Seth Godin

 Filed under: business, social networks — Chris @ Apr 7th, 2008

From time to time I visit Seth Godin’s blog. He has some insightful gems about the way that brands, products, people… are perceived, interact…. etc.

This is one of them.

Its all about how we make decisions in the blink of an eye without very much information. Nevertheless it is very much an informed decision. And more and more where that decision is taking place in an online interaction, the decision is being made by lots of people all at once. In a situation like that, you want to be making sure that the decision that the crowd is making is one that is accretive to your brand/enterprise’s goals….

Here is a quote from Seth’s blog post:

Quick decisions based on the smallest scraps of data.

It’s not fair but it’s true. Your blog, your outfit, the typeface you choose, the tone of your voice, the expression on your face, the location of your office, the way you rank on a Google search, the look of your Facebook page…


 Why the demise of civilisation may be inevitable

 Filed under: social networks — Chris @ Apr 7th, 2008

The following article appeared originally in New Scientist magazine.

It seems to have real relevance to one aspect of what we are doing at our partnership. Our view is that as enterprises become more complex, and more sophisticated, so too do both the opportunities vulnerabilities for the enterprise increase.

It becomes more and more important to map the way that all of the connected networks interoperate and influence each other in order to ensure that the enterprise is resilient - and this is beyond triple bottom line - this is about how all of the stakeholders function.

Here is the full article:

Doomsday scenarios typically feature a knockout blow: a massive asteroid, all-out nuclear war or a catastrophic pandemic. Yet there is another chilling possibility: what if the very nature of civilisation means that ours, like all the others, is destined to collapse sooner or later?

A few researchers have been making such claims for years. Disturbingly, recent insights from fields such as complexity theory suggest that they are right. It appears that once a society develops beyond a certain level of complexity it becomes increasingly fragile.

Eventually, it reaches a point at which even a relatively minor disturbance can bring everything crashing down.

Some say we have already reached this point, and that it is time to start thinking about how we might manage collapse. Others insist it is not yet too late, and that we can - we must - act now to keep disaster at bay.

Environmental mismanagement

History is not on our side. Think of Sumeria, of ancient Egypt and of the Maya. In his 2005 best-seller Collapse, Jared Diamond of the University of California, Los Angeles, blamed environmental mismanagement for the fall of the Mayan civilisation and others, and warned that we might be heading the same way unless we choose to stop destroying our environmental support systems.

Lester Brown of the Earth Policy Institute in Washington DC agrees. He has long argued that governments must pay more attention to vital environmental resources. “It’s not about saving the planet. It’s about saving civilisation,” he says.

Others think our problems run deeper. From the moment our ancestors started to settle down and build cities, we have had to find solutions to the problems that success brings. “For the past 10,000 years, problem solving has produced increasing complexity in human societies,” says Joseph Tainter, an archaeologist at the University of Utah, Salt Lake City, and author of the 1988 book The Collapse of Complex Societies.

If crops fail because rain is patchy, build irrigation canals. When they silt up, organise dredging crews. When the bigger crop yields lead to a bigger population, build more canals. When there are too many for ad hoc repairs, install a management bureaucracy, and tax people to pay for it. When they complain, invent tax inspectors and a system to record the sums paid. That much the Sumerians knew.

Diminishing returns

There is, however, a price to be paid. Every extra layer of organisation imposes a cost in terms of energy, the common currency of all human efforts, from building canals to educating scribes. And increasing complexity, Tainter realised, produces diminishing returns. The extra food produced by each extra hour of labour - or joule of energy invested per farmed hectare - diminishes as that investment mounts. We see the same thing today in a declining number of patents per dollar invested in research as that research investment mounts. This law of diminishing returns appears everywhere, Tainter says.

To keep growing, societies must keep solving problems as they arise. Yet each problem solved means more complexity. Success generates a larger population, more kinds of specialists, more resources to manage, more information to juggle - and, ultimately, less bang for your buck.

