From Hierarchy to Wirearchy for Connected Communications Content

Hierarchy can be an enemy of creativity. The traditional hierarchical structure of businesses meant information flowed from the top down, following an explicit communication chain. Practices that started from the industrial age are top-down and focused on efficiency.

The problem with top-down communications is that people could find them irrelevant:

  • Audiences disconnect from broad messaging that doesn’t address their specific needs.

  • Leaders and subject experts are deeply dedicated and passionate about their initiatives. Looking through this biased lens makes communicating from a human-first perspective difficult. An audience is only interested in what’s in it for them or what emotionally moves them.

Low engagement is common, and it’s becoming harder than ever for people at the top of a chain, the C-suite, to get people’s attention.

Hierarchy v Wirearchy

In the information age, everything is different. It’s all about the network wirearchy. A wirearchy is a two-way flow of information, knowledge, and trust enabled by interconnected people and technology.  New linkages are created that distribute information and power, breaking organizational boundaries.

Leveraging Wirearchies

Empowering people at all levels of an organization to generate communications content enables:

  • Authenticity and trust.

  • Diverse perspectives and ideas.

  • People feel heard and valued.

Networked Organisation

Organizations create a more dynamic, responsive, and connected environment by empowering everyone to contribute to communications:

  • Colleagues share genuine stories and knowledge, writing content and making videos that have more resonance and relevance.

  • Peer-to-peer and online communities encourage colleagues to share best practices related to their work and experiences.

  • Real-time feedback and conversation are encouraged for all messaging and interaction occurs every 5-10 minutes in online sessions.

  • Opening up communication channels across all levels and departments provides diverse perspectives to solve problems more effectively.

  • Skills are developed, and platforms are available to enable content communications at scale.

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