Uber’s hamfisted behavior continues to get it bad press. The latest: its “surge” pricing, algorithmically set according to demand, went up 400% in Sydney during the hostage-taking event.
Uber has responded appropriately, offering refunds, and providing free rides out of the area. At the same time, it’s keeping its pricing elevated to encourage more Uber drivers to get into their cars to pick up passengers there.
Some of my friends are suggesting that when someone at Uber notices surge prices spiking and it’s not snowing or rush hour, they ought to look into it. Fine, but here’s a radical idea for decentralizing that process:
Uber creates a policy that says that Uber drivers are first and foremost members of their community, and are thus empowered and encouraged to take the initiative in times of crisis, whether that’s to stop for someone in need on the street or to help the population get out of harm’s way during a civic emergency.
Then Uber rewards drivers for doing so.
That is, Uber’s new motto could be “Don’t be a dick.”
And for the other side of humanity: The #illridewithyou [I’ll ride with you] hashtag – Sydney folks offering to accompany Moslems who fear a backlash — makes you proud to be a human.
Tagged with: marketing
Date: December 15th, 2014 dw
I’m at a lunchtime talk by the Harvard Business School Digital Initiative (led by Colin Maclay) by CV Harquail. (I’m an advisor to the DigInit.) CV says she is a academic and am enthusiast of “something going on out there” that she calls “generative business.”
NOTE: Live-blogging. Getting things wrong. Missing points. Omitting key information. Introducing artificial choppiness. Over-emphasizing small matters. Paraphrasing badly. Not running a spellpchecker. Mangling other people’s ideas and words. You are warned, people.
CV defines generativity as the ability to create things that didn’t exist before. Generativity as a term comes out of a few spaces. It’s used in the world of tech innovation and platforms. (See Jonathan Zittrain.) If you’re a systems thinker, you think about generativity as the source of emergence. But on other sides such as the positive organization studies group, which CV identifies with, or feminist organizing, generativity shows up differently. The phrase itself comes from Erik Erikson‘s theory of adult development; it’s the moment of “Holy crap! What am I leaving behind when I go?” CV is particularly interested in how organizations can have an effect outside of themselves, particularly on other businesses.
Generative business practices: how we can create opportunities for other businesses to grow, by tweaking what we do anyway? Maybe with a small change we can create some generativity.
She looks to the Internet bubble in 1999. We could see that the Net was giving rise to many new ways of being together, including B2B. What can we do with it beyond the usual? The network technology “enables a network mindset.” She points to four areas where this mindset manifests itself:
p2p: mutuality of effect and benefit
multi-type: polysemous exhange (more than one story in the exchange)
multi-directional: small bets gently made
interdependent: compounding effects
So, she asks, what is happening?
People are tweaking what they normally do in order to create opportunities for other people, throwing off extra value.
Why care? Because it creates an environment that is more resource-rich for everyone, including the generative firm. Also, it is a “leadership” opportunity for the generative company; it makes them influential in lots of different ways. “The more generative they are, the more influence they have on institutions around them.” They can guide new practices, promulgate their organizational values, and become beloved by those in their circle.
E.g., CV went to a Buffer meetup. A hundred people showed up because it was advertised on the Buffer Facebook page, and because people wanted to meet “the Buffer guys.”
CV doesn’t want to argue that your business should be generative in order to make more money because it diminishes the generative impulse. But it often does have that effect.
Generative practices come from:
She notes that many of these practices come from people who are kind, generous, and loving…and their companies reflect that. (She notes that this is a Dale Carnegie idea.)
Generative practices with products include building products that help others, or that are generate when used. Also, consider enabling co-creating by opening up some APIs. [woohoo!]
Our basic model of a business model is that our company should extract the max value from our employees and customers. But we can create generative business models:
win win win structures
platforms (real and metaphoric) that encourage experimentation and creativity
“catalytic containers” and serendipity engines
barn-raising (E.g. Community Sourced Capital: a kickstarter within your community), matchmaking, upcycling (take stuff we throw away and turn it into value. E.g. Waze).