Eventually, says Tainter, the point is reached when all the energy and resources available to a society are required just to maintain its existing level of complexity. Then when the climate changes or barbarians invade, overstretched institutions break down and civil order collapses. What emerges is a less complex society, which is organised on a smaller scale or has been taken over by another group.

Tainter sees diminishing returns as the underlying reason for the collapse of all ancient civilisations, from the early Chinese dynasties to the Greek city state of Mycenae. These civilisations relied on the solar energy that could be harvested from food, fodder and wood, and from wind. When this had been stretched to its limit, things fell apart. An ineluctable process

Western industrial civilisation has become bigger and more complex than any before it by exploiting new sources of energy, notably coal and oil, but these are limited. There are increasing signs of diminishing returns: the energy required to get each new joule of oil is mounting and although global food production is still increasing, constant innovation is needed to cope with environmental degradation and evolving pests and diseases - the yield boosts per unit of investment in innovation are shrinking. “Since problems are inevitable,” Tainter warns, “this process is in part ineluctable.”

Is Tainter right? An analysis of complex systems has led Yaneer Bar-Yam, head of the New England Complex Systems Institute in Cambridge, Massachusetts, to the same conclusion that Tainter reached from studying history. Social organisations become steadily more complex as they are required to deal both with environmental problems and with challenges from neighbouring societies that are also becoming more complex, Bar-Yam says. This eventually leads to a fundamental shift in the way the society is organised.

“To run a hierarchy, managers cannot be less complex than the system they are managing,” Bar-Yam says. As complexity increases, societies add ever more layers of management but, ultimately in a hierarchy, one individual has to try and get their head around the whole thing, and this starts to become impossible. At that point, hierarchies give way to networks in which decision-making is distributed. We are at this point.

This shift to decentralised networks has led to a widespread belief that modern society is more resilient than the old hierarchical systems. “I don’t foresee a collapse in society because of increased complexity,” says futurologist and industry consultant Ray Hammond. “Our strength is in our highly distributed decision making.” This, he says, makes modern western societies more resilient than those like the old Soviet Union, in which decision making was centralised.

Increasing connectedness

Things are not that simple, says Thomas Homer-Dixon, a political scientist at the University of Toronto, Canada, and author of the 2006 book The Upside of Down. “Initially, increasing connectedness and diversity helps: if one village has a crop failure, it can get food from another village that didn’t.”

As connections increase, though, networked systems become increasingly tightly coupled. This means the impacts of failures can propagate: the more closely those two villages come to depend on each other, the more both will suffer if either has a problem. “Complexity leads to higher vulnerability in some ways,” says Bar-Yam. “This is not widely understood.”

The reason is that as networks become ever tighter, they start to transmit shocks rather than absorb them. “The intricate networks that tightly connect us together - and move people, materials, information, money and energy - amplify and transmit any shock,” says Homer-Dixon. “A financial crisis, a terrorist attack or a disease outbreak has almost instant destabilising effects, from one side of the world to the other.”

For instance, in 2003 large areas of North America and Europe suffered blackouts when apparently insignificant nodes of their respective electricity grids failed. And this year China suffered a similar blackout after heavy snow hit power lines. Tightly coupled networks like these create the potential for propagating failure across many critical industries, says Charles Perrow of Yale University, a leading authority on industrial accidents and disasters.

Credit crunch

Perrow says interconnectedness in the global production system has now reached the point where “a breakdown anywhere increasingly means a breakdown everywhere”. This is especially true of the world’s financial systems, where the coupling is very tight. “Now we have a debt crisis with the biggest player, the US. The consequences could be enormous.” “The networks that connect us can amplify any shocks. A breakdown anywhere increasingly means a breakdown everywhere”

“A networked society behaves like a multicellular organism,” says Bar-Yam, “random damage is like lopping a chunk off a sheep.” Whether or not the sheep survives depends on which chunk is lost. And while we are pretty sure which chunks a sheep needs, it isn’t clear - it may not even be predictable - which chunks of our densely networked civilisation are critical, until it’s too late.

