Tag Archives: Employees

The Human Capital Ledger

Accounting for Employee Knowledge and Skills

LAST UPDATED: November 20, 2025 at 12:43PM

The Human Capital Ledger

GUEST POST from Chateau G Pato

Every organization meticulously tracks its financial assets, inventory, and intellectual property. We have sophisticated systems for accounting for every dollar, every piece of equipment, every patent. Yet, the most valuable, dynamic asset in any knowledge-driven economy—the collective intelligence, skills, and experience of our employees—remains largely unaccounted for, relegated to static job descriptions or informal tribal knowledge. This profound oversight isn’t just an HR problem; it’s a strategic vulnerability costing companies dearly in lost innovation, inefficient project staffing, and a diminished ability to adapt to rapid market changes.

It’s time for a fundamental shift in how we perceive and manage our workforce: to introduce the concept of a Human Capital Ledger. Just as a financial ledger provides a clear, real-time view of monetary assets and liabilities, a Human Capital Ledger offers a dynamic, structured account of the knowledge, skills, and even passions resident within our workforce. This isn’t merely an HR tool; it’s a strategic imperative for any leader serious about human-centered innovation and organizational resilience in the 21st century.

The goal isn’t to commoditize human beings but to elevate our collective understanding of their diverse capabilities, unlocking latent potential and enabling organizations to deploy talent with unprecedented agility and purpose.

The Hidden Costs of Unaccounted Human Capital

When employee skills and knowledge are not transparently mapped and made discoverable, organizations suffer from a range of costly inefficiencies and missed opportunities:

  • Innovation Bottlenecks: Promising projects are stalled or fail because the right internal expertise isn’t easily discoverable or deployable across departmental silos.
  • Inefficient Staffing: Teams struggle to find individuals with niche skills, leading to expensive external hires when internal talent already exists, or inefficient, reactive upskilling.
  • Redundant Training: Multiple employees are trained in the same skill without knowing others already possess it, wasting valuable resources and time.
  • Disengaged Workforce: Employees with valuable, often hidden, skills feel overlooked, their full potential untapped, leading to frustration, lower morale, and ultimately, attrition.
  • Slow Adaptation: The organization struggles to pivot quickly to new market demands, technological shifts, or competitive threats because it lacks a clear, real-time view of its collective capability to learn and execute new strategies.

A Human Capital Ledger directly addresses these by transforming human capability into a transparent, actionable, and strategically managed asset.

Key Characteristics of an Effective Human Capital Ledger

Building a robust Human Capital Ledger requires moving beyond outdated HR databases and focusing on dynamic, actionable insights that empower both individuals and the organization:

  • Dynamic Skill Mapping: A continuously updated, granular mapping of individual skills, proficiencies (e.g., beginner, proficient, expert), and even demonstrated capabilities. This goes far beyond generic job titles to capture true expertise.
  • Experience & Project History: A rich record of projects contributed to, specific roles played, and tangible outcomes achieved, providing essential context for skills in action.
  • Learning Pathways & Interests: Documenting employee development goals, certifications, and expressed interests or passions, indicating potential future capabilities and areas for growth.
  • Searchable & Discoverable: Enabling leaders, project managers, and even employees themselves to easily search for specific skills, expertise, or project experiences across the entire organization.
  • Self-Maintained & Peer-Validated: A system that encourages employees to update and enrich their own profiles, potentially with peer validation or manager endorsement, to ensure accuracy and reduce HR administrative burden.
  • Privacy & Security-Centric: Designed with clear rules on data access and use, respecting employee privacy while maximizing organizational benefit and building trust.

Key Benefits for Innovation and Change

Implementing a Human Capital Ledger fundamentally transforms how organizations understand, manage, and deploy their talent, leading to significant competitive advantages and cultural shifts:

  • Accelerated Innovation: Rapidly form high-impact, cross-functional “Tiger Teams” by precisely identifying individuals with complementary, often hidden, skills across departments, dramatically shortening innovation cycles.
  • Strategic Workforce Planning: Proactively identify emerging skill gaps and critical dependencies, informing targeted training programs, strategic hiring, or agile re-skilling initiatives before they become crises.
  • Enhanced Employee Engagement: Employees feel genuinely valued when their full range of skills is recognized and utilized; they are empowered to seek projects that align with their interests, passions, and growth objectives.
  • Smarter Project Staffing: Optimize project success by precisely matching the right skills and experience to critical initiatives, reducing ramp-up time, minimizing risk, and increasing efficiency.
  • Improved Knowledge Transfer: Easily identify internal experts for mentoring, training, or documenting critical institutional knowledge, mitigating the risks of brain drain and ensuring continuity.
  • Agile Talent Deployment: Pivot quickly to new market opportunities or internal challenges by rapidly re-deploying existing talent with the exact capabilities required, fostering true organizational adaptability.

