Posts Tagged IBM

The Near and Distant Future of IBM Connect 2016

Opportunity from OGS
Over the past few weeks I’ve been reflecting on my experience from IBM Connect 2016, working to synthesize what I saw, what I think about what IBM presented and how I believe it impacts our future. The conference on the whole was well done, with some changes from years past, a new venue, a new format for some of the sessions and of course some new themes for this new era. While the origins of Connect were based in the ideology of Social Business and attached to the annual Lotusphere conference (i.e. collaboration centric), this theme today is part of a broader one around digital transformation, with more of an emphasis on how technology is enabling businesses to do things differently. In some ways new and in some ways more efficiently and in some ways just better.

My original definition of Social Business was bringing a holistic approach to unifying our thinking about internal and external operations, thinking about the interplay between collaboration and marketing. To this extent there was an emphasis on creating and enabling ‘moments’ – something we have been working on for a while in the Customer Experience Design world and which my friend Brian Solis wrote about deeply in his exceptional new book, X. While I saw these sessions listed in the program, I unfortunately did not make it to any of them so I can’t comment much on that here.  For a bit of fun I did go to a session offered by the IBM Design team which was a workshop on design thinking. Even that session was focused on employees rather than customers. They also had a great design and innovation lab setup where I got to speak directly to the product managers and designers behind the new products being showcased this year and yet to be announces products that may come in the future.

For those of you who know me and my work, you may recall my post on Social Business is Dead, or perhaps the one from my last Connect conference two years ago, Social Business isn’t Dead, It’s just _______ (hint, it’s largely Marketing though the concept is much deeper and more meaningful for those in the know). Regardless of the label or the meme you place on this era, the bottom line is that the pace of change in the market and the world is not only fast, it’s accelerating. As Darwin long ago said, it’s not just survival of the fittest, but about who is the quickest to adapt to a changing environment. This is the truth facing our world, our market and your company’s competitive position in it. Unfortunately, most larger organizations are not endowed with the sort of agility they need to thrive or perhaps even survive under these market conditions. But all hope is not lost here, in fact, it is in my view an even greater opportunity today then at the birth of the internet era for forward thinking organizations with courageous leadership to become market leaders.

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This tone was set early in the opening general session with Jason Silva touting the wonders of science and the potential we have to solve some of the most perplexing problems the world faces today. It was rounded out perfectly in the closing session with Erik Wahl igniting the crowd’s sense of possibility and the inherent power they each have to create, to be beautiful, to be courageous and to make a difference. I’m not using this hyerpbole lightly here. It was truly a great kickoff and close to wrap up a very solid conference. One I hope that IBM continues to host separately from its other conferences and expands upon in new ways.

While some may feel righteous in criticizing the conference for not showing enough of a vision of the future, it is important to remember that this is first and foremost a sales and educational conference, not a peek into a far flung future where every organization is self managing, relying heavily on independent contractors and surrounded with augmented reality. The main focus of IBM Connect this year was backing up Ginny Rometty’s push forward into Cognitive Computing and demonstrating what that concept means in more tangible terms. In this regards, as someone who helped lead strategy on the global deployment of a large Enterprise Social Network, I was very encouraged by what I saw from their Project Toscana.

IBMConnect-Toscana

I wouldn’t quite call Project Toscana a dashboard view of your work, but that is the closest metaphor we have today. In my view it is more of a smart command center that integrates all forms of communications, updates and insights into a more efficiently actionable context. While we were only shown early demos and I didn’t see actual product, I’ve been told by my close friends at IBM that they are indeed using early alpha versions of these products and even have mobile versions in their hands. From what I understand about software development from my own entrepreneurial life, nothing in what they have provided is beyond the realm of possibility so I trust this will be more widely deployed and available in the not too distant future.

What is exponentially more valuable about their approach to collaboration is the deep empathy of the design thinking that is at the core of the new offering. What do I mean by this? Well, not only is the information displayed in contextual clusters of relevant information and urgency of actions required, but Watson is parsing through the information deluge to simplify what I think of as administrative/computing minutiae in dozens of ways which cumulatively add up multiple work weeks of regained productivity for every employee. This is in many ways closely associated with some of the things I have been working on with my Alynd software, though I didn’t quite see what I have been trying to build yet, so I am still optimistic about my chances, though they are getting closer.

How does it enable people to regain so much ‘wasted’ time? How often do you receive a request for the latest version of some document and not quite recall where it is stored? Not only does the software recognize it as a document request, now, using Watson, Project Toscana auto suggests several documents you may wish to include in your reply. This alone would save me, as someone who is not the most organized with my numerous digital files across multiple projects, at least a couple hours per week. Another example is auto suggest replies and auto suggest actions, like approving a request for time off, or for a budget increase.  IBM calls this cognitive collaboration where my friend and colleague Alan Lepofsky refers to this as assisted collaboration (read his excellent recap post on Connect here). Whatever you call it, it is IMHO, finally delivering on the original promises of IT to deliver exponential productivity gains. More importantly, it enables your smartest employees to focus on contributing their real value to the company and not spending their time searching around their computers or reading through poorly worded overly long emails.

