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Beyond support to active co-creation

by Prof Rashmi Bhatia; Prof Arun Bhatia; and Prof Daviender Narang
Indian Management October 2024

Traditionally, followers have been viewed as passive supporters, merely executing the directives of their leaders. However, this perspective is increasingly being challenged. The modern organizational landscape recognises that followers are not just subordinates; they are active participants who significantly influence organizational success.

In the realm of organisational dynamics, the role of followers has often been overshadowed by the prominence of leaders. Traditionally, followers have been viewed as passive supporters, merely executing the directives of their leaders. However, this perspective is increasingly being challenged. The modern organisational landscape recognises that followers are not just subordinates; they are active participants who significantly influence organisational success.

Followers can be defined as individuals who engage with leaders and contribute to the achievement of organisational goals. They are not just passive recipients of information or directives; rather, they actively participate in the Decision-Making Processes, Influence Organisational Culture, and Drive Innovation. In essence, followers are integral members of the organisational ecosystem, whose actions and attitudes can significantly impact the overall effectiveness and success of the organisation. Characteristics of effective followers Effective followers possess a unique set of characteristics that distinguish them from passive participants.

These characteristics include:

  1. Proactivity: Proactivity is a defining characteristic of effective followers that significantly contributes to organisational success. It encompasses a range of behaviours and attitudes that empower individuals to take initiative, anticipate needs, and actively engage in the improvement of processes and outcomes. Effective followers take initiative and are willing to go beyond their assigned roles. They seek opportunities to contribute and improve organisational processes. Proactivity refers to the ability and willingness of individuals to take control of their actions and make decisions that positively impact their work environment. Proactive followers do not wait for instructions or directives from their leaders; instead, they take the initiative to identify challenges, propose solutions, and implement changes that enhance organisational effectiveness.
  2. Critical thinking: Critical thinking is an essential skill that empowers followers to analyse situations, question assumptions, and provide constructive feedback. This capability not only enhances individual performance but also contributes to the overall success of the organisation. They possess the ability to analyse situations, question assumptions, and provide constructive feedback. This critical thinking fosters a culture of innovation and continuous improvement. Critical thinking is the ability to think clearly and rationally about what to do or believe. It involves the evaluation of information, the identification of biases, and the formulation of reasoned conclusions. For followers, critical thinking means actively engaging with ideas, assessing their validity, and making informed decisions that align with organisational goals.

3. Emotional intelligence: Emotional intelligence is a vital skill that enables effective followers to navigate interpersonal relationships and contribute to a positive organisational culture. By enhancing collaboration and resolving conflicts, emotionally intelligent followers are crucial for driving organisational success. Organisations that prioritize emotional intelligence development foster teamwork, innovation, and resilience. In today’s complex work environment, emotional intelligence is a fundamental requirement for effective leadership and organisational effectiveness. Emotional intelligence refers to the ability to recognise, understand, and manage one’s own emotions, as well as the emotions of others. It encompasses several key components, including self-awareness, self-regulation, social awareness, and relationship management. For followers, emotional intelligence is vital for building strong relationships, facilitating teamwork, and contributing to a harmonious work environment. Effective followers demonstrate high emotional intelligence, allowing them to navigate interpersonal relationships and understand the emotions of others. This skill is crucial for collaboration and conflict resolution.

4. Commitment: Followers who exhibit a strong commitment to their organisation’s vision and values are essential for driving alignment and achieving organisational success. Their dedication enhances individual performance, fosters collaboration, and contributes to a positive organisational culture. By prioritising the development of commitment among followers, organisations can create a motivated and engaged workforce that is aligned with their goals and values. In an increasingly competitive landscape, the commitment of followers is not just beneficial; it is a critical factor for sustainable success. Commitment in the context of organisational behaviour refers to the psychological attachment and loyalty that individuals feel towards their organisation. It encompasses a deep-seated belief in the organisation’s mission, vision, and values, motivating followers to contribute positively to its success. Committed followers are more likely to go above and beyond their assigned roles, demonstrating a proactive approach to their work.

5. Adaptability: In a rapidly changing business environment, effective followers are defined by their adaptability and openness to change. Their willingness to embrace new ideas and adjust approaches is crucial for organisational success. By fostering adaptability, organisations can build a resilient and agile workforce capable of navigating today’s complexities. In an era of constant change, adaptability is a fundamental requirement for sustained success. Adaptability refers to the capacity to adjust to new conditions, learn from experiences, and respond effectively to changing circumstances. In the context of followers, adaptability involves being open to new ideas, willing to change established practices, and capable of navigating uncertainty. Adaptable followers are not only resilient in the face of challenges but also proactive in seeking opportunities for growth and improvement.

6. Collaboration: Effective followers recognize that collaboration drives creativity and problem-solving in organisations. By embracing collaboration, they leverage diverse perspectives, enhance idea generation, and develop innovative solutions to complex challenges.

Fostering a collaborative culture is crucial for maximizing teamwork benefits and ensuring effective cooperation. In today’s interconnected and dynamic business environment, collaboration is essential for achieving organisational success. Collaboration involves individuals working together towards a common goal, sharing knowledge, resources, and responsibilities.

In the context of followers, collaboration is essential for creating a cohesive team dynamic that enhances overall performance. Effective collaboration fosters open communication, trust, and mutual respect, enabling followers to contribute their unique strengths to the collective effort. Roles and responsibilities of followers The roles and responsibilities of followers extend far beyond mere compliance with directives. They play a crucial role in shaping organisational culture, driving innovation, and ensuring the successful implementation of strategies.

