Professional Documents
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HERE IS A REPRESENTATION OF DIVERGENT BUSINESS LINES²
$ESIGN TEAM &RANCISKA &RANSEN AND *OS VAN DEN "ERG
from crowd to community
From Crowd
to Community
Vision and Inspiration
2nd (revised) edition
Patrick Savalle
Wim Hofland
Arnd Brugman
2010
Sogeti
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2010 Sogeti
It is undeniable that it fascinates us. Mostly, it offers the business world innova-
tive progress and opens it to new opportunities of doing business. it is also en-
thralling because younger generations have grown up using it as a tool, just as
tv became an essential adjunct to the post-war generation. Generations X, Y
and Einstein view it as a natural part of their lives and embrace new applications
as their own without ever having to consult a user manual. It is an exciting world
in which big players such as Microsoft, ibm and Oracle influence and perhaps
even dominates the playing field. Young people are virtually now learning about
xbox game computers, for example, when they are still in the cradle.
Recent developments in business provide the potential of making the best pos-
sible use of all generations. This means that, in addition to the line organization
and processes, there is more and more need to cultivate the social potential that
an organization possesses. We have to use all the internet functions that are avail-
able to us in order to encourage and facilitate social networks and collaboration.
All Web 2.0 capacities can be used to support this activity and then “let it all
happen.” In this sense, support means allowing space and investing trust in peo-
ple. I am convinced that the majority of employees will then experience more
satisfaction, the greatest stimulation and, ultimately, obtain the best results for
the organization.
The TeamPark book explores these developments in complete detail. The writers
then began the book, it seemed to me, with a mixture of “hope and fear” about
their topic. Not knowing where they were heading, on the one hand, and allow-
Foreword 7
ing for the possibility that a brilliant vision, on the other. Patrick, Arnd and Wim
have been able to inspire me about what was going on in organizations, as well
as resurrect the social side of organizations. In addition, there turns out to be a
number of recognizable phases that can be negotiated in order to unlock this
potential. In brief, a clear idea of a book was born. To avoid writing it too
strongly in the Sogeti tradition, we have produced a two-sided readable book
and worked on it for about one and a half years. I am more than proud about
the final result. I have been heartily encouraged by the recognition and enthusi-
asm of the first readers, rewarding our perseverance. Fortunately, the period of
“fear” is long behind us and only the “hope” remains. I am absolutely certain
that every reader will therefore enjoy and profit from the reading of this book.
I also trust that it will also help you find a way to unlock the potential of your
social organization and derive added value from it.
Foreword 7
1 Start here 13
The future is social 14
Technological “convergence” 15
Customer communications 16
A new way of working. 17
Globalization 17
The limits of the spider model 18
The limits of the machine model 19
Symptoms of maladjustment 20
The crowd in every organization 21
Crowd control 22
New ways of working together 23
Big bang or evolution? 24
The Intelligent Organization and TeamPark 25
Playing or working? 27
2 Vive la Revolution! 31
On March 14, 2004,
everything was finally ready 31
The new web 33
Hanging out and living online 33
We are the media 35
The customer is part of the company 36
Producer and consumer at the same time 38
Social technology 39
The new worker 42
Content 9
3 Web 2.0 45
The Weblog 49
Forum 50
The Wiki 51
The marketplace 51
The media library 52
Social link dump or social bookmarking 53
News aggregation 54
The activity stream 55
4 The “Crowd” 57
The Ron Paul revolution 58
We are all ants 60
The collective has its own life 64
Collective Intelligence Quotient (cq) 71
Crowd-control: channeling talent 72
8 “2.0” 117
Enterprise “1.0” and “2.0” as Yin and Yang 119
Communities alongside Teams 120
Mintzberg and co. 121
The autonomy of Fairtlough 122
Thomas Malone and democracy
in your company 122
Self-organization 123
Interaction 124
Content 11
12 from crowd to Community
1
Start here
Communities and social websites are all the rage at the moment. Wiki’s,
blogs, forums, you name it—if you don’t have them at your company, you’re just not
up to snuff. Web 2.0, “Enterprise 2.0”, you just can’t get away from this burgeoning
trend. Everything has become “2.0”. All of society is in flux.
Of course, social change has always existed, but the speed and scale of the cur-
rent transformations are unprecedented. As in the case of any hype cycle, the
exact degree of penetration and omnipresence at which “2.0” will settle is not
entirely clear, but the change will certainly be great and irrevocable when it does
finally reach this stable state. What we suggest and will try to make acceptable
is that Web 2.0 and Enterprise 2.0 are not empty slogans, not even memes1 but
forces, concretely applicable concepts. Undoubtedly, the term “2.0” will be as
often as not incorrectly used, but it is, at the same time, hardly possible to un-
derestimate its pervasive effect at any level, be it social, cultural, political or, in
any case, commercial.
Despite the enormous influence that Web 2.0 is now having on the manner in
which people use the internet, the concept remains rather vague and unclear to
many. Nevertheless, it is perfectly clear to us at the innovation and inspiration
department of Sogeti. When considering Web 2.0, most people think about in-
ternet communities and social websites making it possible for visitors to interact
1 http://en.wikipedia.org/wiki/Memetics
Start here 13
with each other and inviting them to make contributions. YouTube.com, Linked
In.com, Facebook.com and eBay.com are all websites that make use of such
visitor productivity and inspiration. In effect, we see the very same thing, but
only in a larger, more holistic context. The way we see it, the technical, concep-
tual and socio-cultural trends are not only revolutionizing the world of the in-
ternet (called the blogosphere) but also your business operations. In our view,
“2.0” resources not only facilitate and activate “visitors” but crowds in general.
These crowds are to be found everywhere, including in particular every organi-
zation.
“2.0” makes it possible for companies to discover and activate an enormous pool
of mostly untapped talent, one that is present in every company, without excep-
tion. This talent reservoir is a sleeping giant ready to be awakened. It is filled
with crowds that have enormous potential for innovation, creativity and pro-
ductivity. The methods of tapping into this resource were then labeled Enter-
prise 2.0, but what is it exactly? It is not only a company that works with Web 2.0
resources such as wikis, blogs and forums—the terms that you always hear in
this regard. If only it were just that easy! Owning a telescope does not make you
an astronomer. You remain exactly the same person, except that you have a
telescope. Similarly, completely filling a company’s intranet with wikis, blogs and
other social software will have little effect. Perhaps there will be increased fool-
ing around and tinkering, here and there a lonely initiative, but not the more
efficient organization that we hope for. More is needed for this transformation:
there must be knowledge and understanding, resources and correct application
and an intensive launch phase. What is necessary is a structured approach. And
TeamPark provides it.
Technological “convergence”
Smart mobile devices are conquering the market. Think of the iPhone that oper-
ates on Unix, or the G1 operating on a special version of Linux, or Tablet pcs,
Netbooks, book readers, new generation multi-touch smart-phones and laptops
with built-in networking. But even more is about to come out. A trend that is
Start here 15
being identified as “convergence”2 will mean that an entirely new generation of
“collaboration” tools will be created. Photo cameras, camcorders, navigation
equipment, medical equipment, various types of handhelds and mobile devices—
all will be derived from the same basics platform: the smart phone and all will
run on a generic operating system, such as Android. They will all have the same
connectivity and interactivity and all be able to take part in online social proc-
esses. The internet, but especially your intranet, will become a web for still smart-
er and, in particular, more mobile and social devices. With the appropriate mech-
anism, this can become a smart grid that collects, weighs and evaluates
information. The result will enable your employees to work and collaborate in
almost any manner. It would be catastrophic to waste this talent and these op-
portunities, and a good social platform makes such wastefulness entirely un-
necessary.
Customer communications
Fear of missing the boat is the primary reason that so many companies are now
trying to win over the external crowd, which is to say their customers, suppliers
and other people from outside the company. These companies hope that, by us-
ing communities and crowdsourcing, they can increase customer loyalty, encour-
age practical innovation and achieve everything that “2.0” originally promised
them. Everyone now wants to have their own community. But it is unclear how
such proliferate spawning of groups will ultimately be possible. Where will all
the customers go when everyone will soon be running after them? They can
hardly belong to dozens of communities. Nevertheless, the trend and desire to
join in clearly exists at present and, at least for the time being, they are bearing
fruit for companies. It is however impossible for customers to be fully included
in a company’s functional processes due to the impossibility of forcing customers
to provide a certain performance or degree of commitment. Your employees are
motivated by the employment contract, while customers have another relation
with a company. Employees can be told what to do, as well as when and how.
But customers cannot be ordered around. A new type of collaboration is therefore
required in order to gain the cooperation of the external crowed, and this is made
possible, as you have already guessed, by the right “2.0” platform.
2 http://en.wikipedia.org/wiki/Technological_convergence
Globalization
Ultimately, the phenomenon of (technological) globalization is just “plain and
simple.” Modern communications technology is making the world increasingly
smaller, and it is now possible to collaborate with people from all around the
world as if they were colleagues in the next room. The world will however con-
tinue to turn on its axis, and many people will still prefer to work in the daytime
rather than at night. Time zones are a reality and will present an obstacle to
intensive functional collaboration among team members living all around the
world. To function well, these teams will have to remain geographically limited
in terms of location or, in any event, involve individuals whose work days at least
partially overlap. Than mechanical means of collaboration inherent to bureauc-
racy and teamwork are interlinked and make collaboration “any time, any place”
impossible.
Start here 17
The limits of the spider model
In a bureaucratic organization, a manager reorganizes and delegates by
commanding and adjusting “from top-down.” Like a spider in its web, he pulls on
the various strands. Instructions are developed at the top of the command structure
and then issued to and refined by those at lower levels, until they are implemented
at the lowest level. This is known as centralized control. Knowledge and skills are
standardized and described in terms of procedures and functions. The standard
manner of thinking and acting that belongs to the structure can be characterized
using the key terms “standardization,” “top-down” and “central.” Since noise and
distortion inevitably occur during propagation, top-down is an inefficient manner
to manage large groups. In a significant number of cases, use of centralized manage-
ment techniques is even impossible. Imagine a situation when a school of sardines
has to dodge a hungry barracuda and the head sardine has to wait until: (1) all the
information being collected by the guard sardines has been received, (2) it can form
a good idea of the current positions of all the sardines in danger, (3) it can come up
with a course of action for each individual sardine in a school of thousands, (4) it
can distribute a series of instructions over a network of manager sardines and team-
leaders in order to have each member of the school move to the right position at
the right time. The larger the group gets, the greater the proportional requirement
of control and communications and, correspondingly, the greater the inertia of the
system. The result is that it is less likely that the system will work
The situation is not much different for organizations. Since the larger the or-
ganization, the greater the distortion in both time (delay) and in content (misin-
terpretation), companies are divided into departments with a certain degree of
autonomy and independent management. Although larger groups—the company
as a whole without considering the organizational structure—have special qual-
ities that we would like to use (as we will see in this book), we will have to leave
these qualities unused unless we at least define a good method of aggregating
their talent without again compartmentalizing the constituent group and unwit-
tingly re-instituting segregation.
Start here 19
Symptoms of maladjustment
The world is changing and, to an increasing degree, our current or-
ganizational models are “out of sync” with this new world. The standard bureauc-
racy-based model for organizations appears to have arrived at the end of its tenabil-
ity. Symptoms of aging are clearly visible in nearly every larger organization.
This is certainly a difficulty, and appears more like a deep failure than a repair-
able deficiency. How can a model that has been so successful over the last 100-
150 years all of a sudden reach the end of its line? And still more important, do
such large and, at first sight, varied problems have a fundamental solution? To
answer the first question, we must go back to the source of the machine bureau-
cratic model. In 1911, Frederick Taylor published his book The Principles of
Scientific Management, which describes how industrial processes can be made
more effective and efficient by standardization and application of scientific prin-
ciples. Later, Henry Ford adopted these principles for a still more efficient mod-
el of mass production or industry. His methods were universally imitated.
The world has since changed enormously, but the inheritance from Taylor and
Ford still has a dominant presence in our modern society. For modern knowledge
work, the industrial model is far from being the ideal. Where workers previ-
ously had to go to factories at agreed times in order to physically work together
Start here 21
&UNCTIONAL 3OCIAL
4HESIS 3A
4HESIS 3A
IS LIKE A MACHINE IS LIKE AN ORGANISM
To get the most out of large companies requires not just centralized management
and administration but also a decentralized mechanism. Every company has, in
addition to its “hierarchical” structure, employees in their “organic” relationship:
the crowd. What is necessary is a series of pointers to guide the crowd’s direction
of movement and to ensure that this organic side of the organization supports
its business objectives and complements the hierarchical structure of the or-
ganization. The characteristics of the crowd, the instruments of controlling the
crowd and the associated social-cultural phenomena, this is what we identify as
“2.0.” Key Values: “facilitating” (passive), “organic” and “decentralized”.
Crowd control
Who might have previously thought that you could entice consumers
to buy things they didn’t need? All sorts of new gadgets, new car models that are
not fundamentally different or better than previous ones, expensive clothing and
meaningless playthings. How gullible must such a consumer actually be? Before
Edward Bernays began trying out “crowd psychology” (a specialism developed by
such notables as his uncle Sigmund Freud) by testing it on “the masses,” people
only bought the products that they needed. They only replaced things that were
worn out. Buying was purely functional, a view that is hardly conceivable to us
nowadays. Modern consumerism only began, however, to develop around 1910–1920.