Perhaps even one day it will take a long post like this one I just wrote and boil it down to a more concise version enabling you to get a personalized version that emphasize the things you are most interested in learning instead of having to read it all the way through!

While IBM Connect did a great job of demonstrating the art of the possible over the next year, I would love it if IBM would invest in painting a picture of a more mid term future, of what collaboration and marketing will look like in 5-10 years with new organizational structures and the extensions of current trends. If you could see what I’ve been shown, you would be seriously impressed with the great work going on in their research labs being developed by great engineers that never get the benefit of a business focused narrative beyond explaining their functions and features. To this extent I want to propose to my friends at IBM that we invest in producing a video series on the future of work more in the spirit of Corning’s A Day Made of Glass videos. I know the futurists who really have a vision for a #NewWayToWork who would make the perfect team to produce it…

After returning home I joined fellow IBM Futurists Brian Moran and Dion Hinchcliffe for a recap show on Blab which I’ve been slowly working to edit down into component pieces. It’s truly a terrific conversation covering the conference itself, cognitive collaboration, privacy and so much more. If you have any questions about what I saw at the conference, or would like to share your thoughts, please do so in the comments below.

I’ve really been searching for some criticism or constructive feedback to provide, but I have to stretch. I’m not an unadulterated fan boy by any means, but I sincerely believe their long term approach to restructuring their products and their teams, especially now with the placement of Inhi Cho Shu as General Manager of Collaboration Solutions, looks like it is starting to pay off. Of course this hasn’t shown itself well in the financials yet, and I am not a market analyst per se, but I believe it will. They are hiring the right people (like friends Neville Hobson, Julio Fernandez, Alex de Carvalho, Andy Jankowski and others), bringing the right approach with their all star Design team and listening to the market (and people like me). That said, it is still hard to navigate the company to get things done and they still haven’t shaken off the perception of pitching vaporware and lacking details on product announcements, but they are making progress.

My bottom line is that I have found IBM to be full of smart people who care passionately about what they do and are striving to do the right things despite having the weight of a large company structure and an organizational culture that inhibits expedient progress in an increasingly fast moving market. For now, I’m happy to continue my relationship with them and hold onto the hope that my insights will positively influence their direction and the better outcomes we need in the market to advance society towards the #betterworld I have long envisioned.

Want to talk more? Come talk to me next week in Las Vegas while I am there for IBM Interconnect.

Disclosure: I am an IBM Futurist. One of the few who are participants in both their #NewWayToWork and #NewWayToEngage programs. They don’t pay me for this, but they do pay for my travel, take me out to nice dinners and feature me as an expert/futurist in their online media in exchange for my honest unfettered opinions and insights. They did pay to sponsor my Customer Experience podcast series, CXDNow. I also formerly represented Deloitte Consulting on the IBM Social Business Council. This has provided me a level of access to what they are dong today and what they are developing in their research labs.

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A Week of Progress, Hope and Friendship in DC

Washington DC
What an awesome week in DC. As an IBM Futurist (influencer, amplifier, thinker, whatever), they often invite me to attend various conferences and events to learn, to ‘report’ via social media and to help stimulate conversations with the participants who are usually IBMers, customers and potential customers. This trip was part of the #NewWayToWork tour they are producing, so they pay for the travel expenses and I get to just be myself and speak my mind. They ask for some pics and tweets, which I would do anyway, and they promote my work in support of the broader social media amplification of the brand and their forward thinking positions. More on the event this week in a little bit, as I want to recap what made it so awesome for me and my projects personally.

The New Way to Work event was just one of several highlights as I made the most of the travel opportunity to talk to more people about my community collaboration software, Will Someone. I was also working to line up some strategic consulting gigs, to fuel more development of the software, to host a kickoff BrainJam for We Are the Solution and spent time catching up with old friends and making new ones.

I started the week off by diving into the great community that Nicole Patrice has formed over the years, including her colleague Ross Buntrock, who was gracious enough to let me stay on his couch for the one night not covered by IBM. They are working on something that is simply stellar, but nothing to share about it just yet. I got to catch up with Cyrus Radfar who was in town from SF, out on the road like me meeting people to help grow his company, Kapuno. Then we had this sumptuous fall meal that Nicole prepared and great conversation for hours over some great wine with a bunch of folks in town for a Nature Conservancy event, many of whom are an integral part of the Summit community.

I’ve started privately sharing information on the first major project we are working to undertake surrounding We Are The Solution, the non-profit community organization we have recently launched. I was particularly inspired and found great hope in talking to Wayne Price, the original Summit documentarian, who is just an awesome human being, who just happens to live in the East Bay, not too far from my home. Then I got into a great conversation with Margot Machol about her upcoming book where she interviewed something like 60 entrepreneurs and their mothers. Apparently, they all share what I was fortunate to have, a mother who instilled a deep belief that we could do anything. I think she’s going to be doing some cool things hopefully with Blab now that I introduced her to the concept, but still lots to discuss ahead of the book launch.

