2014-30-May-Cheetah.jpgI find myself thinking again about the buzziest of buzzwords: engagement and collaboration. Just what do they mean? Engagement is about people’s connections to technology, and collaboration builds connections (and ideas) among people.

You know what engagement really is? It’s speed.

Hear me out. The goal of engagement and collaboration is to (ahem) get stuff done. Getting stuff done is not new. We have been checking off to-do lists for millennia. What’s different these days is the need for speed. Engagement is about getting things done faster. 

What's Missing?

Social collaboration has been trendy for several years now. Plenty of tech companies sell new solutions and services, some have proliferated and some have been run into the ground, or been bought by bigger companies or just flat gone off our radar. In spite of all these tools and solutions, many organizations are still not doing it right or at all. Just last year, the majority of IT decision-makers (87 percent), business leaders (67 percent) and end users (68 percent) reported using enterprise social networking technologies, but most lack true enterprise collaboration capabilities, according to an Avanade report.

What’s the problem? What’s missing?

There’s no shortage of tools, and people are certainly aware of social processes (after all, social media is a consumer-driven initiative). What’s missing is the commensurate shift in enterprise IT approach. Social is not just a new technology, it’s a new way of engaging with each other as well as our systems.

The old way: We had systems. The systems held the information. A handful of people used these systems. These few people controlled the gates to the information. They had processes, and limited updates and the user interface changed once every nine years. Somewhere in there we had mobile phones the size of shoe boxes and Y2K. Documents were posted to a network. People took turns touching them. We had oodles of face to face meetings, and you know what? Projects -- no matter what the enterprise was in business to do, whether it’s making widgets or ideas -- projects took a long time.

Technology accelerated things. Remember the heyday of Moore’s Law? Things sped up fast. In the past 10 years, who do we have to thank for our biggest innovations? Consumers. (Again, this is old news.) Some businesses like Intel and Microsoft focused too clearly on Moore’s law and guess what? Apple swamped them with a new way of doing things -- but I digress.

Skimp on the Next Generation of Systems, Miss Out on the Next Generation of Workers

Enterprises, as we all know, are not consumers. What’s different about enterprises is that their systems require much more customization and money. CIOs can’t just run out to the store and buy the latest enterprise equivalent of an iPhone, the way many of us consumers did in 2007. Flash forward: we had the Great Recession. Now enterprises are reluctant to make an investment in the next generation of systems and still rely on a quirky company like Blackberry!

Through their reluctance to build out their systems of engagement, many enterprises are alienating their future and even current employees. Big mistake.