It grew out of the desire of large corporations to sell more by encouraging people
to make more frequent purchases of newer and increasingly less expensive items.
3 http://zaplog.nl/zaplog/article/adam_curtis_the_century_of_the_self
Start here 23
will be an eye-opener for many, as it was for us as well. It is also extremely compat-
ible with existing bureaucratic methods of working. We are, in fact, assuming that
your organization makes use of the “traditional” way of managing and collaborating.
For the time being, it will suffice to state that there are still many opportunities to
arrange for employees to work together in a smarter, more efficient but also more
pleasurable manner. Such approaches would provide them with more variety and
options in their work, as well as give them more freedom of choice regarding their
working hours and workplaces.
This new way is what we identify as “social,” and an organization making use
of the social sphere engulfing it is what we call “an intelligent organization.”
“The organization formerly known as Enterprise 2.0.”
&UNCTIONAL 3OCIAL
4HESIS 3A
4HESIS 3A
.EXUS
BUREAUCRACY HOLOCRACY
To put it even more strongly, if you were to seek out the people who form the
“heavy” nodes in the network, then you would find “new workers.” And these
are people who are already accustomed to operating in the different way of
working together.
)NTERNAL
"UREAUCRATIC
3YNCHRONOUS COLLABORATION #REATIVE
4EAMS )MPLICIT SOCIAL SOCIAL /PEN
0RODUCTIVE #ROWDS INNOVATION
0REDICTABLE
$ISCOVERING IMPLICIT SOCIAL 3TIGMERGIC 7ISDOM OF THE
OPERATION
FLOWS AND STRUCTURES COLLABORATION CROWD
-ECHANISM 3OCIAL NETWORKS #OMMUNITIES #O
CREATION /RGANISM
&IND PEOPLE AND S#2-
EXPERTISE FASTER 7EB
02 MARKETING
/PEN SOCIAL
%XTERNAL CUSTOMER FACING
Between social networks to the wisdom of the crowd, there are many degrees of
social to which we should all devote some reflection. There is a great deal of
room to grow, but such growth can begin simply, starting on the basis of the
existing organization.
Start here 25
cooperate in an entirely different manner. What this shift in organizational focus
requires is, above all, a special platform. In this respect, you might think in terms
of software such as MySpace, Facebook or Ning. This type of social software is very
effective in forming communities and making use of crowd power. It can be used
in what we are calling the “intelligent organization.”
Crucial in this regard is the use made of a social platform. Software does not just
become “social” but requires certain ingredients, which must also be available
in the right proportions. Every social platform has its own “social” character. It
may, for example, be content dominant and stimulate the crowd to make con-
tributions in the form of written articles, photos, videos and forum discussions,
to name just a few. Or a social platform may be relationship dominant, stimulat-
ing people to contact each other and network.
!CTIVITY
3 TIMULI
4HE RIGHT MIX OF INTERACTION STIMULI A SOCIAL
#HALLENGE 0RESENCE
/ RGANIC
±PERSONALITY² THAT FITS YOUR COMPANIES REQUIREMENTS
4HE ABILITY TO ALLOW SELF ORGANIZATION .O FIXED
# OLLABORATIVE
STRUCTURES FREE GROUPING SOCIAL TAGGING ETC
#ONVERSATION )DENTITY 0EER
TO
PEER ASYNCHRONOUS AND STIGMERGIC
COLLABORATION AND COMMUNICATION TOOLS
) NTELLIGENT
3MART AGGREGATION MECHANISMS AND COLLABORATIVE
FILTERS TO USE THE WISDOM OF THE CROWD
3HARING 2ELATIONS ! DAPTED
!DAPTED TO THE CROWD YOUR EMPLOYEES AND OR
CUSTOMERS AND TO THE PROCESSES IT NEEDS TO LEVERAGE
, INKED
)NTEGRATED WITH OUTSIDE SOCIAL PATFORMS AND OTHER
2EPUTATION 'ROUPS
CORPORATE SYSTEMS .O SOCIAL PLATFORM IS AN ISLAND
At the same time, the fear that such applications are only “played” with is equal-
ly ungrounded. Of course, the launching of blogging facilities will not mean that
people who, normally speaking, find it difficult to write Christmas cards once a
year will all of a sudden begin filling up their personal weblog with literary mas-
terpieces on a daily basis. Nor is it likely that people will suddenly start to discuss
their hobbies and passions with their co-workers instead of their friends. People
who find it all too difficult to decide what they will eat for dinner will not, all at
once, transform into masses of enlightened visionaries and, instead of performing
their daily tasks, will not abruptly become individuals exclusively devoted to
earth-shattering innovation. Certainly not! The social sphere of an organization
does not work like that.
What social factors can, in fact, do is add a dimension to your organization that
enables employees to select more varied work, more flexible working hours and
a greater range of locations. The result is an organization that operates much
more flexibly and efficiently. The people working in an intelligent organization
will, in principle, perform the same tasks and produce exactly the same products,
but they will accomplish these goals in a different manner. In general, one that
is smarter, more efficient and less boring. And this new way of working is some-
thing that is impossible to implement in a purely bureaucratic organization with-
out a loss of productivity. One is social and the other is not. “Corporate social,”
the primary subject of this book, is something substantially different from “open
social.” It is entirely different “out there” then it is “in here,” inside the company
walls. We will certainly use open social examples as illustrations, but corporate
Start here 27
social is ultimately an entirely different ball of wax from open social. The need-
ed and, in fact, already existing ingredient is a specific way to abandon the
limitations of the current organization, a way to combine the advantages of self-
organizing collaboration with the existing methods of working together. We have
been busy trying to optimize our organizations over and over again for decades.
Process optimization, business intelligence, kpis, the whole shebang. A good
social platform can be the next big step in this parade. As boring as it sounds,
social, when qualifying organization, refers to nothing more or less than a new
way of working together in which normal work is still accomplished, although
it is performed differently. The new way is superior to usual practices in some
processes, but not in all.
Start here 29
2
Vive la Revolution!
On March 14, 2004, everything was finally ready
...Everyone who was anyone in the internet world was in attendance
at Caesars Palace Hotel in Las Vegas. For months, people had been months squab-
bling over who should speak, the advertisements to be allowed and the broadcast-
ers covering the event. The introduction of the new Internet—currently still in beta
but already nicknamed Web 2.0—promised to be one of the biggest ever events in
the recent history of the computer industry. No self-respecting it company could
afford to pass this one up.
Vive la Revolution! 31
ists were even suggesting that the stage for the upcoming event should be re-built
into a boxing ring. Caesars Palace is after all a regular venue for the largest and
most prestigious boxing matches in the world. It was there that Muhammad Ali
chose to first introduce the world to the famous Ali-shuffle. It was also there that
a mordacious Mike Tyson bit off a clearly discernible chunk of opponent Ivander
Holyfield’s ear. And then, after receiving a warning and being booed, coolly also
tried to similarly incise the other ear.
The Web 2.0 launch almost had to be delayed as well. On the morning of the
event, a recalcitrant Larry Ellison, capo di tutti capi of Oracle. “moored” his
110 meter long yacht in the Hotel’s outdoor swimming pool. The yacht blocked
the main entrance to the hotel so that the organization had to switch to using
rear entrances, which many of the speakers and guests initially refused to do.
They all had hired the biggest limousines, purchased specially-tailored new suits
and gathered a number of representative women around them. And then there
was the press, the red carpet, everything that goes with it. Larry’s gesture had
upset everyone’s plans. He and his group could easily enter through the main
entrance, of course. The yacht, on which there was exuberant partying all day
long, could simply lower its gangway, which reached, completely “by chance” of
course, right up to the large revolving doors of the hotel’s main entrance. Even
today, it is still unknown how the yacht was moved to this precise location with-
out being noticed. The yacht’s trip home was a media spectacle in itself. All this
publicity had its positive effect: it made sure that the new Web 2.0 received the
attention it deserved.
Web 2.0 has recently also developed its own conspiracy theory, as the very peo-
ple involved in the development of Web 2.0 began one by one to disappear over
the ensuring months, never to be seen again. The few clues that have surfaced in
the case are still not understood. Notes were left at the scene of each of the mys-
terious disappearances with the words: Lontar Illustrum Natrmm Ustst Xem-
plaros. Only recently has this text been identified as ancient Sumerian for “In-
ternet deserves a stable platform.” The other evidence left behind, a plush penguin,
still puzzles investigators.
All the trends and technologies that we lump together under the heading “Web 2.0”
were obviously not all launched on March 14, 2004 as an official new release of
the internet. There was never a release of Web 2.0; it is the result of years of
gradual evolution. The internet is an ecosystem in itself, a fairly extensive one at
that, where changes are constantly rolling off the assembly line in the form of ever
more innovative web techniques and new types of websites. Through a kind of
natural selection, the most successful technologies, the most powerful memes,
survive and become the foundation for new developments. After 10 to 15 years
of evolution, something was noticeably created, something that now, in retrospect,
has come to be called Web 2.0. We are going to look in detail at this development
and will also come up with a workable definition of it.
Vive la Revolution! 33
accounts and reveal who they are using photos, profiles, blogs and a circle of friends.
They send each other messages and join groups. Evidently, there is a great demand
for such activity, as nearly 3,000 (three thousand!) servers for the Dutch Hyves (our
own Facebook) are moaning and groaning under the weight of pages that a few
million active members visit and especially show to each other. The crowd is appar-
ently unaffected by the fact that it often crashes for too long periods of time and
will not always do what you want.
On the new web, you do everything online, not just searching information and
socializing. If you want to share your thoughts with others, you can do that us-
ing a weblog or blog. Answers to pressing questions are to be found on a forum.
Capturing and sharing knowledge can be performed together on a wiki. Wiki-
pedia is the largest encyclopedia in the world and is compiled by people from
around the world. These people have never met and do not know each other.
They nevertheless produce a valuable resource, as the quality of Wikipedia is no
less than that of the famous Encyclopedia Britannica. You can report activities
or news by “twittering” mobile short messages so that everyone subscribing to
the ticker-like message flow can then see what you are doing or what is going
on. You can keep track of your agenda and daily concerns on sites like Plaxo.
Emailing is done entirely online, using Gmail or Hotmail. You make friends on
Facebook. You directly place your holiday snaps on Flickr using your mobile
phone and link them to Google Earth, so others can view what you all saw.
Transgressive, sneaky or just nice clips (especially of others) are directly up-
loaded to YouTube from your mobile phone. Before too long, everyone will be
able to look around the 360 degree panoramic view of our collected images us-
ing Microsoft Photosynth. All our holiday snapshots together form a virtual
world in which we can walk around and look around, the images automatically
“stitched together” into a virtual world by the Photosynth software. All to-
gether, we build our own world after based on a “paraverse,” a virtual universe
based on reality. An example is the virtual world of Google based on Google
Earth. Microsoft’s announcement that Photosynth would be able to the same
trick with real-time video caused a shock wave. Real-time video from various
sources can be mixed into a new video stream with a more comprehensive and
panoramic image, as well as greater detail. Even including moments when we
cough and forget to cover our mouths.
It is easy to see the type of news that, in general, makes the headlines on such
sites and incites mass public participation. In the Netherlands, the largest news
site nu.nl has its own social variant nujij, and the news that there appears, stands
in stark contrast to the news that appears on nu. While nu, like any new com-
mercial news provider, must remain in tune with the interests of advertisers, large
corporations and politicians (probably in that order), nujij initially displayed
much rawer, more honest and more authentic news. The difference was so great,
so ad unfriendly that nujij have begun to manipulate things behind the scenes
4 http://en.wikipedia.org/wiki/Slashdot_effect
Vive la Revolution! 35
in a very unsocial manner because they ultimately just want to make money from
the ostensibly “social” site.
nujij was the first social news site in the Netherlands affiliated with a major
commercial news service, and it is not inconceivable that other large traditional
news sites will subsequently think twice before they consider making such fa-
cilities available to their readers. Be that as it may, social news will continue to
change politics and society; that much is for sure. Less and less news is coming
from major news agencies like ap, Reuters and anp, and more and more from
the crowd itself. And since, at any given time, someone, somewhere in the world
is experiencing the daily news as it happens, the crowd is everywhere. No news
agency service can beat it in this respect. Video and pictures taken at the locations
where news happens are, one hour later, distributed worldwide through com-
munities and blogs. Aggressors, freedom fighters, victims, bystanders, and others
have discovered video platforms like Liveleak and can use their cell phones to
share their views with the world. This content is not always pleasant to see but
nevertheless real. It will only be a few years before mainstream audiences view
live streams broadcast from cell phones, and that will unleash a complete revo-
lution in news gathering. There are no longer any technical problems preventing
television programs from being created online by mixing together broadcasts
from multiple sources.5 Similarly, it is quite conceivable that, in the very near
future, Twitter streams will be used to provide live images with commentary and
explanation by the crowd.
