DIGITAL DNAfor organic enterprises

April 2009

Teemu Arinatar1na

"It is the framework which changes with each new technology and not just the picture within the frame."

Marshall McLuhan

What we do

New Eyes New Tools New Practices

Ocean of Opportunities

Objective: Seeing things in new ways.

Tools: Presentations, research and strategic development.

New Eyes

Social Technologies

Objective: Enterprise 2.0 capabilities.

Tools: Dicole Community Platform and related Web 2.0 tools.

New Tools

Digital Ecosystems

Target: New business models and business practices.

Tools: Consultation and coaching.

New Practices

WHAT ?

LinearKnown

ComplicatedKnowable

ComplexPerceive and adapt

Photo: JJay

Top-down Innovation Bottom-up Innovation

Inspiration Executives Customers

DriversExisting assets, products and

positioningDeep observation of

customer needs

Interaction Structured and controlled Spontaneous

Strategy Go to the customer Invite and engage customer

Process Linear, well-defined Emergent, user-centric

TechniquesMarket research, surveys,

focus groups

Online communities, crowdsourcing, peer-

production, design thinking

Photo: JJay

Enterprise 1.0 Enterprise 2.0

Hierarchical organization Network organization

Automation in the core Interaction in the core

Tree representation Associative representation

Bureaucracy Agility

Static and rigid Dynamic and adaptive

IT saves costs IT helps interaction

Automation-driven value Collaboration-driven value

Top-down Bottom-up, semi-lattice

Centralized Distributed

Hand-picked teams Self-organizing teams

Silos Porous membranes

Controlled communication Transparency

Taxonomies Folksonomies

Culture of owning Culture of sharing

Closed standards Open standards

Technology as extension of man.Man as extension of technology.

Organic Enterprise

Organizational Skeleton

Automation and operative technologies

Back-bone for business processes.

Organizational Senses

(Micro)blogs and social bookmarkingReflection in and on action.

Organizational Nervous System

Feeds, search and APIs

Sharing, discovering andtapping into reflections.

Organizational Brain

Wikis and tagsConnecting and remixing reflections.

Organizational Blood System

Social networking andvirtual collaborationOptimizing interaction flow.

Organic Enterprise

Feeds, search, APIsSharing, discovering and tapping into reflections

Wikis and tagsConnecting and remixing reflectons

Social networking and virtual collaboration Optimizing interaction flow

Automation and operative technologies Back-bone for business processes

(Micro)blogs and social bookmarkingReflection in and on action

WHY ?

Speeding up idea generation and innovation

Increasing the efficiency and effectiveness of knowledge work and virtual collaboration

Supporting net generation practices and the ability of people to influence

Coping with information overload,global competition and complexity

Finding new business models and competitive advantages

HOW ?

Digital Ecosystems

Digital

aNAlog

Digital + Analog = Double Helix

Digital DNA in practice

■ Leading principles■ Plans

Analog face to face

Digital online

■ Project team■ Key stakeholders

■ Customers & users■ Crowdsourcing

■ Internal resources■ External resources

Thanks!

teemu@dicole.comtarina.blogging.fiwww.dicole.com

mail blogweb

Teemu Arinaceo - dicole ltd.

“Imagination is more important than knowledge”

– Albert Einstein

tar1na