This document discusses the shift from traditional business hierarchies and models to new social architectures enabled by networked technologies. It argues that successful 21st century leaders will transform their leadership approach and organizational structures. The principles of social architecture that will be covered include moving from audiences to communities, hierarchies to networks, control to empowerment, consumers to creators, and targets to orbits. Real world examples will be used to apply these concepts. The overall goal is to gain insight into social leadership in a networked world.

1. SOCIAL LEADERSHIP
The Architecture of Business
in the 21st Century
Mark Bonchek

2. We are in the midst of a social revolution in
business created by networked technologies.
Successful leaders will be those who transform
• Their leadership as social architects
• Their organizations as social systems
In this class, you will
• Learn the principles of social architecture
• Apply these principles to real world situations
• Gain insight into your own social leadership

3. Mental Maps

4. FROM TO
Media Audience  Community
Organizations Hierarchy  Network
Culture Control  Empower
Individuals Consumer  Creator
Brands Targets  Orbits
Markets Products  Platforms

5. MEDIA
Audience  Community

6. 1439

7. Martin Luther - 1517

8. Copernicus - 1543

9. Newton - 1687

10. Swedish Daler - 1666

11. Thomas Paine - 1776

14. ORGANIZATION
Hierarchy  Network

15. The Modern Corporation
“Decentralized operations
Alfred P. Sloan, Jr.
MIT, Class of 1895 with coordinated control."
General Motors,
CEO, 1923 – 1956

20. “It does take a
network to beat a
network and our
network must be
General John Abizaid
better.”
“This enemy is
better networked
than we are.”

21. “How to build a
society
in the face of
technology-enabled,
super-empowered
individuals.”
Lt Colonel John Nagl

22. Doctrine for Network-Centric Operations
1) A robustly networked force improves
information sharing.
2) Information sharing and collaboration
enhance the quality of information and
shared situational awareness.
3) Shared situational awareness enables
self-synchronization
4) These, in turn, dramatically increase
mission effectiveness

23. SURGE

24. CULTURE
Control  Empower

25. “The people are the
center of gravity.”
“Provide them security
and earn their trust
and confidence.”
“Target the whole
network, not just
individuals.”
General David Petraeus

26. INDIVIDUALS
Warrior  Builder
Consumer  Creator

27. “Soldiers and
marines are
expected to be
nation builders
as well as
warriors.”
COIN Field Manual

28. BRANDS
Targets  Orbits

29. Targets

30. Orbits

31. Gravity Fields

32. iTunes
App Store
iCloud

33. CUSTOMER
Transact
GRAVITY
Orbit Attract
Orbit
BRAND
ORBITS
Orbit
Attract

34. SOCIAL
GRAVITY
BRAND
ORBITS

35. MARKETS
Products  Platforms

36. ORBIT Nike+
PLATFORMS
Fitness

37. ORBIT Nike+
PLATFORMS
Tools/DIY

38. CREATING GRAVITY:
SOCIAL ARCHITECTURE
CORE PURPOSE
COMMUNITY CULTURE
C C C C C C
O O U O O O
N N R C M M
T V A R P M
E E T E E E
N R E A T R
T S T E C
E E E
CONSTITUENCY CURRENCY
CONTEXT

39. SOURCES OF GRAVITY
CORE PURPOSE
COMMUNITY CULTURE
C C C C C C
O O U O O O
N N R C M M
T V A R P M
E E T E E E
N R E A T R
T S T E C
E E E
CONSTITUENCY CURRENCY
CONTEXT

40. Group Activity
Scenario Objective
A. An existing company already Analyze the
pursuing an orbit strategy strategy
B. An existing company that could/should Create the
pursue an orbit strategy strategy
C. An opportunity for a new company Define the
based on an orbit strategy opportunity

41. Existing Orbit Strategies

42. WHERE TO START >>
Athlete
Artist Cook
SOCIAL
FACETS
Parent
Writer
Neighbor