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Chaos as a system: New Framework

Chaos is not an unordered phenomenon. There is a certain homeostatic mechanism at play that forces a system that might have inherent characteristics of a “chaotic” process to converge to some sort of stability with respect to predictability and parallelism. Our understanding of order which is deemed to be opposite of chaos is the fact that there is a shared consensus that the system will behave in an expected manner. Hence, we often allude to systems as being “balanced” or “stable” or “in order” to spotlight these systems. However, it is also becoming common knowledge in the science of chaos that slight changes in initial conditions in a system can emit variability in the final output that might not be predictable. So how does one straddle order and chaos in an observed system, and what implications does this process have on ongoing study of such systems?

line chaos

Chaotic systems can be considered to have a highly complex order. It might require the tools of pure mathematics and extreme computational power to understand such systems. These tools have invariably provided some insights into chaotic systems by visually representing outputs as re-occurrences of a distribution of outputs related to a given set of inputs. Another interesting tie up in this model is the existence of entropy, that variable that taxes a system and diminishes the impact on expected outputs. Any system acts like a living organism: it requires oodles of resources to survive and a well-established set of rules to govern its internal mechanism driving the vector of its movement. Suddenly, what emerges is the fact that chaotic systems display some order while subject to an inherent mechanism that softens its impact over time. Most approaches to studying complex and chaotic systems involve understanding graphical plots of fractal nature, and bifurcation diagrams. These models illustrate very complex re occurrences of outputs directly related to inputs. Hence, complex order occurs from chaotic systems.

A case in point would be the relation of a population parameter in the context to its immediate environment. It is argued that a population in an environment will maintain a certain number and there would be some external forces that will actively work to ensure that the population will maintain at that standard number. It is a very Malthusian analytic, but what is interesting is that there could be some new and meaningful influences on the number that might increase the scale. In our current meaning, a change in technology or ingenuity could significantly alter the natural homeostatic number. The fact remains that forces are always at work on a system. Some systems are autonomic – it self-organizes and corrects itself toward some stable convergence. Other systems are not autonomic and once can only resort to the laws of probability to get some insight into the possible outputs – but never to a point where there is a certainty in predictive prowess.

embrace chaos

Organizations have a lot of interacting variables at play at any given moment. In order to influence the organization behavior or/and direction, policies might be formulated to bring about the desirable results. However, these nudges toward setting off the organization in the right direction might also lead to unexpected results. The aim is to foresee some of these unexpected results and mollify the adverse consequences while, in parallel, encourage the system to maximize the benefits. So how does one effect such changes?


It all starts with building out an operating framework. There needs to be a clarity around goals and what the ultimate purpose of the system is. Thus there are few objectives that bind the framework.

  1. Clarity around goals and the timing around achieving these goals. If there is no established time parameter, then the system might jump across various states over time and it would be difficult to establish an outcome.
  2. Evaluate all of the internal and external factors that might operate in the framework that would impact the success of organizational mandates and direction. Identify stasis or potential for stasis early since that mental model could stem the progress toward a desirable impact.
  3. Apply toll gates strategically to evaluate if the system is proceeding along the lines of expectation, and any early aberrations are evaluated and the rules are tweaked to get the system to track on a desirable trajectory.
  4. Develop islands of learning across the path and engage the right talent and other parameters to force adaptive learning and therefore a more autonomic direction to the system.
  5. Bind the agents and actors in the organization to a shared sense of purpose within the parameter of time.
  6. Introduce diversity into the framework early in the process. The engagement of diversity allows the system to modulate around a harmonic mean.
  7. Finally, maintain a well document knowledge base such that the accretive learning that results due to changes in the organization become springboard for new initiatives that reduces the costs of potential failures or latency in execution.
  8. Encouraging the leadership to ensure that the vector is pointed toward the right direction at any given time.


