So while it has taken me a couple of weeks to knock out this post, I did think it would be good form to actually read the book first so I had something reasonably interesting to say (uh oh, I’ve raised expectations now haven’t I?).

Back in August, top Edelman cheese and long time Twitter follow David Brain (we chat football mostly I might add as long suffering Man City and Boro fans) asked if I fancied coming along to the launch of his book, Crowd Surfing. Thoroughly envious that such a busy man could find the time to have a family life AND write a book on top of the day job, I jumped at the chance of meeting the man imself and help celebrate this fine achievement.

While I intend to focus on the book itself rather than the event here, if you’re interested here is a short video taken on the night which includes a passionate David Brain (and very little of Martin Thomas as the technology was playing up!):

Book launch from David Brain on Vimeo.

Crowd Surfing: surviving and thriving in the age of consumer empowerment

Welcome to the world of the crowd surfer: a world in which a new generation of business and political leaders has learned how to harness the energy, ideas and enthusiasm of today’s empowered consumers

Given a number of people have already reviewed the book elsewhere, I will try not to go over ground well covered by the likes of James Cherkoff, Simon Collister and Richard Bailey (and for those of you even too busy to read the book itself I have posted the promotional video below). Having said that I do have some thoughts that I would add to the words of others.

The best compliment that I can pay to Crowd Surfing (other than the fact that I read it cover to cover which is VERY rare for me these days) is that it captures very nicely what a lot of us are thinking, experiencing and working with on a daily basis, and presents it in a very human and accessible way. That’s not to say that there aren’t a number of new insights and angles because there are (for instance the story of the branding for the 2012 Olympics and a comparison of the brand management strategies of Microsoft and Apple - both case studies of interest although neither take I wholly agree with). More that it translates the geeky verve and enthusiasm of those at the forefront of change into something clear, concise and relevant for company execs and politicians in particular. After all, isn’t that what most of us are in this game for, ensuring all these astounding developments in the web and tech are translated into real world change by the powers that be.

Crowd Surfing is a book very much of the moment. In part echoing the language and themes of books such as Nudge, Crowd Surfing suggests how organisations and their leaders may wish to ‘predict, shape, follow’ trends and the people setting them for business or political advantage. That rather than seeking the impossible, that is maintaining tight top down control of their organisations and brands, in a complex and networked world leaders should paradoxically relinquish some of that control, letting go and giving customers/employees/voters a greater say in how that business is run. Having said that the book is also clear that:

Crowd surfing does not mean abdicating all personal control, becoming subject to the whims and prejudices of the crowd. It is not simply a case of being a crowd pleaser or a populist… Leaders should continue to lead: to debate issues with the crowd, try to influence its opinion and, if necessary, take a contrary position.

While many books have previously focused on the crowd, Crowd Surfing focuses on the surfers - the organisations and leaders within those organisations looking to adapt and thrive in these complex and uncertain times. While I would draw the line at calling these people ‘heroes’ as they are referred to in the book, the coping strategies and lessons learnt from companies such as Microsoft and Apple and their approach to what is still an emerging economic model make for interesting reading.

There is growing interest in the art of ‘leadership 2.0′ (for instance the current studies of Jemima Gibbons - including my contribution) and Crowd Surfing represents a relatively early yet valuable addition to the debate. It outlines a number of interesting challenges leaders are experiencing, facing up to consumers empowered by the internet are no longer mere recipients of broadcast communications and marketing but partners and influencers right through from product or service development to marketing and sales.

It is made clear that leaders must adapt, coming down from on high to engage, persuade, influence, connect and shape with consumers through fluid and dispersed networks far beyond their control. In a world increasingly suspicious of marketing, PR, politics and institutions, the question is how can these leaders position their organisations as key and trusted nodes within a wider network and remain or even become relevant based on authenticity and credibility rather than coercion and spin?

In terms of its applicability to public sector, it is equally clear that we need to think through how in government we can learn to exist and thrive in networks that are equally well beyond our control. How can we begin to better lever value from our crowd, opening up to become more porous, transparent and receptive to ideas and involvement from its citizens? How can the hard shell of government bureaucracy be softened around, relaxing into its role as just one (albeit important) player in a far wider network of individuals and institutions? How do we learn to let go, accept that government alone cannot resolve the bigger challenges we face as a society.

Above all what Crowd Surfing highlights to me is the need for government to raise its game, to learn to influence, convene and coordinate the latent potential of its citizens, surfing, nudging and cajoling its way to meet the challenges of the future in partnership with those citizens in a way that makes government relevant and useful to their lives.

Don’t just take my word for it…

If that has whet your appetite and you fancy a read, Crowd Surfing is available via the book’s blog or if you just want a taster check out the book’s short promo video:

Crowdsurfing from David Brain on Vimeo.