Before heading off the next morning to a meeting with my old friend, advisor and hopefully soon to be team mate, Thomas Vander Wal, Nicole, Ross and Rick were gracious enough to listen to my vision for Will Someone and the broader ecosystem we are building. Thomas and I reviewed our nextgen plans for Will Someone, caught up on life, other work and our usual reminiscing about what we tried to create in 1999 around conversational intelligence with Conversal. After our conversation, I had a chance to go have lunch with one of my fraternity brothers and finally eat at the new Exchange, our old college bar.

Rushing from there back to the hotel and being stymied by a few administrative snafus, I finally got into my room in time to interview Doug Foulds as part of my new #CXDNow series on Customer Experience Design. This is something they are paying me for, sponsoring the show, so I was a bit anxious before the show and a bit more when we kept hitting some technical challenges during the show, but as usual, it worked out great. 

With only a few moments rest, I took care of some other work and took an Uber into Georgetown for a super high quality entrepreneur networking event. Tons of smart people, quick chat with Nicole to introduce her to someone working on cool related tech, a connection for one of my Wearable World mentorees and a great conversation with several other startup founders. I was hoping to go down to Fatoush to relive the late night mumchie quashing Fatoush Gyro, but apparently, its closed now, so I just ate some Kebobs and headed home to get some work done and get some rest.

New Way to Work DC - Chris Heuer and Mark Babbit in Marketing Track

I woke up refreshed to head to the US Institute of Peace for the IBM New Way to Work Event. At the last minute the day before, they asked myself and Mark Babbit to participate in a fireside chat format event on the marketing track. Really grateful for having a chance to spend more time with him, he’s wise, smart, cool and just a great guy to hang around. Apparently we did a pretty good job, you can see a pic of us and the graphic recording that was made of our discussion below. When people were leaving, they were apparently quite impressed and amazed at how rich the workshop was. That it wasn’t just a typical sales pitch, but instead a real conversation with inspiration, solid strategy and even tactical advice. Several remarked that they were kind of bummed about how tough things had gotten but were feeling energized and inspired to go back to work and create change. #GoalAccomplished

After the event, we had a great lunch with Mark and Adriana Zegarelli where I learned how organizations thrive by going “Beyond Budgeting” from our other lunch mate Steve Player, Steve is a super smart guy who is also a fan of the work of Doug Kirkpatrick and the Self Management Institute. I then headed to a couple of meetings with my friends at the US State Department down the street to catch up and talk digital diplomacy. It turns out that the Gov2Gov event that Lovisa Williams and I hosted in 2009 with Dominick Campbell and our ‘special friends’ in the Canadian Embassy over in London inspired a thing of its own, the Digital Diplomacy Coalition. So cool. I so often think I’ve accomplished nothing in my life so far, but this week I was reminded of all the ways I really have made a contribution to the world which really has me psyched for all the great stuff to come. After catching up with Lovisa, I was able to reconnect again with Archana Poddar who also works at the State Department and get her insights on a few projects I am developing. Awesome people working to make government better.

From here I ran into the evening, first with a stop for happy hour Oysters at the Old Ebbits Grill with Mark Babbitt, then for a quick catchup at The Hamilton with my old boss from the US Mint (wrote a bit about her and my time there recently), and finally to catch up with another one of my fraternity brothers, Andrew Keenan to talk life, politics, beers and social activism. Afterwards, I stopped by my favorite DC restaurant, Zaytinya, shhh don’t tell anyone how great it is. Then off to the hotel to get all the video editing for #CXDNow now and publish the blog post.

With only a few hours sleep, I headed off to Busboys and Poets to host the first BrainJam for We Are The Solution. Almost 10 years ago, we held one of the first BrainJams in DC. We had several people cancel, but with the 5 of us who were there, including Todd Tweedy who was at the first one, it actually worked out quite well, with everyone getting something meaningful. There is amazing power in our focus question – “What are you trying to accomplish? How can I help?” It proved itself in DC, and I can’t wait to see more of them happening in DC, across the country and even around the world.

Special thanks to Todd and Audience Machine for sponsoring breakfast. Kathy Chamberlain for letting us know about all the other great things already happening in DC that is similar, including the Social Enterprise DC group. Ricardo Abella for participating and sharing his story. Special thanks to Alexandra Long, who was at the IBM event the day before and gave me inspiration to keep going, to let me know that my stories and insights were making a difference. Even greater still, for her volunteering to help create the Journey Map for We Are The Solution that we are building as one of the practical how to segments of the #CXDNow series.

Towards the end, Nicole Patrice was able to join us and serve as a living breathing human example of the sort of impact we had previously with Social Media Club by inspiring people all over the country to convene their tribes, to embrace our mantra, “If you get it, share it”. Hearing her tell everyone about her experience traveling around the country and connecting with local SMC chapters, was a big part of my realization that while what I hoped to create didn’t fully manifest, what SMC produce was not only meaningful, but a beautiful expression of my original intent.

