The Power of the Collective: Mick MacComascaigh Chimes In

Gartner analyst Mick MacComaschaigh recently added a blog post titled Collecting our thoughts and thoughts on the collective.  Like we at Baynote frequently do, he uses the analogy of how much ants can accomplish when they act collectively.  Many other thinkers have also used this story to illustrate collective intelligence including Brian Solis and Steven Johnson.

In his blog Mick says, “It can be argued that social software facilitates in some ways the next evolution of interaction between individuals, among groups and within a collective. Such social networks can be built upon our desires to be regarded in a context greater than our immediate surrounds.”

As individuals, we frequently want to protect our individual voice and yet at the same time we desire to reach out to those most like us.  These opposing forces are constantly in play.  In this sense we are not like ants, who are all or nothing about the “collective.”

By limiting the “collective” to those who are currently seeking the same thing, i.e. sharing a similar context, we can balance our need for individuality with the benefits of drawing on the strengths and wisdom of those who are the same path.

Mick concludes with the statement, “It is incumbent upon us to regard collective intelligence as the “killer application” for our social platform and establish an exciting base for the next phase of our cultural evolution.”

We agree wholeheartedly.  The era of the lone and lonely web surfer is behind us.  It is now an increasingly social experience. Smart companies will realize their customers expect a social experience.  And for that social experience to work, you need to rely on others to show you the way.

As Mick said “If ants can do it, we can too.”