This document discusses how business is changing in the "Social Era" where intangible assets like connections, collaboration, and social purpose are becoming more important than tangible assets. Some of the key shifts mentioned include moving from competitive to collaborative advantages, treating consumers as co-creators, and allowing all talent. The document argues that this change represents a power shift in how value is created through organizing, delivering value, marketing, and driving alignment through purpose. Metrics will need to better measure intangible assets, which now represent over 80% of business value.

1. Welcome To
The #Social Era
Where Business Is Unusual

2. Unusual Has A Different Meaning
In the way we think about business
• From Profit to Purpose
• From Meaningless to Meaningful
• From Producing Things to Producing Value
• From Employees to Freelancers
• Where Making a Difference Matters
• From Competitive to Collaborative Advantages
• From Tangible Results to Intangible Value
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3. business has changed
and the rules have changed
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4. 11 Rules That Create Meaning….
1. Connections Create Value
2. Power in Community
3. Collaboration > Control
4. Celebrate Onlyness
5. Allow All Talent
6. Consumers Become Co-Creators
With Purpose And….
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5. for meaningful work that…
7. Mistakes Can Build Trust
8. Learn. Unlearn. (Repeat)
9. Bank on Openess
10. Social Purpose Unleashes Ownership
11. There Are No Answers
makes a difference
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6. this is causing a power shift
Managing minds:
top-down, bottom-up and outside-in collaboration
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7. The Social Era Is about how we
create value by…
1. How We Organize
2. How We Deliver value
3. How We Sell & Market
4. Why It Matters to Competitiveness
5. How We Scale Performance
6. How Purpose Drive Alignment
7. Adapting & Promoting Openness
8. How We Create Change
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8. What the industrial era meant
to production of tangible
things the Social Era will
mean to the production of
value from intangible things
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9. S&P Index reflects the shift of value
to intangibles
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10. old methods are falling short
• Accounting
missing 80% of value
• Business models
have not optimized human capital
• Organizational design
org charts don’t explain how value is created
• Marketing
Connecting people with products and purpose
• Strategic planning
you can’t plan innovation from the inside
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11. drivers of change
1. Stagnant companies and economies
2. Innovation is urgently needed to survive
in many industries
3. Culture, trust and co-creation are now
understood as key to corporate success
4. Social technologies are empowering
customers, stakeholders, employees—
and taking control of conversations
the tipping point
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12. Intangibles represent a new
economic graph
Today, LinkedIn facilitates
personal endorsements….
“Our ultimate dream
is to develop the
world's first economic
graph.”
– Jeff Weiner,
CEO LinkedIn
…tomorrow, companies will also
be measured in this way.
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13. Long-term investment shift
Intangible
capital
Computerized
information
– Software
– Databases
Innovative property
– R&D, broadly
defined
– Copyrights and
licenses
Intangible vs. tangible investment rate – Designs
rises over time in the United States Economic
competencies
– Marketing and
branding
– Strategic firm
practices
Source: Corrado and Hulten (2010). Last point plotted is 2007.
www.conference-board.org/data/intangibles/

14. For now, holding at +/- 80%
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15. The Social Era Will Accelerate…
knowledge about intangible assets
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16. Social Era Performance is…
driven by the intangibles

17. The Social Era Will Produce
Smarter Companies that know how to
quantify tangible value created from
intangible assets.
Learn more from Smarter Companies
www.smarter-companies.com
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