By the time I had finished sharing a full demo of what we built with Alynd, she had already introduced to me to three of her Summit friends. From Busboys and Poets, I headed over to Teaism for lunch with my dear friend and former coworker Sacha Cohen. After getting back to the hotel, I ended up connecting with one of Nicole’s suggested contact’s, Tyler Kellogg, who traveled across country helping people in a similar spirit of what I have been striving towards, but in human to human contact at a very personal level. You can hear more of his inspiring story here from his TEDx talk in Greenville.

So then it was off to the airport and onto the plane where I wrote up the highlights of this crazy week in DC, the epicenter once again for a massive change in my life. A week where I have truly lived my true purpose for this life, a life that is much more important then my experience of it, but which is also just pretty amazing, filled with amazing friends, crazy big dreams of a better world and the sort of hope that we can be the change we want to see, and ultimately see that change manifest in the world.

The time is now. You too can make a difference. So what’s stopping you?

Over the coming weeks, perhaps you can join us as we host more BrainJams in support of We Are The Solution. Check out these dates and if you can, come help us help you to make the world the best it can be, because while WE face many challenges, we are the solution to it all. If you are interested in helping, simply comment here or head over to the web site and subscribe to our Newsletter and we will invite you into our Slack group.

  • San Francisco – October 22, 2015
  • London, UK – October 30, 2015
  • Dublin, Ireland – November 5, 2015 (during Web Summit)
  • Bilbao, Spain – November 18, 2015 (during EEC)

 

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The Slow Rise of the Customer Experience Designer & Architect #CXDNow

The Slow Rise of the Customer Experience Designer & Architect aka, “Why Chris Heuer is focusing on CX and the role of Holistic Strategy”
In 1999, the full impact of the nascent digital revolution was just finally being realized. The vision of the future I first saw 5 years previously, when I launched my first “dotcom” and interactive agency, was starting to become reality. With a new baseline for the status quo, everyone was beginning to have visions of what might come next – mobile, interactive tv and ubiquitous networked computing. Through my position as the Chief of eBusiness at the United States Mint, I began to connect with the Fast Company community more deeply after being a reader from issue #2. It was then that I discovered “The Experience Economy” and began to really think differently about marketing and engagement.

At the time, filling the marketing funnel was focused on advertising, a bit about PR, and increasingly about being an interactive lean forward experience instead of a lean back media experience. I had some marketing experience, some ad sales experience and a lot of common sense, which was still considered unconventional wisdom by most. I had also learned of the power of “Virtual Community” from Howard Rheingold’s fantastic book that introduced me to the power of ‘social media’ in the form of human connection through computer mediated communications. All of these experiences and visions of our future coalesced that year when I was charged with the marketing and growth of numismatics through electronic channels. I thought, “how the heck can I grow the market for coin collecting?”

There were a few obvious things, like reaching out to children and those interested in history. I tried to develop communities on the various portals, but could never convince the marketing boss to let us try to partner with Lycos or Yahoo. In fact, I even failed to get an online advertising budget, even though we had Kermit the frog as our official ‘Spokesfrog’. The old guard was standing firm on this stuff, and it was my first real experience in trying (and failing) at corporate change management. We had some wins though, so it was a great experience overall, especially working with Michele Bartram who was (and still is) a pioneering leader who knew a bit more about how to play this silly game called office politics.

But for myself personally and professionally, it was a pivotal moment. In asking that question about how to grow the market, it lead me to thinking differently about the nature of the market itself. It’s when I developed what I then called the customer experience lifecycle, or what is now more commonly known as the customer journey. Not thinking about a particular segment, but thinking about how the whole world related to our products and the market as a whole.  Thinking about how we could change people’s behaviors in a positive way towards our offering and ultimately, buy more products and spread word of mouth. By figuring out what knowledge they needed to have and what experiences depending on the stage of the relationship, we could provide them value beyond the product and ensure that they were connected to more people like themselves. In so doing, we could develop loyalty and reinforce their interest in coin collecting to potentially maintain it as a life long hobby.

Customer Experience LIfecycle v.5

Simultaneously, we were seeing the rise of CRM, moving beyond list management and into the era of relationships. Unfortunately, as with most early movements, there was a lot more lip service to the idea of relationships, and early CRM was mostly focused on managing order history and tracking customer support. They spoke loftily of getting a 360 degree view of the customer, of combining Claritas demographic data to develop new insights that would feed the communications strategies and messaging content. All the while not realizing that fully embracing these principles would require that we provide customers a 360 degree view of the company first. Or as Patricia Seybold would say with Customers.com, “Provide your customers with all the information that they need to purchase and enjoy your products or services.” I knew then, as we all do now, that embracing such a concept would transform the market and society as a whole. To actually care about customers, what a concept!

