15 years ago, in 1999, a group of forethinkers published the “Cluetrain Manifesto” in which they asserted that the Internet is unlike the ordinary media used in mass marketing as it enables people to have “human to human” conversations, which have the potential to transform traditional business practices radically.
As executives and senior government officials that want to unlock the value from next generation technologies, we will need to address the following three questions: How can we employ openness strategically? How can we organize and manage collaborative communities that combine their knowledge? What are the appropriate platforms for our specific collaboration needs?
Open innovation, enterprise 2.0, social media for the corporation, and open government have become a major driving force in creating value. Apple, Facebook, Google, and Samsung have created multi-billion revenue streams by strategically utilizing openness: in the Apple appstore, the Android operating system, or the Facebook user experience. But even though targeted “openness” has become a major ingredient of the net worth in next generation technology companies, it has yet to be mainstreamed into the processes and cultures of more classical organizations.