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DIGITAL DNA for organic enterprises April 2009 Teemu Arina tar1na
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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!
mail blogweb
Teemu Arinaceo - dicole ltd.
“Imagination is more important than knowledge”
– Albert Einstein
tar1na
