Three more reasons why improvisation is a more potent strategy than a scripted narrative for building brands and organizations in the Networked World:

1) A NETWORKED ORGANIZATION IS A GAME PLATFORM

Organizations and brands designed to operate in the Networked World are, in effect, game platforms. They establish an environment, rules and tools, and encourage players to exercise their potential to its fullest. They build context so that players can create content. The wealth of these organizations will be generated by a generation of employees for whom gaming is second nature. These employees understand that playing the game productively requires improvisation.

Think about the narrative experience of a movie or TV show versus the experience of playing networked games like Second City or Final Fantasy and you’ll begin to see the difference between a brand that hews to the script and one that encourages improvisation. (more…)