“Fundamentally, if you try to build a conversation-powered corporation, technology can help you, but without dedicated leadership and an inclusive culture, it won’t happen.” The real goal, he says, should be a recognition that the flow of information has speeded up, and there’s no longer a clear line between “internal” and “external” communication. The new reality, he says, is about “feeling comfortable that you have a lot less control.” As we’ve transitioned to a knowledge economy, companies have to recognize that “knowledge workers are different than machines – they talk back.”
Years ago, says Groysberg, “It used to be the case that someone specializing in outside communications for a company could tell Wall Street the company was firing 5000 people and nobody inside the organization knew! But now, that email will find its way inside the organization.” In other words, your expectation should be full and rapid transparency.
Great posting and quotes from Harvard Business School professor Boris Groysberg on the era of transparency and dialogue, the area of Social Business. I was only struggling why the author decided for the headline Why CMOs should get used to less control. Because they are owning Corporote Communications?