Key roles and responsibilities include:

1. Support and implementation: Followers are responsible for executing the strategies and initiatives set forth by leaders. Their support is essential for translating vision into action.

2. Feedback providers: Effective followers provide valuable feedback to leaders, helping to refine strategies and improve decisionmaking. Their insights can lead to better outcomes and increased organisational effectiveness.

3. Change agents: Followers can act as change agents within the organisation. By embracing change and encouraging others to do the same, they facilitate the successful implementation of new initiatives.

4. Culture builders: Followers contribute to the organisational culture by embodying the values and behaviors that define the organisation. Their actions influence the overall work environment and employee morale.

5. Innovators: Followers are often at the forefront of innovation. Their unique perspectives and experiences can lead to creative solutions and improvements in processes and products.

6. Mentors and coaches: Experienced followers can take on mentoring roles, guiding newer employees and helping them navigate the organisational landscape. This mentorship fosters a culture of learning and development. Contribution of followers to organisational success

The contributions of followers to organisational success are multifaceted and profound. Their active engagement and participation can lead to several positive outcomes:

1. Enhanced decision-making: When followers are encouraged to share their insights and perspectives, decisionmaking becomes more informed and comprehensive. Diverse viewpoints lead to better solutions and strategies.

2. Increased innovation: Followers who feel empowered to contribute their ideas are more likely to drive innovation. Organisations that foster a culture of co-creation benefit from a continuous flow of new ideas and improvements. contributors, their engagement levels rise. Engaged employees are more productive, committed, and likely to stay with the organisation.

4. Stronger organisational culture: Followers play a crucial role in shaping and maintaining the organisational culture. A positive culture fosters collaboration, trust, and a sense of belonging, all of which contribute to overall success.

5. Effective change management: Followers who are actively involved in the change process are more likely to embrace and support it. Their buy-in is essential for successful change implementation.

6. Resilience and adaptability: Organisations with engaged followers are more resilient in the face of challenges. Followers who are adaptable and proactive can help the organisation navigate uncertainties and disruptions.

The Case of Google One of the most well-known organisations that exemplifies the concept of followers contributing to organisational success through active co-creation is Google. The company has built a culture that encourages collaboration, innovation, and active participation from its employees, often referred to as ‘Googlers’.

This approach has significantly contributed to Google’s success and its position as a leader in the technology industry.

1. Culture of innovation: Google’s organisational culture is centered around innovation and creativity. The company fosters an environment where employees are encouraged to share their ideas and collaborate on projects. This culture of innovation is supported by several key practices:

• Open communication: Google promotes open communication across all levels of the organisation. Employees are encouraged to voice their opinions, share feedback, and contribute ideas, creating a sense of ownership and involvement.

Cross-functional teams: Google often forms cross-functional teams that bring together individuals from different departments to work on projects. This diversity of thought enhances creativity and leads to innovative solutions. 2 ‘20 per cent Time’ policy: One of the most notable examples of active co-creation at Google is the “20% Time” policy. This policy allows employees to dedicate 20% of their work time to projects that interest them, even if those projects are not directly related to their primary job responsibilities.

This initiative has led to the development of several successful products, including:

Gmail: Originally a side project by a Google engineer, Gmail has become one of the most widely used email services in the world.

Google News: This service was also developed during an employee’s 20% time, showcasing how individual creativity can lead to significant organisational success.

3. Employee empowerment: Google empowers its employees to take initiative and contribute to the company’s success actively.

This empowerment is reflected in several ways:

• Hackathons: Google regularly hosts hackathons, where employees come together to brainstorm and develop new ideas in a collaborative environment. These events encourage creativity and allow employees to showcase their skills.

• Feedback mechanisms: Google has established various feedback mechanisms, such as employee surveys and town hall meetings, where employees can share their thoughts and suggestions. This feedback is taken seriously and often leads to changes in company policies or practices.

4. Impact on organisational Success: The active co-creation culture at Google has had a profound impact on the organisation’s success:

• Continuous innovation: By encouraging employees to contribute their ideas and collaborate on projects, Google has maintained a steady stream of innovative products and services that meet the evolving needs of its users.

• High employee engagement: The culture of co-creation fosters high levels of employee engagement and satisfaction. Employees feel valued and motivated to contribute to the company’s success, leading to lower turnover rates.

• Market leadership: Google’s commitment to innovation and collaboration has solidified its position as a market leader in the technology industry. The company’s ability to adapt and respond to changing market dynamics is largely attributed to the active involvement of its employees.

Conclusion: Google exemplifies how followers contribute to organisational success through active co-creation. By fostering a culture of innovation, empowering employees, and encouraging collaboration, Google taps into the collective creativity of its workforce. This strategy has led to groundbreaking products and solidified Google’s position as a technology leader. The case of Google highlights the significance of engaging followers in achieving shared goals and driving organisational success.

Concluding thoughts The presence of followers is felt at all levels of the organisational hierarchy. From entry-level staff who execute foundational tasks to middle management who bridge the gap between upper leadership and frontline employees, followers contribute to the organisation’s overall functionality and success. Each tier of followers brings unique insights and capabilities, enriching the organisational culture and enhancing its adaptability in a constantly changing business landscape.

Prof Rashmi Bhatia is the author of Beyond support to active co-creation.

Prof Arun Bhatia is the author of Beyond support to active co-creation.

Prof Daviender Narang is the Director of Jaipuria Institute of Management, Ghaziabad

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