Network-based collaboration is the only way to deal with the increasing complexity, speed of change and uncertainty that organizations are facing. Unfortunately many executives and decision-makers don't make the same connection. They tend to forget that collaboration is the reason why their organization exists in the first place; an organization’s sole purpose is to bring together people with certain talent, skills an expertise to work together on a specific enterprise. During the 20th century much of this collaboration has been encoded, hidden, automated and steered in our processes, systems and formal (and static) organizational structures. Most of the collaboration that takes place in a large enterprise today is running in autopilot mode following predefined paths. However, in a dynamic, competitive and unpredictable environment we can't rely only on the autopilot for collaboration. Many organizations need to become more agile, innovative and productive to survive in this environment, and for that to happen collaboration must happen more freely – with more flexibility and also at greater scale if needed – proactively initiated and driven by the right people.
When the role of technology was simply to automate manual tasks and remove the need for human labor, the technology didn't need to be designed to fit humans. If they were to keep their jobs, they had to adapt to the technology instead of the other way around. This is why, in my opinion, social business isn’t about tools, features or platforms. Rather, it is a way to design information systems and other systems so they fit with human nature and leverage collaborative human behaviors. Thus it should influence all service design and will be an integral part, a characteristic, of most business services. There are five principles in particular that should guide the design of all business services:
- Openness. We need openness to get access to information that we might have use for.
- Transparency. We need transparency to be able to discover it.
- Participation. It needs to be possible for anyone to participate, because that’s how we can deal with any kind of problem or opportunity,
- Dialog. We need dialog to ensure that communication is effective, that we quickly can reach mutual understanding and take action.
- Recognition. We need recognition, to reward and motivate people to contribute and keep the wheels of collaboration and innovation spinning.
For a truly social business, these principles should guide not only the design of technology solutions and services, but also leadership, performance models, organizational structures, and physical work environments. We have yet to figure out exactly how to do this, but the important thing is to start exploring before its too late.