Generative practices in relationships: She points especially to cultivating the commons (or network citizenship). And social keiretsu: multiple companies creating a safe environment for someone to experiment.
Q: Do you see bad actors?
A: Yes. And I ignore them. That’s my conscious decision.
Q: Is this a governance issue? How do the generative companies discipline bad actors?
Q: Elinor Ostrum‘s commons talk about how they are maintained. Often the biggest sanction is exclusion.
Q: [me] There are plenty of bad actors in what you say because these generative pockets are often carve-outs from nests of vipers.
Q: Are you making an assumption that generative business models open the business to everyone? Does generativity imply that sort of openness. E.g., curate models: you deal with the bad actors upfront by excluding them.
A: I don’t assume generativity implies open for all. Some generative organizations are extremely choosy about who they partner with.
Q: Is Anonymous a generative organization?
A: I’ll ask Gabriella Coleman. [laughter]
Q: Generativity need not be used positively.
Q: Why aren’t more businesses adopting this?
A: The bottom line is a fiction because we don’t think about externalities, which are just costs we’re ignoring.
CV looks at two examples: Etsy.com and Buffer.
Etsy is “the marketplace we make together.” They have an engineering blog called Code as Craft, and a Code as Craft initiative that employs generative learning practices: open workshops at which they invite their heroes, and livestreaming them. They have hacker schools, hackathons, an API developers program, GitHub open repositories, and each of the 150 engineers is expected to give two presentations a year outside their company.
Underneath this are Etsy’s engineering values and philosophies. They have a “learn to fail” culture, etc. [I’m not keeping up] Generosity of spirit is a “core Etsy Engineering principle.” It’s a whole bundle of practices related to learning.
Buffer has about 25 employees. With Buffer, you can highlight a line you like, and it gets put out into social media spread out over time. Buffer uses who it is and what it believes in to inform and inspire and influence other organizations. People underestimate the value of walking the walk. Buffer and Etsy are happy to amplify the good things that others do. Buffer is shifting to “gift-mindedness. They posted nine values at Slideshare. Other companies are picking up on those values.
Some of buffer’s practices for generative transpaarency:
Q: Could AT&T adopt these values and reap the same kind of benefits?
A: No mattter how much they try, they have a PR legacy.
CV says that last year Buffer got hacked. A week alter they shared all the data about the effect on their company of the hacking. E.g., they lost 8% of their customers. (They recovered most of them.)
Q: [me] This seems like the company saying that they’re on our side. But it doesn’t seem particularly generative, unlike an open API.
A: It’s generative in the longer term.
Last Tuesday they announced they’re raising $3.5M…and they published their term sheet and why they’re doing it.
Q: Is transparency is always a good thing? E.g., there’s some thought that the lack of a private space keeps politicians from being able to compromise.
A: Don’t be transparent about anything that would kill your business. Or if there are people in the process uncomfortable with it, don’t do it. You could be transparent about being a crummy organization and I don’t know if that’s generative. (She mentions that at Buffer they all wear FitBits and share their sleep data.)
CV says that this sort of transparency is generative in that it tells other companies about new possibilities.
Q: Don Tapscott says that the increased transparency will force people to be more like Buffer.
Q: But this might be a selection effect: the company is attracting people who agree with its values, but the companies that don’t support these values therefore won’t be affected by what more open companies do.
Q: Buffer’s product is trust.
A: They’re selling a different way of running a startup, and they’re funding it with their Twitter scheduling tool. [Nice way of putting it!]
So, how does this create opportunities for people? People respond and tell Buffer how powerful it’s been for them. It may influence those people’s practice in the future.
Generative practices let us be more like the people we want to be. “People and companies blossom into these opportunities.”
