I loved Groundswell (Josh Bernoff, Charlene Li). While little in the way of specific content was new to me at the time I read it, the book offered an organizing framework: an environmental snapshot, an articulation of changing practices, and specific strategies for embracing (and measuring) them – all of which gave me a coherent way to talk with colleagues and partners (including skeptics) about social technologies (more often called “social media” at the time). More importantly, colleagues and partners to whom I loaned or recommended Groundswell also liked it, and a few were inspired to take action.
A follow-up to Groundswell, Open Leadership is Charlene Li’s latest book (to be released today). While similar in structure – there’s a very practical kind of “roadmap” quality to it – Open Leadership is ultimately a more important contribution to modern organizational thought leadership and to the efforts of millions of people trying to apply open leadership in their own contexts.
First, it’s focused on leadership. While this might seem obvious from its title, there are thousands of books on leadership (Amazon lists over 61,000) that are really about a particular leader (e.g., Jack Welch), a leadership style, or characteristics of a collection of leaders. Far fewer interrogate the nature of leadership itself. This one does – simply, and in the context of broader social, cultural, economic, and environmental changes. Pointing to the rise of a “culture of sharing” that increased connectivity makes possible, uncomfortable territory for many leaders to be sure, Li states, “At a time when customers and employers are redefining how they make and maintain relationships with social technologies, it’s high time organizations rethink the foundations of business relationships as well.” Open Leadership reflects transformative thinking not just at the level of practice but about how people in organizations and their customers relate to one another.
Second, the book profiles not just private sector firms, but global charities (The Red Cross) and key government agencies (the US Navy and State Department) responsible for some of the world’s most important and dangerous work. This underscores the emphasis on leadership broadly – not just for firms selling products and services, but for all kinds of organizations and institutions.
Third, the “roadmap” chapters (assessments, choices, etc.) offer practical direction not just for CEOs, but for open leadership and social technology advocates at all levels in their organizations. While Li doesn’t quite come out and say it, Open Leadership is a manual for leading openly from wherever you are. I would like to have seen more (and more explicit) emphasis on leadership outside of a firm context (community level government, multiple organizations engaged in humanitarian work, etc.), but these cross-organizational and network-based models could make nice case studies in a future book?
So What is Open Leadership?
“Having the confidence and humility to give up the need to be in control while inspiring commitment from people to accomplish goals.”
There’s an important nuance here – giving up the need to be in control is different than giving up control. The critical point is that social technologies have shifted the landscape so fundamentally that leaders simply cannot exercise the kind of control over information and decision-making they once did. However, they can connect to and collaborate with more customers and partners than ever before, provide a platform for those customers to connect to one another (engaging the collective “we” in problem-solving), and facilitate meaningful relationships along the way.
Li identifies five rules of open leadership:
- Respect that your customers and employees have power.
- Share constantly to build trust.
- Nurture curiosity and humility.
- Hold openness accountable.
- Forgive failure.
And then the book delves into roadmap territory (10 elements, assessments, models, checklists, etc.), so you’ll have to pick it up for yourself to make use of them. Importantly, these chapters (more than half the book) frame choices. How open do you want to be? About what issues? What kind of structure supports the kind of openness you want to achieve?
If you are an aspiring open leader, these alone are worth the price of the book as they will prevent you from having to reinvent a wheel or two. [Note: The chapter on structuring openness provides sage advice, and a myriad of examples, but if you need more, a host of social media guidelines or policies is here on the Altimeter Group wiki].
A Closing Note
While many of the examples cited in the book (Best Buy, the Obama campaign, Cisco, Comcast, Ford, etc.) have been the subject of inquiry many times before, Open Leadership presents them as unfinished stories rather than tales of hero/ines. This does a couple of important things.
First, it strengthens the case for open leadership on the grounds that ever more connected markets, communities, firms, and people both accelerate change, and make it less predictable, a condition for which open communications and information-sharing systems are well-suited.
Second, it portrays leaders as learners for whom adapting to the changing technology environment is mission critical – not just “fun.” Whether it means blogging, tweeting, or platform building, these leaders are not only embracing these practices but making them central to their work.
Anyone who has ever stood in front of a room full of skeptics trying to explain what a wiki is must have cheered at Paul Levy’s defense of CEOs blogging. [If you haven't been in such a position, imagine yourself trying to convince someone like Justice Antonin Scalia that Twitter matters.]
Finally, and on a personal note, I don’t know Jeremiah Owyang, but I’ve been following him on Twitter for some time now. I also read his blog and catch one of his webinars or videos now and then. I appreciate the wisdom he’s shared and sense that I would like him. I was surprised by the story in the chapter on failure (now you’ve got to buy the book), and felt at once supportive of his effort to “get back on the horse” and less embarrassed by my own open mistakes. We’re all learners really. And social technologies, used well, help us share experiences so we all move forward faster.
That’s Open Leadership.
Note: This review is cross-posted on Networked Publics.
