In my last post I talked about how all media is social. Before I get to my examples in the next few days, I want to talk about the implications of these changes on institutions. Essentially, the process goes like this:
When institutions try and fail to meet the new constituent needs, we witness a deceptive width of the chasm between the current state and the emerging state. In reality, the chasm isn't that wide. The real obstacle is the process and philosophical shift required to operate in an entirely new way.
As my colleague, Pete Kim, so eloquently said it, "many brands secretly fear that connecting with the community will lead to dilution and destruction."
So the real challenge is changing the organization, not meeting the new needs. We see the distance between these types of events get shorter every year, especially in recent years. The 'new organization' must embrace change as part of it's DNA — it's underlying structure must embrace an operating paradigm that enables ease of adaptation.
Everyone in the social media space ought to go back and read Cluetrain Manifesto again. I know it is a classic, but its claim that Markets are Conversations remains as clear a statement of the issues involved in your point about institutional change as any I've seen.
Your analysis of the interplay between emerging needs and institutional adaptation nicely works through the dynamics of how it works. I look forward to reading your thinking on this topic as you work it out.
Have you seen anyone besides Umair Haque use the "DNA" construct?
Larry, funny you should mention Cluetrain — I'm actually reading it right now. I agree that everyone should reread it. It's very impressive how right the authors got it as far back as they did. Thanks for the kind words, and I look forward to continuing the dialogue.
Ethan, I haven seen anyone else use the DNA construct formally (although Kevin Kelly may have use it briefly in Out Of Control, but I can't remember for sure. I find it so useful because we really have entered an era that requires a fundamental shift in how things are done. I also see some companies that "get it" and too many that don't — It's just in some people's DNA. Do you think it's an appropriate construct?
I see, I spupsoe that would have to be the case.
Welcome to moncler online shop http://www.monclersalecoats.net
That is an awfully astounding column you’ve posted.
The Moncler Outlet in USA, which is similar ti Japan once, the Italian fashion are crazy to choose Moncler Jackets and Moncler Coats as the only collect, the popular cause is the Moncler Jackets can keep warm better!
The Moncler with safe and reliable materials have known to the world, The Moncler Outlet have more and more customers, in winter, that is to say, the Moncler Sale Season, the Moncler Jackets are always hot, for your whole family, you can purchase the Moncler Kids and Moncler Vest, you can't miss our Cheap Moncler Jackets or Moncler Coats Outlet!
Thanks for such an interesting article here. I was searching for something like that for quite a long time and at last I have found it here.
http://www.sunglasseshut.us/ Causal never owe us anything, so please do not complain.
see different scenery, see different people; Some people say that happiness is what I think can be achieved, do not want do not appear
He then accused Kremlin strategist Vladislav Surkov of being linked to the party's split and said he would push for Mr Surkov's dismissal.
I will keep your new article. I really enjoyed reading this post, thanks for sharing.
Dude i would love to read some more on this article..
I would like to thank you for this excellent article..
If you want glasses that feel as good as they look then you need to opt for the leading designers. Cartier glasses can offer superior spectacles that can offer stunning looks and a comfortable fit.
Many thanks for your good publish. I'll take the notes you've written.