5 http://mogulus.com
The crowd is powerful, and smart companies, (i.e. “2.0” companies) try to make
use of the crowd. Amazon, the largest book and music store in the world, has its
Mechanical Turk. Visitors to Amazon can make money by answering questions
from other Amazon customers. Amazon moderates the exchange. As yet, such
crowdsourcing only involves simple tasks that computers perform with extreme
difficulty but that people find incredibly easy. Amazon provides a small fee for
anyone who performs such a “hit” (Human Intelligence Task) as writing a re-
view, or identifying and selecting objects in photos.
Dell has its ideastorm.com and tries to use it to better satisfy customer require-
ments. Ideastorm is a kind of electronic suggestion box. Anyone can propose a
product improvement in one of Dell’s products, on which others can then vote.
Some ideas have received more than 100,000 votes, such as removing pre-installed
Windows Vista from laptops or providing the option to choose pre-installed
Open Office instead of Microsoft Office. Dell has promised the community that
it will actually adopt many good ideas as possible. “Post,” “Promote,” “Discuss”
and “See”! Often a customer’s requirement is, unfortunately, in conflict with the
objective of the company. A popular idea was to have all laptops work with a
standard power adapter and cable. The response from Dell was very honest,
stating that they would never do that because they earn a great deal of money
from selling the adapters, and the whole point is that a new adapter must be
bought for each model.7
TomTom spends a great deal on the creation of good road maps, but even the
best maps have errors. even if only temporarily due to road maintenance or
temporary diversions. Instead of entirely re-mapping the road network on a
daily basis, TomTom give users the opportunity to report errors and corrections
that TomTom then distributes to the rest of the TomTom community, with or
without checking their accuracy. The advantage for users is that they may even
6 http://www.imdb.com/title/tt0805663/trivia
7 http://www.ideastorm.com/article/show/73529/Standardize_Power_Cables_for_Laptops
Vive la Revolution! 37
occasionally benefit from the updates of others, and the benefit for TomTom is
of course still more apparent: a more reliable set of route directions from a neg-
ligibly more expensive product.
In two years, YouTube has grown into what is perhaps one of the largest media
companies in the world, at least in terms of audience. During July 2007, YouTube
had more than 410 million page views in the Netherlands alone. It registers more
than 200 million unique visitors per month worldwide, each remaining on the
site an average of 28 minutes. At present, the data traffic on YouTube is as large
as all the traffic on the entire Internet in 2000. Although these figures are ex-
tremely difficult to verify and change every month, it is nevertheless clear to
everyone that YouTube is a significant player in the new media world. It is not
unusual for a clip on YouTube to be viewed 500,000 times within a few days.
The “Evolution of Dance” clip has now been watched more than 60 million
times, and the clip’s performer has become a celebrity on “normal” tv. Broad-
casters are hiring him based on his YouTube success. And all this is happening
without him or YouTube having to make any marketing effort. A similar thing
happened to Esmee Denters, the singer that started her carreer on Youtube with
a little help from Justin Timberlake. What distinguishes this activity is that
YouTube does not have to produce any of its own content. We make every video
that it shows. Us, we, ourselves.
At Zopa, the average interest rate on loans is often more than one percent
lower than the cheapest rates offered by most commercial banks under much
more favorable ancillary terms. A peer-to-peer bank has the additional advantage
over modern commercial credit institutions of always having coverage for sav-
ings, so that a bank run is impossible. Unlike banks based on the fractional reserve
banking system (as in the case of all currently-existing commercial banks), they
do not cause inflation. It is not inconceivable that peer-to-peer banks or large
websites might, in the future, introduce their own currencies. Savings-point sys-
tems such as Air Miles or the Linden dollar in Second Life are intermediate
forms.
After “normal” radar detectors were banned, new types of detectors began to
appear. Any user driving through a speed trap signals its location with a press of
a button, and the network automatically evaluates and distributes the informa-
tion to all other users. Users are now warning each other about “speed traps,”
and it will be very difficult to prohibit this technology.
Social technology
A new trend coinciding with the emergence of social computing in-
volves the far-reaching convergence of so-called smart mobile devices. Everyone
has now heard of the smartphone, which are nothing more or less than small laptops.
The technological and functional structure is exactly the same, with only slightly
less power while nevertheless having more capabilities. A smartphone is a laptop
plus all the connectivity required for Internet access and networking. Plus a “shit
Vive la Revolution! 39
load” of sensors such as gps, accelerometers, compass and ambient light level meters.
In the near future, these features may even extend to pressure, temperature, field
gages, sonar, laser range finders, and biometric sensors. Or even a built-in camera
with infrared and ultraviolet imagery. Some smart phones run the Android operat-
ing system (itself the result of crowdsourcing, as it is based on some open-source
Linux software). For many people, futuristic-sounding features such as augmented
reality and gps tracking have been available for years. It is now possible for any
clever programmer to build software for the most advanced personal-computing
platform in existence and, as a result, have instant access to what are ultimately
billions of devices and users. This development has thrown the entire industry into
an accelerating onrush of changes and, along with consumers, everyone is trying
hard to keep up.
The ways in which viewing television will change have already been demon-
strated. Modern tvs are designed as so-called dlna / uPnP media streamers,
which means they can take content from any media server in the network, no
matter if that network be local or global. And if the television set does not have
this functionality itself, the consumer can buy a box that can operate as a media
streamer for less than the price of a cinema evening for the whole family. Connect
and its ready! If appropriately configured, all reachable media servers on the
local network or accessible over the internet are automatically detected. A media
It may be confusing, but there is no reason not to think that a camera or cam-
corder may also serve as a media server and streamer, so you can easily add your
own content to the “cloud.” Many of these media servers are also social. For
example, Vuze, originally known as the Azureus torrent client (for peer-to-peer
downloading of content from the incredible PirateBay site, among others) has
evolved into a social media server. This means that you can share content with
friends, “rate” it or recommend it to others. A television network will no longer
determine what you watch but, increasingly, it will be your social network that
helps you make up your mind. And how wonderful is that? You will have some-
thing to talk about the next day when you contact each other using the chatbox
oh no! This chatbox was already available while watching tv. Everything is so
confusing.
The same goes for almost everything for which you can use smart electronics. If
you like cycling, you can now use Google-maps to share your performance and
routes with your friends or strangers in real-time. You can even challenge others
to complete the same route in better overall time. The phone in your backpack
records your position, your speed, perhaps even your biometric data like heart
rate and power output, and shares all this information instantaneously with your
social network, your coach or your fans. Nokia phones are already offering
something similar called the SportsTracker and are able to connect to Polar
heartrate monitors. Watch where you are currently riding live on Google
Earth!
The implications for business are perhaps not readily discernible, but it seems
obvious that centralized models will disappear. This will affect every supplier
and every business. New business models will be devised, and everything will
have to change with them. Companies must be designed so that they can quick-
ly change along with their environments. Rigid top-down management systems
Vive la Revolution! 41
imposed on an equally rigid value-chain will be detrimental. The first signs are
already evident. A convulsive entertainment industry is trying desperately to have
a ban placed on decentralized distribution models such as the one used by Pi-
rateBay in order to patch up leaky copyright laws. On the one hand, they are
right, but on the other their stance seems grounded in sand. In any event, it is a
lost cause.
New workers want to work anywhere and anytime, at times and locations of
their own choosing, and, although a whole bunch of new technology is available,
this new way of working, as Microsoft calls it, has not really gotten off the
ground.
New workers also note the illogic that prevents them from accessing the social
networks made up of their friends and acquaintances outside the company when
they are at work. Old companies are still building concrete and virtual walls to
shield themselves from the new world.
Vive la Revolution! 43
44 from crowd to Community
3
Web 2.0
No matter if its emergence is a revolution or an evolution (for the time
being, let’s call it an evolution), Web 2.0 is having a huge social impact that will
only grow in its significance. Conceptually, Web 2.0 can be described in various
ways. Each concept can be characterized in terms of a triad: the name or identifica-
tion of the concept, its characteristics8 and the collections of things being identified
by the concept.9 It can be described by listing its properties (what biologists would
call its phenotype10) or by enumerating the instantiations of the concept (what
biologists would likely call its population). Later in the book, we will identify the
properties of the Web 2.0 but below we will begin by just briefly surveying the
landscape and describing what we see. We will thus map out the extension of the
2.0 concept.
There is never only one viewpoint but usually multiple perspectives and often
various filters providing additional information. An overall picture is created by
combining these elements, appearances and views. Ross Dawson’s blog11 contains
some beautiful “landscapes” of which we are showing two examples. Each divi-
sion, each figure is as arbitrary as the next, but each one provides additional
insights. For example, the figure below makes distinction in terms of the content
that users supply, the filters that Web 2.0 sites use to segregate the most useful
8 http://en.wikipedia.org/wiki/Intensional_definition
9 http://en.wikipedia.org/wiki/Extension_%28semantics%29
10 http://en.wikipedia.org/wiki/Phenotype
11 http://www.rossdawsonblog.com/weblog/archives/2008/08/four_great_visu.html
Web 2.0 45
content from noise and the tools provided to convert the filtered content into
usable end products.
You can experience Web 2.0 “in the flesh” by visiting various social websites.
Use this figure to examine how you experience Web 2.0.
Web 2.0 47
Social websites and social media
Web 2.0 is very diverse; it is an ecosystem in the most literal sense of the word,
constantly evolving. Some cristallized “concepts” have been formed in the course
of this evolution—call them means of communication—each time recurring in
the same basic form. The specific forms of these communication tools are strong-
ly linked to certain recurrent communication needs of large communities. At this
point, it would be valuable to briefly introduce a few of them. For the time being,
we will limit ourselves to well-known media that are primarily concerned with
content (e.g. texts, videos, photos, audio). There are of course numerous others,
and some that are not just content-oriented. They include buddy lists, chat box-
es, tag clouds and many others, but the foundations of any community are, in
our opinion, based on the following.
Large blogs are powerful opinion makers. Many “virals” originate their epi-
demic on such a blog.
Starting a blog is very easy. There are many possibilities, one of which involves
using Blogger. Anyone can use Blogger, the weblog service from Google, to
promptly start his or her own weblog in a few minutes.
Web 2.0 49
With a little more trouble, standard open source software like Wordpress and
Drupal is easy to use in order to design a personal weblog that can, if necessary,
grow into a full-featured social site.
Forum
Besides weblogs, forums are proven means of communication that we run across
in more or less the same form at many places on the Web. A discussion forum is
precisely what its name suggests, a place where anyone can initiate a new discus-
sion, to which everyone else can then respond.
Forums have a recognizable format and a simple layout. There is usually a main
page displaying the topic lists for each category. It also exhibits the current dis-
cussion topics, with the most recent responses shown first. Clicking a given
discussion topic opens the relevant “forum thread” where all comments can be
seen and responses added.
Many companies that value the opinions of their own customers now have a forum
on which complaints, suggestions and questions can be posted. The advantage of
such a freely accessible forum is that it provides a place where visitors, along with
company employees, can respond to questions and complaints. The activity on a
forum can therefore also be used to keep a finger on customer demands.
The best known wiki is Wikipedia, which is intended as a vehicle on which “store
all the knowledge in the world.” The software that Wikipedia runs on, Media
Wiki, is available to everyone and is free and open source.
The marketplace
A marketplace is an auction or mediating facility in which the supply
and demand of services or goods can be brought together. Many marketplaces have
the form of an auction, but the actual format may depend on the type of goods and
services involved. Anyone can offer goods or services, and everyone is allowed to
bid or respond. In principle, the offers appear in inverse chronological order on the
front page. Often the front page of an auction site is, like a forum, divided into
categories. Offers that have found takers disappear from the marketplace. The most
famous auction site in the world is eBay, which is also one of the largest websites
in the world. In the Netherlands, the best known auction sites are marktplaats.nl
and speurders.nl.
Web 2.0 51
Somewhat inexplicably, there is a rather slender selection of standard / open-source
auction software, and no comparable communication media can be found in the
corporate collaboration suites produced by ibm or Microsoft, for example.
YouTube video is the best known internet video library and Flickr.com. the best
known library for photography. The first integrated media libraries for audio,
video, photos, documents and slide shows are starting to enter the mainstream
(e.g. divshare.com). Any items that a user stores in such libraries (e.g. YouTube
video) can be “embedded” into other websites, These types of mass storage web-
sites can be simply and indiscernibly incorporated in individual websites so that
the user’s of the individual websites can access the material without knowing it
and without requiring website owners to develop their own systems for provid-
ing the material.
Link dumps have become very popular, especially in combination with what has
been labeled social voting, such as it occurs on the aforementioned digg.com and
nujij.nl. In such cases, users evaluate the articles and construct a hierarchy of
items. A purer form of a link dump is the immense del.icio.us
The corporate use of link dumps holds great promise. The various divisions of
a company, such as the innovation department, a group of product developers
or a marketing team, can continuously share the most interesting bookmarks
and keep each other abreast of new developments and trends. Any social voting
mechanism then ensures that the most interesting items are given proper consid-
eration for the site’s front page focusing what is called the wisdom of the crowd
on this subject matter.
Web 2.0 53
Such a practice would result in a system that includes both bi (business intelli-
gence) and ci (competitive intelligence) and that can be used for knowledge
sharing in addition to the company’s wikis, for example.
There is a small quantity of good open source software for social bookmarking
like drigg,12 the digg clone for the Drupal cms.
