There are two value propositions for "Enterprise 2.0" as I see it. One is an old idea, we’ve talked about a service architecture for years, and with that definition salesforce.com and others were truly the first Enterprise 2.0 applications. Perhaps not Cool2.0, but they were "2.0" in a lot of ways.
The second value space is in taking the social lessons from our rev2.0lution and applying them in the enterprise space.
flickr has always been an provoking experience for me. When I use flickr (in the limited way that I do), I always have a certain feeling of connectedness. Like i’m not the only person in the world uploading photos. I am uploading photos and downloading karma of some sort. Second Life, the epitome of time wasting and full fledged geekiness (guilty on all counts!) has that same sense of connectedness.
Enterprises don’t need our cheeky and cute RubyOnRails applications. They have security layers, integration partners, support contracts and everything else that will give you migraines (believe me).
No, there is something else they need, and they need it bad. Enterprises have bled their humans dry, they don’t need cool software, the enterprise today needs connective software. Enterprises need to stop being enterprises. The Natural World is not an Enterprise.
There was a time when humans used to work together. We all shared ideas and dreams. Now, The Office is our sick escape.
Operations keeps whipping the whip, HR keeps trying to make churn look like a lifecycle and CEOs are oblivious to it all. The cracks are starting to show.
We don’t have to look very far to see that people are unhappy. Fatter than ever, working more, less productive against the baseline, and we are responding to hollow brands more than ever.
I suspect that if we looked at the numbers, risk tolerance is down within Fortune 500 companies to the point that we are seeing innovation being outsourced.
We have a chance to build something great here. Not applications that look cool and respond quickly, companies aren’t going to pay for that any time soon.
If we could give the flickr experience to the millions who sit in their cubicles each day we just might change the world. This time, for real.