work like the network for mx 2010
Post on 19-Sep-2014
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Subtitle: Six Ways Organizations are Fundamentally Reorganizing Since the Advent of the InternetBusinesses can only see explosive success in the networked economy if they can retool their structures, their cultures, and their base philosophies to be more like the Internet itself. The way people interact, communicate, and make decisions needs to become looser, edge-based, decentralized, open, highly interconnected, and transparent — just to name a few.In this talk, we’ll range around between the lofty and the practical, covering the broad changes business are experiencing in this new environment, complete with showing examples of how companies have done this and the kinds of success that can follow.TRANSCRIPT
Losing Control:8 Steps to Success in a post 2.0 World
WORKLIKETHE
NETWORK
“blog”
“practical”
36,000companies
Product IdeationNew Products,
New Uses
Immersive TestingBuyers, Features,
Pricing, Service
LaunchBuzz, Promotion, Marketing
Customer ServiceProblems, Questions,
Ideas
When Social Systems meet Customer Service
Product IdeationNew Products,
New Uses
Immersive TestingBuyers, Features,
Pricing, Service
LaunchBuzz, Promotion, Marketing
Customer ServiceProblems, Questions,
Ideas
Social Effects
When Social Systems meet Customer Service
Experience design loves the customerhttp://www.flickr.com/photos/kendrick/
http://www.flickr.com/photos/claudio_ar/
Your average business, sadly, does not
FAQs
Trouble Ticket Systems
Outsourced Call Centers
Bad metrics & measurements...
...Lead to this
Friction-free communication is the new norm
BUSINESSES THRIVE ON THE NETWORKWHEN THEY ADAPT TO THE NETWORK
NOT THE OTHER WAY AROUND
Networks are nothing new
It was about moving goods
HIERARCHIESBECAME
NECESSARY TOMANAGE SCALE
A new kind of network
The economics of information have inverted
Server crashes arenʼ’t train crashes
Linking create new kinds of value chains
http://www.flickr.com/photos/takomabibelot/
Value exists externally
Another way to say this
http://www.flickr.com/photos/claudio_ar/
From this
http://www.flickr.com/photos/libraryman/
To this
http://www.flickr.com/photos/kendrick/
“Practically” speaking, what does this mean?
1. Organizations understand their customers are out there now.
2. Every part of the organizational value chain is now aware of the customer, and the impact that can have on their piece of the business.
3. Most organizations have no idea what to do about that.
Three things
http://www.flickr.com/photos/bachmont/
WAYSORGANIZATIONSARE CHANGING
FROMCONTROL
TOCACOPHONY
(1)
YOUʼ’REJUSTA
NODE(1)
http://www.flickr.com/photos/generated/
Home sweet home
Customers lead the conversation
Change happens fasterthan organizations can process
“They walk fast and they walk adroitly. They give and they take, at once aggressive and accommodating. With the subtlest of motions they signal their intention to one another.”
William Whyte, City (1969)
We can handle it
http://www.flickr.com/photos/oskay/
Iteration iteration iteration iteration iteration
FROMPROCESS
TOFLOW
(2)
Less hierarchy
More improvisation
http://www.slideshare.net/leisa/
Waterfall to washing machine
FROMDOCUMENTATION
TOCOLLABORATION
(3)
FROMPREVENTION
TORECOVERY
(4)
Fear of competition
Impossible to hide
Youa culpa
Pixar is a community in the true sense of the word. We think that lasting relationships matter, and we share some basic beliefs: Talent is rare. Managementʼ’s job is not to prevent risk but to build the capability to recover when failures occur. It must be safe to tell the truth.
-Ed Cartmill, President, Pixar (Harvard Business Review)
FROMWALLS
TOWINDOWS
(5)
Secrecy is obsolete
Itʼ’s not clear where your interests endand others begin
Edges everywhere
Edges everywhere
Edges everywhere
Edges everywhere
Edges everywhere
FROMOWNERSHIP
TOSTEWARDSHIP
(6)
When we try to pick out anything by itself, we find it hitched to everything else in the universe. - John Muir
ABOUTWEEK 3
I REALIZED IWASNʼ’T
IN CHARGEANYMORE.
- TED RHEINGOLD CEO, DOGSTER
Aligning the grain
“Donʼ’t be evil.”
1. Customer service?
2. Marketing and Brand development?
3. Product development?
4. Business development?
5. Advertising?
6.Human Resources?
What does all this mean for:
In Summary
http://www.flickr.com/photos/claudio_ar/
http://www.flickr.com/photos/libraryman/
Three things
1. Organizations understand their customers are out there now.
2. Every part of the organizational value chain is now aware of the customer, and the impact that can have on their piece of the business.
3. Most organizations have no idea what to do about that.
http://www.flickr.com/photos/kendrick/
1. Customer service?
2. Marketing and Brand development?
3. Product development?
4. Business development?
5. Advertising?
6.Human Resources?
What does all this mean for...
http://www.flickr.com/photos/blackbeltjones/
Lane BeckerEmail at [email protected] at monstro9Twitter @monstroFacebook at /lanebPhone at 1-415-867-1708