Adaptation: The Key to Become a Socially Integrated Enterprise

Gran Canaria - Artenara in the SpringEarlier on in the week, my good friend, Eric Zigus, put together a rather thought provoking blog post that surely has got me thinking big time about the whole topic of adoption of Social / Open Business and about the different techniques that fellow practitioners get to employ to help other knowledge workers embrace new technologies, whatever those may well be. In Adoption via Peer Pressure? Eric comes forward to suggest that driving adoption through peer pressure, if done properly, could surely help out in the long run. Well, at some point in time in the recent past I may have agreed with him that would be the case, but, if I judge from my own experiences in the last year or two, I am not so sure myself anymore about it. I am thinking we may need to aim bigger, and better, perhaps even more effectively, from driving into inspiring and from adoption into adaptation, if we would want it to be successful. 

Over the course of the last couple of years there has been plenty, and rather extensive, literature (along with some pretty interesting and insightful frameworks) shared across all over the place about the whole topic of social networking for business and its wider adoption beyond just the initial wave of early adopters, even behind the firewall with social intranets. We have seen lots of very interesting reflections about its very own adoption as a new kind of digital literacy we all need to start getting comfortable with (to the point where it seems to justify everything to no end, some times even ignoring what matters the most, i.e. business performance); or about its own transformation journey even for managers and leaders (who, if not engaged properly, could surely slow things down tremendously); or about plenty of rather interesting and relevant trends on digital adoption

Perhaps, even, how social / open business adoption may stink (if done incorrectly); how it may well all be about removing certain roadblocks and plenty of other obstacles, never mind the ever growing list of rather intriguing challenges; how it may well be all about putting people first (technology second); how certain big words like culture,  empathy are back into the game (the only game, for that matter, if you look deep enough into it), along with looking into the soft side of things to make it work; how incentivising practitioners may well do it (More on this one later on, I am sure, since it’s been one of my major pet peeves on the topic for a long while now, and I am really glad I am not the only one…); how building it and they will come is no longer going to be good enough at this point in time in order to keep up the momentum making it self-sustainable; how it’s all about perhaps defining a good number of personas to establish some specific roles and responsibilities, to the point where it’s been highlighted how even community managers may be critical for that successful adoption (or rather the opposite); and eventually how social business adoption is a whole lot more organic than what vast majority of people may have thought about all along. 

Phew! Social Business Adoption is, indeed, a topic that truly fascinates me to no end, since forever, as you can see from all of the various areas it covers as mentioned above with the different links to plenty, and rather interesting, reads I have gone through over time. And I am pretty sure there are plenty more materials about it out there, all over the place, that I would certainly love to read on more about them, if you care to leave your favourite picks in the comments. I have always felt though it’s right at the heart of the matter in terms of helping businesses provoke their own transformation in order to survive on the Connection Economy of the 21st century, where, as I have mentioned in the recent past, we are transitioning from having lived through the scarcity of knowledge stocks into the abundance of knowledge flows.

But I am no longer certain that (social) peer pressure would eventually help much with those adoption efforts. In fact, lately, I am inclined to think that we may all be much better off if we stop talking about driving adoption and instead we switch over to inspiring adaptation, because that’s eventually what we, social business evangelists, have been doing all along: inspiring / modelling new behaviours, a new mindset, to help fellow knowledge workers adapt to a new way of working by becoming more open, public, transparent, engaged, collaborative, in short, trustworthy, in what we do. And, I am starting to think that peer pressure, if anything, is not going to help much. Rather the opposite. It will re-introduce a behaviour that we are all far too familiar with from previous decades and that we all thought we had left behind for good: (unhealthy) competition. 

Over the course of the last few months, specially, since I moved into this new job role as Lead Social Business Enabler, I have come to realise, big time, that adoption is hard, specially, if you move beyond the initial first waves of early adopters and you get a deep touch with reality. Adoption works in mysterious ways. It’s a tough job. It’s an art in need of craftsmanship. You know, acquiring new habits is not an easy thing to do, specially, when your natural inclination is that one of defaulting to what you are used to, what you have been doing over the course of the years, through traditional collaborative tools, whatever those may well be. And on top of that, never mind the massive work pressures most knowledge workers are currently going under, here comes another one: peer pressure, specially, the higher you go into the organisation, that’s preventing those practitioners to experience the main benefits of social networking in a business context. As if they didn’t have enough already!