News aggregation
Websites can automatically “broadcast” new articles or recent changes
to other sites, or to special news readers (a kind of email-like program that collects
news from websites) who have subscribed to the website’s news service or ‘feed’ as
it is actually called. The mechanism behind it is called Really Simple Syndication
(rss). Strangely enough, rss has never truly broken through13 but has nevertheless
now become a piece of solid mainstream technology. Every modern website broad-
casts rss information through its “news feeds.”
A news aggregator is a website or application that displays the news from many
other websites in reverse chronological order, possibly allowing opportunities
for commentary. Users subscribe the aggregator to various news feeds from
other websites, and every time there is a new article posted on these sites, an
intro to it automatically appears on the aggregator. It is, in effect, an automated
link dump.
Oddly enough, there are very few ready-to-use “server-side” news aggregators
available and support for this functionality is rather meager in most cmss.
Still, there are many client-side systems, such as Google Reader and Feedly. And
they are, of course, socially oriented. Interesting news can be shared on social
networks.
12 http://www.drigg-code.org/
13 http://www.marketingfacts.nl/berichten/20061005_rss_een_sleeping_beauty/
There are many other types of social software capable of maintaining an activ-
ity stream, and able to perform this function much more effectively. Twitter is
currently an unstoppable fad, but if we look at the much larger Facebook, we
see the same potential, though much more integrated and far more targeted. At
the moment, Yammer has become relatively popular in our company.
An activity stream is a list of activities, ranging from the banal to the surprising,
that gives the people in your social network the feeling that they are in contact
with you and you with them, without the need for direct communications. You
are keeping in touch: that is what the communication medium seems to imply.
And it works! Later in this book, we will describe how this seemingly superficial
media has garnered interest in the corporate environment, as it unexpectedly has
more added value in business than it does in the private sphere. The activity
streams in personal private networks, are mainly filled by people with narcissist
and exhibitionist bents the “see-me people.”
Web 2.0 55
Notes
...this collective feature is perhaps the most important part of the whole Web 2.0
phenomenon and the cornerstone of the social organization that we are going
to “build” in this book.
In each case, it is up to the users of these sites to furnish the added value. This
way of having a crowd help you in your work is called crowdsourcing: outsourc-
ing to an anonymous crowd. Perhaps the best example of crowdsourcing concerns
the involvement of the crowd, in the development of open source software. The
open source community has repeatedly demonstrated how large groups of peo-
ple who do not know each other can still collaborate on software that ulti-
mately has better quality than the best commercial products.
No matter how the advantages of Web 2.0 are categorized or which features are
mentioned as most useful, it is always the crowd element that all Web 2.0 shares
in common. Apparently a crowd has become so very useful that everybody wants
to have one of their own.
The “Crowd” 57
The Ron Paul revolution
One of the finest examples that illustrates the power of a crowd took
place around the most recent presidential election in the United States. In January
2008, the campaigns of the various U.S. presidential candidates were running at full
strength. The candidates of both the Democratic and the Republican Parties were
doing their best to convince the American people that they would make the best
President. Most candidates on both the Democratic and Republican sides had al-
ready fallen away, so the battle was to be decided by two Democrats (Hillary Clin-
ton and Barak Obama) and three Republicans ( John McCain, Mike Huckabee and
Ron Paul).
His name was Ron Paul, and although the corporate-owned mainstream media
did its level best never to mention his name, this neglect began at some point to
become increasingly more difficult. A portion of the American people paid at-
tention to Ron Paul’s views and became his enthusiastic supporters. His support
remained absolutely massive and, at one point, enabled him to raise nearly as
much money as the top candidates. While Obama, Clinton and McCain obtained
their millions in large contributions mediated by well-paid lobbyists, Ron Paul’s
funding was simply in the form of small donations from citizens, soldiers and
veterans. Not industry but people gave tens of millions to Ron Paul! Ron Paul
won almost all the sms and online polls. Ron Paul was also regarded as the win-
ner of all the debates—although such evaluations are admittedly somewhat sub-
jective. He won because he stuck firmly to the constitution, and America has an
extremely good and thoughtful constitution. To argue with Ron Paul is to find
oneself arguing with the constitution and the founding fathers. You can do it,
but of course you don’t want to.
It was perhaps for this reason that he was not invited to the large national tel-
evision debates preceding the primaries. However, there are tens of thousands of
Ron Paul fan clips on YouTube, many more than the other candidates; his name
invariably appeared among terms like “iPhone” and “Britney Spears” in the tag-
clouds of large social websites. Ron Paul had his own gigantic advertising blimp,
helicopters flew his banners around the country and people placed signs bearing
his name throughout America.
The “Crowd” 59
tremely popular, and yet very few have even heard of him. Isn’t that peculiar?
Ask the editors of your newspaper how this could be possible.
Much more unusual and particularly relevant in the context of this book is the
fact that neither Ron Paul nor his campaign team organized any of these activi-
ties. He did not make or pay for any of the thousands of spontaneous Ron Paul
fan clips that he used in his campaign. Nor did he organize or fund any of the
many spontaneous demonstrations, meetings and fund-raising events all around
the world, from Asia to Europe, from Canada to Argentina! Even the huge blimp
flying over the country was not something that he arranged or paid for himself.
The only thing that Ron Paul did himself was to deliver an honest and clear
message with mass appeal. Internet users are therefore purely and solely the ones
that organized spontaneously and en masse; they were the driving force behind
Ron Paul’s campaign!
Isn’t that peculiar? A spontaneous initiative that was not managed by anyone,
organized itself and developed the potential of becoming something acting as a
counterweight to the greatest pr forces in the Amercian political arena, if only
for the time being. It revealed the true power of the crowd. If the primaries and
elections were held on the internet, Ron Paul would undoubtedly have become
President.
The only thing that Ron Paul yet has to do, is provide an explicit platform on
which the “Ron Paul community” could emerge. For the first time in American
history, this community would be a genuinely democratic political party. Bottom-
up and organically grown, and consequently with its ideals penetrating deep into
the roots of the organization.
But how do you bring this about? We already know how to control people or
employees on an individual basis. You give them a function, some procedures,
place them in a hierarchy of control, start the whole thing rolling and the entire
machine runs in sync. The key words in such a procedure are “control” and
“centralization.” An individual in a crowd is different; a crowd member is no
longer a directly accountable individual occupying an identifiable position in a
hierarchical structure. There is certainly structure, but it is volatile and designed
along the lines of a network. In the case of a webcrowd like the one on YouTube
or on digg, the members of the group are strangers, and they live in different
places on earth and in different time zones. So how do you deal with this situa-
tion? To answer this question, we will first try to discover the general laws gov-
erning groups. Nature provides many examples of crowds, but let us examine
just one of them: the example of the ant colony. It is not made up of one or a
few ants, but a very large number of them.
Ants are very limited creatures. They are insects with little or no scope for indi-
vidual intelligent behavior. They are tiny borg drones that react purely instinc-
tively to their immediate surroundings. If you’re not a Trekkie (a Star Trek fan)
and do not know what a Borg is (shame on you), do not worry; think of emo-
tionless workers who exist only in the service of the collective and communicate
through a collective consciousness. The Borg assimilation process, by the way, is
also not based on free will (see this as a tip). Ant colonies can be huge; there are
well-organized ant colonies that stretch over areas of more than 100 square miles.
The Ishikari colony in Japan consists of an estimated 300 million worker ants
and 1 million queen ants, spread over 45,000 interconnected nests. It can be as-
sumed with some confidence that none of the ants in the colony has any idea
about the enormous size and complexity of this mass of insects. Let alone that
one of them has the intellectual and communicative abilities required to manage
it. None of the workers, not even one of the queens, has any overview of anything
other than their immediate surroundings, and there is no central governing body
controlling it. In contrast to the bureaucratic organizations that we humans tend
to create (because we think that we are smarter than millions of years of evolu-
tion), the control of the ant colony is completely decentralized. Each ant performs
The “Crowd” 61
its task, purely on the basis of very limited local incentives and certain instincts:
a scent, the presence of other ants, food, enemies, temperature, light, vibration,
perhaps the weather, but not much more. However, these immense communities
are highly efficient organizations with complicated social structures.
The underground nests of grass-cutter ants are huge buildings with an extensive
labyrinth-like entanglement of corridors, complete with sophisticated internal
climate control.18 On the outside, only a few “chimneys” are visible, but scientists
who once filled such a nest with concrete and then carefully excavated it—
without alerting the ants beforehand to the approaching calamity,—could not
believe their eyes when they saw the complexity of the construction. Systems of
chambers and what was effectively hot and cold plumbing ensured that tem-
perature, humidity and the co2 composition was always at the best level through-
out the colony, which had a volume as big as a large gym.
14 http://thinkorthwim.com/2007/05/02/ants-are-stupid-colonies-are-smart/
15 http://en.wikipedia.org/wiki/Memetics
16 http://www.javatroll.com/Ants/
17 http://onionesquereality.wordpress.com/2008/01/31/adaptive-routing-taking-cues-from-stig-
mergy/
18 http://thinkorthwim.com/2007/04/30/ants-an-incredible-documentary/
19 http://www.red3d.com/cwr/boids/
The “Crowd” 63
In mathematics and biology, there is something like a cellular automaton20, a
network of interconnected cells, each with its own state and behavior. Every cell
in the network only knows about its adjacent cells and its state only changes in
response to influences from these adjacent cells. Extremely complex systems can
be simulated on the basis of such simple cells in large but simple “grids.” In this
regard, complexity is the measure of observable behavior of the whole. The well-
known computer game SimCity is based on such cellular automatons. A few
years ago, SimCity enjoyed huge popularity in the pc world. Nowadays, the game
runs on the iPhone platform and is again attracting throngs of fans.
20 http://en.wikipedia.org/wiki/Cellular_automata
Fertilized ova successively divide in a uniform manner until, after four or five
cell divisions, they begin to differentiate into cells with specialized functions
within the organs or body parts that will constitute the complete individual.21
Individual cells have no awareness of the group of cells to which they belong and
in which they have separate roles. In this respect cells are mere cellular automa-
ta. Since it is difficult to imagine how the relatively static genetic material (dna)
of the cell can store the knowledge of the dynamically unfolding whole and of
the role that the respective cells has in it, there must be some form of supercel-
lular communication. Science is faced with a mystery here. Again. Epigenetics22
is an attempt to explain such supercellular links from a more holistic approach
based on knowledge outside the cell. It suggests that even the experience of an-
cestors somehow influences the genetics of descendants.23 Where might such
external knowledge be stored and what types of feedback occur between the
whole and the parts? There are theories claiming that our dna is only a re-
ceiver / transmitter connected to external databases. You should realize that,
while the human genome was unraveled during the Human Genome Project and
all the genes are known, this knowledge only applies to the genes that actually
encode proteins (read: contain building instructions to create new proteins, which
21 http://en.wikipedia.org/wiki/Cellular_differentiation
22 http://en.wikipedia.org/wiki/Epigenetics
23 http://www.bbc.co.uk/sn/tvradio/programmes/horizon/ghostgenes.shtml
The “Crowd” 65
is the supposed function of dna). These genes only constitute 2% of the entire
genome, the remaining 98% of the human genome is referred to as junk dna,
so called because biologists believe it to serve no purpose.24 It is as if Mother
Nature has stuffed us full of genes that have no function. But Mother Nature
does not work that way.
Like probably any combination of parts into a whole, crowds also have emergent
behavior.25
Specific organisms:
24 http://en.wikipedia.org/wiki/Junk_dna
25 http://www.vub.ac.be/clea/groups/vzw_worldviews/publications/vanbelle-emerg.html
At the highest level, all the biological communities in the world form the
biosphere, where its human participants form societies, and the complex
interactions of meta-social systems such as the stock market.”
Source: Wikipedia
Our favorite example however, is that of “water” or H2O. The fact that an ex-
plosive and inflammable gas like oxygen and an explosive and inflammable gas
like hydrogen combine into something that can be used to extinquish fires, can-
not be predicted by analyzing the parts. The fact that water is liquid cannot be
reduced to the properties of the water molecule itself. The resulting, non analyz-
able behavior, is called emergent behavior because it spontaneous emerges out
of nothing. Emergent behavior puzzles modern science, yet it is all around us, at
all levels of scale. Almost all organizations and structures around us have observ-
able emergent behavior in some form or another. It is not uncommon to compare
such systems as a whole to organisms.26 In this case, we call them super-organ-
isms. Organisms themselves are already the result of a high degree of emergence,
and it is for this reason that Lord Kelvin27 exempted life from his formulation
of the second law of thermodynamics (since organization cannot occur spontane-
ously, there must be an outside energy source that organizes life).
26 http://www.i-sis.org.uk/hannove.php
27 http://www.ratical.org/co-globalize/MaeWanHo/biocom95.html#p1
28 http://www.thecorporation.com
The “Crowd” 67
being able to do anything about it. Imagine, companies like Shell, Exxon, Walmart
or ing have the economic power of a small country,29 the personality of a psy-
chopath and only one goal: to create shareholder value at the expense of (almost)
everything. The economic crisis of 2009 made it clear that even capitalism itself
is an emergent entity that devours itself. In this book, we assume that crowds
can do things that none of the respective individuals or a multiplication of them
is able to do. Hence, we will ascribe a mild form of emergent behavior to
crowds.
