Book: Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business
Author: Josh Bernoff and Ted Schadler
Publisher: Harvard Business Review Press (2010)
Back in August, Josh Bernoff tweeted an offer for a free copy of his new book, Empowered, in exchange for a review at Amazon. I enjoyed his previous book, Groundswell: Winning in a World Transformed by Social Technologies, co-authored with Charlene Li, so I took him up on the offer. Somehow, there was a delay in getting the book to me, and the text did not arrive until we were well into the fall semester — not a good time for a review. So, this is a little bit late, but better than never.
Over the past couple years, I have used Groundswell in my “Designing the future of education in Society 3.0” course at the University of Minnesota. In the book, Li and Bernoff write on how to integrate professional activities (and the activities of the organization you work with) into 21st century-relevant frameworks. In a way, it is a roadmap for transforming organizations from industrial to knowledge and innovation-based social frameworks that value personal knowledge and expertise:
“Simply put, the groundswell is a social trend in which people use technologies to get the things they need from each other instead of from companies. If you’re in a company, this is a challenge” (x).
Empowered builds on these ideas a bit further, focusing on new media and how they impact traditional businesses. Specifically, the book focuses on what they term HEROes: “highly empowered and resourceful operatives” — geeks and other social media savvy people that can help an enterprise navigate the Groundswell. The concept is simple. Rather than trying to manage your technological and social media footprints at the enterprise level, business managers should work to attend to their employees’ and customers’ use of novel technologies. Whereas disgruntled employees and customers can use social media (i.e., Twitter, Facebook, YouTube, blogs, etc.) to do harm to a company’s reputation (intentionally or non-intentionally) with relative ease, companies likewise need to learn how to leverage social media to build their brand images.
Empowered is more of a manual with suggestions than clear answers on how to cope with social media — and, given the rapid rate of evolution of these technologies, the authors’ less-prescriptive pathway is welcome. What the book lacks, however, are game changing perspectives on how to lead in the world of the Groundswell. In other words, the text seems geared toward organizations that are trying to catch up rather than those that are leading social futures.
In a world of expanding knowmadic and do-it-yourself opportunities, this book is likely to leave organizational leaders scratching their heads, wondering how they will possibly keep up with their employees. Can they keep up in an “empowered” world?
Note: The publisher provided a copy of the book for review. Please read our review policy for more details on how we review products and services.