Web Growth Model (Drozd)

Method / Change and Organization

Web Growth Model (Drozd)
Scott Drozd , CxO / Board, United States

The growth model of Scott Drozd is an innovative growth model that establishes relationships within an organization and identify areas for growth. It shows the impact of business to consumer E-Commerce on organizational Structure, brand architecture, IT structure and other critical interdepartmental interrelations and overcomes the issues of traditional organizational structure.


The traditional organization is a pyramid with a president at the top, a few vice presidents, layers of management and the majority of employees at the bottom. Jobs are specialized, and information and authority flow from higher to lower levels. The weakness of a strict hierarchical organization hinders response to rapidly changing environments. It is slower to react to changes in market conditions, and less efficient in taking advantage of knowledge introduced from a variety of sources on the ground. It virtually eliminates the possibility of cross interdepartmental collaboration.

In today’s web based world, information and ideas flow in all directions in the organization. The traditional pyramid structure is starting to flatten, facilitating the flow of information to all parts of the organization and reduces response time to external and internal demands. But what is the best organizational structure for today’s web based business?

The world wide web is comprised of websites. Websites as described by wikipedia are a “collection of related web pages, images, videos or other digital assets that are addressed relative to a common Uniform Resource Locator (URL).” Just as web pages and digital assets are interrelated, departments within an organization form unique relationships that requires cross collaboration to grow. The traditional organizational structure inhibits formation of interdepartmental relationships.

The Web Growth Model establishes organization structure that promotes the highest level of interdepartmental collaboration and identifies specific areas for growth.

Lets look at how a spider forms a web:

  • You start with a spider.

  • The spider makes a bridge line (outer lines) between two objects such as branches. The spider strengthens the bridge with more strands of silk.

  • The spider attaches an anchor line and drops downward to anchor it, and he builds the remainder of the framework with the radial lines. These go to the center of the frame to the outer framework.

  • The spider than finishes with the spiral lines. The spiral lines hold the radial lines in place.

  • The spider sits in the middle of its web, monitoring the radius threads for vibrations. If an insect gets caught in any part of the web, the spider will feel the motion through the radius threads and make its way to the vibration source.

  • Lets look at these concepts as related to an organization:

  • The spider (the idea or concept of the business).

  • The bridge lines or outer lines (the core functions of the business. If you are in e-commerce, it would be the customer and the product).

  • The radial lines (the primary business activities - operations, logistics, marketing, sales, service, etc).

  • The supporting or spiral lines (the supporting activities - Human resources, technology, infrastructure, etc).

  • Spider waits in the middle for vibrations (organization detects external and internal forces that may effect the business).

  • Creating a web growth model for your organization

  • Overcomes the current issues with the traditional organizational structures.

  • Identifies relationships within an organization through the intersecting radial and supporting lines).

  • Identifies the major areas of growth.

  • Allows you to understand and promote cross collaboration.

  • Helps create an structure that reacts quick to change and gains knowledge from a variety of sources within your organization.

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