Case Study 1: The Global Consulting Firm and the Expert Rediscovery

Challenge: Redundant Expertise & Missed Project Opportunities

A global consulting firm, renowned for its expertise, often struggled to staff niche, high-value projects efficiently. Project leaders frequently hired expensive external contractors for specialized skills (e.g., specific industry regulations, emerging AI platforms) only to later discover an internal expert with the exact same proficiency working in a different, often distant, division. This led to wasted costs, project delays, and missed internal growth opportunities.

Human Capital Ledger Intervention:

The firm implemented a dynamic Human Capital Ledger, leveraging an enhanced internal social networking platform. Every consultant and staff member was encouraged (and incentivized) to create a detailed skill profile, listing technical proficiencies, industry knowledge, language capabilities, and even soft skills. Crucially, the system allowed for peer endorsements of skills and linked profiles directly to past project contributions and outcomes. A dedicated “Talent Scout” role was introduced to actively search this ledger for internal matches before external sourcing was considered.

The Human-Centered Lesson:

Within two years, external contractor spend for specialized skills dropped by 15%, equating to millions in savings. More importantly, internal project success rates increased as teams found the right internal experts faster. Consultants felt more valued, seeing their diverse skills recognized and utilized, leading to higher morale and reduced turnover. The ledger transformed talent management from a reactive, siloed process to a proactive, networked ecosystem, enabling the firm to surface hidden gems of human capital and strategically deploy its existing workforce with unparalleled precision.

Case Study 2: The Manufacturing Company and the Automation Upheaval

Challenge: Adapting to Rapid Automation & Skill Obsolescence

A traditional manufacturing company faced a strategic imperative to rapidly automate its factory floors. This meant many long-term employees’ manual labor skills were becoming obsolete, leading to significant anxiety, resistance to change, and potential layoffs. The company lacked a clear understanding of what transferable skills these employees possessed or their capacity for re-skilling into new roles.

Human Capital Ledger Intervention:

The company developed a Human Capital Ledger focused specifically on “re-skilling potential.” Beyond current job skills, it collected data on employees’ problem-solving aptitudes, willingness to learn new technologies, previous training (even outside work, like hobbyist interests), and expressed career interests. Using this rich qualitative and quantitative data, they identified a cohort of “automation-ready” employees—those with strong analytical skills or a passion for technology—who were offered intensive training programs for new roles in robot maintenance, data analysis, and automation programming. The ledger also helped leadership proactively identify which skills were rapidly becoming obsolete, enabling targeted planning for up-skilling others.

The Human-Centered Lesson:

This proactive, human-centered approach saved the company millions in potential severance and retraining costs, but more significantly, it retained invaluable institutional knowledge and significantly boosted employee morale and trust during a turbulent period. The ledger transformed a potential workforce crisis into a strategic re-skilling opportunity, demonstrating a profound commitment to its people. It proved that understanding the full spectrum of human capital, including potential and passion, is critical for navigating massive organizational change with empathy and efficiency, turning disruption into opportunity.

Building Your Human Capital Ledger: A Strategic Imperative

Implementing a Human Capital Ledger is a journey, not a destination. It requires a thoughtful investment in technology, an unwavering commitment to data integrity, and a culture that values transparency, continuous learning, and employee empowerment. Start small, learn quickly, and scale strategically:

  • Pilot in a Department or Project: Choose one department or a high-priority project to build out detailed, dynamic skill profiles, demonstrating early wins.
  • Focus on Critical Skills First: Identify the 5-10 strategic skills your organization desperately needs for future growth or current challenges and prioritize mapping those.
  • Empower Employees: Design a system that encourages and incentivizes individuals to take ownership over their profiles, updating them regularly, and seeking peer validation. Make it *their* tool for career growth.

