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Dion Hinchcliffe on Enterprise 2.0

Dion Hinchcliffe

The final keynote of the day was given by Dion Hinchcliffe, who talked about the impact of Web 2.0 on the enterprise. Some of his presentation seemed to irk people who posted about it on Twitter, but I'll come back to that in a moment.

There were no real surprises in his preamble. Big, traditional companies struggling to get to grips with the internet, but they need to because 99% of people you want to access are there. And so are their competitors, and they have equal access. Traditional advantages like location mean nothing here.

"We've had [the internet] for 16 years, and only now are we getting a sense of how to win," said Hinchcliffe. "The rules are so different that there's a kind of congnitive dissinance about how much your business needs to change."

And this is where the controversy happened. He started talking about how to get Enterprise 2.0 ideas into your business.  "The easiest way to do it is to do nothing at all," he said. The ideas are viral and come in through the network."

Now, I thought he said "but not the best", but other people missed it, or I hallucinated it because both Suw and Andy posted tweets that disagreed:

Suw Tweets hinchcliffe

Andy tweets Hinchcliffe

(Suw's tweet, Andy's tweet)

However, whatever the level of importance he put on the idea, his suggestion was that these tools are so compelling that clued-up users will push them into work environment with or without IT's help.

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