Innovation Tips
...ideas for building collaborative innovation
March/April 2009
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The Italian hill towns of Tuscany and Umbria provide an engaging metaphor for modern, adaptive organizational structures.

The hill towns were built as responsive communities. They followed the contours of the terrain; they grew and evolved organically; they created multiple opportunities for informal relationships.

The industrial revolution of the 19th century modeled organizations after the dominant paradigm of their time—military hierarchies. That worked. The organizations born out of the 19th and 20th centuries, with fearsome productivity, conquered the developing world.

They knew their objectives; they understood their strategies and tactics for accomplishing them. The generals of "top" management grasped the long distance view and marshaled the foot soldiers of production to attain strategic objectives.

Middle management carried out orders and reported results to top management. It all worked; that management model changed the modern world.

But it does not work so well now.

The hierarchical model worked when the future was fairly predictable. We need a new model for managing organizations in this new world of unexpected and tumultuous change.

We are now living, in this "Great Recession," amid the paroxysm of upheaval that we might expect to be an increasingly regular part of life. We must learn to begin to expect unexpected turmoil.

The world around us will not change less frequently in the years to come; it will change more frequently. The old practice of long term strategic planning is stale. Organizations cannot rely on their strategic plans to see them through the minefields of changing circumstances. They must become more fluid and responsive than the old command and control models allow.

The managerial eyes and ears of organizations cannot be confined to "top" management. The eyes and ears attentive to changing circumstances must be everywhere, for with unexpected change comes unexpected opportunity.

The vital, enlivening, sustaining work of the organization is to seize opportunities, not just manage the flow of work.

Changes in technology and culture have enabled a new paradigm for organizations that can be far more effective in seizing opportunity amid rampant change: A Village.

In a village, everyone is linked; people talk and share information. People are connected informally to others in diverse ways. They share a common cause—sustaining the life of the village. No one individual is "in charge" of the life of the village. Everyone is.

When we begin to think of our organizations as organic villages, networks, or communities, everything changes. The role of "management" shifts from controller to facilitator. The goal is not just to do the day-to-day work, but also to inform the community of budding change and emerging opportunity.

The medieval Italian hill towns, ironically, can serve as a vital and successful paradigm for thriving in tumultuous and unnerving modern times.

James Graham Johnston
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