This week, the Economist Intelligence Unit published a list and I was on it. That was one surprise. I was also surprised at the range of contributions represented. There were people who founded companies, created famous social media campaigns, and even a few trying to change their firms from the inside, like me.
The most surprising thing for me, though, was who was missing.
Some of the most significant changes in social business
The list is made up of people “who are successfully applying social technologies, principles and strategies within organisations around the world.” At least 7 of the 25 people are involved with social media and marketing. But the range of contributions goes well beyond that.
“Social business is about much more than social media. A social business is an organisation whose culture and practices encourage networks of people—employees, partners, customers and others—to create business value, and, ultimately, increase revenue and profits.”
There are people on this list who are genuinely reshaping how we think about business.
- Juliana Rotich is a co-founder of Ushahidi, “a not-for-profit digital platform that connects and gives a voice to communities facing social, political or medical duress in Kenya and beyond.”
- Tony Hsieh founded Zappos, the online shoe company sold to Amazon for $1 billion, and created an iconic customer service culture.
- Lin Bin founded Xiaomi, whose radical approach to openness helped the company become China’s third-largest smartphone maker in only four years.
The social media marketers are changing things too. Take a look at this video from TD Bank, where Wendy Arnott is head of social media and digital marketing: Sometimes you just want to say thank you #TDThanksYou. One of the commenters noted: “This is the first time a bank commercial had made me cry.” I watched it 3 times.
My accomplishments are much more modest than Juliana, Tony, or Lin and I’m not marketing to consumers around the world. But I do aspire to help millions of people find meaning and fulfillment at work, starting with the employees of a big German bank.
Why people I admire aren’t on the list
Changing any organization requires passion, persistence, and luck. When I started exploring social business ideas, I met people who were already changing their companies like I hoped to change mine. They were smart and innovative and years ahead of me. But they’re not on this list and that was my biggest surprise in seeing it. They shaped my thinking in so many ways but simply didn't have some of the luck I had.
Their company/division/group was re-organized.
Their sponsor left.
They were forced to change platforms, derailing their entire effort.
The experiments they tried didn’t work.
They got tired.
The truth is, if you’re trying to change how things work, you probably won’t. So many good people I know simply couldn’t continue on the path they started on. But I hope they try again. My friends involved in creating social businesses have the passion and capabilities to bring about great changes in the world, and we need them to persevere.
The next list
When I think of the challenges facing people trying to change complex, emergent systems like corporations, I think of Margaret Wheatley’s So Far From Home. She writes about persevering in the face of those challenges – not for the ultimate outcomes but for the goodness of the work itself, for the people involved, and for the chance, however slim, of ultimately creating a better future.
“We need to continue to persevere in our radical work, experimenting with how we can work and live together to evoke human creativity and caring. Only time will tell if our efforts contribute to a better future. We can’t know this, and we can’t base our work or find our motivation from expecting to change this world.”
There will be other lists in the future and I hope to see more of my friends on them. By then, I may have helped many more people or I may not appear on lists at all. All I know is I will have tried, and will keep trying.