This conference has made it painfully clear that the term Enterprise 2.0 has no discernible value at all. The label simply means everything and nothing all at once. It has become a something that people want to add to their recipes.

Microsoft became Enterprise 2.0 this morning and it is the biggest load of bullshit I have heard in ages (and News.com goes and gushes over it).

I am sitting here in a session, which has a great panel (including Ross Mayfield), and I am sure that if you asked for everyone who was an Enterprise 2.0 expert to raise their hand, the whole room would jump out of their seat with their hand in the air.

I know I couldn't raise my hand. Could you?

I have been working on bringing social computing in to enterprises for almost 5 years, and guys like Euan have been at it longer. Fantastic minds have been thinking about it for years, and every one of those people, who I regard as the real experts - they are all the first to admit that they are not experts. We don't know anything, we just know that we need to find ways to give up control.

Enterprise 2.0, the term, isn't about giving up, it's not about seeing your organization in a new way, it's not about happier and more fulfilled people. The term now means technology.

The idea that you can take a particular piece of software and put it in to an enterprise and that it will make your company better, or more efficient, or more profitable, is a very industrial mentality.

Buy a better machine and reduce your costs? More widgets, faster?

No.

Lasting change in organizations happens in spite of fads not because of them.

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