Social networks will displace business processes, not socialize them - Stowe Boyd via GigaOM Research
from the report’s Executive Summary
“Socialized business process” — the idea of adding social tools to traditional business processes — is unlikely to work in the long term. The enterprise is now transitioning to social network–based communication as introduced by social tools, and there is a fundamental conflict in communication models with business-process-centric business. The attempt to make the socialized business process work may be part of the adoption problem reported in the social-business industry.
The shift to social network’s pull communication, where individuals more or less subscribe to information sources, will run counter to business process push communication and eventually invalidate it. Push-and-pull communication styles won’t jibe, and pull lines up with the transition to social network–based communication. Most notably, this will undermine business processes and the collective-collaborative organization that evolved in parallel with business processes. The shift won’t take place in the way that email led to organizational flattening. Rather, it will invalidate the rules and roles of business processes and turn the process logic into just another kind of information passed along through the social network.
It may be obvious, but companies that are more oriented toward a connective-cooperative style of work will get more benefits from social networks than those that are less so. Stated more strongly, those wishing to get the boost that many believe is inherent in this lean, self-innovating, fast-and-loose model of work will have to actively move away from the cultural principles of slow-and-tight, twentieth-century business.
In order to better explore these rapidly changing dynamics, this report presents a psychodynamic cultural model for business called the 3C model. The name is based on three sorts of business culture:
- Competitive: wheel-and-spoke organization, decision making by edict, feudal or clan culture
- Collaborative: pyramid-and-processes organization, decision making by elite consensus, slow-and-tight culture
- Cooperative: network-and-connections organization, laissez faire decision making, fast-and-loose culture
We also explore various archetypes of individuals’ psychosocial matches with the various flavors of companies. The freelancer and follower archetypes, for example, do well in cooperative settings, but they are poorly matched with entrepreneurial organizations (which may explain Yahoo CEO Marissa Mayer’s recent edict excluding remote work.)
High-performing companies of the near future will be operating based on looser ties among individuals in and across businesses. Many more of them will be supported by next-generation cooperative tools. Individuals in these companies will have more autonomy, and there will be more opportunity seeking when compared to the largely slow-and-tight, risk-averse companies that are dominant today. The value of consensus is falling in a rapidly changing, unstable world where there is a higher premium for business innovation and more uncertainty than ever before. And this leads to a devaluation of business processes, in particular those business processes intended to direct human agency and to act as a surrogate for management directing employees’ every move.
You can sign up for a seven day free trial of the GigaOM Research service, and read the entire report.




![Interview with Vernor Vinge: Smart phones and Empowering Aspects of Social Networks & Augmented Reality Still Massively Underhyped | UgoTrade
Tish Shute: Many of the pioneers of the emerging AR industry who will be speaking at, and attending Augmented Reality Event, consider “Rainbows End” one of their key inspirations. [Note: If you want to attend ARE2011 readers of this post can use my discount code TISH295 ($295 for two days, or for one day only TISH1DAY11 for $149]
What is the best and worst, in your view, about the way Augmented Reality is emerging from science fiction into science fact?
Vernor Vinge: Progress that sets the stage: The worldwide market penetration of cellphones in the era 2000-2010 was of a size and speed that would have counted as foolish implausibility even in science-fiction of earlier times. More than half the human race suddenly had access to knowledge and comms. Being in the middle of this firestorm of progress, we can’t really judge ultimate effects, but I expect that smart phones and the empowering aspects of social networks and AR are still massively underhyped. (This is not to say that individual innovation enterprises can’t fail; the treasure is there for those who dare, and ultimately the whole human race can benefit.)
But I can still whine: Some — mostly political/legal — issues are disappointing. These affect AR but also the broad range of our progress with technology: o Software patents and some styles of cloud computing are blunting the ability of average people to innovate. In the 2010-2020 era, average people should have the building blocks to empower them to create (and throw away at the end of the workday) tools that in olden times would have been the whole purpose of a business startup. Unfortunately, some companies restrict and compartmentalize their releases like we’re still living in the twentieth century. There are also some mostly tech issues that I’m impatient with (speaking as a never-satisfied consumer and fan:) o The low pixel counts in contemporary head up displays. o The poor position coordination in current HUDs. o The lack of mass market acceptance of HUDs. o The lack of progress in distributed store-and-forward between mobile devices (sub-femtocell, ad hoc and transitory forwarding). o The lack of progress in uniform solutions to centimeter-scale localization.
Tish Shute: What do you feel will be the most impactful application of AR in people’s everyday lives?
Vernor Vinge: There are nebulous and fairly high likelihood answers: AR apps that let each person/team see those aspects of physical reality that are important for their current activity. Pointing technologies that coordinate with that AR vision. The combination is a revolution of interfaces, and the probable physical disappearance of more and more of the gadgets that twentieth century people associated with high tech.
There are also more specific, spectacular, and necessarily uncertain impacts (that depend on social acceptance and the development of network infrastructure for consensual sharing of local imagery). o Economic disruption of the trend toward huge, expensive display devices. o Bottom up social networking, arising from GPL’d tools. I see this as very disruptive, in good, bad and arguable ways, as illustrated by descriptive terms such as “consumer protection clubs”, “belief circles” and “lifestyle cults”. Some of these could be as public as our topdown social networks. Some might be quiet and widespread, perhaps growing out of pre-existing groups that already have a lot of intermember trust. (See:http://www-rohan.sdsu.edu/faculty/vinge/C5/index.htm) o More farfetched, but in the tradition of the last 50 years: the digitization of external visual design: building architecture could give less priority to physical appearance and more to cheap physical strength, network access support, and physical modifiability.](http://24.media.tumblr.com/tumblr_lle4x3K2vM1qzs4rbo1_250.png)
