Willing to build enterprise 2.0 is a nice project, most of all, it’s important to know why. As I often said (here for example) if the project supports your straegy it helps making people adopt new ways of working and the tools that make it possible. It may be obvious but the gap is often huge between theory and reality.
I think this topic is too often forbidden in the Enterprise 2.0 debate. Willing to build E2.0 and build a strategy to support the project is a major mistake, for many reasons :
– the company loses its way : the means are changed into goals, but the only way to successfully deploy a strategy is to have shared objectives that make alignment possible. In this case people build something without knowing why. We can compare this situation with circular references in an excel spreadshit, when a cell impacts its own value : here it’s the same, the project is the project’s purpose.
– it helps validating the concept is relevant. And as enterprise 2.0 is a hodgepodge concept, it makes people think about what they keep and what they don’t take. Say no to magic recipes that are supposed and work everywhere and say hello to pragmatism.
– it helps….not to create enterprise 2.0. Let me explain : enterprise has to work both informally and formally, to rely on both its tangible and intangible assets. Focusing on the informal side would lead, in the bes case, to imperfect synergies, and in the worst case to the destruction of what structures the enterprise. Thinking in terms of strategic objectives allows to think beforehand about synergies and bridges (organizational and technical) that have to be created between formal and informal spheres. More than mastering one or the other, it’s the ability to connect both that will lead to success…or not.
– because only a strategy driven adoption will allow to include intangible assets in value creation (more posts to come on this issue…)
– because enterprise’s purpose is not to build plans that formalize the present organization or the organization we’d like to see, but to build the organization that will support its strategy in ordrer to create value and build a sustainable competitive advantage.
We’ll digg further with some posts to come…