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Picturing Your Social Business In 2020
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David F. Carr
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David F. Carr,
User Rank: Author
9/10/2013 | 9:28:52 PM
re: Picturing Your Social Business In 2020
How much does the social element of social business really have to do with this picture of the future? Seems more like a sketch of the future of software in general
ChrisMurphy
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ChrisMurphy,
User Rank: Author
9/10/2013 | 10:11:50 PM
re: Picturing Your Social Business In 2020
Of all these trends, the most powerful to me is this passive collection of data. Set aside the privacy concerns a minute and think what that means for companies and for consumer expectations for product performance. How can you not know that my car stopped working, it died three hours ago?
bnilsson018
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bnilsson018,
User Rank: Apprentice
9/11/2013 | 3:04:27 AM
re: Picturing Your Social Business In 2020
Combine the benefits of internal collaboration as well as extended collaboration (collective intelligence) available to social businesses with the sorts of machine-to-machine communication referenced by Chris Murphy above, and you have an unstoppable competitive advantage over non-social businesses.

The changes and new technologies coming between now and 2020 only play into the strengths of the social business. Even with these technologies, a non-social business is at a crippling disadvantage in understanding and delivering the customer experience demanded by Gen-C.
Laurianne
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Laurianne,
User Rank: Author
9/11/2013 | 7:39:35 PM
re: Picturing Your Social Business In 2020
This paints a ratings-heavy picture that will stress out many people. The social business of 2020 will face that challenge, too.
csrollyson
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csrollyson,
User Rank: Apprentice
10/1/2013 | 6:54:57 PM
re: Picturing Your Social Business In 2020
@Vala, thanks for an awesome, pithy call to action! As a corporate (social business) strategy consultant, I agree with your thesis here, that businesses need to get social and digital to survive, and they need to be aggressive if they want to thrive. For all readers who may feel afraid of machines displacing humans in many current jobs, I'll offer these insights.

Most people don't realize it, but a lot of what we still regard as "management" will be unnecessary. Because the global economy is dominated by large, complex organizations, a lot of management and coordination have been required to keep the balls in the air. I agree with Vala that orgs and networks will increasingly self-manage. Bad news for people who like relatively well paid administrivia jobs (and they do have their charm).

The good news is, the puck is going to a far more fun, creative place. The catch is, to thrive in the "Creative Class" (google Richard Florida), people need to awaken the right sides of their brains, which have too often atrophied. My new book, The Social Channel, posits that, as long as humans are the customers (instead of machines), people have nothing to worry about because people will always value the incremental value that only other people can give. Machines will get more humanlike, but people will discount their value *because* they are machines. Customer "experience" will be the bedrock of the Knowledge Economy, not what we used to think of as products.

@Vala, how would you advise people to prepare? My crystal ball says, get as close to the human elements of experience and differentiation as possible. Machines will always be inferior there.


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