29 http://zapruder.nl/portal/artikel/more_power_to_the_corporations
30 http://singularity.com/aboutray.html
31 http://en.wikipedia.org/wiki/Holism
32 http://en.wikipedia.org/wiki/Chaos_theory
33 http://nl.wikipedia.org/wiki/Fractal
The “Crowd” 69
quantum theory now requires terms to describe the feedback from a whole to
the parts, developing concepts such as “ether,” “x-ether.” “ether waves”34 and the
zero-point field mechanisms are cautiously making comebacks as mechanisms
for time and distance-independent interactions. This in addition to the concept
of “entanglement,” which has been in use’ for some time.
How does a whole exercise any influence over its parts? The current state of sci-
ence cannot provide us with any answers here, and we must therefore resort to
more esoteric concepts. One example is provided by the morphogenetic fields of
Rupert Sheldrake.36 He argues that “formative” information is stored in morphic
fields to which organisms and other structures are “tuned.” But there are many
other elegant theories about collective memory. In this respect, we have plenty
of choice. The Akasha Chronicles37 is a mythical name for the collective memo-
ry containing all human knowledge and the complete history of the entire cosmos.
From Star Wars, we know of “The Force” and the Jedi masters who know how
to make clever use of it. “Use the Force Luke, the Force ” In traditional Chinese
culture, there is Qi,38 the life energy that forms and permeates all things. In
34 http://www.wbabin.net/sukh/aether.htm
35 http://en.wikipedia.org/wiki/Stigmergy
36 http://en.wikipedia.org/wiki/Morphic_field
37 http://en.wikipedia.org/wiki/Akashic_records
38 http://en.wikipedia.org/wiki/Qi
Every crowd has special talents that can be cleverly exploited. In the least, crowds
can break down the inhibiting group-think of your own specialist teams. Group-
think40 is the phenomenon of team members often tending to reach consensus
by contributing conflict-avoiding solutions and opinions rather than critical and
informed views. The talents of a crowd, the crowd iq, are increasingly being
identified as cq or the collective intelligence quotient.41 cq is a factor that var-
ies with the size of the crowd, the independence of its opinions and personal
news-gathering activities and the diversity of its composition.
39 http://en.wikipedia.org/wiki/Francis_Galton
40 http://en.wikipedia.org/wiki/Groupthink
41 http://en.wikipedia.org/wiki/Collaborative_intelligence
The “Crowd” 71
Crowd-control: channeling talent
Crowds cannot be controlled by a central authority but they can be
manipulated by controlling their environment. In our everyday life, we are con-
stantly being influenced without realizing it. This is done by applying marketing
principles and propaganda. It is an subliminal type of control and therefore, for the
most part, goes unnoticed by us. Without pr and propaganda, our democracies
would not function.
Many “crowd control” mechanisms are indirect and imperceptible. They often
operate at a subliminal level, aimed at our subconscious and therefore not con-
sciously noticeable. Anyone curious about the pervasiveness of such control needs
only to search for Derren Brown on YouTube.42 Those unfamiliar with the prin-
ciples behind his work might, when viewing his skills for the first time, well think
that he has paranormal if not extraterrestrial abilities. Derren is so unbelievably
good, such an incredible virtuoso, that even if you know the principles behind
his work, you might still think that he has paranormal if not extraterrestrial
abilities. Derren “reads” the impact that the environment and recent perceptions
have on a person with such great accuracy that he is almost without fail able to
predict the responses that a given person will have to specific stimuli.43 Brilliant
is the fragment in which he is able to preset the thinking of experienced advertis-
ers, themselves masters of subliminal control, so that it complies with what he
predicted. He performs this stumt by unconsciously exposing them to subliminal
signals en route to the studio.
42 http://www.derrenbrown.co.uk/
43 http://youtube.com/watch?v=ZyQjr1yl0zg
We are governed, our minds are molded, our tastes formed, our ideas sug-
gested, largely by men we have never heard of. This is a logical result of
the way in which our democratic society is organized. Vast numbers of hu-
man beings must cooperate in this manner if they are to live together as a
smoothly functioning society.
Our invisible governors are, in many cases, unaware of the identity of their
fellow members in the inner cabinet. They govern us by their qualities of
natural leadership, their ability to supply needed ideas and by their key
position in the social structure. Whatever attitude one chooses to take to-
ward this condition, it remains a fact that in almost every act of our daily
lives, whether in the sphere of politics or business, in our social conduct or
our ethical thinking, we are dominated by the relatively small number of
persons—a trifling fraction of our hundred and twenty million—who un-
derstand the mental processes and social patterns of the masses. It is they
who pull the wires which control the public mind, who harness old social
forces and contrive new ways to bind and guide the world.
This work has laid the foundation for modern societies and the doctrine is ac-
tively applied by virtually all governments and corporations on earth. Edward
Bernays and Milton Friedman—the promoter of the aggressive type of “free
market” capitalism that we see today—are in some ways the most influential
people of the past one hundred years, along with Frederick Taylor, who we will
introduce later on. Disregarding the political implications and social desirability,
it is interesting to note that our governments already view and control us as
crowds, this in addition to the more obvious and more direct mechanisms that
we call “democracy.” Such crowd control occurs in ways similar to those used
on the advertisers chosen by Derren Brown in the example that we mentioned
earlier. Like them, we are left the illusion or believe that we are thinking inde-
The “Crowd” 73
pendently when in fact we are programmed to think in specific ways. The ad-
ministrative elements in a society contain very many active control mechanisms:
some direct others indirect. This is not so entirely different from practices in
companies comprising both a bureaucracy and an active social side, although
companies tend to have an extremely dominant bureaucracy, which is precisely
not the case in a society.
Before we mobilize “our” crowd, it would be wise to think about the frameworks
that we are setting up and the steering mechanisms that we are going to use. At
the largest scale represented by a society, propaganda and pr function very well.
On the internet (or intranet), these frameworks and mechanisms these must in-
volve the establishment of the website where a crowd hangs out. Such a thing is
certainly possible on the scale of the organization, and we will provide specific
details about how to do it below. The behavior of an Internet crowd may be
influenced by the proper design of the website. Operation, interaction design and
the functionality of a website form the framework within which to channel a
crowd and it is this framework that we can manipulate. In this way, we can in-
directly manage the evolution of the crowd. In Part 2 of this book, we will in-
troduce the methodology specifically intended to develop websites that are suit-
able as “crowd control” instruments and that can, subsequently, take your
organization to the next phase. It is in this more advanced phase that a com-
pany complements its bureaucracy by developing an organic, more “holocratic”
side.
The “Crowd” 75
76 from crowd to Community
5
Socializing with the
crowd
For those accustomed to operating in a hierarchical, top-down managed
environment with controllable communications and central coordination, learning
to deal with self-managed crowds and communities involves making a serious adjust-
ment. Each community has its own manners and culture, and these factors are part
of the previously described manifestations of emergent behavior. In any case, they
comprise a self-forming and evolving set of values and norms that do not necessar-
ily have to run parallel with existing business ethics. Few ceos and boards can deal
with these issues, the new freedom of the workers appearing, too often as a threat
that must be suppressed. Gently suppressed, because the same directors and ceos
simultaneously realize only too well how easy it is to become the subject of a bogey
“viral,” a fear that makes them appropriately cautious but improperly nervous. In the
first days of blogging, businesses did not know how they should deal with employees
who had their own blogs, especially if the posts were also about work.
“Hi”
“Of course”
“From now on, would you please set the table if you are the first to sit
down?”
“No”
He stood behind me, I didn’t see him, but his deep breathing betrayed his
emotions.
“But won’t I then always have to set the table, because you always wait until
I go eat first? I don’t think so. Just do your own place at the table”
“I was just trying to explain things to you nicely, but it seems not to have
sunk in. From now on, just make sure that you set your own table and I
won’t get annoyed when I come to sit down. I’m the first to come here
because I want a bit of peace and quiet while eating”
The others were now watching what was going on. Nothing unexpected.
After all, they had all been waiting until they no longer were the first to
enter the lunch room.
“Especially since you have just started working here, I suggest you’d be
wise to set the tables!”
I didn’t move. These situations were child’s play for me, I’ve been well
trained. I had more than 17 years of it experience, including the necessary
practical training. I had the debugging background and coding skills that
you can proudly tell your children and grandchildren about. I decided not
to wait any longer. In one smooth motion I stood up, came two feet off the
ground and with a simple roundhouse kick, smashed the jaw of Richard,
35-year-old technical designer. Richard had no chance, no one could blame
him for being knocked out. I packed enough power in this kick to floor an
ox without any problem.
I heard the radio in the background. Tiesto’s Just be. Delicious, I just let it
act on me. After the break the music becomes exquisite.
Even before Richard fell over the table with a dull thud, I landed softly on
one leg and spun one more time. William stood right behind Richard. And I
had no problem shattering his larynx. Although my heel left very little of the
cartilage structure in his throat intact, William unexpectedly remained on his
feet. He was 6’2” and weighed 260 lbs and programmed in Java. To be certain,
I deftly landed six, or seven quick and powerful punches in his solar plexus.
Short, straight jabs against which no defense was possible. Bullet-time style, my
trademark. His constricted diaphragm combined with his crushed larynx proved
such a great obstruction to his breathing that William’s knees slowly but surely
began to buckle, toppling William to the ground on which he would never stand
again. His gasping breath subsiding into a quiet death. An oxygen-starved brain,
passing through a series of pleasant hallucinations. I allowed William this final
bliss; he had been a likeable fellow, and I decided not to take further action
against him. I might be cold-blooded but certainly not heartless.
The incident took place at a time when similar incidents were occurring in
America (a Delta Airlines stewardess posted photos of herself in sexy poses on
board a Delta Airlines aircraft on her blog).45 In retrospect, it can now be said
that, in the vast majority of the cases, the only real problems were subsequent
responses by the managers involved. Nowadays, these types of occurrences will
no longer lead to such incidents.
Nvidia
Internal communities are, of course still directly controllable (although
you should actually not want to exercise such control), but external communities
such as clients or customers, can absolutely not be told what to do. On the con-
trary they might even act with great hostility to any effort at overt manipulation.
Nvidia is a manufacturer of what are normally good and fast-operating graphic and
sound cards, but at one point one of their products was not entirely flawless when
run on the then new Windows Vista. The drivers of the hardware did not function
properly, and many users experienced problems with then. The support forum
started to fill up with complaints and requests for software upgrades. Nvidia could
not immediately comply and began to regard complaints on the support forum as
undesirable experiences. It did something that it ought not to have done; it removed
44 http://patricksavalle.com/artikel/office_warrior/
45 http://www.theregister.co.uk/2004/10/27/delta_blog_grounded/
Nike
Nike, the sports shoe and apparel manufacturer, spared no effort to
meet customer requests for a new personal shoe design. The shoe configurator was
a cool piece of web design. Any color, combination of colors, size and anything else
that might be included on a shoe was configurable and the result immediately and
interactively visible. A brief personal comment could make the shoe entirely unique.
A press of a button causes the shoes to be delivered to you within a few days. Pay-
ment occurred online of course.
“sweatshop”
...that is what Jonah Peretti wanted to have on his shoes. This was intended to
protest against the child labor practices of Nike. Nike, the same company that
can pay hundreds of millions of dollars to soccer teams in order to have them
run around in Nike clothing, cannot arrange for its third-world workers to receive
a decent wage. Nike had four simple rules with which the text had to comply
and this text complied with all of them.
Nike still refused to print the text and had the bad luck that Jonah was a tal-
ented letter writer, a persistent activist (at least in this case) and a blogger as well.
A farcical correspondence between the Nike pr department and Jonah was the
result.47 Other blogs picked up on the incident, and it was estimated that 10 mil-
lion people read the correspondence at the time. A costly mistake by Nike. These
kinds of incidents have in fact an extremely “long tail.”
46 http://hardware.slashdot.org/article.pl?sid=07/02/03/0110248
47 http://www.cleanclothes.org/companies/nike01-02-16.htm
Thank you for the time and energy you have spent on my request. I have
decided to order the shoes with a different id, but I would like to make one
small request. Could you please send me a color snapshot of the 10-year-old
Vietnamese girl who makes my shoes?
Because McDonalds has a lot of money but does not like to give any of it away,
they were clever when they were confronted with the flash mob phenomenon.
A flash mob is a very local and temporary public community. Unknown and
unconnected individuals use sms, email and other one-on-one communications
48 http://youtube.com/watch?v=Kyrvvajavji
McDonalds responded more cleverly, when they were confronted with a similar
prank. In a few months, various German franchises of MacDonald’s were “hit”
by flash mobs. All of sudden, more than 1,200 men would be standing at a coun-
ter wanting to order a Big Mac or hamburger. Some forums mentioned crowds
of as many as 4,000 individuals: a considerable number for the average McDon-
alds outlet to handle. After the first occurrence, franchise managers were informed
of the problem and advised to view any such “hit” as a positive challenge. It
provided MacDonald’s with a great deal of favorable publicity. ard, a German
television network, was able to show how employees worked like crazy to grill
burgers and retrieve new supplies from basements. Franchise managers switched
on extra grills. This televised activity was undoubtedly staged, but its lack of
authenticity did not seem to matter at the time. In retrospective, it was a memo-
rable moment for both the mob and mobbed. And was certainly better than a
showdown with the police. Of course, it remains uncertain if the practices of
giving a free meal to any customer having to wait longer than 15 minutes re-
mained in effect on these occasions.
