In 1983, Harley-Davidson faced extinction for the second time in 20 years. Twenty-five years later, the company boasted a top-50 global brand valued at $7.8 billion. Central to the company’s turnaround, and to its subsequent success, was Harley’s commitment to building a brand community: a group of ardent consumers organised around the lifestyle, activities, and ethos of the brand. 

Whatever tools musicians use to make music, almost every song or piece of music is a result of collective effort; a collaboration has happened at some point along the way. Nowadays, it has become easier for musicians, producers and engineers to work across the globe, by sharing files or through live streaming. Live steaming, or jamming over Skype, can sometimes be challenging because of lag, but this has not stopped the growing number of songs and music being produced this way. 

We are always online, connected and making our presence felt on social media.  We have evolved into social beings, who are also becoming increasingly aware of being socially responsible. People are engaging more and raising their voices together on movements like Avaaz (Hindi word for voice). These movements give people a sense of contribution, of doing something, even though it may be as simple as signing a petition for a cause that appeals to your sense of what is socially right

The numbers probably tell a lot of the story. A Forrester report forecasts that 4.8 billion individuals globally will use a mobile phone. Smartphone subscribers will soon represent 46% of the global population, driven by an accelerated adoption in Africa and Asia.

I recently completed reading my friend Justice Malala’s book; We have now begun our descent. The book was actually gifted to my mother for her 90th birthday, and I would highly recommend that every concerned citizen who is determined that our future be brighter than our present, reads the book. I went through a range of emotions, mainly anger and some sadness, but without a doubt, Justice’s book makes the strongest case for collaboration.

I write this blog on the eve of Human Rights Day. In accordance with the Bill of Rights, everyone has the right to life, equality and human dignity. Protected rights include a healthy environment, housing, health care, food, water and social security. For those wonderful friends living outside of South Africa who kindly read my ramblings here’s the quick history on why we mark this day.

If your business, organisation, NPO, municipality, city or initiative does not have a well-defined community today, you’re missing multiple opportunities. Community is at the very core of the collaborative era and smart businesses are harnessing the power of community to co-create and crowd source.

Ninety-six percent of executives cite ineffective communication as the reason for workplace failures.  In addressing this, executives estimate that improved communication and collaboration through social technologies could raise productivity levels by as much as 20-25%.

When our grandchildren ask about what life was like, what will we tell them? Will we tell them that we were among the generations that learnt real lessons from the past, that we despised the vast disparities between people, that globally there was enough for all, that this was shared and that we embraced the collaborative era? That we shared ideas and solutions to major and minor challenges with communities that shared purpose?

FROM PECHA KUCHA JOHANNESBURG

27 JANUARY 2016 - the slides and the transcript

1. Collaboration is the new black and it’s changing the world, often in the most unexpected ways. Thanks to Pecha Kucha Johannesburg for being curious enough around the topic. The image was taken in Tahrir Square in Cairo at the height of the Arab Spring in 2011. People silenced for many years gathered in their thousands.