You're right. That's why I defined the mea...

2009-11-27T00:03:50.937+01:00

You're right. That's why I defined the meaning of the words. Like "social", "communities" and things like that, what matters is not only what they mean to you but what they mean to people you're talking to.

I'll explain my thoughts in a more detailed way later but all the discussions around this post (more...in two languagesn what provides me with a cross-cultural feedback) makes me think that driving adoption has to seen under two different angles :

- adoption leader : spreading the message, leading the way, convincing.

- users : have to be shown an easy to understand and direct benefit related to their day to day assigned tasks. My favorite example is about manufacturing machines : no need much effort to explain workers why they should use them insted of relying on their handwork on an assembly line. That's the same for using a car instead of walking for delivery man.

Both are necessary. But adoption leaders won't impact "ground workers" for the only reason they are disconnected from their daily reality. The missing link is middle management.

So, to make people adopt something (what is not driving adoption), one has to lead and evangelize from the top and rely on line management to align day to day work and make things make sense (so put one's hand on "bottom" things)

Message + reasons to concretely implement it is one of the best way to get things done. (Globally speaking...we all know that each each company needs its own approach, according to its own context).

Comments on The Content Economy: Who is in the driving seat of Enterprise 2.0 adopt...

You're right. That's why I defined the mea...