I attended the Collaboration 2.0 session from 3:30-4:30 this afternoon at SocialDevCampEast. Most of the conversation was about tools and technologies (rightfully so, as many session participants were developers and project managers). However, my interest in collaboration, of course, is the business strategy side.
Collaboration is not about the tools or technologies–they are just enablers. The real challenge is catalyzing a mindshift from a culture of competition to one of collaboration. Truly, it requires trust:
- A trust in the imperative that is stronger than the inertia of competitive interactions; a need that can’t be satisfied by current tools and interactions.
- A personal intuition or belief that collaboration will yield better results than competition
But there also may be ways to jump-start this shift:
3. Coercion: mandates from boss/organization; negative requirements
4. Incentives from boss/organization; positive requirements
5. Desperation, e.g. take away e-mail, phones, etc.
Do all five work equally well?
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Good take on the state of collaboration. You’re statement, “Collaboration is not about the tools or technologies-they are just enablers,” is the primary point many corporations miss by jumping in tech-first. I was referred to a post recently on a social medial methodology created by Forrester called POST standing for: People | Objectives | Strategy | Technology. Technology being the last item in the list, but in many cases is the very first thing we chase after.
The original post is at http://blogs.forrester.com/groundswell/2007/12/the-post-method.html.
Scott, thanks very much for your comments and positive feedback. Sorry for the delayed response — your comment somehow got stuck in a spam filter for a few days! Yep, so many organizations say, “we need to implement social media tools” — wrong approach. Will not be successful if they’re not strategially driven by real and measurable objectives.