Bonchek - MIT Social Leadership - 18Mar12

SOCIAL LEADERSHIP

The Architecture of Business in the 21st Century

Mark Bonchek

We are in the midst of a social revolution in business created by networked technologies.Successful leaders will be those who transform• Their leadership as social architects • Their organizations as social systemsIn this class, you will• Learn the principles of social architecture • Apply these principles to real world situations• Gain insight into your own social leadership

Mental Maps

FROM TO

Media Audience Community

Organizations Hierarchy Network

Culture Control Empower

Individuals Consumer Creator

Brands Targets Orbits

Markets Products Platforms

MEDIAAudience Community

1439

Martin Luther - 1517

Copernicus - 1543

Newton - 1687

Swedish Daler - 1666

Thomas Paine - 1776

ORGANIZATIONHierarchy Network

“Decentralized operations with coordinated control."

Alfred P. Sloan, Jr.MIT, Class of 1895General Motors, CEO, 1923 – 1956

The Modern Corporation

“It does take a network to beat a network and our network must be better.” “This enemy is better networked than we are.”

General John Abizaid

“How to build a society in the face of technology-enabled, super-empowered individuals.”

Lt Colonel John Nagl

Doctrine for Network-Centric Operations1) A robustly networked force improves

information sharing.2) Information sharing and collaboration

enhance the quality of information and shared situational awareness.

3) Shared situational awareness enables self-synchronization

4) These, in turn, dramatically increase mission effectiveness

SURGE

CULTUREControl Empower

“The people are the center of gravity.”

“Provide them security and earn their trust and confidence.”“Target the whole network, not just individuals.”

General David Petraeus

INDIVIDUALSWarrior Builder

Consumer Creator

“Soldiers and marines are expected to be nation builders as well as warriors.”

COIN Field Manual

BRANDSTargets Orbits

Targets

Orbits

Gravity Fields

iTunes

App StoreiCloud

BRANDORBITS

Attract

Orbit

Attract

Transact

Orbit

Orbit

CUSTOMERGRAVITY

BRANDORBITS

SOCIALGRAVITY

MARKETSProducts Platforms

ORBITPLATFORMS

Fitness

Nike+

ORBITPLATFORMS

Tools/DIY

Nike+

CORE PURPOSE

COMMUNITY CULTURE

CONTENT

CONSTITUENCY CURRENCY

CONTEXT

CURATE

COCREATE

CONVERSE

COMMERCE

COMPETE

CREATING GRAVITY:SOCIAL ARCHITECTURE

CORE PURPOSE

COMMUNITY CULTURE

CONTENT

CURRENCY

CONTEXT

CURATE

COCREATE

CONVERSE

COMMERCE

COMPETE

SOURCES OF GRAVITY

CONSTITUENCY

Group Activity

Scenario Objective

A. An existing company already pursuing an orbit strategy

Analyze the strategy

B. An existing company that could/should pursue an orbit strategy

Create the strategy

C. An opportunity for a new company based on an orbit strategy

Define the opportunity

Existing Orbit Strategies

SOCIALFACETS

Athlete

Cook

Parent

Neighbor

Artist

Writer

WHERE TO START >>