It was 1972 when Michael Corleone told Sonny “It’s not personal. It’s strictly business”. Companies where run from a top view perspective. The order chain was very well designed coming from the “Boss” trough all the ranks down to the simple soldiers. And if a few had to die in the process of making money, be it associates or customers, it was an acceptable loss. Machiavelli would proudly stand on top of the means that always justified the ends.

And then came Web 2.0. The rules suddenly changed. The business drive was taking its power from the most unusual source: its customers. And soon enough Machiavelli started to take a beating. Few examples:

  • Digg kicked out a user for the very “acceptable” reason that the information the user posted was illegal, and deleted the post. The users revolted: Digg had to accept the chances to be sued.
  • YouTube started to put advertisement in user videos. There was a huge protest, they had to stop and ask for permission.
  • Google stopped its downloadable video service. Google lost some of its credibility.

To all of this instances the Godfather could have said: “It’s not personal. It’s strictly business”, but what would have happened then? Ironically he would have probably be trampled by an angry “mob” while buying fruits.

Take away the personal out of the Internet today and replace it with business: you get Web 1.o and then the burst…

So what could the Godfather 2.0 have told to Sonny ? Maybe: “Not Personal ? It’s STRICTLY personal!” and then opened a social networking site for mobsters.

What are your suggestions ?

Sadok Kohen