“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 internet was available.
Working with swam requires you to do a lot of things completely opposite from what you learn at an achetypical 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 they only way to lead is to inspire them to want to go where you want the organization as a whole to go.” from the book Swarmwise by Rick Falkvinger (2013)