Once a framework and the engagement rules are drawn out, it is necessary to rely on the natural velocity and self-organization of purposeful agents to move the agenda forward, hopefully with little or no intervention. A mechanism of feedback loops along the way would guide the efficacy of the direction of the system. The implications is that the strategy and the operations must be aligned and reevaluated and positive behavior is encouraged to ensure that the systems meets its objective.

edge of chaos

However, as noted above, entropy is a dynamic that often threatens to derail the system objective. There will be external or internal forces constantly at work to undermine system velocity. The operating framework needs to anticipate that real possibility and pre-empt that with rules or introduction of specific capital to dematerialize these occurrences. Stasis is an active agent that can work against the system dynamic. Stasis is the inclination of agents or behaviors that anchors the system to some status quo – we have to be mindful that change might not be embraced and if there are resistors to that change, the dynamic of organizational change can be invariably impacted. It will take a lot more to get something done than otherwise needed. Identifying stasis and agents of stasis is a foundational element

While the above is one example of how to manage organizations in the shadows of the properties of how chaotic systems behave, another example would be the formulation of strategy of the organization in responses to external forces. How do we apply our learnings in chaos to deal with the challenges of competitive markets by aligning the internal organization to external factors? One of the key insights that chaos surfaces is that it is nigh impossible for one to fully anticipate all of the external variables, and leaving the system to dynamically adapt organically to external dynamics would allow the organization to thrive. To thrive in this environment is to provide the organization to rapidly change outside of the traditional hierarchical expectations: when organizations are unable to make those rapid changes or make strategic bets in response to the external systems, then the execution value of the organization diminishes.

Margaret Wheatley in her book Leadership and the New Science: Discovering Order in a Chaotic World Revised says, “Organizations lack this kind of faith, faith that they can accomplish their purposes in various ways and that they do best when they focus on direction and vision, letting transient forms emerge and disappear. We seem fixated on structures…and organizations, or we who create them, survive only because we build crafty and smart—smart enough to defend ourselves from the natural forces of destruction. Karl Weick, an organizational theorist, believes that “business strategies should be “just in time…supported by more investment in general knowledge, a large skill repertoire, the ability to do a quick study, trust in intuitions, and sophistication in cutting losses.”

We can expand the notion of a chaos in a system to embrace the bigger challenges associated with environment, globalization, and the advent of disruptive technologies.

One of the key challenges to globalization is how policy makers would balance that out against potential social disintegration. As policies emerge to acknowledge the benefits and the necessity to integrate with a new and dynamic global order, the corresponding impact to local institutions can vary and might even lead to some deleterious impact on those institutions. Policies have to encourage flexibility in local institutional capability and that might mean increased investments in infrastructure, creating a diverse knowledge base, establishing rules that govern free but fair trading practices, and encouraging the mobility of capital across borders. The grand challenges of globalization is weighed upon by government and private entities that scurry to create that continual balance to ensure that the local systems survive and flourish within the context of the larger framework. The boundaries of the system are larger and incorporates many more agents which effectively leads to the real possibility of systems that are difficult to be controlled via a hierarchical or centralized body politic Decision making is thus pushed out to the agents and actors but these work under a larger set of rules. Rigidity in rules and governance can amplify failures in this process.


Related to the realities of globalization is the advent of the growth in exponential technologies. Technologies with extreme computational power is integrating and create robust communication networks within and outside of the system: the system herein could represent nation-states or companies or industrialization initiatives. Will the exponential technologies diffuse across larger scales quickly and will the corresponding increase in adoption of new technologies change the future of the human condition? There are fears that new technologies would displace large groups of economic participants who are not immediately equipped to incorporate and feed those technologies into the future: that might be on account of disparity in education and wealth, institutional policies, and the availability of opportunities. Since technologies are exponential, we get a performance curve that is difficult for us to understand. In general, we tend to think linearly and this frailty in our thinking removes us from the path to the future sooner than later. What makes this difficult is that the exponential impact is occurring across various sciences and no one body can effectively fathom the impact and the direction. Bill Gates says it well “We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten. Don’t let yourself be lulled into inaction.” Does chaos theory and complexity science arm us with a differentiated tool set than the traditional toolset of strategy roadmaps and product maps? If society is being carried by the intractable and power of the exponent in advances in technology, than a linear map might not serve to provide the right framework to develop strategies for success in the long-term. Rather, a more collaborative and transparent roadmap to encourage the integration of thoughts and models among the actors who are adapting and adjusting dynamically by the sheer force of will would perhaps be an alternative and practical approach in the new era.


