The Revolution Will Not Be Televised?

I’ve been privy to a few conversations lately around organizational “social” behaviors and tools. Most of this has come through people in leadership roles reflecting on their organizations and the work they do.

One, a Dean at Syracuse University, expressed that the students “were already doing these things” (PKM, network building, etc) and a corporate leader who stated “we are doing a few of these things now” (social tech for organizational collaboration). In both cases it was sadly apparent there was no data just subjective observation, gut feeling and certainly no larger strategy to support these behaviors as being critical.

What’s Going On?

One thing is the fact that social tech is becoming increasingly commonplace, resulting in people slowly opening up and using the tools. Its become normalized and the long held leadership fear of social tech or that it’s mere folly has subsided. This is both good and bad news.

Good – because as we know, social always finds a way. People are playing around and getting more comfortable inside organizations using these tools in small teams and in productive ways.

Bad – because 1. the pace of adoption is slow and disconnected. Slow adoption means we are a long way from the real vision; work adaptation or working socially as the default. And 2. Executives, particularly old school executives (more common than not), are now “flippant”. The pace is comfortable, it feels safe in small pockets. But safe is not transformative. Safe, small and slow is not a revolution, never has been.

The Social Evolution?

This all reminds me of Karl Marx and what he wrote about the inevitability of a Communist revolution by the working class. Critics said that if it was inevitable, then one didn’t need to rush things, it would happen when the time was right. So rather than some massive, upheaving, social revolution are we just to see organizations incrementally reach plateaus? Is the “Future of Work” and “Humanization of Organizations” really to be more a slow slough forward vs. the a rapid change we desired and hoped for?

But then again, maybe it’s not about how we light the fire it’s where we light the fire.

Hope Lies with Youth

I think this slow level of advancement is the reality for most large organizations, the ones getting all the media attention about digital transformation. However, it’s the small, budding companies who inherently get social because that’s how they MUST work; people over process, flexible systems, cross pollination of skills, late night pizza in the meeting rooms.

If we want to incite a revolution, it starts with here, with the small and mostly invisible. It’s a revolution where a connected culture is maintained to prevent social atrophy, not try to reverse it. Helping small, growing organizations to NOT follow in the footsteps of the big ones is the real transformation we should be working on.

Social Business is Business as UNusual

Some of the weakest value propositions still offered by enterprise social tech vendors today are 1. having less email and 2. fewer meetings. Seriously? Is this the best we can do? So what? And sorry, please don’t assume that less of one thing means more of something else (collaboration).

The promise of social technology is (or was) about doing the work of working differently maybe even changing business structure altogether. We know that when diverse people connect and can talk openly, interesting things can happen –  new ideas are fostered, innovations take place, and problems get solved. But it still takes the right people, in the right systems, in the right culture and the right kind of talk; real, honest talk. Technology alone is not going to magically make this happen. Getting it “right” is hard work and takes time.

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Transformation Doesn’t Happen in Silos

James Tyer and I often find ourselves chatting on Twitter about our shared observations and ideas.  One particular stream of though started to gel and we decided to formalize it some in a shared blog post (which was quite enjoyable) as an opportunity to extend the conversation. Let us know your thoughts.

 

There’s much talk of transforming HR, reimagining L&D, shaking up corp comms, disrupting marketing, “hacking” [insert your dept name here]. Transformation! Hacking! SEO buzzwords abound. LinkedIn feeds are full of it. Trade publications are recommending it. Armies of consultants are demanding it. Organizations are spending a fortune on it, yet once again nothing is fundamentally changing.

When “change” happens (and it can) it still happens within the department. This reveals our paradigm – the way our leaders see the structure of organizations – a last century, industrial era mindset. The result is a transformed department…that’s it. With the same problems, the same people – apart from the ones who were fired – the same leaders, the same titles. Really, nothing changes. It’s just the same old re-organization – not transformation.

A real transformation would see the end of these silos, an end to big departmental structures, decentralisation of power, a shift in authority, an end to the “business relationship manager”. For example, a real transformation of HR would likely result in no HR silo. Now that’s revolutionary!

Why do we do this over and over again? This time Amara’s law is particularly pertinent:

“We tend to overestimate the effect of a technology in the short run and underestimate the effect in the long run.” – Roy Amara

Short Run:

Leaders are sold on technology as a solution to big problems… big problems in their areas. But this isn’t transformation, it’s piecemeal modification. For example, in HR: people analytics, performance systems, another LMS, maybe even an ESN. IT are dumping every shiny tool they see onto employees in a bid to keep up with “being digital”. Comms (the marketing of four years ago) are obsessed with new “channels” to give employees more and more information. And it’s not a question of whether comms or HR or IT are well-intentioned; it’s whether they are willing to keep repeating the same mistakes.

All we’re doing is rearranging deck chairs on the Titanic.

Long Run:

Technology is changing product development and distribution, it’s changing political discourse, it’s changing the consumer landscape, and has the potential to continue transforming our physical landscape. Take for example this Greg Ferenstein article on Medium where he reveals a simulation that showed how vast amounts of urban land could be reclaimed and 90% of cars would disappear due to automated vehicles. Technology stands to reimage the globe, physically, socially, and politically like never before.

We are naive if we don’t think organizational structures can’t change. Or are we short sighted, comfortable in our paradigm so as to unconsciously impede the progress of digital transformation by holding tight to familiar structures. Our cautious human nature prevents us from embracing real change. If we could just get out of our own way and let go of our archaic reward structures, our traditional ideas about leadership, our inability to be truly open and transparent with our work. Could we harness technology to create the modern firm – one that actually benefits consumers, workers and shareholders alike? The answer is Yes – there are already companies doing just this!