“When we do the analysis, almost any part is critical if you lose enough of it,” says Bar-Yam. “Now that we can ask questions of such systems in more sophisticated ways, we are discovering that they can be very vulnerable. That means civilisation is very vulnerable.” “We are discovering that networked systems can be very vulnerable. That means civilisation is very vulnerable”

So what can we do? “The key issue is really whether we respond successfully in the face of the new vulnerabilities we have,” Bar-Yam says. That means making sure our “global sheep” does not get injured in the first place - something that may be hard to guarantee as the climate shifts and the world’s fuel and mineral resources dwindle.

Tightly coupled system

Scientists in other fields are also warning that complex systems are prone to collapse. Similar ideas have emerged from the study of natural cycles in ecosystems, based on the work of ecologist Buzz Holling, now at the University of Florida, Gainesville. Some ecosystems become steadily more complex over time: as a patch of new forest grows and matures, specialist species may replace more generalist species, biomass builds up and the trees, beetles and bacteria form an increasingly rigid and ever more tightly coupled system.

“It becomes an extremely efficient system for remaining constant in the face of the normal range of conditions,” says Homer-Dixon. But unusual conditions - an insect outbreak, fire or drought - can triggerdramatic changes as the impact cascades through the system. The end result may be the collapse of the old ecosystem and its replacement by a newer, simpler one.

Globalisation is resulting in the same tight coupling and fine-tuning of our systems to a narrow range of conditions, he says. Redundancy is being systematically eliminated as companies maximise profits. Some products are produced by only one factory worldwide. Financially, it makes sense, as mass production maximises efficiency. Unfortunately, it also minimises resilience. “We need to be more selective about increasing the connectivity and speed of our critical systems,” says Homer-Dixon. “Sometimes the costs outweigh the benefits.”

Is there an alternative? Could we heed these warnings and start carefully climbing back down the complexity ladder? Tainter knows of only one civilisation that managed to decline but not fall. “After the Byzantine empire lost most of its territory to the Arabs, they simplified their entire society. Cities mostly disappeared, literacy and numeracy declined, their economy became less monetised, and they switched from professional army to peasant militia.”

Staving off collapse

Pulling off the same trick will be harder for our more advanced society. Nevertheless, Homer-Dixon thinks we should be taking action now. “First, we need to encourage distributed and decentralised production of vital goods like energy and food,” he says. “Second, we need to remember that slack isn’t always waste. A manufacturing company with a large inventory may lose some money on warehousing, but it can keep running even if its suppliers are temporarily out of action.”

The electricity industry in the US has already started identifying hubs in the grid with no redundancy available and is putting some back in, Homer-Dixon points out. Governments could encourage other sectors to follow suit. The trouble is that in a world of fierce competition, private companies will always increase efficiency unless governments subsidise inefficiency in the public interest.

Homer-Dixon doubts we can stave off collapse completely. He points to what he calls “tectonic” stresses that will shove our rigid, tightly coupled system outside the range of conditions it is becoming ever more finely tuned to. These include population growth, the growing divide between the world’s rich and poor, financial instability, weapons proliferation, disappearing forests and fisheries, and climate change. In imposing new complex solutions we will run into the problem of diminishing returns - just as we are running out of cheap and plentiful energy.

“This is the fundamental challenge humankind faces. We need to allow for the healthy breakdown in natural function in our societies in a way that doesn’t produce catastrophic collapse, but instead leads to healthy renewal,” Homer-Dixon says. This is what happens in forests, which are a patchy mix of old growth and newer areas created by disease or fire. If the ecosystem in one patch collapses, it is recolonised and renewed by younger forest elsewhere. We must allow partial breakdown here and there, followed by renewal, he says, rather than trying so hard to avert breakdown by increasing complexity that any resulting crisis is actually worse.

Tipping points

Lester Brown thinks we are fast running out of time. “The world can no longer afford to waste a day. We need a Great Mobilisation, as we had in wartime,” he says. “There has been tremendous progress in just the past few years. For the first time, I am starting to see how an alternative economy might emerge. But it’s now a race between tipping points - which will come first, a switch to sustainable technology, or collapse?”

