So this is the continuation of the reflection I started here. The purpose is not to discuss any management related thing but to position enterprise 2.0 regarding to the real enterprise.

Why ? Because lots of feedbacks converge on this point. The question about Enterprise 2.0 is not anymore about knowing what are the benefits, if a business should try or not, if it’s a fad, but how to implement it in a company that has a past, certainties and used to work without that for ages.

So what we need first is a reflection about positioning and integration with pre-existing logics. As a matter of fact, a reason why so many projects fail is that they were not positioned in order to have any impact on business, would it be negative or positive, and, consequently, failed to engage people who didn’t understand both the purpose and the method.

Let’s take knowledge management as an example. When businesses faced issues that needed such projects, the very name of the approach was meaningful enough to make people understand what it was about. It doesn’t mean that KM projects were successful, but understanding what things are about are essential for success. Say “we’re launching a KM project” doesn’t mean it will be successful but makes everyone understand what it is about. Say “the solution to you problem is Enterprise 2.0″ and have a look at the doubtful face of 95% employees and you have to admit the road will be very, very long.

Everyone needs to understand “why, what, how”. It’s the preliminary condition to the ownership that is needed for success. This ownership means that people should not be taken to an unknown ground they will consider as hostile, but need to start from a well known groung and, step by step, push its frontiers. The whole while being aware of making sense regarding to they day to day job and concerns, what is their current paradigm.

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