Good thinking for how to structure a digital organization.

“All of a sudden digital media comes along and starts to screw things up. It doesn’t know boundaries. The figurative and literal walls between departments are of little use when it comes to digital technology (think about the effect of something like email on the way people communicate and share information).

When the web came along and every company decided it needed a website decisions had to be made about who was going to ‘own it.’ Problem was, as I mentioned earlier, it didn’t fit into the nice little boundaries that corporations were built around. If companies are traditionally structured vertically (silos) then the web is a horizontal medium, cutting across the business.”