My book Enterprise 2.0: New Collaborative Tools for Your Organization’s Toughest Challenges was published in the fall of 2009 by Harvard Business Publishing. It represents the culmination of research I’ve been doing since the spring of 2006, when I coined the phrase “Enterprise 2.0” in a Sloan Management Review article and started a blog. The book is about the business use and business impact of emergent social software platforms (ESSPs). These technologies, which include wikis, blogs, prediction markets, Facebook, and Twitter, have given rise to Web 2.0. Enterprise 2.0 relates how ESSPs are now being used within and between organizations, and are delivering novel capabilities and powerful results.
With Enterprise 2.0, Andrew McAfee has identified a truly disruptive innovation. If you want to profit from it, read this book.
We are on the cusp of a management revolution that is likely to be as profound and unsettling as the one that gave birth to the modern industrial age. Driven by the emergence of powerful new collaborative technologies, this transformation will radically reshape the nature of work, the boundaries of the enterprise, and the responsibilites of business leaders. In Enterprise 2.0, Andrew McAfee delivers essential insights into the critical and fast-changing interface between IT and the organization. If you’re intent on positioning your business for the future, and would rather lead than follow, you need to read this book.
As businesses and organizations leverage the power of networked Web 2.0 technologies, we will see companies and countries drive the next significant phase of Internet productivity. In Enterprise 2.0, McAfee articulates both the opportunities and the challenges ahead of us that will require a shift in thinking as well as new business models. This book is a valuable resource that underlines the importance of staying ahead of this market transition or risk missing the opportunity to capture the power of collaboration, new innovations and operational efficiencies.
John Chambers, CEO of Cisco
The book is divided into two parts: part I explains what Enterprise 2.0 is and why it’s valuable, while part II offers guidance for managers about how to deploy the new tools and practices of collaboration successfully.
Chapter 2 kicks off part I by presenting four recent case studies of organizations facing familiar challenges; these case studies are not resolved in the chapter, but instead left hanging. Chapter 3 then takes a short step backward in time to describe how a group of new collaborative technologies and communities appeared on the Internet over the past few years. Chapter 4then returns to the case studies, discussing how each of the organizations adopted the new technologies and collaborative greatly from them. This chapter also places the case studies within a broader framework that illustrates the value of Enterprise 2.0 for four different categories of user: strongly tied colleagues (in other words close ones), weakly tied colleagues, potential collaborators who are not yet working together, and “professional strangers.” Chapter 5 concludes part I by discussing the concrete business benefits provided by successful Enterprise 2.0 deployments.
Part II explains how to successfully apply the new technologies of collaboration and the work practices that make use of them. Chapter 6 begins by listing the most common concerns that deter organizations and their leaders from embarking on an Enterprise 2.0 effort. Chapter 7 offers both technologists and general managers guidelines for overcoming these concerns and succeeding in the use of Enterprise 2.0 initiatives. Chapter 8 concludes the book by making some grounded projections about the future of collaborative work, taking into account both the largest threats and the greatest opportunities associated with the tools now available.
Andrew McAfee is the king of Enterprise 2.0. He’s written a book that is low on hype and high on business value. There is much to gain from exploring these participative technologies, and little to fear.
Andrew McAfee coined the term Enterprise 2.0 to describe a phenomenon that has changed the way the world does business. Now, he takes it a step further. Whether your firm is already deeply embedded in Enterprise 2.0 or you are trying to communicate its value to your staff and your customers, you will soon wear out this book by repeatedly referring to its thoughtful descriptions, advice, and insights.
Paul F. Levy, President and CEO, Beth Israel Deaconess Medical Center
Web 2.0 has opened a new frontier for coordinating work, presaging a revolution in innovation and productivity. Andrew McAfee’s book provides the best guide yet to this new terrain. The wise executive will master it before the competition does.
Technology continues to increase transparency and visibility into companies’ business decisions, enabling transformation and driving competitive advantage. McAfee clearly understands the role of IT to create superior customer value. His straightforward approach and the frameworks presented in this book will help organizations derive maximum value from their investments.
Leo Apotheker, CEO, SAP AG
McAfee combines enlightening anecdotes with in-depth case studies and sensible recommendations on how to think about and use Web 2.0 technologies in organizations. This book will persuade anyone skeptical of the value of Enterprise 2.0.
Irene Greif, Director, Collaborative User Experience, IBM
This is an intensely practical book on what the Web 2.0 Revolution is and what it means to managers. Highly readable, it succinctly describes the new web 2.0 technologies, what capabilities they can bring to an organization and their challenges of implementation. Whether or not you are familiar with Web 2.0, this book is a mandatory read.
F. Warren McFarlan, Albert H. Gordon Professor of Business Administration, Emeritus, Harvard Business School
Professor McAfee has written an important book for the true “silent majority”—the hundreds of millions of workers globally who have had expensive technology dumped on their desks. Here he shows how non-IT managers can leverage the new wave of free, collaborative software that they actually enjoy using.
Bruce Richardson, Chief Research Officer, AMR Research
Andrew McAfee spotted and shaped the trend toward Enterprise 2.0 early on, and shows a clear perspective on where value will be created as this new wave of technology applications changes some of the longstanding rules of business. He very effectively keeps the focus not on the technologies themsleves but rather on the implications for how executives will run their businesses in the future. The insights from his fieldwork provide today’s business leaders with a pragmatic view of the opportunities and challenges these trends and technologies will create for their organizations.
Roger Roberts, Partner, McKinsey and Company and leader of McKinsey’s Business Technology Strategy service line in North America.
Afraid of anything and everything 2.0? This is the book for you. McAfee captures why it matters – and highlights case studies that demonstrate how you can make collaboration work for you. And I love that a government example is among the case studies. It is a must read for those looking to build their sea legs for the changing times ahead.