So I started working on advancing a concept I called, “Holistic Business Strategy“, thinking more about the whole of the business then any of its siloed parts. Years later, I saw similar thinking in what Robert Scoble called “the contextualizers,” people who could put aspects of the business in context to develop greater understanding of both strategies and operations to improve the bottom line. But at the time, holistic was more closely associated with hippies, crystals and ayurveda than serious business. In fact, despite my article from 2011, “The Time has come for Holistic Business Strategy,” the time has still not come – at least not fully. Instead, the concept has arisen in the form of Customer Experience, Journey Mapping and Design Thinking using an ‘outside in’ approach. Same thinking, same impetus, similar executions, different language.

While my concept of the customer experience lifecycle was not leveraged by the US Mint in the way that I had hoped, I was able to convince the COO of Palm, Alan Kessler, when we were both speaking at PC Expo in 2000. That lead to a multi-year relationship with Palm, where I worked with a stellar web team, the majority of whom I still stay in contact with today. During that time I became friends and worked closely with Rick Wootten, who had a similar understanding of a modern approach to marketing and a similar desire to get beyond interruption based advertising. We saw greater power in the development of content that would help people move along their journeys and build closer relationships with the company and its products.

After a long courtship, I secured a contract to not only help Palm build a platform for the Palm Economy, but to also develop a next generation content management system that would in essence be driven by the strategic principles inherent in what I had then come to call “The Customer Strategy.”

This is why I was excited to see a demo of the future looking Customer Journey Designer product from IBM back in May 2015, at the IBM Amplify conference in San Diego where I was invited as a #NewWayToEngage influencer. To see the vision of a journey mapping product that not only served the purpose of enabling people from across a company to better collaborate in service of their customers needs, but also to serve as a dashboard to monitor execution and optimize spending in near real time. It was, as Olivier Blanchard wrote “the marketing management solution we have all dreamed of.”

Naturally, I was beyond excited and sought to learn more. It is then that I discovered that the product was still in development and hopefully would begin with availability in the fall. So when the influencer program managers reached out to me to meet with the product management team in early September, I jumped at the chance. For all the conference invites and travel IBM provides through the program, the main compensation is the access and the extra promotion of my independent work and words. Given that they were going to pay me for a few hours of consulting to share some of these experiences and insights I have developed over the past 16 years, I was particularly excited. Not only to see something I have been thinking about come to life, but to in some small way contribute to it, to be a part of it. Well, that’s just cool.

It was then that I saw the first demo of the Journey Designer product, which is now available for free to everyone, and had a chance to discuss the vision for the product strategy and road map with Doug Foulds and his team. As he told me during that call, “we have humble beginnings in front of us, and are looking for practitioners to go on this journey with us.” This reinforced what I’ve come to learn over the last several years through my relationship and interactions with them, this isn’t your father’s IBM. The nature of business is fundamentally transforming to a broader appreciation for the true nature of the ecosystem in which it operates and an understanding of the symbiotic relationship between companies, employees, customers, partners, and even competitors.

After that call, I huddled with some of the #NewWayToWork team and we discussed possible ways I might be able to work with them beyond simple advisory calls. Amy Tennison of IBM and Courtney Smith Kramer of PureMatter are not only smart people who I respect, they have also become good friends over the past couple of years through which I have been engaged in the program. So when Courtney suggested there might be sponsorship dollars available to more deeply explore this topic and share my insights with everyone through my blog, I realized that the time had come to actually share some of this story and to help ‘advance the field’ more broadly.

As with social media 10 years ago, I see Customer Experience Design as having it’s zeitgeist moment. Not only is this new Journey Designer product from IBM being released now, but my dear friend and colleague Brian Solis is launching his new book, “X – The Experience When Business Meets Design.” So as we went on the journey together to expand the proper use of social media by people around the world, so to are we serving to empower this next wave of business transformation with insights and inspiration. As I said to Courtney, “the time for Customer Experience Design is NOW!”. This is how I landed on the show being called #CXDNow.

Personally I am incredibly optimistic about where are going with this latest advancement to market engagement. Where it starts today with the IBM Journey Designer is as a simple design tool that enables people from across the company and their agencies to collaborate in real time on the development of a customer journey map. To lay out all the different phases of the customer journey and all the different touch points, campaigns and experiences that any customer might have across an omni-channel landscape. While it sounds simple, as you may have heard in my conversation with Brian Solis yesterday, the coordination of these activities requires a certain type of collaborative culture, and is often only happening in companies who have already undergone a digital transformation or modernized their culture for our current market. Although I can’t reveal where it goes from here due to the NDA I have signed with them, I can tell you that I hope to be a part of that journey in many ways, not only as a creator of sponsored media or a member of their influencer program, but as a user and perhaps one day, more.

Over the course of the next six weeks with #CXDNow, we will cover the gamut of topics that you need to know in order to leverage the power of Customer Experience Design. From the basics to the future. Together we will not only cover educational material, but we will also see how the principles are put into practice as I seek the advice of leading practitioners who we have invited as guests. Beginning on Wednesday at noon PST with an interview of IBM Journey Designer Product Manager Doug Foulds, we will more closely examine the current need for their product and understand the broader benefits of journey mapping for your customer experience.

