Phillip Smith

Technology is not the issue. Here come the web thinkers.

Web of Change alums Tim Walker & Michael Silberman have put together a manifesto entitled "Web thinking: The Choice Ahead for Movement-Leading Organizations," which presents what organizations need to be thinking about in 2010 and beyond to success online (and in general).

Our field is maturing rapidly. The next generation of movement leaders is overcoming its fetish with technology and expertise as secrets to online success. Indeed, now faced with existential challenges from a fast shifting landscape, the time has come for us all to rethink our most deeply held tenets in this struggle to remain relevant. Thankfully, a brave few are trying – and they're finding answers. Looking beyond traditional online strategy, they're fundamentally transforming how they and their organizations work – shifting their entire perspective towards what we call "Web Thinking" – to better reflect the reality of our time. And they're winning. They're charting a path forward for us all.

The teams at EchoDitto and Biro Creative have been tracking and studying this shift for more than six years through their work with a wide range of leading social change organizations. After a decade of obsessive technology consumption, the sector is ready for a new chapter. This manifesto reveals new tenets for success. It is a call to arms for our next generation of leaders.

They go on to outline 10 proclamations that organizations should be thinking about in relation to their structure, thinking, and strategy about change. There are some great ideas there.

In some ways, it doesn't go far enough. I'll be adding my 3 cents, why not add yours?


Hi, I'm Phillip Smith, a veteran digital publishing consultant, online advocacy specialist, and strategic convener. If you enjoyed reading this, find me on Twitter and I'll keep you updated.


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