McKinsey on Market Rebels.
I have to say that I like this article, its writer, and the video that is included. (Click on the title of this entry) It has particular value to this community as we begin the process of recruiting members. To start off the opening paragraph states:
Activists who challenge the status quo play a critical but often overlooked role in both promoting and impeding radical business innovation. Their importance stems from the very nature of innovation, which frequently challenges existing interests, norms, values, social practices, and relationships. As a result, the joined hands of market rebels—activists and their recruits—have with surprising frequency exerted significant influence on market acceptance of breakthrough products and services.This is more support for the changes prescribed by this community. I would suggest that the size of this community is very large for the type of change that is being prescribed. It is this community that is aware of the problems in oil and gas, aware of the details contained within the Draft Specification, and beginning to be aware of a possible role for themselves within these software developments. It truly is a community of rebels who are well positioned to move to accelerate the needed changes in oil and gas.
With lay-offs beginning in the industry, the demand for this community will begin to accelerate. Our appeal to the oil and gas investor and the government groups, with oil and gas royalties, are beginning. These two identified sources of revenues will soon begin to support the needs of the community and begin to offer an alternative means of employment and operating in the oil and gas industry. Both the software and the associated services of this community will better manage the oil and gas resources compared to the bureaucracy. This article shows that there are difficult roads ahead.
These examples and many others hold valuable lessons for executives pursuing innovation. The costs to consumers of adopting such innovations are high because adopters have to topple existing conventions. Stimulating collective endeavors that initiate social change can be a critical part of reshaping markets.It has to be asked. Can the oil and gas industry as it exists today change to what is necessary for tomorrow? Will the bureaucracy still be in power in 10 years? These two questions show the future is not going to be met by our current organizations. As we roll into the 2008 annual earnings season. We will find that these companeis have ceased to find new oil and gas reserves and production to meet even last years performance. In some cases, such as Exxon Mobil's in 2007, they lost 10% of their production. Expect to see an acceleration of the production declines during 2008, and even an accelerated further decline in their projections. This communities job is not a luxury or a nice to have, it is a necessary action to ensure that society and people are provided with reasonable volumes of energy for years to come. These firms are failing and will not be around in ten years time based on today's performance.
To do so, companies must understand how market rebels forge a collective identity and mobilize support. Crucial for many activists is articulating a “hot cause,” which arouses emotion and creates a community of members, and relying on “cool mobilization,” which signals the identity of community members while sustaining their commitment. Companies also can boost their odds of harnessing the power of collective action by employing the right tactics, such as emphasizing two-way communication with consumers. Above all, a mind-set shift is needed: managers hoping to foster and encourage the diffusion of radical innovation need to start thinking like insurgents. Those who do so are likely to become more effective at influencing their own organizations too.One of the objectives I had set out for this year was the recruiting of 100 individuals to take the Draft Specification and develop the Preliminary Specification of the People, Ideas & Objects software application. These "rebels" will be investing their time and capabilities in establishing their own Community of Independent Service Providers to support their use of this software in the producer firms they will represent. These people will be best able to take the ideas in the Draft Specification and determine what is required in terms of the application and the services that need to support it. These people will be defining the oil and gas industry and how it will operate in the future, and how their service based offerings are designed to keep the industry innovative.
Market rebels aren’t Molotov cocktail–throwing World Trade Organization (WTO) opponents. They are groups of individuals who together shape markets through hot causes, which arouse emotions, and through cool mobilization, which allows participants to realize collective identities. Executives that understand the roles and practices of market rebels are more likely to be successful innovation leaders.Please join me here.
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