When Collective Overcomes Individualism

Written in March 2020.

Until yesterday, individualism was on the rise in our society – to the point where it could be considered a defining characteristic of modern times. However, it now needs to be set aside for the sake of our nations’ well-being. Who would have guessed?

In November of last year, I published a book, The Power of Sharing, where I summarized the results of my PhD research on collective intelligence. In short, I demonstrated the growing potential of social network curation for businesses, while showing that this practice can help overcome individualism and promote greater collaboration in our daily work. In the context of the COVID-19 pandemic, this topic is more relevant than ever, and the findings from my research make even more sense now. Allow me to explain why.

The Beginning

In December 2019, the first cases of a respiratory infection were reported in the Wuhan region of China. As the virus spread with individuals traveling globally, many countries were slow to recognize its severity. Initial analyses confirmed that this coronavirus was highly contagious and could be transmitted through respiratory droplets. Within roughly two weeks, nearly 3 billion people worldwide received government directives to practice social distancing and stay at home to prevent further spread of the virus.

My research led me to draw parallels between the brain and organizations. Just as communication between neurons is vital for the brain to process information and make decisions, effective communication among employees is essential for organizational success. However, the current situation forces us to reconsider this logic. The only way to protect humanity and safeguard public health is by breaking the chain of human contact and communication. This requires a heightened awareness of where and how human contact occurs: stores, parks, walks, supermarket lines, concerts, restaurants—basically, all social outings.

But how can we manage and reduce social outings in a society that values consumption and personal freedom? How can we manage the flow of information so that companies can benefit from it and enhance organizational knowledge?

The answer, as outlined in my thesis, is "process." Processes allow us to manage the flow of information, which in turn leads to improved organizational knowledge. Similarly, processes enable us to control the flow of social interactions in order to protect the health of individuals and nations. And beyond that, mastering flow through effective processes leads to enhancement.

My research clearly demonstrated the value of one specific process: social network curation. This process can help manage information flow, thereby boosting organizational knowledge and competitiveness. If all employees actively curated diverse sources of information through social networks, they could enhance their individual knowledge and transform it into organizational knowledge that benefits the company.

We are currently witnessing the value of applying a similar process—social distancing—to prevent the spread of the virus. This helps reduce transmission rates and allows healthcare systems to manage the increase in patients.

Consequences of Breaking the Physical Flow Chain

What are the consequences of severing physical contact? Until now, our solution has been to create digital chains. We have rapidly transitioned to remote work to keep the economy functioning and continue our lives as best as possible. However, as I argue in my thesis, digital interactions cannot replace human contact. They should never be seen as a substitute, and they never will be. Digital tools have value only when they complement traditional forms of interaction, not when they stand alone. Indeed, the confinement period has made us realize just how much we miss human contact. As is typical of human nature, we have found ways to recreate it.

Recreating Human Contact

While working remotely, we show our homes to colleagues, share personal situations, express our feelings, and offer support even when we’re not physically present. We post videos to create bonds. We share intimate details, as revealing ourselves to others is a form of human contact.

At home, we listen more attentively to each other. We make time for those around us. We reach out to elderly relatives and friends who are far away. We pay more attention to each other because we miss human contact so deeply.

Key Takeaways

Humans, even when pushed into isolation by an unprecedented situation like this, remain social. In the midst of distress, we see how deeply ingrained this need for connection is. During this time of confinement, as challenging as it may be, I observe humor, intimacy, reflection, mutual aid, and solidarity. In the professional world, I see humanity, active listening, understanding, and respect for others. At home, I see cooperation, quality time, compromises, mutual support, and solidarity. Within families, I see care, thoughtfulness, encouragement, reconciliation, and empathy.

Conclusion

People are inherently social. If one is deprived of sociability, they will find alternative ways to connect. As I demonstrated in my research on social network curation at work—after years of hearing people complain about it—I believe the COVID-19 situation is teaching us that social networks do not necessarily distance us. In fact, they are bringing us together. They are accompanying us through these times, helping us maintain our sense of connection. Because they foster social bonds. Because they create collectiveness. And it is this sense of collectiveness that will ultimately lead to our success.

Stay Home.