Lately there has been a lot of discussion around climate change. It has been argued, with good reason and empirical evidence, that environment can be adversely impacted on account of mass industrialization, increase in population, resource availability issues, the inability of the market system to incorporate the cost of spillover effects, the adverse impact of moral hazard and the theory of the commons, etc. While there are demurrers who contest the long-term climate change issues, the train seems to have already left the station! The facts do clearly reflect that the climate will be impacted. Skeptics might argue that science has not yet developed a precise predictive model of the weather system two weeks out, and it is foolhardy to conclude a dystopian future on climate fifty years out. However, the alternative argument is that our inability to exercise to explain the near-term effects of weather changes and turbulence does not negate the existence of climate change due to the accretion of greenhouse impact. Boiling a pot of water will not necessarily gives us an understanding of all of the convection currents involved among the water molecules, but it certainly does not shy away from the fact that the water will heat up.

Winner Take All Strategy

Being the first to cross the finish line makes you a winner in only one phase of life. It’s what you do after you cross the line that really counts.
– Ralph Boston

Does winner-take-all strategy apply outside the boundaries of a complex system? Let us put it another way. If one were to pursue a winner-take-all strategy, then does this willful strategic move not bind them to the constraints of complexity theory? Will the net gains accumulate at a pace over time far greater than the corresponding entropy that might be a by-product of such a strategy? Does natural selection exhibit a winner-take-all strategy over time and ought we then to regard that winning combination to spur our decisions around crafting such strategies? Are we fated in the long run to arrive at a world where there will be a very few winners in all niches and what would that mean? How does that surmise with our good intentions of creating equal opportunities and a fair distribution of access to resources to a wider swath of the population? In other words, is a winner take all a deterministic fact and does all our trivial actions to counter that constitute love’s labor lost?

business award

Natural selection is a mechanism for evolution. It explains how populations or species evolve or modify over time in such a manner that it becomes better suited to their environments. Recall the discussion on managing scale in the earlier chapter where we discussed briefly about aligning internal complexity to external complexity. Natural selection is how it plays out at a biological level. Essentially natural selection posits that living organisms have inherited traits that help them to survive and procreate. These organisms will largely leave more offspring than their peers since the presumption is that these organisms will carry key traits that will survive the vagaries of external complexity and environment (predators, resource scarcity, climate change, etc.) Since these traits are passed on to the next generate, these traits will become more common until such time that the traits are dominant over generations, if the environment has not been punctuated with massive changes. These organisms with these dominant traits will have adapted to their environment. Natural selection does not necessarily suggest that what is good for one is good for the collective species.


An example that was shared by Robert Frank in his book “The Darwin Economy” was the case of large antlers of the bull elk. These antlers developed as an instrument for attracting mates rather than warding off predators. Big antlers would suggest a greater likelihood of the bull elk to marginalize the elks with smaller antlers. Over time, the bull elks with small antlers would die off since they would not be able to produce offspring and pass their traits. Thus, the bull elks would largely comprise of those elks with large antlers. However, the flip side is that large antlers compromise mobility and thus are more likely to be attacked by predators. Although the individual elk with large antler might succeed to stay around over time, it is also true that the compromised mobility associated with large antlers would overall hurt the propagation of the species as a collective group. We will return to this very important concept later. The interests of individual animals were often profoundly in conflict with the broader interests of their own species. Corresponding to the development of the natural selection mechanism is the introduction of the concept of the “survival of the fittest” which was introduced by Herbert Spencer. One often uses natural selection and survival of the fittest interchangeable and that is plain wrong. Natural selection never claims that the species that will emerge is the strongest, the fastest, the largest, etc.: it simply claims that the species will be the fittest, namely it will evolve in a manner best suited for the environment in which it resides. Put it another way: survival of the most sympathetic is perhaps more applicable. Organisms that are more sympathetic and caring and work in harmony with the exigencies of an environment that is largely outside of their control would likely succeed and thrive.