This is an exciting time. For me, it’s been 16 years in the making. Not only do we have all the amazing insights Brian Solis has packed into his Book “X,” and the lessons learned from the IBM Journey Designer team, but by using Blab to record our shows, I will also have the opportunity to share more of the work I have been doing and have yet to publish. Perhaps more importantly, we will also get a chance to learn from you, so that we may accelerate and amplify the rise of the customer experience designer and architect for our mutual benefit, together. In so doing, we have a chance to go beyond paying lip service to customer centricity, and finally embrace what I call “radical customer empathy.”

Join us, with #CXDNow.

Disclosure: While IBM is sponsoring the #CXDNow series, the contents and opinions are purely my own. As a #NewWayToEngage and #NewWayToWork Futurist, IBM includes me in events like the upcoming #NWTW Tour and the #TEDatIBM event, amplifying my independent comments without directly influencing what I say in any way.

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Guiding Principles are the First Necessity – #TEDatIBM

Imagine A Better WorldCan you imagine a world where we could have such great trust in society that you no longer cared about your privacy? While some may already feel that way today, most of us could never imagine such a world, especially given what we have experienced over the past decade. At last year’s TED at IBM event, Marie Wallace addressed the challenge we face today in a brilliant speech with a very practical, evidence based solution in her talk, “Privacy by Design”. Her talk is where my belief that we should abandon hope of any true privacy was replaced by hope that there was a vital, and indeed better way.

In light of this year’s theme for TED at IBM being “Necessity and Invention”, I thought it important to revisit her talk and illuminate this topic from a fresh perspective. When it comes to the matter of privacy, Marie’s talk grounded me in the realization that our guiding principles are the first necessity. The theme, according to the conference web site reflects our common wisdom on the subject:

“Necessity is the mother of invention—or so we have been led to believe. We cannot help but suspect that our needs to create and to shape the world around us run much deeper than simple pragmatism.”

It’s true, it’s not pragmatism that is at the root of our inspiration to invent in my view, it is our ability to be imaginative, our ability to overcome challenges we face, our desire to not only survive, but to thrive. It is something innate in our very being. It is the unique combination of a bias towards action, a sense of greater purpose and a belief in our personal ability against all risks that drives many of us to invent. To create. To struggle against ‘the slings and arrows of outrageous fortune […] and by opposing end them’.

Unfortunately, as we have seen, particularly in the last century, absent a sense of true social responsibility, systems are designed and goods are brought to market out of a necessity that benefits a few at the expense of the many. All too often, it seems that data is being used to manipulate society broadly, and you specifically, instead of empowering us all.

Marie starts her talk with what I believe is one of the most powerful and important concepts of our modern era. It is also apparently from the Pope’s remarks last week during his US tour, a zeitgeist moment where many others are coming to this same realization. The idea that we can create a world by our own design, intentionally, not by inheritance or accident. As with the many lessons on life itself we have learned, we can choose to let it happen as it unfolds or we can direct it. So why not take an active role in shaping the world we’d like to see, and manifest it through thoughtful design. Today more than ever, this power is in our hands, not merely in the hands of a powerful few. But we must exercise it, not abdicate our rights out of a sense of helplessness. It’s a matter of intention and attention – do we want to create systems that are intentionally good for all, or to allow others to create systems that are used to manipulate us. Do we want to give attention and support to organizations and systems that are using their resources to manipulate us? I think not.

It is Marie Wallace’s central premise, that “How we approach privacy, will have the single greatest impact on [our future society].” It not only establishes the expectations of every human relative to their role in the market, but also their role in the work force. Will it continue to be based on suspicion and absent any meaningful degree of trust? Or could it instead be more trustworthy as a result? She and I agree in this case, it could be the latter, but it will take time and greater attention from us all in shaping this better future. As she said in her talk, “The reality is it doesn’t have to be like this. And I don’t think we want to live in a world where it will be like this.”

The alternative, is potentially pretty scary, to even the least educated of us on this subject, and perhaps even to the apathetic if they were to see how their data might be used to manipulate them instead of empower them. One of the examples she mentioned was relative to an organization learning from their data analytics that you had a problem with body image and this was used to sell you diet pills. Countering that approach, what if the system was open and transparent with you, and showed you the insights it generated and gave you options, not just taking advantage of your emotional state. It suggested healthier recipes, encouraged you to take a walk or to uplift your spirit and confidence. These are all possible with data analytics, but only if the controllers of the data and the insights are emboldened with positive intentions for you and society, instead of being motivated to sell you the most expensive diet pills on which they would make a profit.

Marie pointed out that even if you control your data with do not track and other mechanisms, there are still data leaks from one system to another that can provide companies with data you do not want them to have. Recently I was given a demo of a new product that did a deep personality profile on me based on my public social media presence. It developed a profile of my emotional state, and also my psychographic drivers. For many this is the holy grail of marketing, being able to tailor ads based on psychoanalysis to understand what motivates me and hit my ‘hot buttons’.

