Palestra: WorkNets: Organizing for the 21st Century - Christopher Meyer

WorkNets:
Organizing for the 21st Century

Christopher Meyer
Founder, Monitor Talent

17/06/10 ©Copyright 2010, Christopher Meyer, All Right Reserved 1

Cisco Sees Enterprise Networking
Surge in Q3
May 13, 2010
“Cisco reported another record quarter, citing
steep sales jumps in a number of its key
businesses.”


What is Cisco selling?


The Evolution of Networked Organizations
1. Context: “Informationalization”
2. Networks Today: People, Data, and Things
3. Social Networks: Web 2.0 and Enterprise 2.0
4. WorkNets: Organizing for the 21st Century


“Informationalization”


How Economies Change

Industrialization Organization

Value Business
Added

Technology

Science

1800 1900 2000 2100

Time


The Cycle Repeats


Informationalization
Business
Value
Added
Technology

Science

1800 1900 2000 2100

Time


Human Networks Are The Next Organization

ECONOMIC LIFECYCLES
ORGANIZATION

Feudal Functional Globally Conneted
Towns Hierarchy, Processes and
Urban Networks
BUSINESS Development

TECHNOLOGY

SCIENCE AGRICULTURE ENERGY & CHEMISTRY INFORMATION

3000 BC 1800 AD 2000 AD Present

Timeline not to scale


Informationalization: Summary

• Information Technology will change the world as
completely as industrial technology did
– How economic value is created
– How society is organized
– How business operates
• We’re nowhere near finished
• These changes are already altering the rules of
business and organization management

Why do you care?

“When the rate of change outside
exceeds the rate of change inside,
the end is in sight.”

Jack Welch
Chairman, General Electric


Agenda
4. WorkNets: Organization for the 21st Century


Vision of the Net c. 2000

Put personal
service together
with the new high-
capacity
Internet...now
you’ve got
something!”

12

Agenda


It’s never been easier to connect


27% of the world’s people are internet users


What Defines Web 2.0?


Ubiquitous computing feeds Web 2.0


Running with Web 2.0


Web 2.0 beats web 1.0


Survey: 168 corporate wiki users
• Corporate wikis appear sustainable.
– enhanced reputation,
– work made easier, and
– Improved processes
• Benefits more likely when
– tasks require novel solutions and
– information posted was from credible sources.
• Users categorized as “synthesizers” and "adders”.
– Synthesizers’ care more about their impact on other wiki
users,
– Adders more focused on accomplishing their immediate
work.
Ann Majchrzak, Dave Yates,,Marshall School of Business; Christian Wagner,City University of Hong Kong
WikiSym’06, August 21–23, 2006, Odense, Denmark.


Agenda


Economic Change


Value Business
Added

Technology

Science

1800 1900 2000 2100

Time


Open Innovation

“Connect & Develop” at Proctor and Gamble


Web-based open innovation

InnoCentive
Scientific Operations

Seeker Companies Solvers


Empowerment: Violence in Africa


From Africa to America


The Net Shifts Power

• To individuals with something to sell
• Away from abusers of power
• To groups with a public interest
• To innovators


"The hand-mill gives you society with
the feudal lord; the steam-mill,
society with the industrial capitaist."
- - Karl Marx

What does web 2.0 mean for work?


Agenda


Networks Are No Longer Novelties

“
Mindset:

If you build it, they will come.
Field of Dreams

Example:

Sure, I joined and enjoyed counting up my contacts.

”
But it hasn’t actually been useful to me. . .
Typical LinkedIn Member


Success Cases

• Open source innovation and sharing @ Linux
• Geeks work out legalities @ Groklaw.com
• Knowledge management @ Xerox and BP
• Platform for freelance designers @ Aquent
• HR networks and job webs @ Cisco (their own

version of Monster.com)
• Market-based staffing @ Ernst & Young


What do the successes have in common?


Worknets:
Start With The Work, And End With The Net

1 2 3 4
WORK TALENT EXCHANGE EXPERIENCE

Purpose Content Value Calendar of Events
• Scan / Sense • Segments • Economic • Conversations
• Innovate • Roles • Information • Topics
• Convene • Emotion • Venues
• Allocate • Style

5 TECHNOLOGY
Virtual and Physical
SEARCHING SENSING INTERACTING BROADCASTING DISTRIBUTING VALUING ARCHIVING


Example: Monitor’s Growth Worknet

1 2 3 4
WORK TALENT EXCHANGE EXPERIENCE
−Participants value −Four local
−All industries each other’s groups
−Sensing trends
−Four experience −Two half-day
in CMO “care-
geographies −Monitor gets R&D meetings/year
abouts”
−Outside −Elite group, new −Outside
−Developing open
perspectives colleagues perspectives
relationships
−Participants set
agenda
5
TECHNOLOGY
Web-based sharing of proceedings across four cities
SEARCHING SENSING INTERACTING BROADCASTING DISTRIBUTING VALUING ARCHIVING


Benefits of network-based organizations
• Diversity
• Access to expertise
Ideas • Quality of thinking BETTER
• Relationships with constituents

• Accelerated learning

Results • Expertise on demand FASTER
• Near-instantaneous communication

• Resources found and used as needed
• Corporate reach amplified
Processes • Shared information CHEAPER
• Reduced travel and coordination costs


The 21st c. organizational form: WorkNets

WorkNets

Information-intensive businesses
Value
Added
Computing and networking

Semiconductors and information theory
1800 1900 2000 2100

Time


“The future is already
here—it’s just unevenly
distributed”

-- William Gibson


Palestra: WorkNets: Organizing for the 21st Century - Christopher Meyer

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