2 posts tagged “cluetrain+manifesto”

Is E2.0 changing the base job of the internal communicator: getting the right information to the right audience via the right channel mix?

Doc Searls - co-author of the legendary Cluetrain Manifesto - talks in an interview with Jeremiah Owyang about his latest ideas, including 'The Intention Economy':

"In The Intention Economy, the buyer notifies the market of the intent to buy, and sellers compete for the buyer’s purchase. Simple as that."

With the increasing proliferation of RSS in particular, and the reshaping of ineffective corporate intranets using more collaborative, conversational systems, can a similar point be applied to internal communications? Instead of information being collated, filtered and then disseminated through internal communicators, let employees notify the company of what they want to know and then the various information sources can swing into action to provide the information. This could include the 'official' corporate response too.

In reposnse to Jeremiah's post, Kami Huyse, points out that the challenge to address is information overload. Agreed. But becasue the information in the corporation would be primarlily pulled, intention communication should not be seen as an additon to that overload. It is an addition to choice. As Seth points out - more choice who to listen to (and who to ignore). And that choice will allow staff to work things out.

Olivier at Headshift (props Euan) summarises in an excellent post the current state of E2.0 awareness, and says:

"If we live in a knowledge economy, we have to accept that employees are the ones who know how local things need and can be improved. Top down approaches have to give some space to Bottom up ones. We have to let them voice, converse and listen to them, as a minimum."

Maybe the base job of the internal communicator will always be to update the newsletter/intranet/magazine - but E2.0 will not stop and sign in at your company's reception desk. It is here, and it is bringing intention communication.

Social media has not tipped because way too many corporations still have a top down, hierarchical approach to communications that is not conducive to allowing an inclusive conversation to grow. This despite my belief that:

• No culture can live if it attempts to be exclusive. (Ghandi)
• A culture is made - or destroyed - by its articulate voices. (Ayn Rand)

Since corporations get the internal communications their culture deserves, what elements of a corporate culture would give E2.0 traction?

1. Trust is a good start - if you trust your employees, let them open up and form a community. E2.0 will enable the internal 'market to converse again, as people tell one another the truth about products and companies and their own desire.' (Cluetrain Manifesto)
2. Innovative - you don't need to explain the strength of weak ties to a truly innovative company. [Update 06/10/07: Euan states The Obvious]
3. Efficient - show me a company that is proud of wasting time, effort, money.

As in most companies, the C-suite can set the tone for the culture across their corporation - whatever its size -  whether it's a CEO or a CIO.

E2.0 is not about the technology. It's about culture: connections, conversations and community.