Fear is a powerful factor that should not be ignored, nor neglected, more than anything else, because it’s the main element that gets added into the mix when embracing peer pressure. Practitioners would always be a bit reluctant to want to enter the digital world, if they would be fearful to try, to play and learn, perhaps even to fail or make mistakes, in case of being ridiculed by that social pressure of their own peers. So what do they do? They switched off, before they even try. 

That’s essentially the main reason why I don’t think that peer pressure would help much in our adoption efforts. What you would want to inspire within your organisation is an opportunity to explore, to reflect, to challenge the status quo of how certain things happen at the workplace in order to make things better and improve. You would want to figure out whether you can apply some of your already existing day to day use cases, i.e. your tasks and activities to a new mentality, a new mindset, a new set of behaviours with a not too steep learning curve, so impact of change would still be meaningful. And, as such, I just can’t see how peer pressure could help. I am starting to question whether even healthy peer pressure would help much in the long run, specially, since that innate connotation of competition will be lingering around quite a bit. 

Lately, at work, I have got a tendency to attend a whole bunch of meetings, well, not really meetings like these ones, or these other ones, that my good friend Bertrand Duperrin would love to ditch for good (He surely has got my vote, too!), but different gatherings (I am still trying to find a name for them… any suggestions more than welcome, please!) that would be classified as education and enablement sessions, where I spend a good amount of time trying to understand people’s challenges and inhibitors, potential technical issues, business concerns, daily work habits, productivity pain points, use cases they would want to explore further and what not and all along I have noticed how I have shifted the conversations myself away from adoption and into adaptation, because that’s essentially what I am aiming at: helping other knowledge workers adapt to a new way of doing business by opening up and becoming more transparent and engaged to help accelerate their own decision making process to innovate.

And it’s been a fascinating journey all along, because, eventually, the focus is on modelling new behaviours, new ways of interacting, of conversing, of opening up, of helping and caring for one another getting work done, understanding we are all in this journey to provoke our very own transformation, and, certainly, harmful items like competition, knowledge hoarding, corporate politics and bullying, gamification (in whichever form and shape), busyness, extenuating work / peer pressures and whatever else are not very helpful in getting people to adapt to a brave new world: becoming a Socially Integrated Enterprise.

A few months back I wrote about transitioning from Adoption into Adaptation in order to achieve maximum impact to become a successful social / open business. I surely am glad that I am no longer the only one talking, or writing, about it anymore. Fast forward into the end of 2013 and, to me, walking the talk, leading by example, learning by doing, narrating your work, working out loud, challenging the status quo, etc. are plenty of the new mantras that matter in terms of helping inspire such transformation. It’s essentially right at the heart of it, and I am no longer certain that carrying potentially bad habits from the 20th century (like those pressures or harmful items I mentioned above) into today’s business world is going to help us achieve our goals. Let’s leave out all of those different types of (work) pressure(s) and get down to work

We still have got a lot to achieve and somehow I am starting to sense, rather strongly, that adaptation will be much more effective than adoption. It’s just a matter of adjusting accordingly, because, you know, language matters, after all.

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3 Comments »

  • Oh Luis! You are going to love a white paper Joachim wrote on this very topic. “Towards Higher Rates of Adoption for Social Business Platforms Through Adaptation and Exaptation.” It will be available very soon as we’re getting ready to launch the next version of our web site.

    I *love* this: “And it’s been a fascinating journey all along, because, eventually, the focus is on modelling new behaviours, new ways of interacting, of conversing, of opening up, of helping and caring for one another getting work done, understanding we are all in this journey to provoke our very own transformation, and, certainly, harmful items like competition, knowledge hoarding, corporate politics and bullying, gamification (in whichever form and shape), busyness, extenuating work / peer pressures and whatever else are not very helpful in getting people to adapt to a brave new world: becoming a Socially Integrated Enterprise.”

    Socially Integrated Enterprise! Nailed it.

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  • Ara Ohanian says:

    Luis, your phrase “inspiring adaptation” instead of “driving adoption” has inspired me! I’ll be using it shamelessly from here on. You’re right – language matters.

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  • […] his article “Adaptation: The Key to Become a Socially Integrated Enterprise”, Luis Suarez says : “Fear is a powerful factor that should not be ignored, nor neglected, more […]

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