I believe that social business is not so much about the social technologies but is about the new purpose for the organization. If you want to call it shared value, you can do that, but basically is not just delivering values to stakeholders, but considering customers and stakeholders, and as co-creators of new products, new services, and new value, so trying to serve the society, not just to sell to the society.
I think this is a new source of energy, a new source of revenues, a new source of visibility, but doing this, probably organizations will need to become platforms, because customers are already solving much of their issues, addressing much of their needs, without organizations. This will happen more and more, so we’ll become able to produce energy without electric companies, to produce goods without the manufacturing industry and so on.
The only thing that remains is trying to aggregate all those needs and make them scale and to make the answers scale, and this cannot be done by the individual. It should be done by some kind of institution if you want, organizations can take this part of the market, and being sort of highways of value.
You can take a piece of it while facilitating the process, but it also requires a new role for the customer. So the customer as a peer, the community of customers as a peer of the organization, not just as a target of the organization, and that’s a different way of understanding the organization, a different way of considering the customer, a different role for the institutions
I think that it won’t be a pacific change, it will be somewhat a cruel change. Organizations don’t want to change, they have to be pushed to change, survive, customers are doing this, this is happening not quickly enough, but, again, its early, so some force, some external force would have to push organizations to become something different. This is happening, many markets have been disrupted, so you can go home or you can just occupy a different space in the organization. And the collective, collaborative economy is enabling customers to get this space in the organization and pushing the organization to the corner. So it will take many years for huge corporations, it is already happening for smaller companies.