Q: It sounds like Us vs. Them. If everyone does this, where will the selfish people work? [laughter] It’s nice to carve out a space for us nice people, but what about generativity can apply beyond the Us?
A: I will think about that. I’m trying to call attention to, and articulate, alternatives. I’m articulating ideas, and we together will discuss them and see what becomes of them. This is a generative conversation.
Q: Mob programming is a step beyond agile programming. When there’s an intractable problem, ten people spend a day working on it, with two screens. People say it’s the best way to tackle difficult problems.
Q: [karim lakhani] When you were describing Etsy, it sounded like Bell Labs. The ideal university is based on the same ideas. An hypothesis: Generativity won’t work commercially without subsidies.
A: Interesting. There are no completely generative organizations.
Q: [me] Gaming industry is hugely generative. Modders can sell their mods.
Q: [karim] But only because Steam allows them and takes their cut. [Me [unexpressed because I’d talked too much]: But it’s the game companies that are the example of generative entities here, not Steam as a platform.]
Q: Your examples all are about sharing information. It’s harder for humans to share physical goods that are in limited supply.
[Quite a generative discussion! CV walks the walk.]
Tagged with: cluetrain
Date: November 5th, 2014 dw
This week there were two out-of-the-park posts by Berkman folk: Ethan Zuckerman on advertising as the Net’s original sin, and Zeynep Tufecki on the power of the open Internet as demonstrated by coverage of the riots in Ferguson. Each provides a view on whether the Net is a failed promise. Each is brilliant and brilliantly written.
Zeynep on Ferguson
Zeynep, who has written with wisdom and insight on the role of social media in the Turkish protests (e.g., here and here), looks at how Twitter brought the Ferguson police riots onto the national agenda and how well Twitter “covered” them. But those events didn’t make a dent in Facebook’s presentation of news. Why? she asks.
Twitter is an open platform where anyone can post whatever they want. It therefore reflects our interests — although no medium is a mere reflection. FB, on the other hand, uses algorithms to determine what it thinks our interests are … except that its algorithms are actually tuned to get us to click more so that FB can show us more ads. (Zeynep made that point about an early and errant draft of my CNN.com commentary on the FB mood experiment. Thanks, Zeynep!) She uses this to make an important point about the Net’s value as a medium the agenda of which is not set by commercial interests. She talks about this as “Net Neutrality,” extending it from its usual application to the access providers (Comcast, Verizon and their small handful of buddies) to those providing important platforms such as Facebook.
She concludes (but please read it all!):
How the internet is run, governed and filtered is a human rights issue.
And despite a lot of dismal developments, this fight is far from over, and its enemy is cynicism and dismissal of this reality.
Don’t let anyone tell you otherwise.
What happens to #Ferguson affects what happens to Ferguson.
Yup yup yup. This post is required reading for all of the cynics who would impress us with their wake-up-and-smell-the-shitty-coffee pessimism.
Ethan on Ads
Ethan cites a talk by Maciej Ceglowski for the insight that “we’ve ended up with surveillance as the default, if not sole, internet business model.” Says Ethan,
I have come to believe that advertising is the original sin of the web. The fallen state of our Internet is a direct, if unintentional, consequence of choosing advertising as the default model to support online content and services.
Since Internet ads are more effective as a business model than as an actual business, companies are driven ever more frantically to gather customer data in order to hold out the hope of making their ads more effective. And there went out privacy. (This is a very rough paraphrase of Ethan’s argument.)
Ethan pays more than lip service to the benefits — promised and delivered — of the ad-supported Web. But he points to four rather devastating drawbacks, include the distortions caused by algorithmic filtering that Zeynep warns us about. Then he discusses what we can do about it.
I’m not going to try to summarize any further. You need to read this piece. And you will enjoy it. For example, betcha can’t guess who wrote the code for the world’s first pop-up ads. Answer: Ethan .
