There Goes Everybody
Focusing the Power of People and Today’s Network on Opportunity
Dion Hinchcliffe
The network is abig place today
• All your customers
• All your competitors
• Only a few proven strategies for long-term competitive advantage
We have a few proven business models now
• Mostly around what we call “2.0”
• Peer production
• Owning your classes of data online
• Using new distribution models to leverage the Web as your platform
• Social systems
• A few others
Most of these strategies are about
building a potent network effect
The biggest challenge, however, is in changing
our thinking
The major shifts
• In who creates value (the network does)
• How much control we have over our businesses
• How intellectual property works
• Great increases in transparency and openness
• Open supply chains, community-based processes and relationships
2.0 models are transforming everything
• Product Development
• Marketing and Advertising
• Operations
• Customer Service
The network is proving to be the best solution for
many classes of problems
So how do were-imagine our products and services for the 2.0 era?
Challenges to Succeeding with 2.0
• Innovator’s Dilemma
• “How do we disrupt ourselves before our competition does?”
• Not-Invented Here
• Overly fearful of failure
• Deeply ingrained 1.0 environment
• Low level of 2.0 competency
What we often see in the marketplace today• Too many copy-cat products
• Failure of imagination and courage
• 2.0 concepts as an after-thought or tacked on as a “checklist” item
• Companies that pay lip service but are having trouble or unwilling to make 2.0 changes
The 1.0 world is having its own problems
• The time is right for change now more than ever before
• We all have to learn how to adapt quickly to new marketplace realities
• Something that the (successful parts) of network have been doing for a long time
We now have effective lenses through which to look at opportunities
online
• Push to pull systems
• Web 2.0 models
• New modes of software, platforms, and architectures
• Productivity-Oriented Platforms
• Web-Oriented Architecture
• New Distribution Models
Potential Reach Powerand Network Effect
(Lowest Cost Per Customer/Partner)
Web
Si
tes
Synd
icat
ion
Web
2.0
App
s
Ope
n AP
Is
Web
Wid
gets
Num
ber
of P
ract
ition
ers
Soci
al N
etw
ork
Apps
Sem
antic
Web
/Web
3.0
The new Web 2.0 era distributionmodels remain largely untapped
It’s time to changeour DNA
• Moving from the 20th century towards 21st century businesses
• Deeply understanding the network and its profound potential for creating growth and building value
• Putting 2.0 into the core of our lines of business
This will be hard
But the rewards are considerable
• Products and services that thrive
• Successful transition to a new marketplace
• Attaining of new, sustainable competitive advantage
• Resilience to future change and ongoing market evolution