By bringing the invisible wealth of human capability into clear, actionable view, the Human Capital Ledger empowers organizations to move with unprecedented agility, innovate with precision, and build a workforce that feels truly valued, engaged, and strategically indispensable. It’s not just better accounting; it’s the ultimate human-centered approach to unlocking organizational success and navigating the future of work.

“The most valuable asset isn’t on your balance sheet; it’s in the minds, hearts, and hands of your people. It’s time to account for it, not just manage it.” — Braden Kelley

Your first step towards building a Human Capital Ledger: Choose one specific, complex problem your team or organization is currently facing that requires diverse expertise. Instead of immediately looking outside or relying on formal titles, task a small group with identifying 3-5 existing employees (even in different departments or roles) who might possess unique, underutilized skills, experiences, or even passions that could contribute to solving that problem. Focus solely on their unlisted capabilities and how they could be creatively leveraged for an unexpected solution.

Extra Extra: Because innovation is all about change, Braden Kelley’s human-centered change methodology and tools are the best way to plan and execute the changes necessary to support your innovation and transformation efforts — all while literally getting everyone all on the same page for change. Find out more about the methodology and tools, including the book Charting Change by following the link. Be sure and download the TEN FREE TOOLS while you’re here.

Image credit: Pexels

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Ten Reasons to Hire an Innovation Keynote Speaker

Innovation Keynote Speaker Braden Kelley

Innovation Keynote Speakers are often misunderstood, maligned, and underutilized.

We have all been to many conferences, and heard many good (and bad) keynote and session speakers with a variety of styles (all of which are perfectly acceptable), including:

1. The Motivator

Say this public speaking style and most people will envision Bill Clinton, Tony Robbins, Steve Ballmer or someone like that. Notice that not all three examples are people you think of as full of boundless energy, that can be incredibly motivating. The motivator tries to connect on an emotional level with the audience and dial up the inspiration.

2. The Academic

This speaking style is nearly, but not completely synonymous with college professors and others in the “teaching” business. My personal style straddles between The Academic and The Storyteller. The Academic focuses on bringing compelling content and connecting with the intellect of the audience, bringing them tools and concepts that done well, are easy to grasp and use.

3. The Storyteller

The Storyteller makes a strong use of similes, metaphors, and stories to get their points across. Bill Clinton straddles the line between The Motivator and The Storyteller. Storytellers try to connect on an emotional level and along with The Academic, tend to dive deeper into their points than The Motivator or The Standup comedian. Personally I love good stories and funny pictures and so my personal T-shaped speaking style embraces bits of The Storyteller and The Standup Comedian as well.

4. The Standup Comedian

The Standup Comedian aims to keep the audience laughing, using humor to underscore and to make their points. Other than comedy writers or standup comedians, few speakers will rely on this as their primary style, but many will drift into this style from time to time.

As you might expect, all of these styles are perfectly valid as long as the content is solid and valuable, but the energy of The Motivator entices a lot of people and as you can imagine, this group does the most to both help and hurt people’s perceived value of keynote speakers. Sometimes The Motivator inspires people to action, and other times they are the equivalent of cotton candy, firing people up with weak content that they can’t do anything with.

So, if with public speaking, like other communication vehicles, content is king and all speaking styles are valid, then you need to find the right content, the right speaker, and have the right reasons for employing one.

With that in mind, let’s look at the…

Top 10 Reasons to Hire an Innovation Keynote Speaker

  1. To begin an honest dialog around the role of innovation in your organization’s future
  2. To help build/reinforce your common language of innovation
  3. To bring in fresh ideas to inspire fresh insights
  4. To bring additional perspectives to existing innovation conversations
  5. To lay the groundwork for building an innovation infrastructure
  6. To help reduce the fear of innovation in your organization
  7. To reinforce your commitment to innovation publicly to your employees
  8. To increase the energy for innovation in your company
  9. To inject fresh life into an existing innovation program
  10. To combine with an innovation workshop to build new innovation capabilities

Click the image to download as a PDF:

Ten Reasons to Hire an Innovation Speaker

This is of course, not a comprehensive list of the reasons that companies around the world find value in periodically bringing in an innovation keynote speaker to dialog with their employees. Some companies choose to achieve some of these objectives via the innovation keynote, and others by sponsoring innovation training programs, or by retaining an innovation thought leader in an advisory capacity to provide the same kind of external perspectives, input, insights, and diversity of thought.