What’s Next?

If you’re fed up with endless re-orgs, talk of “transformation”, talk of disruption with no compelling alternative vision to the current state of affairs, uninspired by leadership, and feel like you’re working Einstein’s world of insanity. What do we suggest for those of you who would like to get started?

Well, the kicker is, there’s nothing easy. And when you’re out there on your own talking about new ideas, it’s tough.

Frankly you can only transform yourself. You can only change your viewpoints, outlooks, beliefs, ideas, and work. The fortunes spent on changing organizations are wasted because those who spend the money don’t change – they just tell others to. Change is social. Change happens one conversation at a time as Euan Semple has said. Be bold and talk about new ideas. Build your networks of like-minded support across departments, not just your own. Here are some frameworks to help guide your first conversations. There are no formulas – no one-size fits all. You and your organization will need to be agile to adapt to circumstance. To create your own version of the networked organizations.

A few sites, books, articles, etc to get you started.

Humility is a Bluebird

I read that in sales circles the term bluebird is slang for an opportunity that is unexpected or very profitable. You can’t exactly create a bluebird in this context (sales) I suspect but in others, by doing the unexpected we just might. For example the moment we let are guard down, even just a little, amazing things can happen. Yes, the vultures can swoop in seeing it as weakness but so too can arrive a bluebird of opportunity.

BluebirdMany organizational leaders think trust-building is solely accomplished by being strong and decisive. However a deeper trust forms when people in charge reveal their humanity which is often unexpected. Humanity is humility.

In a past organization I was working for, the leadership was struggling to solve the problem of time recording. In the contract space an organization can only get paid if the records for billable hours are accurate and complete. With most employees working on several projects at once, it was an arduous task to complete time records each day. The early solutions, in place well before I got there, included a system of automated emails sent by the finance department each day. Those late in submitting their time card were sent an ominous note informing you that “you have failed floor check” at 10:00 am each day. However simple, it was doing little to curb the epidemic of delinquency.  The typical approaches were not working as, regardless of the non-compliance, everyone still got paid.

Visibly flustered by the inactivity, the head of finance saw training as the solution. Yet this problem was not due to a lack of skill or knowledge and one operations executive agreed with me. I convinced him instead to post in our new Enterprise Social Network. His post was not to be a demand or a threat but a humble request; in his own words he simply asked for help.  He explained why non-compliance was bad for the organization, the individual and frankly stated he was out of ideas. Within hours the first comments started to appear and due to the inherent nature of social technology followers of followers chimed in seeing that it was safe to do so. Most offered personal tips; approaches and tools they used to remind themselves to complete the task. Others acknowledge these ideas and openly thanked one another.  What eventually appeared however was a criticism of the failed floor check email message itself. One employee even referred to the HR handbook and noted a discrepancy – the email message implied that if you received it, you already missed the opportunity. This was inaccurate, as 12:00 pm was the deadline. The 10:00 am email was meant as a warning but the verbiage led many to take no action since they figured it was too late!  The HR handbook was quickly updated and the email alert corrected. Delinquency declined.

A simple and highly atypical hierarchical communication, one based on humility, led to open dialog, productive criticism and a small unexpected change with financial rewards; a bluebird.

The Long Tailers of Social Business

Social business talk hasn’t progressed much beyond what it is or how it’s done. Jon Husband noted this in a brilliant and succinct post back in 2013 where he said that “most of the conversation circulating and re-cycling regarding [social business] … what ‘social business’ is and/or is not, how to do it right, or in 7 easy steps, or with pizzazz and ROI and why it’s changing everything (or nothing at all)

What has changed however in the past 2 years is that the idea of Social Business, like Social Media, has been further positioned by large firm Marketing and Advertising departments as their charge. Markets are conversations so says the ClueTrain Manifesto and so shortsighted marketing and sales have moved to “Social Business” strategies which mostly just employing social technology with the same push information tactics.

Social LongtailHowever where social sincerely exists are those businesses on the long tail . Organizations here, the smaller more niche players, are more often inherently, unconsciously and positively social inside and out. Their business survival is predicated on a meritocracy over hierarchy, openness, trust, feedback and transparency – it’s here where the soil is most fertile.

Social Business, (what we do) can’t survive long without firm roots in a Social Organization (who we are).

For the larger, market dominating organizations, they turn to social technology (like any other technology) to fix problems vs. prevent them. Inside these organizations social tools are applied in a futile effort to open communication for knowledge sharing, a cure for their social atrophy. However the best opportunity for social technology inside has passed, the arteries are now clogged by competition, policy, procedures and rigid hierarchy.

Social technology may be best as preventative medicine vs. the miracle cure.

It’s the Long Tailers that need to understand this and move quickly to stay who they are. But to stay small as they grow larger, technology alone won’t be enough – social requires people and a holistic approach. They should also employ a Change Prevention strategy (vs. Change Management), maybe a new internal role of an Unchanging Officer to help leaders see their culture today and the big picture potential of social tools beyond communication and knowledge sharing. A well crafted change prevention strategy can anchor their progressive culture and help maintain the healthy status quo.

It’s far too easy for long tail business leaders to fall into established, yet floundering, 20th century practices as they grow. There are still many visible, seductive monuments of this past success and misguided social business approaches.

Long Tailers must act now for there is much to lose if they don’t change.