“It’s now a race between tipping points - which will come first, a switch to sustainable technology or collapse?”

Tainter is not convinced that even new technology will save civilisation in the long run. “I sometimes think of this as a ‘faith-based’ approach to the future,” he says. Even a society reinvigorated by cheap new energy sources will eventually face the problem of diminishing returns once more. Innovation itself might be subject to diminishing returns, or perhaps absolute limits.

Studies of the way cities grow by Luis Bettencourt of the Los Alamos National Laboratory, New Mexico, support this idea. His team’s work suggests that an ever-faster rate of innovation is required to keep cities growing and prevent stagnation or collapse, and in the long run this cannot be sustainable.

The stakes are high. Historically, collapse always led to a fall in population. “Today’s population levels depend on fossil fuels and industrial agriculture,” says Tainter. “Take those away and there would be a reduction in the Earth’s population that is too gruesome to think about.”

If industrialised civilisation does fall, the urban masses - half the world’s population - will be most vulnerable. Much of our hard-won knowledge could be lost, too. “The people with the least to lose are subsistence farmers,” Bar-Yam observes, and for some who survive, conditions might actually improve. Perhaps the meek really will inherit the Earth.


 Social Networks Open Up

 Filed under: Facebook, MySpace, Web 2.0 media, business, social networks — Chris @ Mar 31st, 2008

Who knows what will happen next in the world of social networks?

One thing is for sure, Google has taken a step that will make their own leadership online that much stronger, with the opening up of OpenSocial.

“OpenSocial defines a common API for social applications across multiple websites” is what the blurb on the holding page says. Apparently Yahoo has signed on as have hi5, LinkedIn and MySpace. What this means is that developers will be able to build once and offer to many. Facebook hasn’t agreed to sign on yet, but they can’t be far behind in doing so.

This kind of activity is going to make the whole social network enterprise field tremendously powerful. (I don’t know if it is really a business as yet).

Our intention at GRM Partners is to help organizations define the way that they use social networks. Through a rigorous approach to researching and mapping the way that organizations fit into business ecosystems and ensuring that their stated objectives are congruent with market demands we feel that we can help organizations more efficiently set policy and build communities of interest.


 The Century Of The Self

 Filed under: Uncategorized, Web 2.0 media, social networks — Chris @ Feb 21st, 2008

I recently discovered a fascinating 4 part documentary made for BBC 4 in the UK. It is called The Century Of The Self.

It deals very specifically with the influence of the teachings of Sigmund Freud on society - particularly the creation of the modern consumer society that we live in. It is fascinating watching for anyone who is interested in society and what motivates it.

With the advent of the social web - or Web 2.0 - whatever you want to call it, I wonder how much of the programming that has taken place is going to be a problem for the current and next generation. If you take a lateral view, you might consider that the whole subprime mess is in some respects a result of consumerism taken to its logical conclusion. Or perhaps that is the penultimate step.

If you read this blog there is a sense of what may come next. It deals with the hypothesis of collapsing cities and provides a rationale for what will happen and why.

Is it possible that the deprogramming of people will lead to a great unravelling of society?


 Social Networking Conference - Day 2

 Filed under: social networks — Chris @ Dec 5th, 2007

Today’s conference was much more productive than yesterday, I thought.

As Steven Noble said,  what we want from events like this are insights. And that is what we did get today!

Some things that I found interesting:

Laurel Papworth touched on the idea of social networks having the potential to be accretive to productivity - particularly with the advent of social finance sites such as iGrin and Peermint.

Seb Chan from the Powerhouse Museum talked about the idea of ’semantic serendipity’ and how important it is to enable and allow the community to create their own taxonomies. I interpreted this as follows: When communities create a taxonomy they tend to see things in a more literal way than the ‘insiders’ sometimes do. So what happens is that the literal becomes a lateral idea…I thought that was a good insight.