So, whether you are a new innovation leader seeking guidance on how to get off on the right foot, or an experienced Chief Innovation Officer, VP of Innovation, or Innovation Director, I encourage you to consider having myself or another innovation keynote speaker or workshop leader as a guest from time to time. I know you’ll find value in it!

Book Innovation Speaker Braden Kelley for Your Event

Innovation Speaker Sheet for Braden Kelley

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Give the Gifts of Innovation and Change

Stoking Your Innovation Bonfire2015 is quickly coming to a close and perhaps you have a little bit of money left in your budget. What better way to spend it than to get everyone on your team a copy of the popular book Stoking Your Innovation Bonfire?

Getting everyone on your team (or in your organization) a copy of this five-star book from John Wiley & Sons will not only help build a common language for innovation in your team or organization, but will also help you identify and remove barriers to innovation and begin building a continuous innovation capability.

Download the sample chapter if you’re not already convinced the book will make a great gift. 😉

excel iconAnother great way to close out 2015 and prepare your team or organization for an innovative 2016 is to have everyone on your team or key people in your organization complete my innovation audit (free download).

Charting Change - Pre-Order NowAnd if you’re thinking that change is more what you need than innovation in 2016, then be sure and pre-order my next book Charting Change for your team and help beat the 70% change effort failure rate by spreading a more visual, collaborative way to plan change effort (or even projects) across your organization. Charting Change will start shipping in February and I have just released an advance purchase edition of the Change Planning Toolkit™.

Buy the Change Planning Toolkit™ NowNow you can buy the Change Planning Toolkit™ – Individual Bronze License – Advance Purchase Edition here on this web site before the book launches.

I’ve already made four of ten (4 of 10) free downloads available from the Change Planning Toolkit™ as my special gift to you. Be sure and download them here.

Accelerate your change and transformation success

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Is working smarter for suckers?

Work Smarter Manifesto

Last night I dreamed about the extremely unbalanced view of work in our societies, and woke up wondering whether working smarter is for suckers.

Why is that we lionize the workaholics among us and penalize those that find ways to be more efficient?

Why is that we say “thank you for working so hard” to someone who takes sixty hours to complete a task and penalize the person who figures out how to do it in twenty hours by giving them more work to do?

Out of one side of our mouth we talk about the importance of work life balance and out of the other side we praise those who worked the weekend. What’s worse, we often also speak behind the back of those who find a way to leave promptly at 5 PM every day, and look down upon them instead of admiring them.

There is the old saying “Work smarter, not harder”, but what’s the point when you get punished for doing so?

Where’s the reward?

We reward companies for getting more efficient and more profitable by raising their stock price. Where’s the reward for the individual for finds a way to get more efficient?

And why do people who work neither hard or smart get a free ride?

I am reminded of the saying “If you want something done, give it to a busy person.”

The attitudes about work in our society that make this quote a truism, along with the penalties for working smarter, make it nearly impossible to achieve work life balance in our culture unless you’re lazy and difficult to fire.

People marvel at how much I seem to achieve between working full-time, traveling the world delivering keynotes on innovation and change, writing books and articles, helping to run Innovation Excellence, and getting ready to launch a new collaborative, visual change planning toolkit.

The only way I’m able to pull it off is by doing my best not to explode while I work harder at working smarter.

Books like Essentialism by Greg McKeown (and many other similar ones) serve as a great continuing education and gentle reminders for the legions of us trying to working smarter.

My wife also helps keep me focused only on the ground in front of me and becoming comfortable with whatever forward progress I’m able to make on my content creation efforts as I move through the world and all of the requirements and expectations that I’ve signed up for. The importance of family also lead me to protect evenings and weekends against potentially encroaching work.

Work Smarter Not HarderBut many organizations, and our culture at large, definitely doesn’t make it easy by inflicting their own inefficient processes, policies, and expectations on us.

So, what could we do better as organizations and leaders to teach people how to be more efficient in their jobs and have the foresight to let them use that improved efficiency to allow them to go home at a decent hour to their families?

We must remember, all parents have another job to go home to, and single employees have passions to explore that work probably is not fulfilling.

Help your employees work smarter and let them reap the rewards and you too will be rewarded with a stronger next generation of employees, increased employee retention, and MORE INNOVATION. Not a bad deal, right?

