There Goes Everybody

Focusing the Power of People and Today’s Network on Opportunity

Dion Hinchcliffe

The network is abig place today

• All your customers

• All your competitors

• Only a few proven strategies for long-term competitive advantage

We have a few proven business models now

• Mostly around what we call “2.0”

• Peer production

• Owning your classes of data online

• Using new distribution models to leverage the Web as your platform

• Social systems

• A few others

Most of these strategies are about

building a potent network effect

The biggest challenge, however, is in changing

our thinking

The major shifts

• In who creates value (the network does)

• How much control we have over our businesses

• How intellectual property works

• Great increases in transparency and openness

• Open supply chains, community-based processes and relationships

2.0 models are transforming everything

• Product Development

• Marketing and Advertising

• Operations

• Customer Service

The network is proving to be the best solution for

many classes of problems

So how do were-imagine our products and services for the 2.0 era?

Challenges to Succeeding with 2.0

• Innovator’s Dilemma

• “How do we disrupt ourselves before our competition does?”

• Not-Invented Here

• Overly fearful of failure

• Deeply ingrained 1.0 environment

• Low level of 2.0 competency

What we often see in the marketplace today• Too many copy-cat products

• Failure of imagination and courage

• 2.0 concepts as an after-thought or tacked on as a “checklist” item

• Companies that pay lip service but are having trouble or unwilling to make 2.0 changes

The 1.0 world is having its own problems

• The time is right for change now more than ever before

• We all have to learn how to adapt quickly to new marketplace realities

• Something that the (successful parts) of network have been doing for a long time

We now have effective lenses through which to look at opportunities

online

• Push to pull systems

• Web 2.0 models

• New modes of software, platforms, and architectures

• Productivity-Oriented Platforms

• Web-Oriented Architecture

• New Distribution Models

Potential Reach Powerand Network Effect

(Lowest Cost Per Customer/Partner)

Web

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3.0

The new Web 2.0 era distributionmodels remain largely untapped

It’s time to changeour DNA

• Moving from the 20th century towards 21st century businesses

• Deeply understanding the network and its profound potential for creating growth and building value

• Putting 2.0 into the core of our lines of business

This will be hard

But the rewards are considerable

• Products and services that thrive

• Successful transition to a new marketplace

• Attaining of new, sustainable competitive advantage

• Resilience to future change and ongoing market evolution