The other day I read a book by Paul Ormerod called “Positive Linking”. Ormerod is the guy who previously wrote “Why most things fail”.

In Positive Linking he talks about the fact that, since we as humans have a “propensity to copy or imitate the behaviors, choices and opinions of others”, the old economic theories or government ways of working – do not work. Policy changes for example are not implemented in a click (just because it’s been decided on), and people must therefor be more thoughtful upon any change fizzing about at the horizon. On the other hand, by carefully assessing the environment and social networks, we can positively help implement new solutions in a more longterm, sustainable way.

Social Networks influence everything around us, be it in our daily life or at work. I’m not (necessarily) talking about Facebook or Twitter. I’m talking about our real interactions with people. At home, at dinner or at the coffee break at work.

Think about this:

Resto Decisions

You’re heading for dinner in a neighborhood not familiar to you. You arrive and see three restaurants next to each other. They are all in the same price range. One is full, the two others – even though they look just as visually appealing as the others – are empty. Well, let’s say there are one or two brave couples at the “empty” restaurants.

Which place would you choose for a nice bite to eat? How do you think the others have chosen?

Marketing Failures

Due to a merger of two companies, the marketing department has been assigned to develop a new, common logo. It’s now finished and the people in the sales department are gathered in the coffee room, airing their opinions about it. One says “it’s strange looking”. Another says “I think it’s ugly”. The next says “I don’t get it”. And the rest joins the choir. One morning in the coffee room has determined the future of the logo like-ability. (And going deeper into this matter – possibly also the future of the company.)

The Marketing Department, realizing the dissatisfaction, tries to communicate the purpose behind new change of logo, by creating a brochure about it. They develop the brochure for distribution – both internally, and externally to clients. The sales department are now to use the new brochure in their daily job with clients.

Do they use it? Do you think a few key influencers from the sales department should have been involved in the strategic direction for the new logo?

“People do not live in isolation, but in a society”. The sooner we learn to embrace the power of networks we can harness it for the greater good.

Harness your social networks for sustainable change.