After my last article, I received an email from a readersaying he couldn't care less what I thought of anything outside of marketing. This, of course, has inspired me to write about a nonmarketing topic. (But we're fairly certain Eric's thoughts will return to marketing by his next article. --Editor).
A terrorist organization is a network -- a loosely affiliated group of nodes that exhibit emergent properties as they form, execute a task, and then disband. Their organization fits within the standard model of modern complexity theory: nodes of prominence emerge naturally as the forces of coevolutionary development (namely, natural selection and auto catalysis) battle it out. That is to say that terrorists are, in a sense, born not made (and no, I don't mean that as a slight on Arabs or the Islamic culture).
Open source and complexity theory hold strategic keys to managing risk in the age of terrorism.
The Internet is also a loosely affiliated group of nodes that exhibit emergent properties. In fact, if the structures of the two organizations were lined up side by side, they would be nearly indistinguishable. As such, that which seriously damages the Internet could teach us tactical lessons about damaging a terrorist network.
The Nimda virus hurt the Internet more than corporations are willing to acknowledge. This sucker impeded performance, and certain systems are still cleaning up. A virus temporarily brought a portion of the Internet to a crawl: our first clue.
Terrorist networks are distributed intelligence. They do not respond to attacks of command and control architecture -- tank battalions are pretty useless. Hacks against computer networks, on the other hand, provide a blueprint for harm:
This is where the Internet analogy incorporates complexity theory. The life cycle of a complex system (be it terrorist network, ecosystem, or Internet) runs as follows:
For business, this means distributed approaches to organization are now doubly important. And, while I hate to admit that we can learn from the open source movement (if only because Eric S. Raymond wrote the single most asinine piece of the decade in response to the terrorist strike) -- well, it's true. We can.
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.