dig collab

We will digress into the world of business. A common conception that is widely discussed is that businesses must position toward a winner-take-all strategy – especially, in industries that have very high entry costs. Once these businesses entrench themselves in the space, the next immediate initiative would be to literally launch a full-frontal assault involving huge investments to capture the mind and the wallet of the customer. Peter Thiel says – Competition is for losers. If you want to create and capture lasting value, look to build a monopoly.” Once that is built, it would be hard to displace!


Scaling the organization intentionally is key to long-term success. There are a number of factors that contribute toward developing scale and thus establishing a strong footing in the particular markets. We are listing some of the key factors below:

  1. Barriers to entry: Some organizations have natural cost prohibitive barriers to entry like utility companies or automobile plants. They require large investments. On the other hand, organizations can themselves influence and erect huge barriers to entry even though the barriers did not exist. Organizations would massively invest in infrastructure, distribution, customer acquisition and retention, brand and public relations. Organizations that are able to rapidly do this at a massive scale would be the ones that is expected to exercise their leverage over a big consumption base well into the future.
  2. Multi-sided platform impacts: The value of information across multiple subsystems: company, supplier, customer, government increases disproportionately as it expands. We had earlier noted that if cities expand by 100%, then there is increasing innovating and goods that generate 115% -the concept of super-linear scaling. As more nodes are introduced into the system and a better infrastructure is created to support communication and exchange between the nodes, the more entrenched the business becomes. And interestingly, the business grows at a sub-linear scale – namely, it consumes less and less resources in proportion to its growth. Hence, we see the large unicorn valuation among companies where investors and market makers place calculated bets on investments of colossal magnitudes. The magnitude of such investments is relatively a recent event, and this is largely driven by the advances in technology that connect all stakeholders.
  3. Investment in learning: To manage scale is to also be selective of information that a system receives and how the information is processed internally. In addition, how is this information relayed to the external system or environment. This requires massive investment in areas like machine learning, artificial intelligence, big data, enabling increased computational power, development of new learning algorithms, etc. This means that organizations have to align infrastructure and capability while also working with external environments through public relations, lobbying groups and policymakers to chaperone a comprehensive and a very complex hard-to-replicate learning organism.
  4. Investment in brand: Brand personifies the value attributes of an organization. One connects brand to customer experience and perception of the organization’s product. To manage scale and grow, organizations must invest in brand: to capture increased mindshare of the consumer. In complexity science terms, the internal systems are shaped to emit powerful signals to the external environment and urge a response. Brand and learning work together to allow a harmonic growth of an internal system in the context of its immediate environment.


However, one must revert to the science of complexity to understand the long-term challenges of a winner-take-all mechanism. We have already seen the example that what is good for the individual bull-elk might not be the best for the species in the long-term. We see that super-linear scaling systems also emits significant negative by-products. Thus, the question that we need to ask is whether the organizations are paradoxically cultivating their own seeds of destruction in their ambitions of pursuing scale and market entrenchment.

Complex Physical and Adaptive Systems

There are two models in complexity. Complex Physical Systems and Complex Adaptive Systems! For us to grasp the patterns that are evolving, and much of it seemingly out of our control – it is important to understand both these models. One could argue that these models are mutually exclusive. While the existing body of literature might be inclined toward supporting that argument, we also find some degree of overlap that makes our understanding of complexity unstable. And instability is not to be construed as a bad thing! We might operate in a deterministic framework, and often, we might operate in the realms of a gradient understanding of volatility associated with outcomes. Keeping this in mind would be helpful as we deep dive into the two models. What we hope is that our understanding of these models would raise questions and establish mental frameworks for intentional choices that we are led to make by the system or make to influence the evolution of the system.


