How to understand and position enterprise 2.0 in the real enterprise

It’s time to sum up all the thoughts I had these last months. I tried to start from both the concerns expressed by C level managers asking for a global vision and ground managers who needed a “hands on” vision because they don’t have time to waste to try to understand such nebulous things. Having to focus on day to day delivery and short term objectives, many see such a fallen-from-the-sky (and on their head) gift as a source of misunderstanding and discomfort.

These concerns are not surprising at all : what is it, what does it bring, how does it work, how to position it and integrate it in the organization as it is today… Talking about a new discipline, lots of things were learnt from early adopters who worked on a “try / fail / improve” model and, in so doing, helped to build a knowledge and know-how corpus. As a matter of fact this corpus was build upon failed and successfull implementations that helped to refine some presupposition that were prevailing at their beginning. The whole helped “followers” to benefit from these experiences.

But we still have to be aware that that’s not by saying “that’s that, that’s not that, one must, one must not” that things will improve. Businesses need to undersand the path that lead to these conclusions to make them theirs, and we all know what happens when one content himself with copying a result without understanding what reasonning often leads to  : lack of self-confidence, fear of the unknown, defensive attitude….then failure.

Rather than proposing an attractive future at the end of a vague road, let’s start from what actually exist to build the future. This will also help to explain the “why”, relying on what can be learnt from past experiences.

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Enterprise 2.0 case studies says “it’s possible”…and nothing more

As usual, when a hange that’s both organizational and technological happens, everyone is looking for case studies to be convinced. But as the first solid cases come about social media, it looks like doubt remains, that cases are not close enough to people’s concerns to convince them. How many times can we hear “they don’t have our culture, our past, we’re not on the same market, our products are different, our clients are different”.

At first sight nothing changed. Cases start with a problem, explain what has been done and the results got. But it does not seem to work as well as before. The reason is quite simple : in the past cases were about softwares that treated and automated many tasks and helped to improve such or such thing. The only software was shown at the cause of how a given business went from a situation A to a situation B. It was credible and everyone believed it. Anyway, people believed all the more since everyone was implementing the the software, helped with the same consultants who where using the same methodologies, getting to the same implementations. Of course, one may object that from the case to the implementions there were lots of impressive gaps. That’s a fact : as every business is different from another, there are human, managerial, organizational and cultural factors that are neutral. But the nature of the projects made that people only need to have the proof that “the software could do it”, provided it came from a credible company.

Another factor had signifcant consequences. If all companies used to implement the same things, the same way, made the same choices, it was also because they were asked to be “comparable”. Investors knew that they could not compare apples with bananas so, even unconciously, they initiated a pressure that lead to the same choices and made companies adopt the same practices and technologies. Who would have risked to be pointed at because of nonconformist management, technology or organizational choices that would have made that their results and operations could not have been compared point by point with their competitors, using the same indicators in the same context.

Enterprise 2.0 cases differ for two reasons.

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