Presentation given by Tamara J. Erickson of nGenera at Enterprise 2.0 San Francisco 2009.

1. What Business Executives
Really Think About E2.0
Tamara J. Erickson
T J Ei k
November 3, 2009

2. This Train is Leaving the Station
Old approaches have been mastered
Technology enables a very different
Technology enables a very different
level of performance
Competition will shift the playing field
2 | © 2009 Tamara Erickson and nGenera. All Rights Reserved.

3. The Twentieth Century Icons: Masters of Scale and Cost
3 | © 2009 Tamara Erickson and nGenera. All Rights Reserved.

4. Reason #1: Structure
Twentieth Century bureaucratic 2.0 mobilizes intelligence:
systems optimized:
systems optimized: The utilization of complex
The utilization of complex
Division of responsibility knowledge
Specialization Innovation through the
Strict accountability – providing
bl d contributions of many
contributions of many
excellent control Harnessing the smallest units of
knowledge
Our corporations aren’t designed to support it.
4 | © 2009 Tamara Erickson and nGenera. All Rights Reserved.

5. Reason #2: Culture
The underpinnings of traditional 2.0 assumptions:
organizations: Performance‐based
Performance based
Loyalty, reciprocated with arrangements
protection and care Collective purpose
Individual autonomy
Individual autonomy d f h h d
Identification with shared
Identification with organizational objectives
units and individual managers Based on coordinating
Based on planning
Almost all the corporate etiquette
and “unwritten rules” you know discourage it
y g
5 | © 2009 Tamara Erickson and nGenera. All Rights Reserved.

6. Ten Factors That Shift Organizations
Enablers of Collaborative Capacity
Highly engaged, committed participants
Trust‐based relationships
Networking opportunities
Selection, promotion and training practices based on collaboration
S l ti ti dt i i ti b d ll b ti
Organizational philosophy supporting a “community of adults”
g
Executives who create a “gift culture”
Leaders with both task‐ and relationship‐management skills
Productive and efficient behaviors and processes
Clearly d f d individual roles and responsibilities
l l defined d d l l d bl
Important, challenging tasks
From our extensive research on successful collaboration
6 | © 2009 Tamara Erickson and nGenera. All Rights Reserved.

7. Obstacle #3: Strategic Role
Early 2009: Now:
This is something we have to do
This is something we have to do 2.0 supports a broad range of
2 0 supports a broad range of
to keep Gen Y’s happy – thank activities – with clear business
goodness for the recession! objectives
It s extra, nice to have – like
It’s extra nice to have like Each best achieved through
Each best achieved through
fitness centers and day care different organizational
We don’t even know what “it” is approaches and supported by
different technologies
different technologies
It takes many forms – and it’s not always worth it
y y
7 | © 2009 Tamara Erickson and nGenera. All Rights Reserved.

8. Driving Outcomes through Collaborative Intents
1. Connect previously‐unrelated Ideas
2. Access untapped people or expertise
3. Distribute work or risk
4. Co‐create
5. Detect emerging patterns or trends
6. Pool judgments
6 Pool judgments
7. Determine group‐wide preferences
8. Air and debate multiple views
8 Ai dd b t lti l i
9. Influence views or norms
10. Coordinate in time and space

9. Intents in a Collaborative Ecosystem
A Partial Sampling of the Players in the Health Care Industry
Coalescing
Regulators
g
Insurers
Health Care Providers
Coordinating
Distributing
g
Marketing Patients
Pooling
Co‐creating Engaging
Manufac
Manufac‐ Families
Families
Sales
turing and
Distributors
Caregivers
Tapping Polling
R&D
Public
P bli
Connecting
Pharmacies
Academic
Institutions Sensing
9 | © 2009 Tamara Erickson and nGenera. All Rights Reserved.

10. Reason #4: The Technology Itself
Concerns Coming realities
Overwhelming ‐‐ and difficult to
Overwhelming and difficult to Unifying approaches
Unifying approaches
harness Ways of partitioning and
Heterogeneous and aggregating data
disconnected bl l h
Ability to manage relationships
Not secure or necessarily
relevant
The technology environment’s stage of maturity has been
incompatible with many corporate requirements and policies
10 | © 2009 Tamara Erickson and nGenera. All Rights Reserved.

11. nGen Collaboration Server
Email IM PDAs Blogs
Gov’t &
Gov’t & Crisis Mgmt &
Crisis Mgmt &
Regulatory
Regulatory
l Disruption
Disruption
Enterprise
Collaborative Enterprise
Extended
Extended Shareholders
Employee
Employee Shareholders
&
Employee
Employee
Community & Governance
Governance
Community
Define Build Market Sell Support
Customers
Central point of collaborative control
Marketing Development Focus Groups
Security‐enabled
Multi‐location, Multi‐lingual, 24x7, Real‐time
Cultural Evolution: BB >> Gen X >> Gen Y
11 | © 2009 nGenera Corp. All Rights Reserved.

12. Obstacle #5: Engagement
Management 101 Participation 2.0
Directed activities
Directed activities Individual discretion
Individual discretion
Clear instructions Dealing with rich content that
flows through infinite links
Forming and maintaining
d
complex relationships
Having trust, a stake, a voice, an
impact, and a community bond
People have to want to do it
12 | © 2009 Tamara Erickson and nGenera. All Rights Reserved.

13. Authentic Sense of “What It Means to Work Here”
What does your organization offer more of than any other?
Do people get “enough” of what they came here for?
How can you emphasize your strengths?
Do you offer frequent “goose bump” experiences?
13 | © 2009 Tamara Erickson and nGenera. All Rights Reserved.

14. Stages of Collaborative Enterprise Management
LEVEL 3
LEVEL 2
LEVEL 1
14 | © 2009 Tamara Erickson and nGenera. All Rights Reserved.

15. Four Common Positions Today
Strategy
Structure
Culture
Technology
Engagement
Technology Led
Technology Led Culture Based
Culture‐Based Executive Led
Executive Led Skunk Works
Skunk Works
15 | © 2009 Tamara Erickson and nGenera. All Rights Reserved.

16. 2.0 Today: It’s All About the Business
Old way:
Managing technologies
Managing technologies
New way:
Opportunity to transform enterprise productivity and innovation
by applying 2.0 technologies to the way we work
16 | © 2009 Tamara Erickson and nGenera. All Rights Reserved.

17. Tamara J. Erickson
a a aJ c so
terickson@ngenera.com
(617) 283‐1740
www.nGenera.com
www nGenera com
17 | © 2009 nGenera Corp. All Rights Reserved.