Social Business = Intention = Seeking = Networking = Innovation
If you are still casting about for reasons as to why connected companies are more valuable than unconnected companies, you need to watch Ricardo Hausman’s lecture on person-bytes, which he applies to countries, but you will be wise to think of in terms of enterprises. And you will quickly realize that 1.0 leadership is leaving too much opportunity on the table because the number of person-bytes – the breadth and complexity of capability the enterprise can address – accessible by 1.0 Enterprise is far less than what Enterprise 2.0 can leverage.
Let me say that again, because I think its pretty big and you might have missed it. Enterprise 1.0, with command and control, is limited in its capability by the intelligence and capability of the Executive team. The executive team has most of the accessible person bytes in the company – though they can use others in simplistic ways. In 1.0 enterprises, the workforce is there to amplify the capabilities of the executives. Looked at another way, Executives are the constraint. After a certain point, it is the executives that restrain growth and capability because the organization cannot amplify what the executive can’t see.
In Enterprise 2.0 power and capability flows the other way – from the network to the leadership. In Enterprise 2.0, executives (leaders) inquire and align collective intelligence and capability. They can access the collective capabilities, resources and observations of the workforce and beyond. They can build businesses with greater person-byte potential.
Hausmann shows that not only are those products that require more person-bytes more rare and valuable, but they lead to richer adjacent opportunities. Person-bytes aggregate via proximity and connection. You don’t have one kind of expertise – say in manufacturing phones – and then suddenly have a totally different kind of expertise in oil exploration – unless you’ve discovered some link between the too.
Social, networked companies can build more complex – more person-byte – products, and grow expertise and advantage more reliably than those that can’t. Hausmann’s data is based on national economies, but if you look at it the connection will be instantly clear.