Indeed, there were a few things it suggested about my personality that were troubling, and many of which were flat our wrong because of how I have been managing my public image on Twitter proactively, and because of some recent #tweetfight I had. This is all data in the public domain, so I don’t necessarily have a problem with it, but I am concerned, as Marie is, about how others with less scrupulous intentions may use it. As a marketer, I am concerned about how a snapshot like the one it produced does not represent the whole of the person, and how even such advanced data analytics can still get it fundamentally wrong by basing such insights on a snapshot instead of the whole me and the deeper insights that would come from having a REAL Relationship with me.

Many will tell you that we need to accept all of this data is already out there and this is simply beyond our control. So the solution is to turn it off, to take ownership of our own data and to block advertising through our devices, as Apple recently enabled with the latest iOS update. But this is not a complete picture of the reality we face. As Marie points out, the current state is really a ‘privacy spaghetti’, or perhaps a ‘spaghetti monster’. We need to go to the root of the challenge and rethink our approach to this important topic from the ground up.

Which is exactly what she did in the IBM case study she shared on how they applied analytics to their vast trove of data generated from one of the oldest Enterprise Social Networks in existence. Instead of thinking of management and the employees as separate interests, she took the perspective of providing maximum value to all participants, not just the management. In taking the Privacy by Design approach, they built the foundation of their data analytics program rooted in privacy as a guiding principle that would rule all decisions and actions that followed, before writing a line of code.

In undertaking the project to better understand their employees, the IBM team embraced three core guiding principles. In my view, the pre-requisite before the invention.

  • A commitment to transparency and openness.
  • Embrace simplicity and ease of use.
  • Focus on personal empowerment.

By making these guidelines simple to understand and visible to all, they gave trust to gain trust. By giving employees actionable insights that would help them improve themselves as a principle benefit, and enabling them to choose whether or not to share those insights with others, it changed the dynamic of the relationship for the better in more ways then one. Still, management was given access to the aggregated analysis to understand the important trends, challenges and opportunities, but did not unnecessarily reveal the private details of a uniquely identifiable individual.

This resulted in a significant upside, the sort of upside that many of us have long been trying to prove to those who would choose to exploit the data instead of protecting and empowering individuals. According to Marie, “Demonstrating openness and transparency builds trust and it allows our users to engage more openly and freely with us and share more data. And more data means more value for them and for us. It’s a virtuous circle.” In short, their approach to Privacy by Design deepened their relationships with their employees. Instead of merely providing the other stakeholders with analytics, these deeper relationships provided increased engagement with interested employees that enabled the accomplishment of even more valuable outcomes.

To my original question – Can you imagine a world where we could have such great trust in society that you no longer cared about your privacy? I’d like to believe we could, by facilitating such transparency that we all knew what was available and where we had control over how it was being used. I’d like to intentionally design such a world, perhaps with you through my new community movement “We Are the Solution“. But in order to abandon my hope or interest in defending privacy, I first need greater confidence that unscrupulous people and companies who value profit above people are not able to use my data, or any data, in a manipulative way.

As you are probably keenly aware, this is not the world in which we live today. But it is a world we could design and build together if we choose to do so. As Scott Swhwaitzberg posits in “Trust me… there’s an app for that” the combination of technology and transparency can make this world a reality. But first, we need to ensure that no corporate desire trumps the guiding principles of our shared values across society. This is why the first necessity is to embrace a common set of guiding principles. This is why we must support organizations who share and operate under such values with our hands, hearts and wallets, and deny such support to those who don’t.

Watch Marie Wallace’s talk, “Privacy by Design” on YouTube, and visit the TED at IBM web site to learn more about the upcoming event.

DISCLOSURE:

Like many of you, I love the inspiration and big thinking that comes out of TED. It’s why I helped to produce BIL back in 2008 and why I spoke at BIL again in 2014. It’s a part of who I am, which is why I attend TEDx whenever I can (and hope to speak at a few next year) and why I was so grateful to be invited to TED at IBM last year and will be attending again on October 15, 2015 as their guest. This post, while not required of me in exchange for my invitation, was written as a part of the IBM New Way to Engage futurist program of which I am a part and is being promoted by IBM through that program. While they are paying to promote it in social media, the words above are completely my own, except as otherwise quoted, and do not reflect the position of IBM.

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Social Business Isn’t Dead, It’s ____________

Social Business Isn't Dead, It's Just MarketingHere at IBM Connect 2014 in Orlando this week I’ve had a epiphany. Or perhaps, I should say that I have actually come to face the facts I have long known to be true, yet tried to forget. Or rather, I tried to ignore the facts by imbuing my support for the bigger idea that is Social Business, with a greater aspect of my soul, and my aspiration for improving humanity. Yes, I still have aspirations for a smarter planet, a smarter workforce, a smarter city and a smarter, more informed citizenry (h/t to our friends at NPR as well as IBM there). But Social Business was barely ever alive, so it isn’t dead, it’s just a marketing slogan.


