The global collective intelligence of people, markets

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Enterprise 2.0 (E2.0) is industry shorthand, coined most visibly by Andrew MacAfee from Harvard, for the application of Web 2.0 to the enterprise. Gartner believes that the highest ROI will not come from bringing Web 2.0 ("the read/write Web") into the enterprise. The highest return will come from dragging the enterprise into the collective out on the Web, becoming one with the business ecosystem and all the buyers, key influencers, decision makers, market makers, innovators, creative types, community leaders, communities and random groupings of people who can and often do determine the success (or failure) of the business of most enterprises (governmental, public or private).

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  • Enterprise 2.0 (E2.0) is industry shorthand, coined most visibly by Andrew MacAfee from Harvard, for the application of Web 2.0 to the enterprise. Gartner believes that the highest ROI will not come from bringing Web 2.0 ("the read/write Web") into the enterprise. The highest return will come from dragging the enterprise into the collective out on the Web, becoming one with the business ecosystem and all the buyers, key influencers, decision makers, market makers, innovators, creative types, community leaders, communities and random groupings of people who can and often do determine the success (or failure) of the business of most enterprises (governmental, public or private). Alan A. G. Lafley, Chairman of Proctor & Gamble is famous for his 1999 decision to shift sourcing of innovation at P&G from the internal R&D department to a broad array of inside and outside entities, recognizing way before most that the collective could be a huge source of much needed product innovation ( see "Connect and Develop," Harvard Business Review, 1 March 2006). Most Enterprise 2.0 efforts are aimed at applying valuable, new and far-more-flexible collaboration techniques and tools, tested on the Internet, inside the enterprise. If the collective on the Internet follows Metcalf's law (the value of the network is a function of the square of the number of nodes), then if there are 1 billion (10^9) people on the Internet and 100,000 people in your enterprise (10^5), the theoretical value of the collective (1 billion squared) is 10^8 greater than what you can achieve internally. The practical value of the collective is probably 2 orders of magnitude less — 10^6 — because the span of human interaction is far more limited than Metcalf's law implies.) Go out and immerse your enterprise in the collective!
  • The global collective intelligence of people, markets

    1. 1. The Global Collective Intelligence of People, Markets, Influencers … The Enterprise 10 8 > f( (10 5 ) 2 (10 9 ) 2 ) W e b 2 . 0

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