I attended a power point presentation onWikinomics by Anthony Williams, an economist and the co-author of the highly successful book that goes by the same name. After the talk, which was primarily a summary of the findings of the book along with highlights of the continuing growth of Web 2.0 enhanced collaboration; I had a chance to speak with him. I asked if living systems knowledge had played a role in his book's creation. Because living systems ideas are central to the formation of Web 2.0 and Wikis I was surprised when he said that they had not.

 

On reflection, what I realized is that the book's subtiltle, How Mass Collaboration Changes Everything, clarifies this omission. This book tells "How" Web 2.0 and Wikis are working to change the world. Living systems understandings provides the crucial why. Knowing why something works adds the essential component of depth, it guides decisions about what patterns, or sets of relationships to look for and what paths of exploration to follow.

 

An example of the invaluable nature of knowledge of the why in this arena is the living systems insight regarding code duality. Mass collaboration typically taps into the analog or creative side of an endeavor by mining the knowledge of a general community of enthusiasts. Take for instance the band, Nine Inch Nails, putting their songs on MySpace for remixing by their followers. Following the idea of code duality, for Web 2.0 collaboration to be of maximum value it needs to interface with the digital or rigorous side of an endeavor by mining the knowledge of experts. In this case, this would be the refined musical knowledge of the members of Nine Inch Nails. Through "radical sharing," the analog wisdom of the listeners combines with the digital wisdom of the Band to self-organize. This allows innovative songs to emerge greater than either could create on their own. Because Web 2.0 developers lack clear understanding of the living system principle of code duality as a living system principle the wisdom of the crowd is often seen as in conflict with the wisdom of experts. Knowing that living systems survive and thrive over time through the process of code duality is an invaluable insight into what lies at the heart of successful Web 2.0 endeavors.