Today’s guest post is written by Christopher Ryan.

My little sis said to me the other day, “Isn’t it weird Instagram doesn’t have a website and you can only use it on a mobile device?”

“No, not really,” I said.

Attention is shifting to mobile and that’s where the people are. Our conversation reminded me of Jeff Jarvis’ What Would Google Do?

In the fourth chapter, New Society: Elegant organization, Jarvis begins with a brief anecdote. At The World Economic Forum International Media Council, top-tier media execs probed Mark Zuckerberg for answers.

Jarvis writes:

Please, the publisher beseeched him, how can my publication start a community like yours? We should own a community, shouldn’t we? Tell us how. […] Zuckerberg’s reply was, “you can’t.” […] He told the media moguls they were asking the wrong question. You don’t start communities, he said. Communities already exist. They’re already doing what they want to do. The question you should ask is how you can help make them do that better. (more…)