I recently started working on the second iteration of The Project Shrink linear edition, the free ebook you can download here.
This post is an early draft of a concept I am working on. It will focus on the supply and demand of information to nodes in social networks. People have a need for information (demand), some people have a need for an audience for their information (supply). I will use the notion of leaders (supply) and followers (demand). Inherent to social networks is the fact that you have way more followers than leaders. The system maintains this balance. Problems occur when boundaries make it difficult to ensure this balance.
Image by James Cridland.
Yes, this is a simplification of reality. It’s a model. It’s not The Real World… argh … don’t get me started about The Real World.
It needs references. It needs some examples and clarification. I am working on that. But I also was kind of hoping on your feedback 
20% Holds 80% Of Information
Within social networks information is not distributed equally. A few have a lot. A lot have few. I think that information follows a Pareto distribution: 80% of the information is held by or accessible from 20% of the people.
When looking at the flow of information in organizations, you will find the existence of a few hubs: nodes in the network that are highly connected. In organizations not everyone has a relationship with every other employee. There are a couple of employees that know a lot of people, and most people in the organization know these few so-called “hubs”, leaders in information brokerage.
In networks you find many more followers than leaders.
In human networks you’ll find more people listening than speaking. Looking at the online world, we’ll see the 90-9-1 principle, which says that “in a community, the rule of thumb is that 90% of visitors only view the content, 9% only comment or react to it, and 1% create it.” Few people create, lots of people consume.
A person can be a leader and a follower at the same time, but for different topics. Leading in Project Management and following in SOA technology.
This is not some evil plot. It’s inherent to the social system.
From the information input perspective, you don’t want to be swamped in information. You limit the amount of sources. You want these few sources to be “the best”. “The best” being measured in popular demand skews the choice of information hubs towards a limited few. You want your sources easy to find, which also turns you to the more popular hubs. It’s similar to “the rich get richer”. If you are a popular hub, you become even more popular.
From the information output side you get a similar view. Leaders need demand for their information. A higher demand means larger influence, more recognition, a larger reputation. Leaders will behave to maximize the amount of followers. They need to be a very small minority.
Leaders are born with this urge. You really want to be a hub.
Within social networks there is a balance for the distribution of leaders and followers. There is an “natural amount” of hubs within a network.
Blue Ocean, Red Ocean
Once a follower has found a good source, it will remain connected as long as the need for the information exists. The relationship from follower-to-leader remains mainly stable.
What does a leader do without followers? It’s going to look for them throughout the network. Hubs move around to stay hubs.
For example, a couple of years ago a blog about Project Management was almost alone in its category. You could have quite a following with your blog. As more and more blogs come into existence about this topic, it gets harder and harder to build up your audience. Lot of leaders and not enough followers. An imbalance between supply and demand of information.
So, hubs start to move. They are leaving the red ocean, in search for a blue one. “Blue Ocean Strategy” is a business strategy book written by Kim and Mauborgne, that promotes creating new market space or “Blue Ocean” rather than competing in an existing crowded industry (Red Ocean).
In the case of Project Management blogs, you are trying to differentiate yourself. Looking for a different or more specific niche. Change the medium by adding video, audio and presentations. Looking for your fresh, blue ocean.
Next up:
What happens when boundaries prohibit movement and a leader cannot move throughout the network? What if you shrink to ocean into a pond (moving from organization to project)?
