Publishing has a trust problem (and it might just kill us)

In a fascinating interview, Matt Thompson and Steve Song talk about designing for trust:

Higher trust environments, whether in families or corporations or economies, tend to be both more effective and happier.


The point is to design systems that increase trust.

That’s why Wikipedia is such a clever example; the fact that anyone can completely erase and rewrite a Wikipedia page is a form of active design trust. The very openness of it is saying: “We trust you.” And by and large, it works.

It means we need to design for trust if we want to actually encourage people to engage in the acts of generosity that build reciprocity.

[…] knowledge is transmitted in ways that are informal and social, and that aren’t captured in org charts or documents or reporting requirements.

I think that’s an interesting space, and if I were looking at organizational work practice design, that’s what I would experiment with: those little design changes that inspire people to make that “trust deposit” that then hopefully inspires reciprocity.

Read the whole thing here.

How do we design for trust? Steve argues that that’s where openness is important: “openness is a means to an end, not the endgame. Trust is the endgame.” To build trust, build openness into your systems.

In publishing we spend a lot of time and energy making up for a lack of trust – in our colleagues, our business partners and our customers. We use endless sign-off processes, overwrought contracts, and arcane DRM. We guard royalty percentages and salary ranges like national secrets. And we rely overwhelmingly on the devils we know, from authors to booksellers. In trying to sell new ideas to publishers, I’ve seen well-meaning champions of change falter as colleagues choose not to trust their judgement.

This is not sustainable business. And it makes it harder for us to deliver what the world needs from us: more good content to more people.

Greater openness and transparency – and the greater trust they’d build – would help us divert some of that energy to things that matter more. And if we don’t build that trust into our organisations, then other, better organisations will deserve to take our place.

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