11 Rules for Creating Value in the Social Era

In the Social Era, the idea is to get the general direction right and rely on feedback loops to iterate and adjust direction.[1]

Where the industrial era is oriented around the institution and its ability to create scale, the Social Era is oriented around how to formulate value with and by connected humans.

attracting and seducing consumers with a relevant, helpful, and unique point of view works better than shoving more messages into the already loud marketplace.

Instead of perfection and getting it right the first time, innovation can be continuous, and core rather than episodic.

Actionable exercise: Rather than making command and control a “bad” thing, discuss what areas need which controls. Then examine how more, if not most, areas and decisions can be distributed (and thus made radically more flexible).

The foundational element starts with celebrating each human and, more specifically, something I’ve termed onlyness.

Purpose is a better motivator than money. Money, while necessary, motivates neither the best people nor the best in people.

So the cost is that when you work with people, you need to take into account their shared ownership.

Where once usage came last, at the end of the marketing process, it is now more frequently starting the cycle.