Management Lessons on Web 2.0

March 16, 2009 by  

Thanks to KNOW Network here for the great summary of McKinsey’s suggestions here on how to make Web 2.0 work:

  1. The transformation to a bottom-up culture needs help from the top.
  2. The best uses come from users – but they require help to scale.
  3. What’s in the workflow is what gets used.
  4. Appeal to the participants’ egos and needs – not just their wallets.
  5. The right solution comes from the right participants.
  6. Balance the top-down and self-management of risk.

One of the chapters of the book I am currently co-authoring is entitled “Orchestration: The New Command and Control.” Frankly, it is one of the hardest chapters to write–because there are no easy answers. The concept of orchestration was put forth by Peter Drucker decades ago. But it is still very hard for most managers to achieve.

I do believe that it is through the technologies of Web 2.0 that the promise of orchestration, of a new approach to management will be realized. Please know that the reason for advocating this approach is not out of some Utopian view, it is a practical reaction to the fact that knowledge workers often have expertise that their bosses do not possess. The boss cannot tell them what to do. So if you want to get the most out of your knowledge workers–productivity, innovation and growth–you have to find new ways of “managing” or facilitating their work.

This list is a good attempt at outlining the challenge in this key aspect of 21st century management.

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