David Hawking from Funnelback and CSIRO talked about the context of search and how important it is to profile the person searching in order to provide more informed and valuable results. He also talked about how valuable it can be to take the lessons learned in the wide world of web and to apply those within the organization. I tend to think that this then should lead to the commons on the outside needing to understand this as it will no doubt be used against them to sell them more unless they understand this….

One other thing that I am interested to explore - as the matter of taxation was raised by Nick Abrahams from Deacons. What is the potential for local bartering to develop using a social networking platform?


 You May Not Have Read The Fine Print…

 Filed under: Facebook, MySpace, Web 2.0 media, business, social networks, wikis — Chris @ Nov 20th, 2007

Social networks are a tsunami. They’re about to engulf everyone on the planet, in the same way that globalization has impacted consumers and companies alike.

They’re part of a new language of business and life.

Web 2.0. Wikis. Social Networks: What are they? What do they mean? And why are they relevant to you?

Whether or not you’ve heard any of these terms doesn’t matter.

If you haven’t experienced them directly you can’t imagine and you can’t understand why they should be incorporated into your business.

Today’s the day to start finding out though. You are going to need to know about these concepts for your business to survive the rapidly changing marketplace.

“Web 2.0 is the business revolution in the computer industry caused by the move to the internet as a platform” says Tom O’Reilly who coined the term

It’s about conversations.

Direct conversations between you and your customers, your shareholders, the media. They are going to be telling you what they want from your product, what your brand promise really means, and it’s going to evolve into a valuable relationship for them. Web 2.0 enables that conversation

Stephen Fry, the actor, says ”It’s actually an idea that the reciprocity between the user and the provider is what’s emphasized. In other words, genuine interactivity if you like, simply because people can upload as well as download”.

One more aspect is really fundamental and important in the whole concept of the new digital conversation. The conversation is not just happening one to one. It is happening in a crowd, where everyone in the crowd is listening in. For the first time ever, the smallest voice in the crowd has as much weight in the conversation as the loudest.

Globalisation was made possible by the development of networked information technology. It enabled supply chains to function so precisely that capital has been able to be deployed with hyper-efficiency, resulting in less requirement for holding product inventory and greater ability to serve demand in real time.

Everyone in business is aware of this and to some extent uses that knowledge to increase profitability of business. Reality is what you believe, and belief is being shaped by the network itself.
Consumer to consumer, rumour to reality, information flow at the speed of light about products, brands, political policy, corporate valuations… Command and control is no longer a viable strategy.

What is amazing is that armed with that knowledge and having real world experience, so few people I meet in business are paying attention to the impact on society of the next wave, social networks, and what it will mean to them.

Information technology is now providing consumers with the means to flatten intrapersonal communication in the same way that trade was flattened.

Australia’s federal election; the presidential race in the US - both are being reshaped by parties and candidates using YouTube. They’re making it a platform for announcing policy.

Mainstream media examines context as much as content and makes the platform part of the story. This alone should ensure that social networks move out of your peripheral vision and into the mainstream.

When Presidential candidates are having one on one conversation with potential voters the game has changed for all time.

And this is just the warm up before the main event. The tectonic plates of change are about to start grinding. Massive social change is coming and it will impact your ability to do business.

Remember how long – or short – a time it is since Google floated in the US and became a verb. Think about the following new brands: MySpace, Facebook, Linked-In. It’s been hard to avoid coming across at least one of these names in the media over the last year. Yet some people have.

Maybe some people have missed the coverage in either the business or mainstream media about the explosion of these social networks.

Valuations that these businesses are attracting should very definitely put them on your radar. Rupert Murdoch paid $580 million to purchase MySpace no more two years ago. Within weeks of the announcement he’d cut a deal with Google that more than guaranteed that News Corp would recoup the entire purchase price from ad sales guarantees.

In the last two months Microsoft purchased a stake in the new kid on the block, Facebook, at a $15 Billion valuation pre-money. Facebook has only half the subscribers of MySpace but is growing subscribers faster.

