As time goes by, it’s becoming obvious that whae created a gap that prevented web 2.0 logics to be implemented within businesses is a an incredible number of web facts that can’t be transposed in the business world. So, internal practitioners use to fight against many mtyths they have to kill before they can start serious things. It’s a real challenge because, caught between unjustified constraints and excessive expectations, internal leaders have to manage unbaked projects where they’re asked to focus on “non issues”, neglecting strategical ones that are supposed to disappear by miracle.

We often read that employees are machines that generate contents, an assumption that’s used as a core belief to build a new kind of organization, more collaborative, more efficient. Why ? Because as the web turned customers into producers, this is supposed to change the way people behave at work.

As social tools begin to shape workers’ expectations for how they get things done, it raises expectations for how they collaborate and communicate and participate in content development,” said Nielsen Norman Group user-experience specialist Patty Caya. “The social Web has turned consumers into producers and this will impact how they work.” (source ici)

I have no doubt it’s a major trend that will impact the future. But let’s be clear and honnest, companies are operating in today’s context and have to deal with it to carry on. So that’ a belief that has to be taken very cautiously.

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