What can modern businesses learn from the Web?

Gary Hamel, celebrated management thinker and author and co-founder of the Management, make the case for reinventing management for the 21st century. In this fast-paced, idea-packed, 15-minute video essay, Hamel paints a vivid picture of what it means to build organizations that are fundamentally fit for the future—resilient, inventive, inspiring and accountable. “Modern” management is one of humanity’s most important inventions, Hamel argues. But it was developed more than a century ago to maximize standardization, specialization, hierarchy, control, and shareholder interests. While that model delivered an immense contribution to global prosperity, the values driving our most powerful institutions are fundamentally at odds with those of this age—zero-sum thinking, profit-obsession, power, conformance, control, hierarchy, and obedience don’t stand a chance against community, interdependence, freedom, flexibility, transparency, meritocracy, and self-determination. It’s time to radically rethink how we mobilize people and organize resources to productive ends. —MIX

Social advertising — is it worth your advertising money?

The truth about social advertising and how to get more for your spending:

It pains me to see how a great idea is being crushed under the weight of unsympathetic brand managers. It is sad when you’ve to cook up feel-good stories when the original idea—if executed right— could produce real, outstanding results.

Key to Social Advertising

Social advertising isn’t for people looking for short-term goals. If the primary focus of your social advertising campaign is your brand, but not the social cause which you pretend to espouse, you shouldn’t expect your advertising money to produce the kind of results that you want. A brand can’t leverage from the social advertising if it fails to bring out the merits of the original idea—which is often the case with brands that solely focus on chasing that magic number.

Social advertising is worth your advertising money if your goal is to build long-term relationships with the people who buy your products. The truth is that social advertising isn’t advertising per se. We should think of social advertising as philanthropy or genuine CSR, and then make our campaign strategies accordingly. We shouldn’t be afraid to project the people who buy our product as the heroes of our social advertising campaign. If they aren’t the real heroes of your campaign, it’s unlikely that your brand would emerge as the winner.