A swarm organization is a decentralized, collaborative effort of volunteers that looks like a hierarchical, traditional organization from the outside. It is built by a small core of people that construct a scaffolding of go-to people, enabling a large number of volunteers to cooperate on a common goal in quantities of people not possible before the net was available.
Working with a swarm requires you to do a lot of things completely opposite from what you learn at an archetypal business school. You need to release the control of your brand and its messages. You need to delegate authority to the point where anybody can make almost any decision for the entire organization. You need to accept and embrace that people in the organization will do exactly as they please, and the only way to lead is to inspire them to want to go where you want the organization as a whole to go.
It is only as you release that control, the kind of control that organizations and managers have held close to heart for centuries, that you can reap the benefits of the swarm: the same cost-efficiency advantage and execution-speed advantage against the competition that the Swedish Pirate Party enjoyed. This book will teach you those methods, from the initial forming of the swarm to its growth and ongoing maintenance and delivery. It will not teach you the underlying theory of psychology and sociology — merely share experiences and methods that have been proven to work in practice.