Toys’ R Us should not have called the police but the press. They should have
treated participants to a cup of coffee. Or tea if necessary. Throughout the year
they are always trying to lure as many people as possible into their stores and
the large numbers of people now entering the store were all of a sudden being
asked to leave. Make up your mind!
The Nike case is different, as the problem involved is a lot deeper. Nike was be-
ing accused of hypocrisy, even criminal behavior, and this censurable activity
could not be changed fast enough. In the documentary “The Corporation,”
Michael Moore offered to accompany the ceo of Nike, Phil Knight, to Indone-
sia—fly with him there business class and stay in five star hotels while making
49 http://www.clickz.com/showPage.html?page=3625344
50 http://news.bbc.co.uk/2/hi/technology/3134559.stm
The above does not mean that Nike is less socially committed than any other
company. On the contrary, the same documentary, “The Corporation”, also clear-
ly shows that every large company has basically the same evil “genes.” When ana-
lyzed as a person, a multinational appears to have the personality of a psychopath.
All multinationals! They enjoy revenue as large as the national product of a small
country and have only one goal: to create shareholder value no matter what. Due
to their legal structure, big organizations not only act like they have a single, very
powerful, evil person, they are legal persons. Large corporations represent prime
examples of the emergent behavior discussed above. It can be assumed that none
of the employees at Nike agrees with any decision to use child labor—at the worst,
they surrender to the very easy compulsion in modern society to just close their
eyes and wait for the next episode of their favorite tv show. However, the com-
pany as a whole makes the decision, acting under the effects of emergence. Likely,
such “offences” are only considered by the company as a whole in terms of finan-
cial considerations counterbalancing the savings and possible fines, as no one will
be held personally liable. Like any community, multinationals display emergent
behavior. Without any evolving or framing factors to guide or limit this behavior,
it may even come to dominate every corporate decision.
Viral communications
A community is a wonderful mechanism for obtaining a great deal for
very little. For example, it can enact a huge marketing campaign without requiring
much money or effort. Word of mouth advertising by internet communities is much
stronger than most other dissemination methods because people communicating
51 http://youtube.com/watch?v=coi0V4krciq
The analogy is of course with the transmission of the biological virus. A bio-
logical virus is a passive piece of encapsulated genetic material (dna or rna)
that has receptors enabling it to “stick” to other cells. In this way, the virus in-
corporates its genetic material in the host cell, using this cell to replicate its own
dna and, subsequently, infecting more cells. An epidemic occurs when an in-
fected person infects more than one other person, and the process persists for a
sufficiently long time. Such viral effect also requires sufficient contact, sufficient
infectivity (viruses that infect others through the air are more infectious than
sexually transmitted diseases) and sufficient susceptibility (not everyone becomes
sick from the same virus). Infectious diseases are characterized by their exponen-
tial rate of transmission: 1, 2, 4, 8, 16, 32, etc.
By far the best viral ever was the Star Wars kid.53 It is estimated that this viral has
been viewed by one billion people, and we mean one billion times. Such expo-
sure is the ultimate dream of any pr department. The clip did not cost anything.
Its technical quality is poor. Nevertheless, it is the most successful clip ever. The
internet community started making parodies, which only increased the success of
the original. The Star Wars Kid vs. Agent Smith (The Matrix), the Star Wars kid
vs. Yodi (Star Wars), Star Wars kid in Psycho, the Hulk, there were even episodes
of cartoons in which the Star Wars Kid made his appearance. Even news channels
like cbs and bbc, and newspapers like the New York Times paid attention to the
kid. The clip was made by a teenage boy in a video cabin at his school during a
rush of inspiration that hit him after seeing Star Wars. Assuming that it would all
52 http://nl.wikipedia.org/wiki/Memetics
53 http://en.wikipedia.org/wiki/Star_Wars_kid
The parents of the boy were less enamored by the action and did not take it at
all too kindly. After a brief court case, an out-of-court settlement was reached
with the families of the boy’s classmates. The settlement amount is estimated at
150,000 Canadian dollars.
Astroturfing
Many webshops allow users to write reviews about products. This move
is a smart one, allowing the community to inform its own members without com-
mercial bias. It is of great added value to your website, especially when you deliver a
good product. Amazon has been doing it for years. The community is very suspicious
of outsiders. It only trusts its own members, certainly not any marketers or manu-
facturers. Hence, more and more webshops are providing the opportunity for these
user reviews. The reviews are considered more reliable than the information that a
manufacturer provides, and many manufacturers are therefore tempted to manipu-
late such reviews, to have their own people write them or even have them produced
by their pr department. These contributions, which are of course all very positive,
are then passed off as items written by members of the community. This form of
undercover marketing or astroturfing (astro turf is a synthetic turf that pretends to
be real grass) works well but is dangerous, since sooner or later someone will dis-
cover the deceit and then cook the company’s goose. Astroturfing is nothing new;
it is similar to the false-flag operations54 that have been dominating terrorism and
warfare for ages. Blaming the other side for atrocities they perpetrate themselves.
Sony has had the most amazing commercials for years. Did you ever have the
idea that PlayStation was initially prevented from being sold internationally
because it was contrary to laws that prohibit export of high-grade military
technology?55 We don’t think such an idea was ever really true. More likely, it
was a great marketing ploy, which gave the ultra hi-tech device an almost top-
secret aura. Or did you ever really believe that Sony’s video cameras were re-
54 http://en.wikipedia.org/wiki/False_flag
55 http://news.bbc.co.uk/2/hi/asia-pacific/716237.stm
Recently, the Nintendo Wii game controller became a phenomenal success among
the other attractively presented controllers / joysticks that come pouring out of
video screens.57 The Wii is a game console that is controlled by body movement.
Alone, in pairs or as a quartet, you can box, play tennis, bowl and much more.
Shortly after the release, many articles were posted on the blogs about children
who, in the heat of battle, accidentally threw
their controller through the brand new
42 “flat screen.” This generated huge (viral)
attention for the device. It is of course per-
fectly feasable for a manufacturer or its ad-
vertising agency to organize or instigate
such media frenzy. Or it is clearly extreme-
ly easy to jump on the bandwagon when
such commotion arises all on its own.
56 http://www.pcworld.idg.com.au/index.php/id;151875684
57 http://www.wiidamage.com/
Do not be afraid. To start off with, if it happens or can happen to you, then it
will also happen to a competitor at some point. This levels the playing field. To
a certain extent, it is part of the game. The question is not whether it will hap-
pen—it will certainly happen at least once—the question is how to deal with it.
To put it simply, there are very good measures to be taken in advance. In many
of the above cases that go wrong, the “perpetrators” knew of course beforehand
that there was a risk associated with their actions. They should have known that
things might go awry, as a crowd is surprisingly inventive and ultimately difficult
to fool. The solution is actually quite simple. Here are some rules that can help
you to deal with your community:
This means that there is only one “continuously foolproof Web 2.0 strategy,”
which is to remain morally and socially incorruptible.
And if things ever run out of control, consider using or recasting the incident to
your advantage, Perhaps Heineken should have adopted the term Buckler drink-
er as a nickname; in this way, the company could have latched onto the public-
58 http://en.wikipedia.org/wiki/Grassroots
It is very possible that the advertising agency staged the whole affair and that
Sonja was even co-conspiring with Bolletje, as she also garnered favorable atten-
tion as a result, and this free of charge.
59 http://reclamewereld.blog.nl/regelgeving/2008/06/09/sonja-bakker-spoof-bolletje-moet-van-
de-buis-van-humorloze-dietiste
60 http://www.documentary-log.com/watch-online-d/67/ants-natures-secret-power/
At some point in the life of the colony, there is a web of such traces. The tracks
leading to the closest places where food may be found are the strongest because
the greatest number of ants travel these paths purely due to the length of the
route. Tracks leading to places where food sources are exhausted fade on their
own because increasingly fewer ants use them to bring back food, while more
and more ants decide to conduct their search in other directions, the scent left
along track fades, as it is no longer reinforced. What begins as a seemingly cha-
otic scene ends in a self-organizing process of building up and maintaining a
optimal network of trails. What looked like the uncoordinated actions of ants
moving in utter confusion turns out to be a very sophisticated way of working
together.
A few special things can be noted about this mechanism. To begin with, ants are
able to perform coordinated tasks and to make complex structures (their food
network) without communicating with each other. There is no direct communi-
History
The term “stigmergy” was introduced by French biologist Pierre-Paul Grassé
in 1959 to refer to termite behavior. He defined it as: “Stimulation of work-
ers by the performance they have achieved.” It is derived from the Greek
words stigma (mark, sign) and ergon (work, action), and captures the notion
that an agent’s actions leave signs in the environment, signs that it and other
agents sense and that determine and incite their subsequent actions[1].
Later on, a distinction was made between the stigmergic phenomenon, which
is specific to the guidance of additional work, and the more general, non-
work specific incitation, for which the term sematectonic communication
was coined[2] by E.O. Wilson , from the Greek words sema (sign, token), and
tecton (craftsman, builder): “There is a need for a more general, somewhat
less clumsy expression to denote the evocation of any form of behavior or
physiological change by the evidences of work performed by other animals,
including the special case of the guidance of additional work.”
Stigmergy is now one of the key[3] concepts in the field of swarm intel-
ligence.
Applications
Stigmergy is not restricted to eusocial creatures, or even to physical systems.
On the Internet there are many emergent phenomena that arise from users
interacting only by modifying local parts of their shared virtual environ-
ment. Wikipedia is an example of this. The massive structure of information
available in a wiki,[4] or an open source software project such as the Freebsd
kernel[4] could be compared to a termite nest; one initial user leaves a seed
In addition the concept of stigmergy has also been used to describe how
cooperative work such as building design may be integrated. Designing a
large contemporary building involves a large and diverse network of actors
(e.g. architects, building engineers, static engineers, building services engi-
neers and etc.). Their distributed activities may be partly integrated through
practices of stigmergy.[7][8]
See also
• Swarm intelligence
• Spontaneous order
References
1. Bonabeau, E. “Editor’s Introduction: Stigmergy.” special Issue of Artificial Life on Stig-
mergy. Volume 5, Issue 2 / Spring 1999, p.95-96. http://www.stigmergicsystems.com/
stig_v1/stigrefs/article1.html
2. Sociobiology: The New Synthesis, E.O. Wilson, 1975/2000, p.186
3. Parunak, H. v D. (2003). Making swarming happen. In Proc. of Conf. on Swarming and
Network Enabled Command, Control, Communications, Computers, Intelligence, Surveil-
lance and Reconnaissance (C4isr), McLean, Virginia, usa, January 2003.
4. abInfoworld: A conversation with Steve Burbeck about multicellular computing
5. Heylighen F. (2007). Why is Open Access Development so Successful? Stigmergic organiza-
tion and the economics of information, in: B. Lutterbeck, M. Baerwolff & R. A. Gehring
(eds.), Open Source Jahrbuch 2007, Lehmanns Media, 2007, p. 165-180.
How brilliant is all this? Everywhere around us, the world is filled with entities
that respond to certain stimuli predictably and, instinctively. Not just ants or
pets, but machines as well. And things! And people! Depending on the chosen
perspective and the most appropriate context, we label these people subject,
consumer or employee. While able to act intelligently, they are, under certain
conditions, not much different from the drones or boids that we previously de-
scribed. All these drones have a certain degree of instinctive behavior that can
be used to cause them to work together on complex tasks without having them
come into contact with each other and without having them perform complex
actions. All it requires is a stigmergic mechanism, predictable behavior, the right
signals and an environment where it all takes place.
Bees are social insects just like ants, and they have many ways of working to-
gether, apparently without communication. This behavior is, of course, in addi-
tion to the famous example of direct communication involving their thorax
wagging “dance” to inform other bees about the routes to their food. If at some
point the temperature in the hive becomes too high, one by one, the workers
begin to use their wings as fans. They do this instinctively and not all at the same
temperature due to genetic differences. Eventually this collective effort cools
down the breeding compartments. When the temperature drops, the bees one at
a time stop fanning the hive. The story is one of the many tales about nature that
have become somewhat clichés. They are frequently used in the social context,
but it is not always clear if they actually are correct, or if they are, in fact, more
or less urban legends. This is certainly the case with this example, since the
harder the bees fan, the more energy they use, which then is released in the form
of heat, warming the hive that their fanning action is supposedly cooling
down.
The internet as a whole, at the level of routers and servers, but also many of the
websites that can be found on it, are almost entirely creations resulting from a
stigmergic process. Take for example Wikipedia. Almost everyone uses the web-
site to look up something. Wikipedia is basically a stigmergic medium. Essen-
tially, no direct conversation or communication with other visitors is required
for the mechanism to work. Someone reads an article and sees that something is
wrong or that something is missing, and can make the necessary revision. The
environment is Wikipedia itself and the traces to be followed are the articles. The
structure that results is an encyclopedia. digg.com, the social bookmark site
of Google, makes the operation even clearer. Hundreds of thousands, perhaps
millions of Diggers browse the internet daily in search of fun, interesting and/or
useful information. Like ants, this search activity happens in seemingly uncoor-
dinated chaos. Each time, however, that one of those Internet ants encounters a
useful link, they leave a marked trail in their environment, in this case at
digg.com. The other ants can pick up these markings and even strengthen it
by voting. Ultimately, a mechanism is created that separates useful information
from noise. The digg.com community uses stigmergic processes to maintain
what is, in their eyes, a qualitatively high-grade and up-to-date subset of the
internet that is changing daily. From chaos, to blazing trails, following them and
reinforcing them in a process of self-organization.
