My main character in Attenzi – a social business story, the CEO Eli Appel, has this to say over lunch with his chairman:
Good business is about cooperative and interdependent relationships, always has been, yet the humanity was lost when organizations scaled way up during the 20th Century. We want to make those relationships more human again, but the answer can’t be to scale it all back down. We have to scale something else up.
... No business can really get to be social in a meaningful and valuable way simply by indulging in social media or by slapping apps onto social devices or by subscribing to a social enterprise network.
Eli is referring here to the visceral difference between 'doing' social (bolted on) and 'being' social (built in), and you know which one you're on the receiving end of in any given situation right? Read more