Steve Johnson

April 17, 2006

One of the biggest 'job' challenges I face daily is explaining benefits of 'sharing' to colleagues. Reading the works of Johnson helps me find analogies that my peers may find useful in understanding that media has never been about sending information one way. It's a dialogue (people spend money on your products, dude.) Moving that towards a relationship of co-authorship still scares the vowels and invoices out of commercial folk. Johnson works the concepts of natural systems and turns them into coffee-point narratives – saves me a least a dozen emails of explanation to colleagues.

Emergence (very good) and Mind Wide Open (hmm, not as good) are top reads for applying the lab coat science to proactive practitioning creatives.

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