Humanize

Humanize : How People-Centric Organizations Succeed in a Social World

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A practical guide for realizing the true potential of social media-not for marketing, but for leadership.



Knowing the tools of social media is a must for successful marketing these days, but the real promise of social media is the way it can teach us a whole new way of doing business. Humanize takes the principles underlying social media's growth and applies them to the way we lead and manage our organizations. Leading organizational consultants Jamie Notter and Maddie Grant help you change your organization, from the culture down to individual behavior, in ways that make it more human-and more effective. Drawing on their extensive experience, Notter and Grant help you make management innovation real and doable. Regardless of your title or position, this book can help you:



* Build a more trustworthy, open, generative, and courageous organization by embracing social and human principles.

* Change organizations from the inside out.

* Address critical elements of organizational behavior, process, and culture.

* Move beyond the social media buzzwords like transparent, decentralized, and open-and actually make them happen.

* Promote forms of "generative" success that go beyond profit and loss.

* Learn how to get started-you, personally, today, right now!
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Product details

  • Paperback | 288 pages
  • 152 x 229 x 17.78mm | 408.23g
  • Que Corporation,U.S.
  • United States
  • English
  • Reprint
  • 0789756366
  • 9780789756367

Table of contents

1 The Human Revolution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . 1

The World We Live in Today . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2

Tomorrow's World: Human Organizations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4

How This Book Is Structured . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6

What's Different About This Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9





2 We Can't Go Back . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Social Media by the Numbers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12

Just the Beginning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14

The Social Media Revolution in a Nutshell . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16

The Rise of Word of Mouth Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18

From Consumers to Producers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20

Information Wants to Be Free . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21

Google Me, Baby . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22

It's Not Information Overload, It's Filter Failure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24

From Conversation to Collaboration to Collective Action . . . . . . . . . . . . . . . . . . . . . . . . . .25

From Collective Action to [?]... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28

So What? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29

Must Read . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31





3 We're Not Moving Forward . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33

Best Practices Versus Innovation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .35

Strategic Planning: The Comforting Lie of Predictability . . . . . . . . . . . . . . . . . . . . . . . . . . .38

Strategic Planning Basics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39

Pulling Back the Curtain on Strategic Planning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41

You Can't Predict the Future . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .43

You Can't Separate Thought from Action . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .44

You Can't Script the Formation of Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .45

Human Resource Management:We Are People, Not Spare Parts . . . . . . . . . . . . . . . . . . .46

Why Does the Hiring Process Suck? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .48

Structure: Logical But Not Human . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .50

Leadership: Individuals Will Always Let Us Down . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .53

Is There Hope? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .57

Must Read . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .59





4 Challenges to Socializing Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . 61

Culture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .64

What Is Culture Anyway? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .66

Culture and Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .68

Risk . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .69

Authority and Control . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .71

Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .73

What Is Process Anyway? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .75

Process and Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .76

Hierarchy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .77

Silos and Communication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .78

Measurement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .80

Behavior . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .82

What Is Behavior Anyway? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .84

Behavior and Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .85

Identity Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .85

Relationship Building . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .87

Knowledge Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88

Now What? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . .89





5 Social Organizations Are More Human . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91

The Machine World . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .92

Unplugging from the Matrix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .95

A Trellis for Cultivating More Human Organizations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .96

The Four Elements in the Real World . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .99

2008-The Motrin Moms Backlash . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .99

2009-United Breaks Guitars . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .101

2010-The Gap Logo Reversal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .103

2010-The BP Oil Spill . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .104

2011-Etsy's Offensive Art Versus Censorship Debate . . . . . . . . . . . . . . . . . . . . . . . . .105

Open . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .106

Trustworthy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .108

Generative . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . .110

Courageous . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .112

Making It Happen . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .114





6 How To Be Open. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 115

Open Culture: Decentralization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .117

Walking the Walk:Who Steps Up? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .119

Talking the Talk: Less Is More . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .125

Thought: Cultural Assumptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .128

Open Process: Systems Thinking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .131

What Is Systems Thinking? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .132

Structural: Silos That Work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .134

Internal: Perpetual Motion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .136

External: Open Community . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .138

Open Behavior: Ownership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .140

Knowledge . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .142

Skills . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .146

Open For Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .150

Must Read . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . .150

Get Started Today:Worksheet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .151





7 How to Be Trustworthy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . 155

Trustworthy Culture: Transparency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .158

Walking the Walk: Strategic Transparency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .159

Talking the Talk: The Power of Consistency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .162

Thought: Assumptions Behind a Culture of Transparency . . . . . . . . . . . . . . . . . . . . .165

Trustworthy Process: Truth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .167

Structural: Beyond Blowing Whistles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .169

Internal: Conflict Is a Good Thing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .171

External: Cultivating Truth in the Ecosystem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .175

Trustworthy Behavior: Authenticity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .178

Knowledge: Know Thyself . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .179

Skills: Equip for Exploration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .181

Making New Meaning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .183

Must Read . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .184

Get Started Today:Worksheet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .184





8 How to Be Generative. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 187

Generative Culture: Inclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .190

Walking the Walk: An Infrastructure for Inclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . .192

Talking the Talk: Making Difference Visible . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .194

Thought: Assumptions Behind an Inclusive Culture . . . . . . . . . . . . . . . . . . . . . . . . . . .196

Generative Process: Collaboration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .198

Collaborative Brand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .200

Collaborative Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .203

Generative Behavior: Relationship Building . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .207

Interpersonal Relationship Building . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .208

Network Relationship Building . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .211

Accomplishing More, Better . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .216

Must Read . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .216

Get Started Today:Worksheet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .217





9 How to Be Courageous . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . 219

Courageous Culture: Learning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .223

