Tag Archive for 'sustainability'

Five videos to help explain the New Game in business

To be a winner in the New Game requires an understanding from the bottom to the top of an organisation that if you are going to make best use of people’s talents to provide the goods and services folks want, in the way they want, you will - sooner or later - have to embrace three key concepts:

  • Openness (of information, innovation and internal/external communication);
  • Collaboration (among diverse groups of people including employees, customers and communities);
  • Sustainability (since this is the only viable future for business and civilisation).

The web and advances in technology allow us to organise ourselves in a fundamentally different, and more productive way - bringing people and information beyond old boundaries together to solve the challenges we face as businesses, societies and an interdependent planet. Some sectors will have to face this challenge sooner than others, but the direction of change is now clear and even those who feel they have some years’ breathing space need to accept that change will hit every sector eventually, as nimbler competitors who “get it” emerge to challenge the status quo.

But among senior and not-so-senior people in traditional organisations who can see or sense the arrival of these changes, many feel they are a “generational thing”. They believe their current senior management and overarching culture just aren’t ready for these ideas, so they do not push the agenda, preferring instead to wait until some mythical young turk steps up to take the reins of the business. But push we must. Because even in organisations where change is likely to be slower, decisions you make now could impede your ability to succeed in future.

One reason many are reluctant to take on the mantle of ‘change agent’ is that they don’t feel they have appropriate ammunition or language to persuade sceptical boards and colleagues of the need to move in this direction. Well, here are five talks which provide a good primer on the key rules of the New Game. They do so with clarity and passion, as well as containing some great quotations and examples to counter detractors’ arguments, bring waverers on board and inspire.

1. Charles Leadbeater on Innovation (TED)

Business thinker Leadbeater explains back in 2005 why decentralisation, collaboration and openness are key to successful innovation, and why incremental innovation is not enough.

2. Clay Shirky on Institutions vs Collaboration (TED)

In another prescient 2005 talk, social media guru Shirky talks about how the social web will bring vast changes to the organisational landscape.

3. Ray Anderson on the case for Sustainable Business (TED)

Floor-tile entrepreneur and former environmental offender Anderson provides a compelling business, as well as moral, case for pursuing sustainable business. It’s worth watching in full, but those turned off by equations might like to forward to his conclusions, which start at the 9min 10sec mark.

4. Jeff Jarvis on “What Would Google Do?” (YouTube)

Author and journalist Jarvis gives a comprehensive talk on how businesses need to change, based on his book “What Would Google Do?”. There are some great concrete examples of game-changing ideas for different sectors.

5. Tim Berners-Lee on the “Next Web” (TED)

The fact  the inventor of the web has thrown his weight so passionately behind the idea of open, linked data is crucial - particularly since those you’re trying to convince will likely have heard of him. In other words, his is a highly credible name to drop when you’re making that New Game business case.

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An opening gambit…

If you think the purpose of business is to make money, you’re wrong. The purpose of business is to best serve its customers and the communities with and within which it operates. Those that succeed in doing so will make money as a by-product, but that is neither their purpose nor their right. Our failure to remember that, and to enshrine it effectively in our regulatory and political systems, has led to catastrophic results – for people, the planet and most recently the public purse. The current financial crisis shows all too clearly what happens when business forgets that its first duty is to its customers and communities – and not to profit. At some point, the bubble bursts and you’re left with a sticky mess.

Recession is here and depression, it seems, may be just around the corner. But when we emerge from this downturn, the most savvy and successful organisations will be playing a new game where flexibility, openness, agility and collaboration are what count. The new game is being made possible by new technology, but it’s being driven by people – and their desire to create a more dynamic and sustainable business world that fosters good ideas and supports talented people.

Companies must also put what the jargonistas call ‘corporate social responsibility’ at the very heart of their organisational strategy, not just as a glib clause in their ‘statement of corporate values’ or marketing literature. There are people who pooh-pooh this as unattainable and idealistic. They maintain ‘ethical business’ is an oxymoron. They say it is unrealistic to expect companies to engage in activities unilaterally that would make them less profitable or competitive.

More enlightened businesses, however – including some of the world’s leading organisations – recognise things like sustainability, open collaboration (both within and beyond the walls of their organisations) and the need to attract talented people are connected issues that they have to take very seriously indeed. They don’t think doing so will make them less profitable or less competitive. Quite the opposite: they realise it is absolutely critical to their long-term success. They know they must operate in a way that balances the needs and concerns of a wide range of communities, many of whom will increasingly be socialising, collaborating and sharing information online – including their customers, their employees, their suppliers, their partners, campaign groups and ad-hoc online coalitions.

I have been arguing many of these points for over a decade, but we are now reaching a tipping point for their acceptance and adoption. Yet many businesses, individuals and legislators are woefully uninformed about and unprepared for the changes they need to make. What do they need to know to start playing? What moves should they make, how quickly and in what order? Are they fit enough? What are the obstacles on the course? How much luck do they need? What’s the cost of entering? How should they put together their teams? How do they win? Who’s already got a head-start? In this blog I plan to explore the rules of this new game, as well as commenting on other connected developments and conversations (and I hope starting some). Some of the answers  are out there, others still need to be articulated, developed or formulated.  But one thing’s certain – you’d better not take your eyes off the board.

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