P.S. For my part soon I will be releasing a new collaborative, visual change planning toolkit to help organizations work smarter by planning their change initiatives (and projects) in a less overwhelming, more human way that will help literally get everyone one the same page.

I’m looking to select a handful of companies to teach how to use the toolkit for free and feature their experience in my next book on the best practices and next practices of organizational change. If you would like to get a jump on the competition by increasing your speed of change (and your ability to work smarter), register your interest here.


Accelerate your change and transformation success

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We Are Target. Who Are You?

By now you’ve probably seen the video of the Target employee standing on the checkout counter delivering a Mel Gibson, Braveheart inspired speech to fellow employees prior to opening the doors on Black Friday (nearly 4 million views and counting).

The video ends with “Because we are more than just a store. This is a team! This is a family! This is Target!!!”

It left me with one central idea at the end, and that’s the title of this article “We Are Target. Who Are You?” and the reason it left me with this idea is that in our companies we too often take the passion out of business. We inadvertently, through the way we communicate internally, end up sending the message that people should leave their passion at home, or feel passionate about something else other than our company.

What would happen if didn’t kill people’s passion at the same time we time we’re busy killing their creativity?

What kinds of connections with our customers could we form if we were (from the top to the bottom) passionate about serving our customers, about crushing the competition, and trying to be better than them in every way?

Do you want to work for a mediocre company?

Does your company want to be mediocre?

Does your company want to provide crappy customer service?

If not, then first work on making your company excellent in every way possible, and then give people permission to be passionate about serving customers and about demonstrating that excellence.

Then you’ll be ready to shout it from the rooftops!
(or at least from the counter)


Build a common language of innovation on your team

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Are You Lying to Your Customers?

Are You Lying to Your Customers?

It seems like every company these days is trying to claim that they are innovative, trying to claim that they are customer-centric, trying to claim that their employees are important to them. But are they?

Can all this be true?

Or, are all of these companies lying to their customers, lying to their employees, and lying to their shareholders?

Many companies say that they are committed to innovation, but employees know the truth. If employees’ experience around the innovation efforts of the company (and its outcomes) isn’t consistent with the innovation messages being communicated, then not only will innovation participation and outcomes be low, but ongoing trust and loyalty will be further eroded in the organization.

Employees can see the Lucky Charms on your face when you say you’re committed to innovation publicly, but behind the scenes your actions demonstrate that you really are not.

And don’t be fooled, customers will start to see the Lucky Charms show up on your face, no matter how hard you try and convince them that the marshmallow goodness is not there.

If you aren’t going to define what innovation means to your company, if you aren’t going to create a common language of innovation, if you aren’t going to teach people new innovation skills and support innovation at all levels by making limited amounts of time and capital available to push their ideas forward, then don’t say you’re committed to innovation. You’ll tear the organization down instead of building it up.

Lying to CustomersIf customers don’t see you increasing your level of value creation, improving your level of value access, and doing a better job at value translation (see Innovation is All About Value), especially when compared to the competition, then they too will become disillusioned, frustrated, and start to look for other alternative solutions that deliver more value then all of your offerings.

Meanwhile, shareholders behave like customers on steroids. If you are being rewarded with an innovation premium by the market, you can’t be “all hat and no cattle” for very long, meaning you have to deliver compelling inventions on a repeated basis with a strong potential to become the innovations that drive the future growth of the company. This is hard to do once, let alone on a repeated basis. We will likely see Apple be the latest victim in the next twelve months.

Why? Because AAPL is at an all-time high based on the likely high percentage of people that are likely to upgrade from an iPhone 4 or 5s to an iPhone 6 or 6 Plus. What about after that? Well, the smartphone industry is about to enter the same place that the PC industry hit a few years ago, when replacement cycles began to lengthen, reducing revenues, and forcing prices (and margins) lower. Simultaneously carriers will seek to extract more of the margin from the overall equation, and if Google/Motorola/Lenovo, Nokia and others start to bring $99 smartphones developed for India and other places to the richer economies that will in their next generation likely be “good enough” compared to the high end $699 handsets, more people will choose to wait longer between upgrades, or trade down with their next purchase, much as they did when $400 laptops started to become the rage.

So, what are we to learn from Apple’s pending share price collapse about the middle of next year?

