Don Tapscott ist im Moment wohl einer der eifrigsten und poplärsten Trommler für Open Innovation und Wertschöpfung in Netzwerken. Ganz unterhaltsam ist das Interview mit ihm in der letzten brandeins-Ausgabe. Richtig zur Sache kommt er jedoch erst in einem Mitte Februar veröffentlichten Artikel in der Businessweek. Dort stellt er eine Peer-Production Roadmap für Unternehmen vor, die sich das Wissen und Arbeitskraft der Maßen zu nutze machen wollen:

“First, think about how self-organized collaborations can change the way we invent, build, market, and distribute products and services—and build scenarios for your industry. Remember that its greatest impact today is in the production of information goods—and its initial effects are most visible in the production of software, media, entertainment, and culture—but peer production won’t stop there. We already see it at work in mutual funds (www.marketocracy.com), peer-to-peer lending systems (www.zopa.com), designer T-shirts (www.threadless.com), and to an increasing degree, in the production of complex physical goods such as cars, motorcycles, and airplanes (check out Boeing’s 787 Dreamliner).”

“Second, remind the doubters that open source doesn’t mean “no profits”—it means that the profits are migrating to new offerings, and increasingly these offerings are big business…”

“Third, abide by community norms. IBM not only accepted open-source software products and processes but also accepted its philosophy, which is to spur quality and fast growth rather than just profits based on proprietary ownership of intellectual property…”

“Fourth, remember that to reap, you must sow. When firms join a peer-production community, sharing is the continued price of admission to the community from which the firm derives various benefits…”

Man darf gespannt sein, wechle Manager in Zukunft diesen Schritten beherzt folgen und die Qualitäten von Peer-Production selbst schätzen lernen. Welche Potentiale Tapscott durch den Wandel hin zu Wertschöpfung in Netzwerken sieht, kann man seinen Schlusssätzen entnehmen:

It’s time to get your peer-production roadmap ready. Barriers to entry are vanishing and the trade-offs that individuals make when deciding to contribute voluntarily to projects and organizations are changing, creating opportunities to reconfigure the way we produce and exchange information, knowledge, and culture. Companies that recognize, address, and learn to tap peer production will benefit, while those that ignore and resist will miss important opportunities for innovation and cost reduction and may even go out of business.

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