Also recommended: Jeff Jarvis’ response and Mathew Ingram’s response to both. I myself have little hope that advertising can be made significantly better, where “better” means being unreservedly in the interests of “consumers” and sufficiently valuable to the advertisers. I’m of course not confident about this, and maybe tomorrow someone will come up with the solution, but my thinking is based on the assumption that the open Web is always going to be a better way for us to discover what we care about because the native building material of the Web is in fact what we find mutually interesting.
Read both these articles. They are important contributions to understanding the Web We Want.
, echo chambers
, net neutrality
, open access
, social media
Tagged with: advertising
• net neutrality
• social media
Date: August 15th, 2014 dw
Well, here’s what I would do if I were Shakespeare & Co., a theatre company in Lenox, Massachusetts of which I am inordinately fond, as consistent readers of this blog know (hi, Mom!).
Yesterday my wife and I went to an open rehearsal of a scene from Henry IV, Part 2, Scene 2. For about an hour we watched Malcolm Ingram (Falstaff), Kevin Coleman (Shallow), Ariel Bock (Silence) and Michael F. Toomey (Bardolph) being directed by Jonathan Epstein, who has abridged and combined the two Henry IV’s. The rehearsal started out fascinating and got even better from there.
The actors in Shakespeare & Co. rehearse before they’ve learned their lines by being shadowed by someone who whispers their lines to them. That way (as Kevin Coleman explained) they can rehearse while looking at the person they’re talking to instead of looking down at a piece of paper. The result is an early rehearsal in which the actors can act together and experiment.
Jonny Epstein is an actor and a highly collaborative director. He interceded occasionally to punch up a reading, and always kept an eye on the audience’s interests: We need a gesture to understand what “bona-robas” are (high quality courtesans — literally “the good stuff”); Falstaff should turn to the left while pointing to the right so that both sides of the audience are involved, etc.
But as the scene came to a close, it took a turn towards the awesome.
It’s a short and humorous scene in which Justice Shallow is greeting his old friend Falstaff. There’s funny business about rounding up men for Falstaff, which in this abridged, small-cast version had the actors pointing into the audience. Very amusing.
The scene ends with Shallow inviting Falstaff to dinner. They’re about to wander off, in a convenient scene-closing way, when a memory from fifty-five years ago pops into Shallow’s mind. “O, Sir John, do you remember since we lay all night in the windmill in Saint George’s field?” This becomes a chat about old acquaintances who now are old or dead.
The first time through, the actors played it lightly: a bunch of old folks remembering their lusty youths. But Epstein then suggested that they stop their funny business. Just stand there and talk. Without further direction, the actors changed everything: posture, cadence, expression, diction, interaction. And it became a scene about age and youth that touched me deeply.
It was, in short, a moment of transcendence. I got yer magic of the theatre right here.
Shakespeare & Co. is a great company, but it rarely plays to full houses. If I were them, here’s what I would do:
1. Video every lecture they give and put it on the Web for free. In fact, do more lectures, at least one for every play they produce. These lectures have been consistently fascinating. I want people to get used to looking up the Shakespeare & Co. lecture before going to see a Shakespeare play performed by any group.
2. Video a performance of each play presented, and post it for free on the Web. Have some of the summer interns do it. No one who comes would have stayed at home if they could have watched a video of it, especially since the company doesn’t have the resources to do studio-quality video production.
3. Post a second version of these videoed performances with a director’s track. Have the director and some of the actors explaining both the play and their decisions about it. We want teachers to play these scenes when introducing students to Shakespeare, and we want people who just saw a performance to then see the thinking behind it.
Now, there may be Actors Equity rules that prevent this, which would be a shame because videos like these would help expose the actors’ talents more broadly. And I suspect that Shakespeare & Co. may have reservations about posting content that’s not of the highest professional quality. If so: get over it! It’s the Web! Trust comes from imperfection.
In any case, when you’re in the Berkshires, do come. And bring the kids.
