1. Have a self-organization design. What was really different about Obama's organization? We're used to thinking about organizations in 20th century terms: do we design them to be tall, or flat?
But tall and flat are concepts built for an industrial era. They force us to think - spatially and literally - in two dimensions: tall organizations command unresponsively, and flat organizations respond uncontrollably.
Obama's organization blew past these orthodoxies: it was able to combine the virtues of both tall and flat organizations. How? By tapping the game-changing power of self-organization. Obama's organization was less tall or flat than spherical - a tightly controlled core, surrounded by self-organizing cells of volunteers, donors, contributors, and other participants at the fuzzy edges.