Cells are equipped with receptors, which act as their senses and these receptors
respond to signals in the form of molecules or in the form of electromagnetic
stimuli. Once an appropriate signal attaches to a receptor, the cell does something.
Thus, viruses can attach to a cell receptor and instigate replication of the viral
dna. And similarly hormones, lipids, proteins and other chemicals induce the
cell to other actions. The body (actually its cells, the individuals of the collective)
distributes these chemicals throughout the cellular environment, and each cell
subsequently knows what to do and obtains this knowledge independently of
every other cell. Cells can communicate with each other without knowing about
any other cell or group of cells from which the communication comes.
They act on the basis of genetically programmed responses to signals, and it is
this programming that ultimately creates a synergistic collaboration. Our body
is a giant stigmergic communication platform on which all components emit or
leave signals to coordinate the actions of others.
If ants can resultantly organize themselves so well this way, would it not also be
handy if knowledge workers were to leave traces leading to where they are ac-
quiring knowledge for the company? Unsolicited, opportunism? Or is this just
a waste of time?
Consider an activity stream, which is often nothing more than a kind of micro
blog on which we inform and broadcast to the world and/or our network, or
unilaterally say what we are doing, where we are, what we believe and so forth.
Manually posted information can easily be supplemented with events that can
be added automatically. “Wim stored one file in the “Sustainability” work group
under the title <Policy Plan>,” “Chris is a member of the <Sustainability>” group,
etc. This more or less coincides with a continuous transmission of status informa-
tion. Mostly, you do nothing explicit for followers or friends in providing this
information, but often your “trace” gives rise to further actions. In any event,
your followers at least know what you are doing, making it easier to communi-
cate in a specific manner and to find points of contact when you unexpectedly
undertake more immediate forms of communication or when you bump into the
person in the real world (you know, an old fashion physical encounter). The
simple fact that your trace is visible to everyone at least makes it possible for
others to help you and to ensure that you keep in touch. Particularly in a corpo-
rate environment, activity streaming is very useful because it provides “specific”
information and involves meaningful “activities” more often than it does in the
private sphere. Twitter and Facebook are in this respect more than just tools for
the see-me crowd. Flickr serves a much clearer purpose, as it supports the pri-
mary objective of managing the world’s largest photography exhibition. Each
time you log in to manage your own photo gallery, Flickr gives you an overview
of relevant events, the people who have looked at your photos, those who com-
mented on them, etc. In a corporate environment, an activity stream provides
guidance leading to other activities, and to new or different content and conver-
sations. Just like ant behavior, activity streaming starts in chaos and is based on
assumptions and opportunism. No one knows who, if anyone, will stumble on
Direct communication has a known endpoint; it is clear who or what will even-
tually respond. Email is typically direct communication. just like a phone call as
well. People who do not understand that this form of communication is dominant
soon become known in the organization as spammers. Much of this type of
“spam” is also an important indication that a good social platform is lacking.
Direct communication is the most dominant type of communication in the func-
tional side of the organization.
In contrast to the functional side of the organization, the social side is mainly
dominated by broadcast communications (broadcasts or broadcasting). In this type
of communications, it is unknown who the recipients will be or even if a receiver
exists. The communicative act is discontinuous from the participants in the con-
versation. A bulletin board or weblog is a form of broadcast communications.
A wiki is a stigmergic means of creating a document by engaging the joint efforts of multiple
people
Instead, any individual with access to the environment can initiate projects of
great complexity and large scale without having to understand anything about
coordinating and managing large groups of people. Social media is therefore
“empowering.” “Yes, everyone can!”
4HESIS 3A
4HESIS 3A
IS LIKE A MACHINE IS LIKE AN ORGANISM
An organism has nothing of the sort; it is not built but grows, evolves, and adapts.
An organism cannot perform machine-like, repeatable performances; there re-
mains a degree of uncertainty in its performance. Try to bowl three times using
exactly the same delivery. Try to discern the same pattern in the flight of starlings
even twice. An organism is, on the other hand, both very adaptive and self-or-
ganizing: the ultimate in flexibility and survivability. It can do things that a
machine cannot and vice versa. The social side of a company is comparable to
an organism. It sounds like something very new and very hip: something for the
future. But without realizing it, organizations already have (or to put it more
accurately, are), to some extent, “ecosystems” within which a crowd of employ-
ees can obtain results and within which organic structures form by themselves.
In a large company, two types of work have always been available. The me-
chanical is recognizable as the form of the company appearing on the “organiza-
tion chart” and codified in procedures resembling algorithms with which proc-
esses must comply. It ensures that a large organization has a predictable outcome,
while typically making it inflexible. For this reason, large organizations always
generate informal / social structures as well. Communication is not always
through the lines displayed on the organization chart and not everything that
happens is recorded in process descriptions or foreseen in preconceived plans.
Implicitly, most companies are already heterarchies. This book and TeamPark
are designed in part to make these structures and their benefits explicit, while
making an organization a more organic and a little less mechanical. Everything
at work will then become more efficient and still be enjoyable.
TeamPark distinguishes three broad types of social entities, some already implic-
itly and directly usable as social networking, others more difficult to use and only
usable when sufficient “tender love and care” helps to get the ball rolling, such
as crowdsourcing. Ranging from less to greater social interactivity, we can dis-
tinguish (1) implicit social activity (2) productive social activity and (3) creative
social activity.
%XTERNAL CUSTOMER FACING
Six degrees of separation: in the social network that connects all people on earth, there are only
5 people between you and any other person
Figure (cc) Laurens van Lieshout, cited in Wikipedia
A newsgroup message appeared on April 7, 1994 stating that the actor Kevin
Bacon was the center of the universe. The notice referred to an entertaining game
developed around Kevin Bacon of which the aim was to connect any other per-
son to Kevin by the smallest number of associations. The game, which was such
61 http://nl.wikipedia.org/wiki/Six_degrees_of_separation
This type of distribution turns out not to apply to networks. Scientists discovered
that a strong tendency to develop super hubs exists in various kinds of networks,
ranging from the internet, to neural networks and air transport networks. These
are certain nodes that have very many connections to other nodes. The distribu-
tion of the connectedness of each node in the network is that of an inverse ex-
ponential function: there are a few nodes with a high degree of connectedness
62 http://en.wikipedia.org/wiki/Six_Degrees_of_Kevin_Bacon
63 http://nl.wikipedia.org/wiki/Normale_verdeling
Nodes in a social network are distributed according to what is known as a power-law function,
a characteristic of complex or “organic-like” systems
A little earlier, we were very tough on chaos theory and complex systems. It can
now be revealed that this power-law distribution is the typical manifestation of
chaotic and/or complex systems. Complex is here meant in a mathematical sense.
To cut to the chase, this means that complex systems are “organism-like,” self-
organizing and non-deterministic, or difficult to predict.67
Useful facts and statistics about the company can be discovered by analyzing the
social networks in a business, and this information can be used for normal op-
erations by making these networks constantly discernible using appropriate so-
cial software. Social networks are created by people contacting each other by
email, phone and face-to-face meetings, and by people meeting each other and
participating together in activities. But they also arise because people use a social
platform to make posts on each other’s blogs, providing link dumps, participat-
ing in forum topics, rating each other’s content (giving it a grade), faving (adding
to favorites), and doing almost everything else possible on the platform. A good
social platform would incorporate all these activities in order to build up a social
network. This network will enable people to have far more connections than
others and, although it is dangerous to immediately draw such conclusions, it
64 http://news.bbc.co.uk/1/hi/magazine/8029774.stm
65 http://www.bbc.co.uk/programmes/b00kdtvv
66 http://www.bbc.co.uk/iplayer/episode/b00kdtvv/Six_Degrees_of_Separation/
67 http://en.wikipedia.org/wiki/Complex_system
Communities are the social counterpart of functional teams. For instance, both
perform tasks that the organization needs, but they involve different forms of
collaboration. A team is a small machine, while a community is more like an
organism. Unlike teams, communities have no fixed composition; they usually
do not communicate directly or synchronously, and have no central planning or
control. These feature are replaced by signals and a platform on which to leave
these signals. There are few established procedures in a community. Below, we
will discuss the platform and tools required to ensure that good results are
achieved. Teams and communities can work well together, provided the right
technical infrastructure is available.
Unlike social networks and, in effect as we shall see, unlike crowds, communities
do not arise on their own as a by-product of the normal course of business.
Communities must be explicitly established and require special facilities, such as
a platform or rather an ecosystem. In intelligent organizations, social communi-
ties are given platforms that are specifically designed as counterparts to the cor-
responding processes replacing on the functional side, enabling communities to
4ASK
#AN BE ACCOMPLISHED EITHER
"UREAUCRATIC FUNCTIONAL 3TIGMERGIC SOCIAL
)NTERNAL
"UREAUCRATIC
3YNCHRONOUS COLLABORATION #REATIVE
4EAMS )MPLICIT SOCIAL SOCIAL /PEN
0RODUCTIVE #ROWDS INNOVATION
0REDICTABLE
$ISCOVERING IMPLICIT SOCIAL 3TIGMERGIC 7ISDOM OF THE
OPERATION
FLOWS AND STRUCTURES COLLABORATION CROWD
-ECHANISM 3OCIAL NETWORKS #OMMUNITIES #O
CREATION /RGANISM
&IND PEOPLE AND S#2-
EXPERTISE FASTER 7EB
02 MARKETING
/PEN SOCIAL
%XTERNAL CUSTOMER FACING
The same tasks can often be performed in either bureaucratic (teams) or stigmergic (communi-
ties) fashion
It is in this part of the social spectrum that the “wisdom of the crowd” can be
found and where the normally unused talents of individuals and collectives can
be used to benefit organizations. Somehow, a large crowd always can come up
with a special solution or a perfect idea that individuals overlook. In principle
all internet users, not just your own employees, may join your crowd. This rep-
resents a huge potential that can be used to crowd-source problems or work.
More and more companies are discovering this huge resource of talent, and not
just from a marketing perspective. Many of them dare to risk making crowd-
sourcing of for such tasks as product development a part of their strategy. The
automotive industry makes a very strong effort in this regard, with the likes of
fiat, bmw and Peugeot launching extensive initiatives incorporating a large
anonymous crowd into their design teams. Using nice, well designed platforms
everybody can help them develop the car of the future.
Every company can do this by starting with their own internal crowd and upscal-
ing to more global reach with a great deal of ease.
It is not important to know what any one individual in the crowd is doing. What
counts is what the crowd does as a whole: the things that cannot be asked of
individuals. If securing a group’s optimal performance requires that a few indi-
viduals seemingly do nothing but hang around all day long, then they should
perhaps be allowed to hang around. Do not underestimate the social control of
the crowd in this respect. It might take a while, but eventually the parasites will
be automatically remedied; you need not deal with them yourself.
Eventually, people and groups who come up with ideas and solve problems will
emerge. Innovation is fuelled and accelerated. People and groups will pull others
along in their wake. To help these others along, they can write stories, update
wikis, post activity streams, participate in forum discussions, tell jokes, play
tricks, make each other angry, sometimes even be censured. In brief, do everything
that is done in any social setting,
Obviously, there is more to do than just wait and hope; that is specifically why
we have developed TeamPark. We will provide a great deal of detail about this
point below, but it is important to realize that social practices are very different
from bureaucratic activity. The latter has precisely the benefit of being predict-
able and therefore subject to planning, in contract to social actions, which are
much more difficult to predict and plan.
It is organic because the content on social websites are not structured in advance
and is not centrally controlled using predefined procedures. The community must
grow things organically, bottom-up. No top-down “taxonomy” (set of categories)
but a “folksonomy” (e.g. tags and their tag clouds) formed bottom up. Com-
“2.0” 117
munities can be guided by adjusting the framework within which they evolve.
The result is a number of features constituting an “ecosystem” that can success-
fully facilitate a crowd and result in the successful generation of user content.
What we have to make available is a framework in which the above features are
dominant or, at least, emergent.
The most important characteristic of all is perhaps the fact that collaboration is
based on stigmergy and stigmergic tooling while reducing direct communication
and synchronicity.
Since we now have features that we can describe as “2.0,” it is also useful to
characterize the “1.0” side using the same vocabulary. Although even the most
conventional “1.0” organization is never a pure bureaucracy and a company
always involves several hybrid forms, there are enough differences between “1.0”
and “2.0” to be able to make a general distinction.