Tagged with: marketing
Date: July 20th, 2014 dw
Like most people (I assume), when a YouTube I want to watch begins with a 30-second, I switch to another tab until it’s safe to come back.
So, could I please have a plug-in that will instead show me an ad-free video that I wouldn’t have come upon otherwise? Preferably something that will stretch my imagination, cast doubt on my assumptions, and enlarge my sympathy? Or at least a cat doing something awwwwwwwesome.
(Hat tip to MakeMarketingHistory.)
Tagged with: lazyweb
Date: January 18th, 2014 dw
I’m at re comm 13, an odd conference in Kitzbühel, Austria: 2.5 days of talks to 140 real estate executives, but the talks are about anything except real estate. David Eagleman, a neural scientist at Baylor, and a well-known author, is giving a talk. (Last night we had one of those compressed conversations that I can’t wait to be able to continue.)
NOTE: Live-blogging. Getting things wrong. Missing points. Omitting key information. Introducing artificial choppiness. Over-emphasizing small matters. Paraphrasing badly. Not running a spellpchecker. Mangling other people’s ideas and words. You are warned, people.
How do we know your thinking is in your brain? If you damage your finger, you don’t change, but damage to your brain can change basic facets of your life. “The brain is the densest representation of who you are.” We’re the only species trying to figure out our own progamming language. We’ve discovered the most complicated device in the universe: our own brains. Ten billion neurons. Every single neuron contains the entire human genome and thousands of protens doing complicated computations. Each neuron is is connected to tens of thousands of its neighbors, meaning there are 100s of trillions of connections. These numbers “bankrupt the language.”
Almost all of the operations of the brain are happening at a level invisible to us. Taking a drink of water requires a “lightning storm” of acvitity at the neural level. This leads us to a concept of the unconscious. The conscious part of you is the smallest bit of what’s happening in the brain. It’s like a stowaway on a transatlantic journey that’s taking credit for the entire trip. When you think of something, your brain’s been working on it for hours or days. “It wasn’t really you that thought of it.”
About the unconscious: Psychologists gave photos of women to men and asked them to evaluate how attractive they are. Some of the photos were the same women, but with dilated eyes. The men rated them as being more attractive but none of them noticed the dilation. Dilated eyes are a sign of sexual readiness in women. Men made their choices with no idea of why.
More examples: In the US, if your name is Dennis or Denise, you’re more likely to become a dentist. These dentists have a conscious narrative about why they became dentists that misses the trick their brain has played on them. Likewise, people are statistically more likely to marry someone whose first name begins with the same first letter as theirs. And, i you are holding a warm mug of coffee, you’ll describe the relationship with your mother as warmer than if you’re holding an iced cup. There is an enormous gap between what you’re doing and what your conscious mind is doing.
“We should be thankful for that gap.” There’s so much going on under the hood, that we need to be shielded from the details. The conscious mind gets in trouble when it starts paying attention to what it’s doing. E.g., try signing your name with both hands in opposite directions simultaneously: it’s easy until you think about it. Likewise, if you now think about how you steer when making a lane change, you’re likely to enact it wrong. (You actually turn left and then turn right to an equal measure.)
Know thyself, sure. But neuroscience teaches us that you are many things. The brain is not a computer with a single output. It has many networks that are always competing. The brain is like a parliament that debates an action. When deciding between two sodas, one network might care about the price, another about the experience, another about the social aspect (cool or lame), etc. They battle. David looks at three of those networks:
1. How does the brain make decisions about valuation? E.g., people will walk 10 mins to save 10 € on a 20 € pen but not on a 557 € suit. Also, we have trouble making comparisons of worth among disparate items unless they are in a shared context. E.g., Williams Sonoma had a bread baking machine for $275 that did not sell. Once they added a second one for $370, it started selling. In real estate, if a customer is trying to decide between two homes, one modern and one traditional, if you want them to buy the modern one, show them another modern one. That gives them the context by which they can decide to buy it.
