Go With the (Enterprise 2.0 Adoption) Flow

WaterGlassPeople may be generally characterized as one of the following: optimists, realists, or pessimists. We all know the standard scenario used to illustrate these stereotypes.

Optimists look at the glass and say that it is partially full. Pessimists remark that the glass is mostly empty. Realists note that there is liquid in the glass and make no value judgment about the level.

The global Enterprise 2.0 community features the same types of individuals. I hear them speak and read their prose daily, noticing the differences in the way that they characterize the current state of the E2.0 movement. E2.0 evangelists (optimists) trumpet that the movement is revolutionary. Doubters proclaim that E2.0 will ultimately fail for many of the same reasons that earlier attempts to improve organizational collaboration did. Realists observe events within the E2.0 movement, but don’t predict its success or demise.

All opinions should be heard and considered, to be sure. In some ways, the position of the realist is ideal, but it lacks the spark needed to create forward, positive momentum for E2.0 adoption or to kill it. A different perspective is what is missing in the current debate regarding the health of the E2.0 movement.

Consider again the picture of the glass of liquid and the stereotypical reactions people have to it. Note that none of those reactions considers flow. Is the level of liquid in the glass rising or falling?

Now apply the flow question to the E2.0 movement. Is it gaining believers or is it losing followers? Isn’t that net adoption metric the one that really matters, as opposed to individual opinions, based on static views of the market, about the success or failure of the E2.0 movement to-date?

The E2.0 community needs to gather more quantitative data regarding E2.0 adoption in order to properly access the health of the movement. Until that happens, the current, meaningless debate over the state of E2.0 will continue. The effect of that wrangling will be neither positive or negative — net adoption will show little gain —  as more conservative adopters continue to sit on the sideline, waiting for the debate to end.

Anecdotal evidence suggests that E2.0 adoption is increasing, albeit slowly. The surest way to accelerate E2.0 adoption is to go with the flow — to measure and publicize increases in the number of organizations using social software to address tangible business problems. Published E2.0 case studies are great, but until more of those are available, simply citing the increase in the number of organizations deploying E2.0 software should suffice to move laggards off the sideline and on to the playing field.

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