To effectively serve networked markets, organizations must adopt a network culture of sharing internally to relate to external networks and speak to customers in a human voice. Peer-to-peer and self-organizing structures outperform hierarchical command and control models in creating 21st century value. Respect for hands-on knowledge and open conversations are important for influence without authority in networks, as a lack of openness can kill companies. Adopting these network principles now will help organizations continue to exist in ten years.

1. Leon Benjamin, Sept 2010
Title
Facebook Inside - Rationale
Social inside. Four reasons
2. To relate to networks, organisations must themselves be networks
Networked markets are organising faster than the companies that
traditionally serve them. If you can’t adopt a network culture of sharing
inside your organisation then you can’t speak to your customers in a
human voice, and you won’t be able to ‘sell’ to them.
1. Peers rule ok?
Self-organising, networked based, peer-to-peer production of goods and
services outperform hierarchical, command and control structures which have
ceased to be the most effective way of creating value in the 21st
century.
3. We can't go on together with suspicious minds
In networks, respect for hands-on knowledge wins over respect for abstract
authority. Do you have influence without authority? Open conversations are
human, they sound human and lack of open conversations are killing
companies.
4. The value of acting now
You get to exist in ten years time.