Everything is associated with everything else in the brain. (It’s an associative network.) Coffee used to be $0.50. When Starbucks started, they had to unanchor it from the old model so they made the coffee houses arty and renamed the sizes. Having lost the context for comparison, the price of Starbucks coffee began to seem reasonable.
2. Emotional experience is a big part of decision making. If you’re in a bad-smelling room, you’ll make harsher moral decisions. The trolley dilemma: 5 people have been tied to the tracks. A trolley is approaching rapidly. You can switch the trolley to a track with only one person tied to it. Everyone would switch the trolley. But now instead, you can push a fat man onto the trolley to stop the car. Few would. In the second scenario, touching someone engages the emotional system. The first scenario is just a math problem. The logic and emotional systems are always fighting it out. The Greeks viewed the self as someone steering a chariot drawn by the white horse of reason and the black horse of passion. [From Plato’s Phaedrus]
3. A lot of the machinery of the brain deals with other brains. We use the same circuitry to think about people andor corporations. When a company betrays us, our brain responds the way it would if a friend betrayed us. Traditional economics says customer interactions are short-term but the brain takes a much longer-range view. Breaches of trust travel fast. (David plays “United Breaks Guitars.”) Smart companies use social media that make you believe that the company is your friend.
The battle among these three networks drives decisions. “Know thyselves.”
This is unsettling. The self is not at the center. It’s like when Galileo repositioned us in the universe. This seemed like a dethroning of man. The upside is that we’ve discovered the Cosmos is much bigger, more subtle, and more magnificent than we thought. As we sail into the inner cosmos of the brain, the brain is much subtle and magnificent than we ever considered.
“We’ve found the most wondrous thing in the universe, and it’s us.”
Q: Won’t this let us be manipulated?
A: Neural science is just catching up with what advertisers have known for 100 years.
Q: What about free will?
A: My labs and others have done experiments, and there’s no single experiment in neuroscience that proves that we do or do not have free will. But if we have free will, it’s a very small player in the system. We have genetics and experiences, and they make brains very different from one another. I argue for a legal system that recognizes a difference between people who may have committed the same crime. There are many different types of brains.
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”
This gets quoted a lot by marketers. Usually it gets attributed to Theodore Levitt, an economist at Harvard Business School, but he quite explicitly [pdf] attributed it to Leo McGinneva, about whom I can find out nothing other than that he was a “businessman.”
This quote has the salutary effect of focusing marketers away from what they’re selling and on what customers are buying. So, I find it useful. But also irksome.
I’m irked first of all for the small reason that people don’t actually buy quarter-inch drills to drill quarter-inch holes. The buy a quarter-inch drill bit to drill a quarter-inch hole. A quarter-inch drill is a drill that accepts drill bits with a maximum of a quarter-inch shank. And, yes I know I’m being annoying.
The more important reason this formulation bothers me becomes clear if you use something other than a tool as your example. “People don’t want to buy a towel hook. They want a _____.” How do you fill in that blank without it being simply redundant: “They want a hook to hang a towel on.” It’s not just that it loses its rhetorical punch. Rather, it becomes clear that you have to go further into the customer’s value system to make sense of it. Why do they want a towel hook? Because they like dry towels? Because they want to impress their new in-laws? Because they repainted and the old towel hook is now the wrong color? Because they want a place to hang a dress so that the shower will naturally steam it? Because their shower rod is coming loose? Because their pet ferret is getting old — poor Ratface! He can barely see! — and is soiling towels left on the floor?
So, people don’t buy holes. They buy something that helps achieve a goal that is particular to them and is part of the larger set of interests and values that make them who they are. The hole example helps but doesn’t go far enough.
We all know this. So why does the “drill/holes” example keep coming up, and keep feeling like an insight? To me, this is evidence of just how much we take for granted the misalignment of the interests of businesses and customers — the great business tragedy of the Age of Massness.
But that’s a different story.