Analysts use the subscriber base as a simple metric to extract comparative valuations. Facebook, by this measure, has a $357 per subscriber valuation. This would then value MySpace at $65 Billion! Let’s assume that this is not the core benchmark for valuation since that would mean that MySpace represents over 90% of the value of NewsCorp.

But all hypothesising aside, what is happening here should be of interest to everyone in business. These valuations are not trivial. They are the market telling us what the value is going to be of being able to talk to one another.

More importantly though, social networks themselves are now also an ideas marketplace. They are not an amorphous concept that exists on another plane separate to your reality. Social networks are where your customers and your customers’ customers are gathering to talk to each other about their experiences.

Where they share stories about you, your brand, your service offering. In effect they are the new frontier of brand, reputation, risk and opportunity.

Many participants in this new conversation marketplace place more credence on the conversations that they have in this venue than in the information that they consume in the mainstream media.

Their perception is that spin and counterspin leads to a zero rating of the value of the filtered information to cynical consumers. The new conversationalists would rather do their own bullshit filtering and draw their own conclusions, but get that information at the source.

This has very big corporations very, very worried. It’s just beginning.

Eric Jackson, a Yahoo shareholder-activist, posted several videos on YouTube which he then incorporated into his blog. It attracted the attention of business journalists. The maximum number of views per video was in the low thousands, but the result was that the share price dropped and Terry Semel, the CEO of one of the largest new media companies in the US had to step down.

Here is a current scenario: A global Fortune 500 company realises that literally tens of thousands of its employees are members of Facebook. The company realizes that if a competitor were to use Facebook as a resource locator for future employees the company would be gutted. It is a very real problem that is just starting to emerge.

It’s not just about activism. It is about a very real set of brand and product reputational risks emerging.

Some executives talk about being obsessed with being market facing, but in reality are simply paying lip service to what is happening right in front of them.

There are logical reasons for this: most of them have been taught to keep their risk profile low. They see anything new and unproven as being inherently risky.

Some of them look at what’s happening and when faced with the problems of this new media model, respond in exactly the wrong way.

Look at music.

As digital delivery evolved back in the 1990’s music company executives built the walls of the citadel higher, and sued the bejeezus out of transgressors.

What has that led to?

Simple: declining sales, declining profits, declining share prices. (Warner Music’s share price has declined from USD 27.50 to USD 7.50 during the last year). Music companies missed the opportunity to truly socialize music consumption and have ceded it to Apple.

Worse still, they absolutely destroyed the relationship they had with their customers by suing them, instead turning those same people into Apple fans and customers. It’s the law of unintended consequences on steroids.

Here’s the challenge:

First: you need to start using social networks (or wikis or Web 2.0) if you are going to understand, viscerally, what your customers/shareholders feel.

Unless you understand the way they transmit thought as much as the thought itself you’ll be a couch potato watching instant replay on TV. You need to participate if you are going to understand. You need to understand if you are going to be able to build value.

Second: you need to monitor conversations within social networks if you are going to respond to them. There is no shortage of companies that are standing by ready to do that for you!

Third: If you demonstrate to your customers/shareholders/the media that they are part of a conversation that is as important to you as it is to them, and that you are going to change your brand, your product, your service to meet their needs, your organization will grow stronger both in terms of its relationships with its customers and consumers and financially as well. This also means that you have to be prepared to modify your business model in ways that you may not begin to understand yet.

Think about this as Management 2.0. Don’t make the obvious and natural response. Think about the value of the counter-intuitive response.

You may say that your business won’t be impacted by the change wrought by the socialization of information technology. It will. If anyone in your customer ecosystem has access to network communication, you are at risk.

When you bought into the IT revolution you may not have read the fine print. You purchased your ticket and got on board a roller coaster. Society – along with your business – is just cresting the top of the first slope. Hang on to your hat. It’s going to be a wild ride.

Chris Gilbey is a partner in Gilbey, Rodrigues and Marshall, a partnership that focuses on network dynamics, and is a director of One Minute Media and Vquence.