Walking the Walk: The Power of Conversations and Failure . . . . . . . . . . . . . . . . . . .224

Talking the Talk: Actions Speak Louder . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .227

Cultural Assumptions: Free Your Mind . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .230

Courageous Process: Experimentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .232

Structural: Creating Space for Experimentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .233

Internal: Experimentation and Measurement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .235

External: Shifting from Technology Experimentation to

Management Experimentation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .237

Courageous Behavior: Personal Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .239

Make Time . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .242

Get Personal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . .242

Say Good-Bye . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .243

Just the Beginning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .243

Must Read . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .244

Get Started Today:Worksheet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .244





10 What Now? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 247

Social Media Challenges Are Organizational Challenges . . . . . . . . . . . . . . . . . . . . . . . . . .248

How to Be the Catalyst for Change . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .251

Red Pill or Blue Pill? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .252





Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 255
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Review quote

"Humanize offers practical content and insightful thinking that will help businesses make the deep changes needed to thrive in today's social world. "

-Mike Smith, author of Matchpoint and President of Forbes.com



"Companies need to be social, and worry less about doing social media. In this timely and important book, Grant and Notter provide a detailed model for making the humanization leap. Social media success is about people, not logos, and embedding that attitude in your company isn't easy. But armed with this book, you've got a fighting chance."

-Jay Baer, co-author of The NOW Revolution: 7 Shifts to Make Your Business Faster, Smarter, and More Social



"I like how-to.Which is why I like this book immensely. It gets beyond theory (which is interesting) to give you something you can actually act on (which is far more useful)! Think roadmap, not research. In other words, you won't finish reading this book and go, 'Now what...?'"

-Ann Handley, Chief Content Officer, MarketingProfs, and co-author of Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks,Webinars (and More) That Engage Customers and Ignite Your Business



"The days of controlling your message are dead. Born is the human organization where people buy from people, not companies. This is not another social media book. Notter and Grant dispel the notion that your leadership and your culture can continue to be self-centered and two-dimensional.With additional reading recommendations and worksheets, they'll have you well on your way to creating a sustainable shift inside and outside of your organization."

-Gini Dietrich, CEO, Arment Dietrich and founder, Spin Sucks Pro



"Our organizations have been modeled after mechanistic machines,where the human being is often treated as a cog.We know better.We know humans matter. It's time for a change. And this book illustrates how to be change agents as leaders, and for our organizations."

-Nilofer Merchant, author of The New How: Creating Business Solutions Through Collaborative Strategy



"In 2002,Malcolm Gladwell released The Tipping Point, and changed the way we looked at influence. In 2008, Seth Godin released Tribes, and showed us how small groups of people could take Gladwell's influence model and become leaders. Now, in 2011, Maddie Grant and Jamie Notter take these seminal books to their natural evolution. Humanize: How People-Centric Organizations Succeed in a Social World shows us how leadership and influence of your internal and external customer starts as all businesses start-with its people. This book strips away the myth of strong-arm leadership and offers solid, actionable paths that actually work. This is your compass for the direction your business needs to travel if you want to stay alive."

-Danny Brown, CEO of Bonsai Interactive Marketing, award-winning marketer and

blogger at dannybrown.me, and author of The Parables of Business



"Humanize is a deep dive on the impact of social media on leadership and the challenges of harnessing the power of engaged people.Wherever you are in the organization, this book helps you figure out what you need to change and dares you to make it happen. Stimulating and well done!"

-Mark Sanborn, New York Times Bestselling Author of The Fred Factor



"This is a systems leadership book hidden inside a social media book.We work with clients who encounter major challenges when we start helping them incorporate social media into their business practices, but those challenges are not solved with solely social media tactics

and those hurdles are not cleared without digging deep inside the organization. By helping our clients figure out how to make their organizations more human, we get them on the path to success more rapidly. This book is an amazing first step and is a great tool for businesses

as they venture into the social space. I can't wait to share it with our clients!"

-Shelly Kramer, CEO, V3 Integrated Marketing



"This book defines the new human quotient within organizations around the world. Large and small business alike should heed the call being screamed from the rooftops and shouted down the hallways.Maddie and Jamie make me want to be more human."

-Kyle Lacy, author of Branding Yourself and Twitter Marketing for Dummies



"Jamie Notter and Maddie Grant have produced a real rarity among management books: truly insightful thinking that is both brilliantly fresh and actionably disciplined. First, they comprehensively reframe the problem of leadership in organizations. Next, they draw out and organize the resulting insights into a system that hangs together of its own accord. Finally, they explain to any manager at any level what this means in a practical sense, and how to profitably adapt and act on it."

-Jim Stroup, DBA, author and management consultant



"Social media is not only changing how we communicate with key constituencies but it is challenging the very structure of our organizations. Historically, organizations have been structured to optimize efficiency for themselves, but not for their customers and markets. The open dialog organizations are now having with their markets is exposing how inefficiently those organizations work in the context of their larger ecosystems. Maddie Grant and Jamie Notter take a crack at pulling apart this puzzle and providing guidance in how to make concepts like trust and authenticity apply not only to people but to the organizations with which they interact."

-Rachel Happe, Co-Founder & Principal, The Community Roundtable
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About Maddie Grant

Jamie Notter is a Vice President at Management Solutions Plus, where he leads the consulting division. Jamie brings twenty years of experience in conflict resolution, diversity, leadership, and management to his practice, including seven years running his own consulting firm.


Maddie Grant, CAE As the chief social media strategist for SocialFish, Maddie draws from more than 10 years of experience in marketing, communications, and international business operations to help associations large and small build capacity for using social media to achieve business results. Maddie is also the lead editor for SocialFishing, one of the most visited and respected blogs for the association/nonprofit industry.
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