
X-posted from custardether.co.uk
Andrea Saveri from the Institute for the Future had so many fascinating things to say that my note-taking rapidly descended into desperately trying to write down everything she was saying.
Her theme was the amplified individual: the superheros within organisations. She also explored how the practices of amplified individuals and the tools they use can benefit organisations.
The trick is to use social networks and the associated amplified individuals to actually to amplify what small busineses do well – build relationships, understand niche markets, be agile in exploring new areas – and to help make up for what small businesses lack – management expertise, training, access to capital, limits of small business infrastructure (a negative from the perspective of the rest of the market).
She went on to describe amplified individuals in slightly more detail. Amplified individuals are highly social – using social interaction to filter information and deal with information overload. Online, this can mean the use of social tagging (i.e. del.icio.us) to see who else tagged pages and go talk to them, whilst filtering information to find what is meaningful. It can also include sharing photos and using tagging in Flickr, engaging with social objects around which people gather such as a product, visual stimuli etc, using aggregators like Digg to filter information or Twitter, which gets businesses into a social network and is a quick way to source, filter and disseminate information (such as during the fire disaster in San Diego recently).
There are other ways in which social networking tools can be used by amplified individuals to benefit business. Social networks enable people to collectively solve problems using intelligence of crowds – effectively expanding staff, without hiring staff (a huge benefit to a small business) – and collaborative activity. Wikis are great for exploring new areas – asking people to contribute to a knowledgebase. In the words of Harold Rheingold: “get other people to scratch your itch”. There are also market predictions aggregators available, which are good for small businesses to gage market predictions rather than having to do all the research in house, which is obviously costly.
Social networks also enable businesses to tap into crowd spirit – running competitions asking customers to submit design ideas, which can be voted to be produced in prototype can engage the customer and aid the again otherwise expensive process of product development within a small business.
Saveri also advocated putting out problems to attract creative minds – possibly offering payment – who could provide a solution to a specific problem. This gets people out there with skills to start submitting solutions – effectively leveraging intelligence to get it to your problem.
Another suggestion involved using alternate reality games for training and development in a cost effective way – creating them in such a way that people have to collaborate to solve the problem/mission/quest rather than working alone, thereby using a game framework to get people to learn.
But this is getting away from the theme of the amplified individual and on to the myriad of ideas for the application of social networks. Back to the main thrust of Saveri’s speech:
Amplified individuals are highly improvisational. They are also highly augmented – using different tools to enhance cognitive abilities and coordination skills. Small business employees and leaders often wear many hats, so need these skills to context-switch, often using devices to enhance memory, concentration etc. Life Hacker is an example of such a system, featuring anti-procrastination alert.
Saveri noted a number of emerging super-powers of amplified individuals:
Mobability – they work in large groups, organising and collaborating with lots of people simultaneously.
Influencing – they are persuasive in multiple media spaces/contexts
Ping quotient – they have a high ping quotient, in other words they are responsive to other people’s requests for engagements
Protovation – they are fearless innovators, working in rapid iterative cycles
Open authorship – they are comfortable creating content resources for public consumption and modification, particularly given that lot of online work is about putting up drafts or perpetual beta versions
Multi-capitalism – they are aware of the many different forms of capitalism and their respective values – be it natural, intellectual, social or financial capitalism… with particular understanding of the notion of reputation as a currency (social capitalism)
Longbroading – they are able to think in terms of higher-level systems and see the big picture
Effective signal to noise management
Cooperation radar – they are good at spotting the best collaborator for a particular task within a social network
These skills things all amplify small business’s ability to increase their scope – working around the constraints of big business.
Saveri concluded by explaining that it is about economies of sociality, not economies of scales, and about asymmetric power – i.e. using these tools to amplify your impact, even though you are small, and using tools to be responsive to niche markets and also resilience when these disappear by identifying new niches.
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