“1.0” therefore appears to be the opposite pole of “2.0” due to the fact that it is
synchronized, controlled,centralized/top-down and synthetic. As an informal sum-
mary, the differences and distinguishing features would likely be the following:68
Paradigm Features68
“1.0” “2.0”
Bureaucracy Holocracy
Mechanical model Organic model
Synchronous Asynchronous
Direct communications Stigmergic communications
Regulation Moderation
Standardized Ad-hoc
68 http://www.slideshare.net/group/TeamPark
In this book, we hope to excite you about a different type of control, and your
current organization will very likely have to change to accommodate it. The risk
of overdoing it is enormous. Who has not heard of the vicious outsourcing/in-
sourcing cycle? For some reason, nobody manages to get the balance right. Is it
not the case that everything must be outsourced because the corporate structure
is not fast enough to respond to demand variation and “it is not a core compe-
tency”? And almost immediately after complete outsourcing, does it not all have
to be insourced again or else all knowledge is lost? Does anybody ever come up
with the idea of halving all outsourcing or insourcing plans before beginning
with either?
The same holds true for your transformation into an intelligent organization.
Consider therefore how “social” you wish to make your organization and start
cautiously by realizing half of your plans. It is a question of balance: yin and
yang.
“2.0” 119
Communities alongside Teams
With “2.0,” your company is able to instigate what is known as crowd
or community collaboration, jointly lumped together in the container concept of
“social collaboration.” This form of working together supplements the already exist-
ing team collaboration. Even if you are not immediately aware of it or if you use
another term to label it, the dominant way of working in a bureaucratic organization
is set up as team collaboration. Both forms of collaboration may certainly coexist. In
fact, both forms can use “each other’s” resources. A very smart team can use a wiki,
and a community can often benefit greatly from an online meeting. The functional
processes can generally best be left to teams, the social processes for which scalable,
self-organizing and discontinuous mass-collaboration is needed, should probably be
left to communities. Both forms of collaboration can deliver the same results but,
depending on conditions, one form may be more efficient than others.
Initiating team collaboration involves patching together the right team, and then
designing and testing the appropriate procedures, workflows and channels of
interaction. To establish community collaboration is to assemble and make avail-
able the appropriate environment. Because of its generic nature, community
collaboration will regularly use the same generic platform. In previous chapters,
it has been noted that a certain number of communication media are being de-
veloped on the web, each of which is being re-used in a comparable form: the
blog, forum, wiki, social bookmarking and more.
Types of collaboration
Team collaboration Community collaboration
Mechanical Organic
Central control model Decentralized model
Standardized Self-organizing
Management Autonomy
Direct communications Platform communications
Synchronous Asynchronous
Procedures and workflows Stigmergy
Specialized functions Self-regulating application of knowledge
Fixed allocation of workers Extremely varying allocation of workers
Fixed team size Extremely varying community size
69 http://en.wikipedia.org/wiki/Mintzberg
70 http://books.google.com/books?id=nR5haaaamaaj&q=structures+in+fives
“2.0” 121
side of an organization. Each company is a heterarchy with an incorporated
organic side.71,72,73
71 http://en.wikipedia.org/wiki/Heterarchy
72 http://www.holacracy.org/downloads/HolacracyIntro2007-06.pdf
73 http://en.wikipedia.org/wiki/Sociocracy
74 http://books.google.nl/books?id=nan1jfmhggcC
He also shows that there are gradations again, to which he refers as the decen-
tralization continuum:
Of course, different organizational experts have different views, but they all come
to the conclusion that an organic component is more or less present and active
in almost every organization. Yin and Yang.
Self-organization
“2.0” is special because it is self-organizing. If properly implemented
and supported with appropriate resources, it is a paradigm that can be used for
processes that cannot be effectively performed in a bureaucracy in order to bring
about their effective performance (or at least more effective performance). By def-
inition, this can only happen if control is kept to a minimum and processes are
allowed to organize and stabilize themselves. If this proves impossible, the solution
is just wrong. Implementing control in social collaboration is to reconvert it into
functional collaboration.
Like in the case of ants, the activity must begin in relative chaos. In a company,
chaos is scary, but the urge to intervene must nevertheless be suppressed. Self-
organization only comes after chaos, or perhaps as a result of chaos.
75 http://books.google.nl/books?id=wzl9Luuzgyuc
“2.0” 123
Interaction
A certain kind of interaction occurs between the functional and social
sides of a heterarchy. We have briefly noted that the functional organization has
already discovered social processes and that it ultimately has to be given a place on
the social platform. We shall provide more detail on this topic in a subsequent
chapter. Conversely, it is of course conceivable that processes beginning as social
and stigmergic activities can ultimately be better formalized by mechanizing them,
synchronizing collaboration and making communications more direct. Such a proc-
ess then becomes predictable.
“2.0” 125
126 from crowd to Community
9
2.0 in business
In previous chapters, we talked loosely about the economic, social and
technological influences that necessarily influence your company, as well as about
the new ways of working that makes Web 2.0 into a justified fad that is still the
rage. We discussed crowds, communities and what their strengths and idiosyncra-
sies are. We even provided a new paradigm for cooperation, “2.0” (the organic
model), and situated it in relation to the existing paradigm, which we retrospec-
tively labeled “1.0” (the mechanical model).
In each case, the carefully disguised but particularly compelling subliminal mes-
sage was that your company needs to change in order to continue to be success-
ful in a changing world. The mechanical model is exhausted, the organic model
is now building up steam. We firmly believe that introducing this model in or-
ganizations worldwide will represent a turning point in industrial development.
Businesses should be provided with platforms on which employees can work
together in a manner similar to the ways in which ants work together. By leaving
traces in their habitat, which is their platform, ants can accomplish the most
amazing task without leaders and without direct coordination. What a platform
for your organization should look like and how your organization can change
into a new kind of organization will be the subject of the second part of this
book. In anticipation of this discussion, we can now say that the basis of this
new organization will likely be a comprehensive collaboration platform com-
prised of social software, although the platform may also certainly have physical
forms. For instance, reconsider the habitat of the ants, but also think of our
76 http://en.wikipedia.org/wiki/Business_process_improvement
77 http://en.wikipedia.org/wiki/Scientific_management
Later, when Henry Ford used the principles to organize his automotive plants,
Taylorism was definitely common property in industry. The much more well-
known Fordism, the stereotype assembly-line factory set up is actually “just” an
offshoot of Taylorism.
At that time production mainly involved physical products like Henry Ford’s
cars. Many of the features of our current way of working can be reduced to the
physical nature of these products and their associated physical production fa-
cilities. Products were manufactured on an assembly line and therefore required
that the workers sit in fixed positions along the line at the same time each day
and carefully perform the same act repeatedly. For one reason or another, we
employed the manner of working that was so logical and effective with regard
to physical production for other types of work, namely knowledge work. Most
companies that we have constructed in this way without thinking are, in fact,
knowledge work factories and, with the emergence of the internet and modern
communications technology, this form of organization is becoming a complete
impediment. And the form is also unnecessary.
If we gave Edward Bernays, and his invention of “marketing” all the blame for
a world full of unnecessary, unsustainable but highly fashionable nonsense prod-
ucts, we can make Frederick Taylor and his invention of bureaucracy responsible
for all the traffic jams and the nine-to -five workday. And as the need for a sus-
tainable society will make Bernays’ ideas undesirable, the fast, reliable and ubiq-
uitous internet will make Taylor’s ideas obsolete, at least in terms of knowledge
work. What works very well for physical plant and production does not function
so well for knowledge work. The ultimate expression of misplaced Taylorism are
well-known cubicle companies, intensive personnel husbandry.
78 http://nl.wikipedia.org/wiki/Peter_Drucker
How astonishing is all this? The most substantial and fundamental problems
plaguing major companies are all the result of a single design decision: choosing
a bureaucratic or machine model of collaboration.
As we have seen in the previous chapter, the machine model has specific proper-
ties with advantages and disadvantages. To eliminate the disadvantages while
retaining the advantages, we have constructed a complementary model based on
stigmergy for the purposes of our method and vision. Following the example of
ants. The part neglected by bureaucracy will only be activated if the existing
model is replaced by a new model that is at least as effective as the bureaucracy
while enriching it. This model is based on a collaboration platform: social soft-
ware. By transferring the purposeful, bureaucratic processes in your company to
such a platform will ultimately result in a better functioning company possessing
the features of both a factory and the Web 2.0
We have extensively discussed bureaucracy the pros and cons of it. At the time
when Frederick Taylor was bringing industrial production to a higher level by
promoting a more scientific approach, people were already warning about the
adverse civic and social consequences that such a development entailed. We have
now indeed come to regard this kind of approach as highly undesirable. One of
the biggest drawbacks to the rationalization of production is that non-productive
79 http://en.wikipedia.org/wiki/Clockwork_universe_theory
It is no different with regard to the social tools presented in the second part of
this book (TeamPark, platform and method). The form of the social practices
that we have chosen as a basis for TeamPark is based on stigmergy: the manner
in which social insects, for example, manage to produce their impressive perform-
ances. This stigmergy is ideally suited for reducing people even more effectively
Ask yourself if that is what you want. Ask yourself whether you too are an em-
ployee with normal human needs and acknowledge that others also have such
needs. Or are you are just part of the emergent entity that aims to generate
maximum profits? A company is not just the sum of Taylor’s measurable factors,
it is a habitat for people in need of immeasurable things like trust, companion-
ship and security. As for the company as a whole, the ultimate goal is for the
employees as individuals to become less important, and this is controlled by a
force field that is not subject to a scientific approach.
Stigmergic collaboration and TeamPark concepts are fortunately very aptly suit-
ed to make work more human and more enjoyable. The can create an environ-
ment with greater diversity and variety, one that is more humane, less “optimized”
while still enhancing productivity. It is an especially appropriate way to address
the inhuman aspects of Taylorism and provide workable solutions. Important
considerations that you need before you begin to work with TeamPark concern
the type of social activities that you want to encourage and take advantage of.
Do you regard workers as ants or do you view them as independent, free, happy
people who have a private life in addition to work? Do you opt for an indus-
trial social order where people function like robots or do you wish to choose a
more sociable social atmosphere?
Open your eyes! Wake up! Can it continue to operate in this manner any longer?
Now close your eyes again, sit up, open your palms facing up and bring your thumb
and forefinger together. Breathe out and make a “Hummm” sound. Indeed!
The work, the production and revision of documents or knowledge, has obviously
to occur in a certain sequence. There is simply a certain intrinsic order of work
that must be followed. What is different is the lack of standard procedures and
fixed allocation of knowledge, functions and personnel. In cases where certain
tasks remain unfilled and unperformed for too long, the platform can provide a
mechanism that can prioritize these task on the basis of incentives. The longer
such a task stays neglected, the higher its reward and value that is attached to it.
Tasks that are reserved for too long without being performed can even be revoked
and re-offered on the market.
The scenario is also likely scalable. Imagine that you do not have any regular em-
ployees, as they are no longer needed. Imagine a global pool of independent en-
trepreneurs who go the market place of their choosing every time that they wish
to earn money and look for work there. Although such visions are possible, it does
not have to be so black and white. You can retain the security of having a perma-
nent staff performing a fixed amount of work while allowing the remaining por-
tion to be performed by externals, thus providing better flexibility and a regular
source of fresh ideas. The two types of working together can be apportioned in
any desired ratio.
Many things have happened while we were writing this book. We have given
presentations, organized workshops and conducted discussions with representa-
tives of the top 100 companies in the Netherlands. We have adapted TeamPark
in implementing it as a social platform in our own company. There has been a
great deal of discussion, sometimes becoming very heated. There have been times
when we wanted to stop and moments when we feel that we were riding the crest
of a wave, certain that we were mapping out new territory.
The book is actually far from finished. There is much more to investigate and
explain. A great deal more practical testing must be undertaken. At the same
time, when at the end of a long project, you Google “social organization” and
find the following blog, you certainly catch your breath.
Take a deep breath! Two years is a long time to stop working in order to build
and maintain communities before you might have a chance of getting anything
out of it.
Nevertheless, we strongly felt that we needed to finish the first book at this point,
and the feeling that now persists is one of satisfaction. No, it will not be easy.
No, it will not immediately be only beneficial. But we are firmly convinced that
the emergence of social software will in a few years be viewed as a clearly dis-
tinguishing moment. A point in time when a transition to a new way of working
together was created. The history of work will be divided into a time before
social software and the time after social software. Some developments cannot
simply be held at bay.
80 http://www.thesocialorganization.com/
‘Social Innovation’
To enable the process of innovation to reach its full potential will require
an innovative environment in which there is plenty of investment in people
and organization; in short, social innovation. Social innovation involves the
renewal of the work organization and the maximized use of employee skills
in order to improve (business) performance and the development of talent.
This calls for innovations in management, organization and employment in
companies, organizations and institutions. Making the best use of (poten-
tial) labor capital through flexible organization, dynamic management and
smarter work practices will increase the productivity of work ……
The existence of this book is mainly due to the tireless efforts of Patrick Savalle,
whose constant stream of texts and seemingly inexhaustible knowledge of this
field laid the foundation for TeamPark. Together with Arnd Brugman and Wim
Hofland, the other members of Innovation & Inspiration, a great deal of pleasur-
able work has been devoted to the development of the final product since 2008.
The above represents a source of inspiration and a starting point. We hope that
our stories and examples will inspire you to take action. We therefore urge you
to go on and read Part 2 of this book: TeamPark—Platform and Methodology.
81 (Bron: persbericht ministerie van ez en “Industrie een wereld van oplossingen. Industriebrief
2008” pag. 27, zie www.minez.nl)