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Matt Lehrman on Customer Engagement & Audience Development

Going Forward, There Is No “Collective”

October 31, 2011 by Matt Lehrman

In a “collective” – the component parts exist only to serve the good of the whole.  There is no appreciation of individuality, independence, choice, creativity, dialogue, agility or soul.  Collectives are imposed.  As the Borg in Star Trek say, “You will be assimilated.”

“Collective” is NOT a synonym for “collaboration.”

Try gathering a group of people together to discuss HOW to address some shared need or pursue some mutual objective and it becomes quickly obvious that people make decisions for different reasons, at different times and with very different expectations.  

The voluntary agreement of people (and organizations) to work together for mutual benefit requires negotiation – bourne out of mutual respect and  individuality.  Nobody wants their identity subsumed.  Nobody willingly signs away the right to change their mind.

A collaboration actually draws strength from its diversity.

Collaboration is organic.  Sure, its process can be frustrating, time-consuming and challenging.  But its virtue is that it can be incredibly inclusive and robust – comprised of multiple strands and responsive to any number of changes.

“Collectives” may be efficient and able to deal brute force.  But they are lifeless, dehumanizing entities. 

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Filed Under: morale, strategy

About Matt Lehrman

From a 20+ year career in nonprofit management, Matt Lehrman founded Social Prosperity Partners, a practice devoted to uniting leaders in endeavors of great imagination and initiative. He has consulted and presented workshops on donor & stakeholder engagement, audience development, civic engagement, and loyalty & customer engagement throughout the US and UK.

Matt Lehrman

A passion for loyalty and customer engagement runs through Matt Lehrman’s 30-year career in corporate sales and marketing, non-profit management, and as a champion for audience development in the arts and cultural sector. [Read More …]

About Audience Wanted

Audiences, they're not just for arts & cultural organizations anymore. My favorite part of any show or concert takes place precisely when the houselights dim and the curtain rises.  It's at that remarkable moment that an assembly of individuals … [Read More...]

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