Well, the first thing we will learn is that continuous innovation is hard. Now I’m not saying that Apple is going to go away, HP and Dell haven’t gone away, but Apple’s share price in Q2/Q3 2015 will struggle, they will face employee defections, and it will become more like Dell, HP and Microsoft than Facebook or Google. Not because those companies are any more or less innovative than any of the others, but because the growth paradigms are different and those companies are still in a different place on their growth curves.

We can also learn that continuous innovation requires consistency, commitment, the ability to recognize and prepare for the inevitable peaking of any growth curve, the organizational agility necessary to change as fast as the wants and needs of your customers and your environment, and the ability to understand what your customers will give you permission to do (so you know where to go next when your most profitable growth curve begins to peak).

You should see by now that continuous innovation is about far more than technological innovation, but instead requires not only continuous commitment, but also a continuous willingness and ability to change, and a continuous scanning of your environment using a Global Sensing Network.

Do you have one?

What is yours telling you about your company’s future?

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1. BLOGS – Link back to http://stikkeechange.com/category/stikkees/ and you can embed them for free
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How healthy are your innovation efforts?

How healthy are your innovation efforts?As organizations become more mature in their process excellence efforts, an increasing number of organizations are turning their attention to try and achieve innovation excellence.

So where should your journey of a thousand innovation steps begin?

As your organization begins its innovation journey it is helpful to know where you are starting from in terms of your innovation maturity level and where the strengths and weaknesses of your innovation culture lie.

In my popular book Stoking Your Innovation Bonfire, that many organizations are buying in bulk and using to help establish their organization’s common language of innovation, I promised to share my 50 question innovation audit on this web site, and so here it is.

The audit is designed to examine many different areas of your innovation culture and help you identify both what your level of innovation maturity is, but also the areas where you have a strong base to build from and where you need to invest more effort.

Innovation Maturity Model

To properly use my innovation audit, you should have large sections of your employee population fill out the survey (both in management and operational roles) across several different business specialties and office locations. The data can then be looked at by department, business specialty, office location and other groupings that make sense to identify both commonalities and differences.

If you would like assistance interpreting the results, please contact me to see the different options for engaging my services. Many companies combine this with an innovation speaker engagement or some innovation training for their employees.

I hope you find this innovation audit of use, and I thank you for buying the book (or considering doing it now)!

Download my FREE innovation audit


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Rise of the Social Business Architect

Rise of the Social Business Architect

Download the Rise of the Social Business Architect PDF

The world is changing and needs Social Business Architects. Gone is the epoch of the passive consumer, now customers want a say. At the same time, the quest for survival and growth is causing companies to stop looking at suppliers as someone to squeeze on price and instead as partners in innovation. And, employers are realizing that to maximize their success they need to attract and engage the best talent not just into internal talent pools, but external ones as well.

Social Business IntersectionsIt feels like you can’t go a day without hearing someone or some publication mention Facebook, Twitter or some other component of the social media universe. The fact is that social media has invaded the public consciousness and people are now more suspicious of someone who doesn’t have a social media presence than someone who does. People are starting to judge others based on their Facebook or LinkedIn profile they ever meet them, and expecting companies to answer the tweet they’ve sent them or the question they’ve posted on their Facebook wall within the day, the hour, the minute (believe me the expected pace of response is accelerating).

Social media has become so important and pervasive that it is beginning to co-opt the term ‘social business’ into its lexicon to describe an organization’s engagement with people outside of its borders across a variety of channels and for a variety of purposes. Social media is stealing the term ‘social business’ away from the social enterprise folks, and that’s okay – they can’t possibly use ‘social business’ and ‘social enterprise’ at the same time anyways.

The importance of ‘social business’ and social business design has grown as our technologies have matured from contact management to customer relationship management (CRM) systems, from bulletin boards to discussion forums, from static to dynamic html, from social networks to social media, and from media consumer to media producer. Ultimately ‘social business’ is the science of optimizing the intersection of people, process, and technology. If we look at ‘social business’ as the discipline managing that intersection and helping an organization focusing on how it engages with others and maximizes the value of its relationships, I’ve been working in social business for more than 15 years as what I like to call a Social Business Architect.