No, this does not mean that I am disavowing my claims from my earlier post, “Social Business is Dead, Long Live What’s Next”. So, if you are one of the zealots hoping I have had a change of heart, you will be disappointed by what’s written here, yet I will encourage you to read on despite our disagreement. I suspect we agree more then you may even know, yet are still clinging hopefully to the symbols of these two words and the higher meaning it portends.


What I have come to realize by listening to sessions here, talking to consultants, asking analysts and speaking to real world users of the suite of technologies IBM calls Social Business  is what many have known all along, and what few evangelists are willing to accept: Social Business isn’t a solution to a company’s problem; it is an aspiration. Hence, the need for such energetic and strong willed evangelism. As I came to realize long ago, great products aren’t sold, they are bought. Which is why advertising is the tax companies pay for incomplete or poorly designed products. (let’s leave aside solution selling from this discussion for now please, as that is different)


When I recommended to my colleagues at Deloitte Consulting, at the start of my job in early 2011, that we pursue Social Business as our focus, instead of Social Media, it was based on an assumption I had made and an understanding that social media was the realm of creative and communications agencies more then consultants. It was an assumption that I now realize was only partially correct,  which was based on an incomplete understanding of the facts I used as the basis to make that recommendation. Yes, I made that decision in large part because of the marketing muscle and might that IBM was putting behind Social Business as much as their prior success touting eBusiness, but it’s also based on what I learned from advocating and educating people about Social Media.


At the time, I argued that we needed to call it SOCIAL media and not new media, and not, as my friend and respected colleague Steve Rubel argued, to just call it media. My reason was that we needed to accentuate and call attention to what was different about it: it was social, involving people sharing, and participating in conversations in public spaces. It has taken about seven years since those arguments in my opinion to reach the point that we can actually mostly just call it media now (though I am not opposed to calling it social media), but surely that realization has been evident for many months if not longer to many of you.


Perhaps with Social Business, the cycle has accelerated and we have reached the point where extra differentiation or attention on the social aspect isn’t needed even faster then before. The one thing I keep hearing in the keynotes, in the hallways and in my discussions with leading analysts is that most of what we are talking about is just BUSINESS. It was always intended to be about the new way we should be doing business. It was abut leaving behind the exploitative ways of old to embrace more efficient, more effective and more human aspects underlying the engine of our economy.


To this end, we do need a label, a symbol or a banner to rally behind; hence, we do need to call it something. That was really the point behind my Social Business is Dead post, to seek out and perhaps discover a better phrase. But none have materialized, and no appropriate alternatives that encompass the ideals has been suggested yet, though several exist which are at least partially true. This is why I don’t mind if we keep calling it Social Business. Or, that you might call it the Postdigital Enterprise. Or, if we talk about operating in the collaborative economy. 


There are probably few things I wouldn’t want it to be called, but my mind is mostly open. It’s a big transformation for the world, and that requires a big tent where thinkers and pundits and leaders can connect the proverbial dots and go about letting people see it as they do from their perspective, calling it whatever makes the most sense to them.


Leaders, particularly in large, conservative, publicly traded companies are not ones to buy something because they’ve been told it will make them feel better, they want solutions to their problems and clear proven advantages that will help them grow profitability and market share. But still, some very smart people I have met and have known still think a social business is one that participates in social media spaces effectively with their customers, responding to tweets that might otherwise tarnish their reputation if they aren’t there fast enough. Truth is, as it has been designed, social business is much more then that – it is, as several speakers yesterday said proudly, “not something you do, but a way you are”.


As I talked with colleagues here this week after I realized Social Business isn’t dead, it’s a marketing slogan, there was some head nodding and some very light resistance – but not much. There is nothing inherently wrong with that, and while it may be off-putting to some, it is actually just a label applied to a view of how the world should operate for the benefit of everyone, where organizations work to create shared value for our society. One society, under god, with liberty, justice and equal opportunity for all.


And in that spirit of freedom, I won’t mind if my colleagues and friends keep calling it Social Business, as even I do from time to time. But I will be on the lookout for a better symbol and phrase for the foreseeable future. Because as those speakers has been saying, and as I have been hoping, its more then a set of tools, its a way of being that is different than most managers in the old world can even comprehend.


That is worthy of our efforts, and worthy of marketing dollars to help shift that change, but its also worthy of us going way beyond the marketing, the messaging and the dogfooding, to find ways to help more leaders wake up to the new world order. It requires us to convene conversations that really matter like the one I had with Rudy Karsan in the press conference after Monday’s opening general session. (will share audio shortly)


What it takes is more conversations like the one we will be hosting at our next Work Hackers Salon later in February with Charlene Li at Altimeter Group’s Hangar. If you are in the Bay Area, I hope you can make it to talk to us about the fight of our lives, the fight for defining the future of work and ensuring it has a bigger soul that will drive an even bigger wallet.

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