Is corporate communication in self-organized companies still needed?

When we decided to move forward into self-organization, I often heard, that corporate communication and marketing no longer will be needed. Self-organized companies would work much more transparent and open, are purpose driven and therefore, fulfill real market needs. Cool! I love being transparent and never have been one of these marketers building castles in the air. But will my daily work really be obsolete? I decided to find it out.

Different approaches of self-organization

As a parallel to working at Liip, I was doing my master’s degree, I used the question in the title to write my thesis[1] about. But where to start? I decided to go for Laloux’ Reinventing Organizations as this was the book mostly talked about at Liip.

With further investigation, I found other approaches like Heyse & Erpenbeck of Malik. Keeping things short, here’s an overview of these 4 approaches:

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Self-Organization – Nothing But Talk?

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It’s incredible how the topic of self-organization emerged over the past few years. In 2016 we reached an amount of attention we had never seen before. We were invited so many times to talk at conferences, in schools, for communities and many big corporations on all levels up to the top management. And the media covered the topic widely. Some in the industry even thought this was a marketing campaign above all. But far from it.

Time to reflect how we got here, why we gained this attention and where we are heading to.

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