Complex Physical Systems (CPS)

Complex Physical Systems are bounded by certain laws. If there are initial conditions or elements in the system, there is a degree of predictability and determinism associated with the behavior of the elements governing the overarching laws of the system. Despite the tautological nature of the term (Complexity Physical System) which suggests a physical boundary, the late 1900’s surfaced some nuances to this model. In other words, if there is a slight and an arbitrary variation in the initial conditions, the outcome could be significantly different from expectations. The assumption of determinism is put to the sword.  The notion that behaviors will follow established trajectories if rules are established and the laws are defined have been put to test. These discoveries by introspection offers an insight into the developmental block of complex physical systems and how a better understanding of it will enable us to acknowledge such systems when we see it and thereafter allow us to establish certain toll-gates and actions to navigate, to the extent possible, to narrow the region of uncertainty around outcomes.


The universe is designed as a complex physical system. Just imagine! Let this sink in a bit. A complex physical system might be regarded relatively simpler than a complex adaptive system. And with that in mind, once again …the universe is a complex physical system. We are awed by the vastness and scale of the universe, we regard the skies with an illustrious reverence and we wonder and ruminate on what lies beyond the frontiers of a universe, if anything. Really, there is nothing bigger than the universe in the physical realm and yet we regard it as a simple system. A “Simple” Complex Physical System. In fact, the behavior of ants that lead to the sustainability of an ant colony, is significantly more complex: and we mean by orders of magnitude.

ant colony

Complexity behavior in nature reflects the tendency of large systems with many components to evolve into a poised “critical” state where minor disturbances or arbitrary changes in initial conditions can create a seemingly catastrophic impact on the overall system such that system changes significantly. And that happens not by some invisible hand or some uber design. What is fundamental to understanding complex systems is to understand that complexity is defined as the variability of the system. Depending on our lens, the scale of variability could change and that might lead to different apparatus that might be required to understand the system. Thus, determinism is not the measure: Stephen Jay Gould has argued that it is virtually impossible to predict the future. We have hindsight explanatory powers but not predictable powers. Hence, systems that start from the initial state over time might represent an outcome that is distinguishable in form and content from the original state. We see complex physical systems all around us. Snowflakes, patterns on coastlines, waves crashing on a beach, rain, etc.

Complex Adaptive Systems (CAS)

Complex adaptive systems, on the contrary, are learning systems that evolve. They are composed of elements which are called agents that interact with one another and adapt in response to the interactions.


Markets are a good example of complex adaptive systems at work.

CAS agents have three levels of activity. As described by Johnson in Complexity Theory: A Short Introduction – the three levels of activity are:

  1. Performance (moment by moment capabilities): This establishes the locus of all behavioral elements that signify the agent at a given point of time and thereafter establishes triggers or responses. For example, if an object is approaching and the response of the agent is to run, that would constitute a performance if-then outcome. Alternatively, it could be signals driven – namely, an ant emits a certain scent when it finds food: other ants will catch on that trail and act, en masse, to follow the trail. Thus, an agent or an actor in an adaptive system has detectors which allows them to capture signals from the environment for internal processing and it also has the effectors that translate the processing to higher order signals that influence other agents to behave in certain ways in the environment. The signal is the scent that creates these interactions and thus the rubric of a complex adaptive system.
  2. Credit assignment (rating the usefulness of available capabilities): When the agent gathers experience over time, the agent will start to rely heavily on certain rules or heuristics that they have found useful. It is also typical that these rules may not be the best rules, but it could be rules that are a result of first discovery and thus these rules stay. Agents would rank these rules in some sequential order and perhaps in an ordinal ranking to determine what is the best rule to fall back on under certain situations. This is the crux of decision making. However, there are also times when it is difficult to assign a rank to a rule especially if an action is setting or laying the groundwork for a future course of other actions. A spider weaving a web might be regarded as an example of an agent expending energy with the hope that she will get some food. This is a stage setting assignment that agents have to undergo as well. One of the common models used to describe this best is called the bucket-brigade algorithm which essentially states that the strength of the rule depends on the success of the overall system and the agents that constitute it. In other words, all the predecessors and successors need to be aware of only the strengths of the previous and following agent and that is done by some sort of number assignment that becomes stronger from the beginning of the origin of the system to the end of the system. If there is a final valuable end-product, then the pathway of the rules reflect success. Once again, it is conceivable that this might not be the optimal pathway but a satisficing pathway to result in a better system.
  3. Rule discovery (generating new capabilities): Performance and credit assignment in agent behavior suggest that the agents are governed by a certain bias. If the agents have been successful following certain rules, they would be inclined toward following those rules all the time. As noted, rules might not be optimal but satisficing. Is improvement a matter of just incremental changes to the process? We do see major leaps in improvement … so how and why does this happen? In other words, someone in the process have decided to take a different rule despite their experiences. It could have been an accident or very intentional.

