Continuing on with highlighting the difference between a social producer vs. conductor it is important to understand why social producers will lose.
People simply do not like to be considered as an asset used to produce results. Yet many corporations think, act and threat people as an asset for production of results. The attitude of using people as production assets came out of the industrial era and remnants of those attitudes linger even in today’s modern society. The use of monthly, quarterly goals and bonus plans are old school methods used primarily to get people to produce more for the organization. Measurement of individual production is yet another lingering method that most people consider sophomoric, foolish and demotivating. Yet we still see these methods being used throughout corporations everywhere.
The Intrinsic Value Factor
People gain intrinsic value from being proud of their work and the company they work for. Intrinsic value is also gained from the people they work with and the relationships they form as a result of their work. Intrinsic value reflects whether something is good or bad but also how good or bad it is. Working for a company that you don’t trust, whose methods you question and whose management actions are archaic doesn’t instill much intrinsic value with people.
The same is true of customer experiences with your organization. The experience a customer has with your business, your processes, products, services and people either creates or destroys intrinsic value. If customers do not sense that you really care about them then there is no intrinsic value instilled. If customers feel that all you want from them is a sale then there is no relational intrinsic value created. Using marketing tricks to pull people to a web site that wants to trap them creates no intrinsic value.
The list of value offenses created by organizations goes on and on. Consumed with achieving short term results organizations get obsessed with “production” without even considering how to improve the relational values it has with the marketplace of buyers, employees and suppliers.
The “producer” business model will fail in a world connected, relational and transparent. Why? Because people achieve more, share more and give more when they can sense, see and accentuate intrinsic values that allows them to be part of something or a group that is good, rewarding and social.
Social technology will accelerate the differences between organizations who are producers vs conductors because people have been enabled to express, experience and share the intrinsic values created by conductors. At the same time people have been enabled to express, experience and share the lack of intrinsic values created by producers. Get it?
If you are an advertiser you ought to get it quick and stop wasting your money.
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