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  Pattern-Based Strategy: Enterprise 2.0 Got It Backward Business Intelligence Summit April 12-14, 2010 Mandalay Bay Resort & Casino Las Vegas, NVTom Austin Notes accompany this presentation. Please select Notes Page view. These materials can be reproduced only with written approval from Gartner. Such approvals must be requested via e-mail: vendor.relations@gartner.com. This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other authorized recipients.This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates.© 2010 Gartner, Inc. and/or its affiliates.All rights reserved. , . .  Pattern-Based Strategy: Enterprise 2.0 Got It Backward  . . , , 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 sourcin of innovation at P&G from the internal R&D deartment to a broad arra 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   Page 1 Tom AustinBI8_124, 4/10 This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other authorized recipients.This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates.© 2010 Gartner, Inc. and/or its affiliates.All rights reserved.  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!  Pattern-Based Strategy: Enterprise 2.0 Got It Backward  , , for some businesses, billions of connected devices and trillions of dollars per day of transaction flows running across the massively interconnected networks of the world. The study of networks in business dates back more than 50 years (see Kleindorfer and Wind's The Network Challenge, 2009). Since 2005, when we launched our coverage of the High Performance Workplace, we focused on how Malone's seminal 2004 book, The Future of Work ). We also touched on how the same forces changed the nature of the enterprise. Now, in 2009, we are declaring a new focus on the collective, a network-centric view of business. In this business view, traditional notions of the organization —a firm or organization based way of thinking —are challenged by a new management thought model —a network-centric view of the world.ICThaslaedandwillcontinuetolaamaorroleasacriticalenablerandaccelerantofthemoveawa   Page 2 Tom AustinBI8_124, 4/10 This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other authorized recipients.This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates.© 2010 Gartner, Inc. and/or its affiliates.All rights reserved.  from firm-based thinking to network-centric thinking.  Pattern-Based Strategy: Enterprise 2.0 Got It Backward Page 3 Tom AustinBI8_124, 4/10 This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other authorized recipients.This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates.© 2010 Gartner, Inc. and/or its affiliates.All rights reserved.
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