JSB on social media, the cloud and the true purpose of business
John Seeley Brown (JSB) is a leading researcher, educator and writer on topics related to the organizational structures and technology that promote radical innovation. In today’s HBR article he explains that it’s much easier now for new ideas to come from “the edge,” or outside of the core business. In previous decades it was too expensive to set up the infrastructure to pursue radical business ideas. Today, cloud technology makes it very inexpensive to develop, prototype and pilot them. What’s more, social media can provide the personal relationships at the edge of organizations, that is outside of the core operations they currently depend on for profits and revenue.
I believe that social media will help create an ecosystem of edge organizations and their parent companies. To get a sense of what this might look like, think of IBM’s Jams platform for collaborative innovation. This evolution in the way companies innovate reflects a shift in nothing less than the purpose of the firm. The classical view is that the firm exists to minimize transaction costs. But John Hagel and I suspect that the firm has a new purpose — namely, to promote the development of talents and capabilities and thereby attract and retain the best in the ongoing wars for talent, and at the same time create an entrepreneurial culture that nurtures employees’ questing and connecting dispositions.
The purpose of a business is not narrowly economic, JSB maintains. Rather, it is to foster human creativity and connections. And technology is what makes those human connections possible. .




