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A practical guide for realizing the true potential of social media-not for marketing, but for leadership. Knowing the tools of social media is a must for successful marketing these days, but the real promise of social media is the way it can teach us a whole new way of doing business. Humanize takes the principles underlying social media's growth and applies them to the way we lead and manage our organizations. Leading organizational consultants Jamie Notter and Maddie Grant help you change your organization, from the culture down to individual behavior, in ways that make it more human-and more effective. Drawing on their extensive experience, Notter and Grant help you make management innovation real and doable. Regardless of your title or position, this book can help you: * Build a more trustworthy, open, generative, and courageous organization by embracing social and human principles. * Change organizations from the inside out. * Address critical elements of organizational behavior, process, and culture. * Move beyond the social media buzzwords like transparent, decentralized, and open-and actually make them happen.* Promote forms of "generative" success that go beyond profit and loss. * Learn how to get started-you, personally, today, right now!
Contents
1 The Human Revolution ... 1 The World We Live in Today ...2 Tomorrow's World: Human Organizations ...4 How This Book Is Structured ...6 What's Different About This Book ...9 2 We Can't Go Back ... 11 Social Media by the Numbers ...12 Just the Beginning ...14 The Social Media Revolution in a Nutshell ...16 The Rise of Word of Mouth Marketing ...18 From Consumers to Producers ...20 Information Wants to Be Free ...21 Google Me, Baby ...22 It's Not Information Overload, It's Filter Failure ...24 From Conversation to Collaboration to Collective Action ...25 From Collective Action to [?]...28 So What? ...29 Must Read ...31 3 We're Not Moving Forward ... 33 Best Practices Versus Innovation ...35 Strategic Planning: The Comforting Lie of Predictability ...38 Strategic Planning Basics ...39 Pulling Back the Curtain on Strategic Planning ...41 You Can't Predict the Future ...43 You Can't Separate Thought from Action ...44 You Can't Script the Formation of Strategy ...45 Human Resource Management:We Are People, Not Spare Parts ...46 Why Does the Hiring Process Suck? ...48 Structure: Logical But Not Human ...50 Leadership: Individuals Will Always Let Us Down ...53 Is There Hope? ...57 Must Read ...59 4 Challenges to Socializing Business ... 61 Culture ...64 What Is Culture Anyway? ...66 Culture and Social Media ...68 Risk ...69 Authority and Control ...71 Process ...73 What Is Process Anyway? ...75 Process and Social Media ...76 Hierarchy ...77 Silos and Communication ...78 Measurement ...80 Behavior ...82 What Is Behavior Anyway? ...84 Behavior and Social Media ...85 Identity Management ...85 Relationship Building ...87 Knowledge Management ...88 Now What? ...89 5 Social Organizations Are More Human ... 91 The Machine World ...92 Unplugging from the Matrix ...95 A Trellis for Cultivating More Human Organizations ...96 The Four Elements in the Real World ...99 2008-The Motrin Moms Backlash ...99 2009-United Breaks Guitars ...101 2010-The Gap Logo Reversal ...103 2010-The BP Oil Spill ...104 2011-Etsy's Offensive Art Versus Censorship Debate ...105 Open ...106 Trustworthy ...108 Generative ...110 Courageous ...112 Making It Happen ...114 6 How To Be Open... 115 Open Culture: Decentralization ...117 Walking the Walk:Who Steps Up? ...119 Talking the Talk: Less Is More ...125 Thought: Cultural Assumptions ...128 Open Process: Systems Thinking ...131 What Is Systems Thinking? ...132 Structural: Silos That Work ...134 Internal: Perpetual Motion ...136 External: Open Community ...138 Open Behavior: Ownership ...140 Knowledge ...142 Skills ...146 Open For Business ...150 Must Read ...150 Get Started Today:Worksheet ...151 7 How to Be Trustworthy... 155 Trustworthy Culture: Transparency ...158 Walking the Walk: Strategic Transparency ...159 Talking the Talk: The Power of Consistency ...162 Thought: Assumptions Behind a Culture of Transparency ...165 Trustworthy Process: Truth ...167 Structural: Beyond Blowing Whistles ...169 Internal: Conflict Is a Good Thing ...171 External: Cultivating Truth in the Ecosystem ...175 Trustworthy Behavior: Authenticity ...178 Knowledge: Know Thyself ...179 Skills: Equip for Exploration ...181 Making New Meaning ...183 Must Read ...184 Get Started Today:Worksheet ...184 8 How to Be Generative... 187 Generative Culture: Inclusion ...190 Walking the Walk: An Infrastructure for Inclusion ...192 Talking the Talk: Making Difference Visible ...194 Thought: Assumptions Behind an Inclusive Culture ...196 Generative Process: Collaboration ...198 Collaborative Brand ...200 Collaborative Strategy ...203 Generative Behavior: Relationship Building ...207 Interpersonal Relationship Building ...208 Network Relationship Building ...211 Accomplishing More, Better ...216 Must Read ...216 Get Started Today:Worksheet ...217 9 How to Be Courageous ... 219 Courageous Culture: Learning ...223 Walking the Walk: The Power of Conversations and Failure ...224 Talking the Talk: Actions Speak Louder ...227 Cultural Assumptions: Free Your Mind ...230 Courageous Process: Experimentation ...232 Structural: Creating Space for Experimentation ...233 Internal: Experimentation and Measurement ...235 External: Shifting from Technology Experimentation to Management Experimentation ...237 Courageous Behavior: Personal Development ...239 Make Time ...242 Get Personal ...242 Say Good-Bye ...243 Just the Beginning ...243 Must Read ...244 Get Started Today:Worksheet ...244 10 What Now? ... 247 Social Media Challenges Are Organizational Challenges ...248 How to Be the Catalyst for Change ...251 Red Pill or Blue Pill? ...252 Index ... 255
