Web 2.0: The Understanding that will Separate the Winners from the Losers

This post was inspired by a very insightful McKinsey Quarterly article, Six Ways to make Web 2.0 Work, that I discovered in a Linkedin Facebook group that my friend, Karen Brennan turned me on to. It brought me to realize that there’s something inherently different about Web 2.0 and previous technologies that most of us haven’t stopped to acknowledge. Understanding and embracing this difference will separate those who will be successful with Web 2.0 from those who will won’t.

What’s the difference?

The difference is that we’re used to technology being an automation tool, improving productivity and streamlining manual processes.  Web 2.0 is a completely different animal; it requires a high degree of participation on the part of users to be effective.

This is a shift that requires acknowledgment. We need to move on from thinking that technology is all about saving time. We now need to recognize that Web 2.0 requires involvement in order to pay off.

How do you begin to make the shift?

Step 1: Be aware of the Web 2.0 tools available and understand their benefits. This chart from the McKinsey article defines the wide range of categories and their benefits to users:

Step 2: Understand what can be gained by employing these various categories of Web 2.0 tools. Another McKinsey chart does a great job of describing capabilities and potential users. (I apologize for the fuzzy appearance; I decided that a fuzzy chart did a better job in educating than no chart.)

In summary, the next time you catch yourself thinking that Web 2.0 tools require too much work and time, consider that they are now the most effective tools for doing your work. Make the shift to investing in Web 2.0 and slowly move away from your investment in the old ways.

Tell us about your Web 2.0 success stories so that we can all inspire each other.