Social Business ConnectionsIn addition to facilitating and optimizing the group dynamics and interactions inside the organization, a Social Business Architect specializes in identifying the different parts of an organization that need to interact with groups of people outside the organization, how those parts of the organization should work together to communicate with people outside the organization, and helps to identify and implement communications solutions that connect the organization with the target groups so that a meaningful connection and conversation can be built, and then helps to manage the conversations and the information and learnings from their outcomes for the benefit of the organization.

A Social Business Architect keeps the organizations focused on the goals of its relationships with the outside, works with the organization’s technologists and other specialists in other departments to enable the necessary conversations to take place for the benefit of the organization.

From building Symantec’s first web-based multi-lingual technical support and customer service capabilities to working with the Windows Live team at Microsoft to building the world’s most popular innovation community centered around https://www.disruptorleague.com, I’ve seen the importance of finding the right intersection between primary connection points and sources of value for the community to establish itself, grow and thrive.

To build a successful community and attract talent to your organization you must try to identify as an organization what resources you already have (or could create) that will have some value to the community that you are trying to build. These sources of value to the community could be:

  1. Financial
  2. Informational
  3. Educational
  4. Social
  5. Or come from another store of value

You must give people a reason to want to connect with you and to stay close – and yes, hopefully contribute over time.

In addition to identifying the value that you can bring to the community you must also identify which connection points will multiply the attractive power of the sources of value you choose to focus on. There are three primary connection points to consider:

1. Passion – One of the ways that you can attract people to your community is to leverage the power of passion. Seek to identify what people are passionate about when it comes to your company or your products. Passion can be extremely contagious. Is there a way that you can inject the passion that people may have for your company or products into your community?

2. Purpose – Another connection point to consider is to tap into the power of purpose. Not all organizations are committed to serving a larger social purpose, but all can consider introducing elements of public outreach or philanthropy that the community can engage with and feel good about contributing to. Are you building walls to keep people out? Or are you creating something that people can feel a part of?

Social Business Attraction3. Fun – And don’t forget the power of fun. One of the ways of connecting people to your community is to have something fun for people to do. Recognize people for their participation in your community in fun and different ways to keep them interested and engaged, and have some fun reinforcing the ethos of the community.

And when you bring the right sources of value together with the right connection points that is when the magic of attraction and engagement happens and a community starts to grow its membership and participation. But we are not just seeking to build a community; we are looking to activate it as well (to get people engaged, contributing, discussing, connecting, etc.).

Social Business EngagementThis is where Social Business Architects prove their worth to the organization. They can use social media, digital communications, value analysis, and other collaborative tools to help organizations attract and engage customers, partners and employees to help the organization achieve its commercial goals. Whether the future direction of your social business architecture includes beginning collaborative innovation, increasing employee retention, building stronger partnerships, growing customer lifetime value, or another effort, be sure that you are involving the Social Business Architects in your organization to help set the right goals and find the right tools to ensure the effort’s success. Only then will you put your organization on the path it needs to be to transform itself from an internally focused product and service factory to a truly internally and externally focused and integrated social business capable of sustainable innovation, retention of the growing millennial work force, long-term customer relationships and loyalty, and true partnerships with its vendors and suppliers for mutual benefit.

Are you ready to architect a social business foundation under your organization?

Stay tuned for more on this topic in a white paper I am publishing with Innocentive very soon.

UPDATE: You can find all of my commissioned white papers here (including the Innocentive White Paper – “Harnessing the Global Talent Pool to Accelerate Innovation”) or contact me to commission one for your company’s inbound or content marketing efforts here.

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Harnessing the Global Talent Pool to Accelerate Innovation

In this webinar hosted by Innocentive I explore how organizations can utilize open innovation and crowdsourcing resources as an essential talent management strategy to drive their business.

You can engage me to create a webinar or white paper for your audience here.

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Innovation Quotes of the Day – April 25, 2012


“Figure out how to take risks that keep you in the game even if you fail.”

– Seth Godin


“Over the last couple of decades, companies have increasingly found that employees who pursue what they do with passion will outperform an employee with a gun to their head every time.”

– Braden Kelley


“Reading, after a certain age, diverts the mind too much from its creative pursuits. Any man who reads too much and uses his own brain too little falls into lazy habits of thinking.”

– Albert Einstein


What are some of your favorite innovation quotes?

Add one or more to the comments, listing the quote and who said it, and I’ll share the best of the submissions as future innovation quotes of the day!

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