Inception, Extraction, and the Socialization of Business

Every now and then, I draw comparisons between the things that inspire me offline in order to help spark creativity and evolution in all that I do online. Inception served as a catalyst for rethinking social media and how we use it to socialize not just our marketing efforts, but our business overall.


Every now and then, I draw comparisons between the things that inspire me offline in order to help spark creativity and evolution in all that I do online. Inception served as a catalyst for rethinking social media and how we use it to socialize not just our marketing efforts, but our business overall. Weeks later, ideas germinated and here I am today, sharing my thoughts and observations with you. Indeed, Inception is the genesis for creativity and innovation.


If you have yet to see the movie, don’t worry, I won’t include any spoilers here. I will say that it is worth your time. For those who have experienced Chris Nolan’s masterpiece, perhaps you will share this vision and time with me to explore ways in which we can bend the realities we know to construct new paradigms for social business.

In the film, Leonardo DiCaprio’s character Dom Cobb, sets the stage for the movie and subsequent analysis through poignant monologue that continues to resonate with me …

What is the most resilient parasite? Bacteria? A virus? An intestinal worm?

An idea. Resilient … highly contagious. Once an idea has taken hold of the brain it’s almost impossible to eradicate.

The premise of the movie begins with extraction, but the moral of the story is underscored by inception.


If you’ve read Seth Godin’s best-selling book IdeaVirus, the power of ideas may already sound familiar.

Godin shows, the now-familiar idea of viral marketing is one very specific form of ideavirus marketing. Most businesses will not be able to engage in true viral marketing, but all can use the ideavirus approach

While my mind was already spinning with ideas and questions regarding the applications of extraction and inception in social media, it wasn’t until I read a review of the movie by Devin Faraci of that my thoughts crystallized into ideas. Faraci concludes that in addition to many things, the movie is Nolan’s homage to the catharsis of art and bringing ideas to life. As Faraci observed …

The film is a metaphor for the way that Nolan as a director works, and what he’s ultimately saying is that the catharsis found in a dream is as real as the catharsis found in a movie is as real as the catharsis found in life. Inception is about making movies, and cinema is the shared dream that truly interests the director.

Faraci draws parallels between the cast of Inception, Cobb’s team, and how each role represents key players in the movie making process.


Cobb is the director. Arthur, who does the research, is the producer. Ariadne, the architect, is the screenwriter. Eames is the actor. Yusuf is the technical expert. Saito is the studio chief. Fischer is the audience.

Such is the framework necessary to lead the socialization of business. While today social media is led by a champion or team of evangelists that “get it,” its path remains a bottom-up process of forcing transformation through evangelism and experimentation. Eventually social media will lose momentum before its promise can be fully realized however. A team consisting of a visionary leader supported by capable specialists across the fabric of the organization is imperative to fully realize the opportunities and responsibilities that unfold with social immersion.

The Production of Social Media Requires a Dedicated Cast


Penrose Stairs illustrate the impossible objects that can be created in lucid dream worlds

Like the motion picture industry, we can also adapt the Inception team to the world of social engagement. As such, a successful social media team could (should) consist of the following cast members:


Cobb, The Extractor: Executive or management team responsible for the brand in large. This person or team is also required to not only extract ideas to adapt products, processes and services, but also introduce the new ideas that empower consumers to excel.

Director: The digital brand or marketing manager leading teams or individuals into each social dive

Ariadne, the Architect: Designers build and define the online experience as well as the bridges (and Penrose stairs) that connect the dots.


Arthur, the Point Man: Data and research analysts who gather information and intelligence and present it to the various teams for incorporation into strategies and supporting tactics.

Yusuf, the Chemist: Social technicians and alchemists who bring architecture to life through apps, landing pages, interactive media platforms, custom tabs and the like.

Eames, the Forger: Brand representatives who serve as the personalities and voices on the front lines in communities


Mr. Saito, the Tourist: Symbolic of the influencers who serve online communities as overseers and moderators.

Miles, Cobb’s mentor: The ethics that serve as the inspiration for meaningful social media programs and engagement

Fischer, the Mark: The audiences and people with whom brands hope to connect and convince.


In the movie, all of the other cast members in each dream are essentially projections of our own subconscious. Their actions and words are extensions of our interpretations and perceptions and are only as relevant as our pre-existing opinions, thoughts, and notions. It’s a metaphor for operating within a comfort zone, hearing and seeing only what we choose rather than opening our minds to the collaboration.

Inception and Extraction

While the movie is entitled inception, it begins with the idea of extraction–the ability to enter the dreams of others in order to “steal” secrets hidden away deep within our subconscious. But the film’s premise and its significance is rooted in something much more meaningful, the ability to seed ideas that come to life when we awake–inception versus extraction.

As discussed in Engage and also Charlene Li’s new book Open Leadership, it is this listening, really listening, that opens leadership to change and ultimately true collaboration and co-creation. It is through this unique understanding of the cultures, landscapes and the themes that fuel connections and communication. This incredible insight inspires relevant engagement and supporting constructs that galvanizes and empowers customers and peers to become stakeholders in all you do.


The “extraction” is the research, listening, and sifting for insight. It’s not enough to monitor conversations through keyword searches. It’s not enough to measure “automated” and mostly inaccurate sentiment. It’s not enough to track activity in terms of mentions, followers, likes, and comments. There’s a difference between listening and hearing and to extract the information and intelligence necessary to inspire your ideas requires you to hear what it is that moves individuals and communities. Extraction is the guiding light to create more meaningful engagement strategies based on the recently introduced concept of relevance, resonance, and significance (RRS), social media’s critical path. And, it’s through extraction where we uncover opportunities for inception.

Important ideas are transformative, stimulating, and motivating. They change our outlook and perspectives and send us on new paths. It’s our responsibility to not only react with relevant engagement, participation, and programming based on extractions, but also lead communities through influence and the inception of impassioned, inspirational, and constructive ideas.

As Godin preaches, “Ideas that spread, win.”


Or as Cobb observes, “The seeds we plant … may change everything.”

Reprinted from

Brian Solis is the author of Engage and is one of most provocative thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis’s research and ideas have influenced the effects of emerging media on the convergence of marketing, communications, and publishing. Follow him on Twitter @BrianSolis and at

About the author

Brian Solis is global innovation evangelist at Salesforce. He’s also a digital anthropologist, best-selling author, and keynote speaker