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Management, branding, and the high price of fear

Here's Tom at TrueTalk:

Blogs tap into managers' fears of losing control, not of "the message" but of their workers. "Managing" is still synonymous with "keeping them in line." How could we manage without controlling the workers? Without making sure they're not saying what we want them to say, or else, making sure they say nothing at all?

And how else could we manage if not through fear?

I think there are lots of other ways to manage. But doing that thinking somehow brings Peter Drucker to mind:

Suppliers and especially manufacturers have market power because they have information about a product or a service that the customer does not and cannot have, and does not need if he can trust the brand. This explains the profitability of brands.

Blogging at, or for, or with (choose your preposition) a company means opening it up. It means, for the brand-obsessed, the threat of sharing secrets.

The problem is, most of the knowledge that matters now, for many companies, lies outside the company itself. Yes, there are still secrets worth keeping (new product plans, for innovative manufacturers, would be chief among them). But, as more and more know-how is applied to common infrastructure that might be uncommonly leveraged, the advantage increasingly goes to companies that can mine uncommon ideas and wisdom from the increasingly large percentage of "knowledge workers" located outside the walls of what Dr. Weinberger calls Fort Business.

How do you tap that?

By getting those knowledge workers involved. Getting them to participate. And by getting the company to participate in projects where those knowledge workers are already active. In many, if not most, cases these will be open source projects.

Blogs are not necessarily central to this kind of work and relationship-building. But they provide an important supportive role in the opposite-of-fear-o-sphere required for participation to happen.

Several years ago, Apple made a big deal about adopting and embracing open source. And it has contributed to a number of open source projects. But the company has a near-absolute branding culture, and — we learned at Bloggercon last week — forbids blogging, at least by fear if not by outright policy.

This will hurt the company in the long run, and perhaps even in the short.

When you see defection to Linux by high-profile Mac users like Mark Pilgrim and outright Mac fanatics like Cory Doctorow, you're seeing some very large canaries dying in the coal mine of a brand that's been looking in its own mirror for far too long — and isn't listening to its own best brains, simply because those brains don't work inside the fort.

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