Tagged with: business
Date: October 6th, 2013 dw
Yeah, I’m talking to you Scrub-a-dub.
Way to corrupt the system.
Tagged with: advertising
Date: September 4th, 2013 dw
HBR.com has just put up a post of mine about some new guidelines for “paid content.” The guidelines come from the PR and marketing communications company Edelman, which creates and places paid content for its clients. (Please read the disclosure that takes up all of paragraph 4 of my post. Short version: Edelman paid for a day of consulting on the guidelines. And, no, that didn’t include me agreeing to write about the guidelines)
I just read the current issue of Wired (Aug.) and was hit by a particularly good example. This issue has a two-page spread on pp. 34-35 that features an info graphic that is stylistically indistinguishable from another info graphic on p. 55. The fact that the two pager is paid content is flagged only by a small Shell logo in the upper left and the words “Wired promotion” in gray text half the height of the “article’s” subhead. It’s just not enough.
Worse, once you figure out that it’s an ad, you start to react to legitimate articles with suspicion. Is the article on the very next page (p. 36) titled “Nerf aims for girls but hits boys too” also paid content? How about the interview with the stars of the new comedy “The World’s End”? And then there’s the article on p. 46 that seems to be nothing but a plug for coins from Kitco. The only reason to think it’s not an ad in disguise is that it mentions a second coin company, Metallium. That’s pretty subtle metadata. Even so, it crossed my mind that maybe the two companies pitched in to pay for the article.
That’s exactly the sort of thought a journal doesn’t want crossing its readers’ minds. The failure to plainly distinguish paid content from unpaid content can subvert the reader’s trust. While I understand the perilous straits of many publications, if they’re going to accept paid content (and that seems like a done deal), then this month’s Wired gives a good illustration of why it’s in their own interest to mark their paid content clearly, using a standardized set of terms, just as the Edelman guidelines suggest.
(And, yes, I am aware of the irony – at best – that my taking money from Edelman raises just the sort of trust issues that I’m decrying in poorly-marked paid content.)
Tagged with: ethics
• paid content
Date: July 22nd, 2013 dw
Greg Silverman [twitter:concentricabm], the CEO of Concentric, has a good post at CMS Wire about the democratization of market analysis. He makes what seems to me to be a true and important point: market researchers now have the tools to enable them to slice, dice, deconstruct, and otherly-construct data without having to rely upon centralized (and expensive) analytics firms. This, says Greg, changes not only the economics of research, but also the nature of the results:
The marketers’ relationships with their analytics providers are currently strained as a service-based, methodologically undisclosed and one-off delivery of insights. These providers and methods are pitted against a new generation of managers and executives who are “data natives” —professionals who rose to the top by having full control of their answering techniques, who like to be empowered and in charge of their own destinies, and who understand the world as a continuous, adaptive place that may have constantly changing answers. This new generation of leaders likes to identify tradeoffs and understand the “grayness” of insight rather than the clarity being marketed by the service providers.
He goes on to make an important point about the perils of optimization, which is what attracted the attention of Eric Bonabeau [twitter:bonabeau], whose tweet pointed me at the post.
The article’s first point, though, is interesting from the point of view of the networking of knowledge, because it’s not an example of the networking of knowledge. This new generation of market researchers are not relying on experts from the Central Authority, they are not looking for simple answers, and they’re comfortable with ambiguity, all of which are characteristics of networked knowledge. But, at least according to Greg’s post, they are not engaging with one another across company boundaries, sharing data, models, and insights. I’m going to guess that Greg would agree that there’s more of that going on than before. But not enough.
If the competitive interests of businesses are going to keep their researchers from sharing ideas and information in vigorous conversations with their peers and others, then businesses simply won’t be as smart as they could be. Openness optimizes knowledge system-wide, but by definition it doesn’t concentrate knowledge in the hands of a few. And this may form an inherent limit on how smart businesses can become.
Tagged with: 2b2k
Date: May 30th, 2013 dw
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