One of the theories that have been presented is that of building blocks. CAS innovation is a result of reconfiguring the various components in new ways. One quips that if energy is neither created, nor destroyed …then everything that exists today or will exist tomorrow is nothing but a reconfiguration of energy in new ways. All of tomorrow resides in today … just patiently waiting to be discovered. Agents create hypotheses and experiment in the petri dish by reconfiguring their experiences and other agent’s experiences to formulate hypotheses and the runway for discovery. In other words, there is a collaboration element that comes into play where the interaction of the various agents and their assignment as a group to a rule also sets the stepping stone for potential leaps in innovation.

Another key characteristic of CAS is that the elements are constituted in a hierarchical order. Combinations of agents at a lower level result in a set of agents higher up and so on and so forth. Thus, agents in higher hierarchical orders take on some of the properties of the lower orders but it also includes the interaction rules that distinguishes the higher order from the lower order.

Transparency in organizations

“We chose steel and extra wide panels of glass, which is almost like crystal. These are honest materials that create the right sense of strength and clarity between old and new, as well as a sense of transparency in the center of the institution that opens the campus up to the street.”

Renzo Piano

What is Transparency in the context of the organization?

It is the deliberate attempt by management to architect an organization that encourages open access to information, participation, and decision making, which ultimately creates a higher level of trust among the stakeholders.

The demand for transparency is becoming quite common. The users of goods and services are provoking the transparency question:

  1. Shareholder demand for increased financial accountability in the corporate world,
  2. Increased media diligence
  3. Increased regulatory diligence and requirements
  4. Increased demand by social interest and environmental groups
  5. Demands to see and check on compliance based on internal and external policies
  6. Increased employees’ interest in understanding how senior management decisions impact them, the organization and society

There are 2 big categories that organizations must consider and subsequently address while establishing systems in place to promote transparency.

  1. External Transparency
  2. Internal Transparency


External Transparency:

Some of the key elements are that organizations have to make the information accessible while also taking into account the risk of divulging too much information, make the information actionable, enable sharing and collaboration, managing risks, and establishing protocols and channels of communication that is open and democratic.

For example, it is important that employees ought to able to trace the integrity, quality, consistency and validity of the information back to the creator. In an open environment, it also unravels the landscape of risks that an organization maybe deliberately taking or may be carrying unknowingly. It bubbles up inappropriate decisions that can be dwelt on collectively by the management and the employees, and thus risks and inappropriateness are considerably mitigated. The other benefit obviously is that it enables too much overlap wherein people spread across the organizations may be doing the same thing in a similar manner. It affords better shared services platform and also encourages knowledge base and domain expertise that employees can tap into.


 Internal Transparency:

Organization has to create the structure to encourage people to be transparent. Generally, people come to work with a mask on. What does that mean? Generally, the employees focus on the job at hand but they may be interested to add value in other ways besides their primary responsibility. In fact, they may want to approach their primary responsibility in an ingenious manner that would help the organization. But the mask or the veil that they don separates their personal interest and passions with the obligations that the job demands. Now how cool would it be if the organization sets up a remarkably safe system wherein the distinction between the employees’ personal interest and the primary obligations of the employee materially dissolve? What I bet you would discover would be higher levels of employee engagement. In addressing internal transparency, what the organization would have done is to have successfully mined and surfaced the personal interests of an employee and laid it out among all participants in a manner that would benefit the organization and the employee and their peers.

