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"When we talk about execution- achieving some business outcome- each of us has our own bias for how. Some of us think about who we will task with an assignment. Others, particularly if it is a game-changing initiative for our company, will begin to think about the team, the stakeholders and the initiative’s leadership. For this discussion, we are going to focus on the organizing structure which will most effectively achieve business outcomes. "
"So why is collaboration as rare as it is?
The short answer is that collaboration is dangerous. Inherently, collaboration says something is happening outside of one's immediate control. This by itself seems threatening to some, but there are several specific reasons why it appears dangerous:"
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Most people have built their careers — perhaps even their identity — on being the expert. They don't like feeling ignorant
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Role and responsibilities in the collaboration space tend not to be hierarchical; they are often fluid, changing from phase to phase of the work.
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"Neither social strategy nor social business can be tucked into a singular definition or layer. They happen at every level of a business, and need to be considered in the appropriate context."
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This is also where we need to focus on organizational alignment to ensure that everyone is functionally and intellectually moving in the same direction, and devoted to the discussion and education that requires.
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Execution
I think this is where we end up typically parking “social strategy”, but it’s one piece of what really is a much greater whole. These are the layers that realize the plan as it’s set out, but the real work in that side of things isn’t just in the delivery. It’s in the testing, the breaking, the mining of that process for learnings and insights that can be fed back into the system and used to improve or rejigger things as needed.
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"C'est le groupe des enfants du cours préparatoire qui, expérimentation après expérimentation, dépasse avec constance les trois autres groupes d'adultes bardés de diplômes de l'enseignement supérieur."
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C'est parce que les adultes ont été "formatés" pour conceptualiser la résolution de problème. A force d'insister sur le fait de réfléchir avant d'agir, ils ont intériorisé l'idée de trouver la solution d'un point de vue théorique avant de mettre les mains dans le cambouis. Pour eux, la séquence type de résolution du problème, c'est OPEO, soit, ORIENTATION -> PLANIFICATION -> EXECUTION -> OBSERVATION.
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"Imagine that you are a unit manager in an organisation, and your CEO comes to you and says: “We need to be more innovative – you’re in charge of making that happen.” What’s the first thing you should start thinking about?
In many cases, people in this situation go out to find tools that will help their organisation improve innovation. They set up communities of practice, or they buy a big software package designed to capture ideas, or they investigate technologies that support the innovation process. In other words, they try to figure out which tools they need to do the job.
This is wrong."
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When you’re trying to improve innovation, the first thing to consider is people. Who should be involved in our innovation processes?
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Once you’ve thought about people, then you need to think about innovation process. Innovation is not simply coming up with novel connections between ideas – that’s just the first step in a three-stage process. In addition to generating ideas, you need a system for selecting and developing the most promising ones, and once you have them working, you need to be able to get the ideas to spread so that people adopt your innovations.
"In this post, I want to describe what I saw at the conference, what I believe to be the missing components of the full Enterprise 2.0 picture, and also discuss how becoming "Driven to Perform" by understanding Strategy-Driven Execution is the best way to justify the value of Enterprise 2.0 in your organization.
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I believe a significant part of the problem that crops up in the Enterprise 2.0 value discussions stems from the fact that the champions of Enterprise 2.0 significantly underweight the complexity and pervasiveness of the existing information technologies in the enterprise and the reasons why these technologies evolved.
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They key activity steps of enterprise business processes embodied into today's ERP, CRM, SCM et al software, such order-to-cash, procure-to-pay, hire-to-retire, or record-to-report need to be highly structured for a variety of reasons, not the least of which is efficiency, their primary reason for being, but also for significant compliance concerns they address. I don't foresee a point any time in the near future where enterprises will leverage Enterprise 2.0 principles in the core of accounting, or payroll, or order management because there are serious risks to doing so for a business. These enterprise business processes are complicated enough without any unstructured processes surrounding in them, as you can see here in this offer creation process which we diagrammed in Driven to Perform in our chapter on Risk-Aware Marketing Performance Management.
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All of these engagements enabled me to learn the different nuances of each market and the current status of the markets use of social technology. In each case the fundamentals of engaging and listening to the market of conversations remained the same. The engagements were centric to helping the organization build an effective strategy and related tactics. In each case the one critical element that would determine the success of the proposed plan was the effective execution of the plan.
Will Management Buy Into The Plan?
In management, the ultimate measure of performance is the metric of management effectiveness which includes execution, or how well management’s plans are carried out by members of the organization. Execution is not a singular or silo process rather it encompasses the following attributes:
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Consider the brands who have tried to execute initiatives using social technology. The old 80/20 rule applies. 80% or more fail while 20% succeed. Why? Because 80% consider a Strategic 2.0 plan as a marketing initiative rather than a plan to transform the entire company into a “connected” organization 2.0 which leverages a Strategic 2.0 plan. Execution 2.0 requires a total organizational transformation.
Le mode de management devient du type "do & report", se rapproche de l’hyper-temps-réel des militaires (voir la guerre du Golfe)… définition des missions critiques et des domaines de validité des critères de réussite + autonomie des expertises + échanges multilatéraux engagés…
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la professionnalisation de tous les métiers conduit à la démultiplication des expertises; prendre la parole n’est plus un droit, c’est un devoir, une urgence absolue.
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Le mode de management devient du type "do & report", se rapproche de l’hyper-temps-réel des militaires (voir la guerre du Golfe)… définition des missions critiques et des domaines de validité des critères de réussite + autonomie des expertises + échanges multilatéraux engagés…
Let’s be realistic, Enterprise 2.0 seen as the sole center of the management revolution is a fallacy, the revolution happening to the enterprise is much more interesting than just the part of it related to web 2.0 elements even if I am one of those pretending that a good implementation of collaborative elements within the organization can bring a competitive advantage.
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In front of these issues the questions a CEO asks himself about his company are of three orders
1. Which strategy in times of uncertainty?
2. Which organization can provide a competitive advantage?
3. How to guarantee that execution will follow? -
Let’s not the blame of all the changes that corporations need to put in place on the web2.0‘s revolution only. The collaboration culture created within the society at large, at least at the Netgen level, is a fascinating element, and it is important to understand more deeply the practical implications it will have on management. Agreed and let’s go on working on it, but…
Let’s recognize that the changes required are actually much broader and much more interesting that the simple web 2.0 approach would let believe. Let’s work on them as a holistic system change, what actually is the very notion of paradigm shift.
This is how it basically goes: Split any of your critical success factor in to three parts: 1) Assets needed to manage the factor, 2) Capabilities - people - needed to execute the factor and 3) Systems (not IT) needed for managing the business process of that particular critical part.
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