Charles Leadbeater

Cloud Culture

Charles Leadbeater

A guide to the world in four crude diagrams

Diagram One: What Kind of Innovation?

Sustaining

Disruptive

OutsideInside

Sustaining

Disruptive

OutsideInside

Same goal and same but improved means

Sustaining

Disruptive

OutsideInside

Revised goals, different but institutional means

Sustaining

Disruptive

OutsideInside

Same goals different mix of means

Sustaining

Disruptive

OutsideInside

Different goals allow very different means

We need a mix of all four to work together

Sometimes they conflict: improve can be the enemy of transform

Transformation : reframing challenges and resources is political, requires advocacy, communication and mobilisation

Diagram Two: How we talk and engage

Low Volume

High Volume

High Engage

Low Engage

High Engage

Low Engage

Low Volume

High Volume

High Engage

Low Engage

Low Volume

High Volume

Traditional politicsMass marketing Industrial media

High Engage

Low Engage

Low Volume

High Volume

Museums

High Engage

Low Engage

Low Volume

High Volume

French wine

High Engage

Low Engage

Low Volume

High Volume

Detached elites

High Engage

Low Engage

Low Volume

High Volume

Australian wine

High Engage

Low Engage

Low Volume

High Volume

Populist elites

High Engage

Low Engage

Low Volume

High VolumeFox News +

Talk Radio +Tea Party

High Engage

Low Engage

Low Volume

High VolumeCelebrity

Personality Charisma

High Engage

Low Engage

Low Volume

High Volume

Social mediaMumsNet

High Engage

Low Engage

Low Volume

High Volume

Networked models

High Engage

Low Engage

Low Volume

High Volume

Everyday life

High Engage

Low Engage

Low Volume

High Volume

Quiet

Chanting

Buzz

Lecture

Changing communications changes the way we innovate

Diagram Three: Mass Innovation

Many contributors

Few contributors

Few Benefit

Many benefit

Few Benefit

Many benefit

Many contributors

Few contributors

Few Benefit

Many benefit

Many contributors

Few contributors

BespokeNiche

Few Benefit

Many benefit

Many contributors

Few contributors

Highbrow Culture

Few Benefit

Many benefit

Many contributors

Few contributors

MassIndustrial Culture

Few Benefit

Many benefit

Many contributors

Few contributors

Corporate open innovation

Few Benefit

Many benefit

Many contributors

Few contributors

X Factor

Few Benefit

Many benefit

Many contributors

Few contributors

The App Store

Few Benefit

Many benefit

Many contributors

Few contributors

The App Store

The App Store

Few Benefit

Many benefit

Many contributors

Few contributors

CommunityOpen Source

Few Benefit

Many benefit

Many contributors

Few contributors

Massmicro-credit

Few Benefit

Many benefit

Many contributors

Few contributors

City = space for collective

imagination

Few Benefit

Many benefit

Many contributors

Few contributors

Cloud Culture

Few Benefit

Many benefit

Many contributors

Few contributors

BespokeCulture

MassPopular Culture

X Factor

Cloud Culture

Few Benefit

Many benefit

Many contributors

Few contributors

ScaleSpread

SmallSourcing

All of that has an impact on how social change comes about

Diagram Four: The Logic of Social Change

Big Impact

Small Impact

Low investment

High investment

Low investment

High investment

Big Impact

Small Impact

Low investment

High investment

Big Impact

Small Impact

Everyday life

Low investment

High investment

Big Impact

Small Impact

All innovation ends here: make the new

normal

Low investment

High investment

Big Impact

Small Impact

Bilbao Guggenheim

Low investment

High investment

Big Impact

Small Impact

BilbaoGuggenheim

Copies of Bilbao

Low investment

High investment

Big Impact

Small Impact

Physical regeneration

Low investment

High investment

Big Impact

Small Impact

Traditional public services:

families in crisis

Low investment

High investment

Big Impact

Small Impact

Infrastructure platforms for mass

engagement

Low investment

High investment

Big Impact

Small Impact

Word of mouthViral change

Low investment

High investment

Big Impact

Small Impact

PiggybackConnect small

packets

Low investment

High investment

Big Impact

Small Impact

Florida’sChristian Taliban

The Four Diagrams

Is cloud culture transformational ?

Transformational social innovation is:

highly engaged but often low volume

Transformational social innovation:

seeks big impacts from small investments

Transformational social innovation is:

Starts with few becomes many to many

Transformational social innovation:

mixture of the very old and new

Multiple threats to open cloud culture:

Rearguard action by traditional media

Multiple threats to open cloud culture:

Government control of the cloud

Multiple threats to open cloud culture:

The Cloud Capitalists

Multiple threats to open cloud culture:

Open to whom and to do what?