Thus, it is important to address both – internal and external transparency. However, implementing transparency ethos is not immune to challenges wherein increased transparency may distort intent, slow processes, increase organizational vulnerabilities, create psychological dissonance among employees or groups, create new factions and sometimes even result in poor decisions. Despite the challenges, the aggregate benefit of increased transparency over time would outweigh the costs. At the end, if the organization continues to formalize transparency, it would also simultaneously create and encourage trust and proper norms and mores that would lay the groundwork for an effective workforce.

Reputation is often an organization’s most valuable asset. It is built over time through a focused commitment and response to members’ wants, needs, and expectations. A commitment to transparency will increasingly become a litmus test used to define an association’s reputation and will be used as a value judgment for participation. By gaining a reputation for value through the disclosure of information, extensive communications with stakeholders, and a solid track record of truth and high disclosure of information, associations will win the respect and involvement of current and future members.

Kanter and Fine use a great analogy of transparency like an ocean sponge. These pore bearing organisms let up to twenty thousand times their volume in water pass through them every day. These sponges can withstand open, constant flow without inhibiting it because they are anchored to the ocean floor. Transparent organizations behave like these sponges: anchored to their mission and still allowing people in and out easily. Transparent organizations actually benefit from the constant flow of people and information.


Plans to implement transparency

Businesses are fighting for trust from their intended audiences. Shel Holtz and John Havens, authors of “Tactical Transparency,” state that the realities associated with doing business in today’s “business environment have emerged as the result of recent trends: Declining trust in business as usual and the increased public scrutiny under which companies find themselves thanks to the evolution of social media.” It is important, now more than ever, for organizations to use tools successfully to be sincerely but prudently transparent in ways that matter to their stakeholders.

“Tactical Transparency” adopted the following definition for transparency:

Transparency is the degree to which an organization shares the following with its stakeholder publics:

▪   Its leaders: The leaders of transparent companies are accessible and are straightforward when talking with members of key audiences.

▪   Its employees: Employees or transparent companies are accessible, can reinforce the public view of the company, and able to help people where appropriate.

▪   Its values: Ethical behavior, fair treatment, and other values are on full display in transparent companies.

▪   Its culture: How a company does things is more important today than what it does. The way things are done is not a secret in transparent companies.

▪   The results of its business practices, both good and bad: Successes, failures, problems, and victories all are communicated by transparent companies.

▪   Its business strategy: Of particular importance to the investment community but also of interest to several other audiences, a company’s strategy is a key basis for investment decisions. Misalignment of a company’s strategy and investors’ expectations usually result in disaster.

Here are some great links around transparency.

According to J.D. Lasica, cofounder of and the Social Media Group, there are three levels of transparency that an organization should consider when trying to achieve tactical transparency.

▪   Operational Transparency: That involves creating or following an ethics code, conflict-of-interest policies, and any other guidelines your organization creates.

▪   Transactional Transparency: This type of strategy provides guidelines and boundaries for employees so they can participate in the conversation in and out of the office. Can they have a personal blog that discusses work-related issues?

▪   Lifestyle Transparency: This is personalized information coming from sites like Facebook and Twitter. These channels require constant transparency and authenticity.


Create an Action Plan around policies and circumstances to promote transparency:

Holtz and Havens outline specific situations where tactical transparency can transform a business, some of which are outlined in this list.

▪   Major Crises

▪   Major change initiatives

▪   Product changes

▪   New regulations that will impact business

▪   Financial matters

▪   Media interaction

▪   Employee interaction with the outside world

▪   Corporate Governance

▪   Whistleblower programs

▪   Monitoring corporate reputation internally and externally

▪   Whistleblower programs

▪   Accessibility of management