrew Mcafee, HBS
How does this mesh with  traditional  business  thinking ?
It doesn’t ;)
“ Ecosystem are not only more complex than we think, ecosystems are more complex than we  can  think” - FB Golley, 1993
Lessons From:   Environmental Theory & Management
Environmentalists used to manage the environment the same way that many businesses manage their customers, employees and brands today
Early approaches to environmental management Clear cut forest in Algonquin Park
Knowledge as a tool for domination Model of masters and servants Top-down system of control Belief that internal borders matter  Belief that ecosystems are static ‘ Command & Control’
Early approaches to digital environmental management America Online Closed Community
Later approaches to environmental management Cane toad introduction in Australia
We are outside of the ecosystem Model of parent and child Belief the system can be engineered Belief that changes can be predetermined and have desirous effects  Belief that ecosystems are linear ‘ Resource Management’
Later approaches to digital environmental management Microsoft’s What We Think is Best For You Approach
A new school of thought has emerged with its roots based in the philosophy of  ecosystem  thinking
‘ The Ecosystem Approach’
The ecosystem approach believes that we are not outside of the system we are  part   of it
That ecosystems cannot be controlled or managed
That healthy ecosystems are open
And that ecosystems are alive, organic and constantly evolving
Finally, the ecosystem approach understands that as the system changes, so do we
The Ecosystems Approach Google’s open and distributed approach  James Lovelock’s Gaia Theory
How will this  effect  how we do  business  day today ? I’ll discuss that in Part II coming soon….but for now…
Remember to think  networks, ecosystems
From  old  world  hierarchies
To a  new  world order -  self-organizing  and  emergent
Until then :) leighhimel.blogspot.com
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