PERF RMANCE 04 - The Performance Portal - Ernst & Young

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Article Coolfarming: discovering the surprising power of social networks Author Peter A. Gloor, Research Scientist, MIT Center for Collective Intelligence, Chief Creative Officer, galaxyadvisors AG, MIT Sloan School of Management, Cambridge, MA, US This article applies the principles of social networking to corporate leadership, arguing that we need a new brand of company, where customers become one with the leaders and product developers of the company, working in collaborative communities fostered by the internet and online social networks. It offers proven, practical steps on how to transform an organization into one capable of unleashing the power of self-organizing swarms — a process we call coolfarming (Gloor 2010). Many of the best innovations have come not from the individual inventor, or even in a large corporate research laboratory, but from the collective efforts of groups of people. We see these groups of idea creators motivated by their love of the idea itself and by their devotion to a process of working with ideas predicated on nothing more than the positive feelings success breeds. <strong>The</strong>y set out initially not with the thought of realizing a financial gain but rather to meet a challenge or solve a puzzle and, in doing so, make the world a better place. We call this swarm creativity because “swarm” ideally describes the positive behavior that results in the kinds of collective mindsets that generate such powerful “creativity.” In biology, the term swarm is used to describe the behavior of a group of animals traveling in the same direction, and for us the swarming of bees is an example of our concept. Without central direction, bees self-organize to build nests, feed and grow their offspring, gather food and even decide on who becomes their next queen.
Coolfarming “ Swarm describes the positive behavior that results in the kinds of collective mindsets that generate powerful creativity.” 5
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PERF RMANCE 04 - The Performance Portal - Ernst & Young

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