Enterprise 2.0: How a Connected Workforce Innovates
Enterprise 2.0 tools—wikis, tags, Twitter and other microblogs, Google-style searches, and the like—are transforming companies’ innovation processes, according to Andrew P. McAfee, a principal research scientist at the MIT Sloan School’s Center for Digital Business, in Cambridge, Massachusetts, and the author of the forthcoming book Enterprise 2.0: New Collaborative Tools for Your Organization’s Toughest Challenges (Harvard Business Press, 2009). McAfee explains why in a recent conversation with HBR senior editor Anand P. Raman.
How do the new social technologies transform innovation efforts?
Companies have traditionally been very specific about who’s going to do the innovating: their designers, engineers, scientists…Those people have the credentials—the right combination of education, experience, success, failure, and so on. More recently, companies have allowed major users of their products to participate in the product-development process.
Some companies now say: Why stop at lead users? Why not let everyone take a crack at helping us develop a new product, improve an existing one, or solve a vexing problem? They no longer specify who can participate in the innovation process; they welcome all comers. Enterprise 2.0 tools are designed to help with these more open innovation processes. In fact, most new types of innovation, such as open innovation and crowdsourcing, are based on these technologies.
Procter & Gamble, which has embraced the open-innovation philosophy, does some smart things on its Connect + Develop website. P&G doesn’t only publicize what it knows and what it can do; it also highlights what it needs. That’s radical; big companies don’t usually display their ignorance. In addition, the company doesn’t restrict itself to product development; it’s looking for new ideas in everything from trademarks, packaging, and marketing models to engineering, business services, and design. Finally, P&G invites everybody to submit ideas—not just prequalified partners. It recently bought the technology for an antimicrobial product from an unknown company that submitted a proposal through the website.
Does the use of Enterprise 2.0 technologies yield better ideas? Won’t a company simply drown in bad ideas?
Keep two things in mind. One, there’s no guarantee that your next innovation challenge is going to look anything like your last one. It might require a fresh perspective or skills that your existing innovators don’t possess. A company that uses Enterprise 2.0 technologies can publicize the challenge widely and collect responses from many people. Two, the community that forms around the challenge can help sift the ideas. People suggest improvements and vote on one another’s ideas, so the best ones eventually rise to the top.
Because of Enterprise 2.0 technologies, good content becomes apparent over time. A good idea isn’t always obvious. For example, Gwabs is a game that lets characters fight one another using the elements on a computer desktop, such as toolbars and icons. It came out of a crowdsourcing start-up, Cambrian House, which solicited ideas from a large community and let them vote. It then had the top vote getters face off in a tournament. The company’s executives thought Gwabs was a pretty dumb idea, but it won the tournament. In fact, investors are now funding the game’s development.
Enterprise 2.0: Marketplace 2009
via SocialComputingJournal.com
Latest analysis of the Enterprise 2.0 marketplace for 2009 with over 70 social computing platforms evaluated.
The term Enterprise 2.0 itself is used to describe “emergent, freeform, social” collaboration tools in the workplace. In their simplest form that means blogs, wikis, and social networks and we’re seeing wide adoption of these types of tools in the workplace this year. In fact, nearly half of large companies around the world have these tools in one form or another.
The challenge is that because it’s such an interesting space both in the consumer world and the enterprise, that means there are lots of players including commercial products, SaaS (hosted online), and open source. Sorting them out and figuring out which ones are strong contenders is hard work.
Read the full analysis of the Enterprise 2.0 Marketplace for 2009: Robust and Crowded. The Enterprise 2.0 Marketplace Map is below, you can also click on the visual to expand it to full size. You can get a list of the companies and their segment ranking here.
The visual is broken down into two primary: incumbent enterprise players that are frequently taking their CMS, DMS, and ECM systems and adding Web 2.0 features such as tagging, blogs, wikis, and user profiles, or Web startups and open source-based firms that have built Enterprise 2.0 apps from the ground up.
There’s a third category that represents the Enterprise 2.0 “Sweet Spot”. Only a few products reached this critical space (marked in green in the upper right) because they are both enterprise savvy and capable as well as had the right ingredients to enable Enterprise 2.0 and create vibrant internal collaborative communities.
Further Reading: The enterprise microblogging marketplace for mid-2009. The folks over at CMS Watch have created their own version of the enterprise social software map as well. You can read the details from Tony Byrne and I’ve included one of their key graphics below: