This document discusses how businesses can leverage Web 2.0 strategies and networks to gain competitive advantages. It outlines challenges such as overcoming fears of failure and adapting 1.0 thinking. Web 2.0 models like social media, open APIs, and user-generated content are transforming product development, marketing, operations and customer service. To succeed, businesses must reimagine their products and services for the networked era by understanding how value is created through networks and embracing transparency.

1. There Goes Everybody
Focusing the Power of People and
Today’s Network on Opportunity
Dion Hinchcliffe

2. The network is a
big place today
• All your customers
• All your competitors
• Only a few proven
strategies for long-term
competitive advantage

3. We have a few proven
business models now

4. • Mostly around what we call “2.0”
• Peer production
• Owning your classes of data online
• Using new distribution models to
leverage the Web as your platform
• Social systems
• A few others

6. Most of these
strategies are about
building a potent
network effect

7. The biggest challenge,
however, is in changing
our thinking

8. The major shifts
• In who creates value (the network does)
• How much control we have over our
businesses
• How intellectual property works
• Great increases in transparency and
openness
• Open supply chains, community-based
processes and relationships

9. 2.0 models are
transforming everything
• Product Development
• Marketing and Advertising
• Operations
• Customer Service

10. The network is proving to
be the best solution for
many classes of problems

11. So how do we
re-imagine our
products and
services for
the 2.0 era?

12. Challenges to
Succeeding with 2.0
• Innovator’s Dilemma
• “How do we disrupt ourselves
before our competition does?”
• Not-Invented Here
• Overly fearful of failure
• Deeply ingrained 1.0 environment
• Low level of 2.0 competency

13. What we often see in
the marketplace today
• Too many copy-cat products
• Failure of imagination and courage
• 2.0 concepts as an after-thought or tacked
on as a “checklist” item
• Companies that pay lip service but are
having trouble or unwilling to make 2.0
changes

14. The 1.0 world is having
its own problems
• The time is right for change now more than
ever before
• We all have to learn how to adapt quickly
to new marketplace realities
• Something that the (successful parts) of
network have been doing for a long time

15. We now have effective
lenses through which to
look at opportunities
online

16. • Push to pull systems
• Web 2.0 models
• New modes of software, platforms, and
architectures
• Productivity-Oriented Platforms
• Web-Oriented Architecture
• New Distribution Models

17. The new Web 2.0 era distribution
Number of Practitioners models remain largely untapped
Semantic Web/Web 3.0
Social Network Apps
Web Widgets
Open APIs
Web 2.0 Apps
Syndication
Web
Sites
Potential Reach Power
and Network Effect
(Lowest Cost Per Customer/Partner)

18. It’s time to change
our DNA
• Moving from the 20th century towards
21st century businesses
• Deeply understanding the network and its
profound potential for creating growth and
building value
• Putting 2.0 into the core of our lines of
business

19. This will be hard

20. But the rewards are
considerable
• Products and services that thrive
• Successful transition to a new marketplace
• Attaining of new, sustainable competitive
advantage
• Resilience to future change and ongoing
market evolution